Senior Lecturer in Digital Business
My background is in branding linguistics, education, allied health sciences, and a touch of music.
Before joining the University of Sunderland in 2023, my career started in human resources at Ruamrudee International School, Bangkok in 2006.
I subsequently embarked on academic roles in 2009 at Thammasat University and University of the Thai Chamber of Commerce, during which I pursued my PhD at Newcastle University. I applied lexical analyses to study meaning-making that transpired through texts, which reflect branding strategies of corporate identity.
My research has been related to the area of adopting dedicated technological tools for various purposes including branding, education, and more. I am also interested in understanding perceptions during communications between humans and interactive machines, which could potentially be known with the assistance of specific algorithms and brain waves.
Teaching and supervision
- MGTM14 Strategic Management and Foresight
- MGTM16 International Business Management Research Project
Research interests for potential research students
Research
- Tongvivat, Y. (2019) ‘Corpus Linguistics Meets Branding: Brand Personality in Corpora of Pre-1992 and Post-1992 University Websites’ PhD Thesis. Newcastle University.
- Wangwiwattana, C., Tongvivat, Y. (2023) ‘Automating Academic Assessment: A Large Language Model Approach’ In Proceedings of the 2023 7th International Conference on Information Technology (InCIT), Chiang Rai, Thailand. IEEE, pp. 330-334. DOI: 10.1109/InCIT60207.2023.10412991
- Wangwiwattana, C., Tongvivat, Y. (2023) ‘Semi-Automatic Short-Answer Grading Tools for Thai Language using Natural Language Processing’ In ICETM’22: Proceedings of the 2022 5th International Conference on Education Technology Management. New York, USA. Association for Computing Machinery, pp. 123-128. DOI: 10.1145/3582580.3582600
- Wangwiwattana, C., Tongvivat, Y. (2022) ‘Semi-Automatic Short Answer Clustering and Grading with K-means and Keyword Matching Algorithms’ In Proceedings of the 2022 6th International Conference on Information Technology (InCIT), Nonthaburi, Thailand. IEEE, pp. 280-284. DOI: 10.1109/InCIT56086.2022.10067412
- Branding Linguistics
- Content Analysis
- Corpus Analysis