Most. Sharmin Ara Chowdhury

Most. Sharmin Ara Chowdhury is a research practitioner with a strong focus on key areas such as Artificial Intelligence, strategic innovation, management information systems, and sustainability. Her research explores the intersection of emerging technologies and organizational strategy. By aligning innovation with practical needs, she addresses real-world challenges through applied and impactful research. Sharmin’s work bridges academic theory and professional practice, making significant contributions to the evolving landscape of digital transformation and sustainable development. Born in Jhenaidah, a city in Bangladesh, Sharmin exhibited a natural curiosity and desire to discover new knowledge from a very early age.

RESEARCH, TEACHING, or OTHER INTERESTS

Management Information Systems, Management of Technology and Innovation

Scopus Publications

Value Perception, Digital Ownership, and Scarcity in Consumer- Brand Interactions Within Digital Payment Ecosystems
Md Mehedi Hasan Emon, Most. Sharmin Ara Chowdhury, Mohammad Shariful Islam, Avishek Nath
Impacts of Digital Payment Systems on Marketing, 2026
This chapter explores the complex interaction between value perception, digital ownership, and scarcity in shaping consumer-brand engagement within digital payment ecosystems. With the rise of blockchain technologies, NFTs, and tokenized assets, traditional ideas of ownership are being redefined, prompting consumers to interact with intangible yet symbolically meaningful digital goods. The chapter discusses how perceived value is influenced not only by economic utility but also by emotional satisfaction, social recognition, and trust in technology. Digital ownership encourages active participation, social identity formation, and ongoing loyalty, while scarcity whether naturally occurring or deliberately created heightens urgency and exclusivity. Psychological, behavioral, and ethical considerations are explored alongside emerging trends such as AI-driven personalization, metaverse experiences, and regulatory ambiguity, emphasizing the importance of balanced and responsible brand strategies.
Ethical Consumption in the Age of Generational Values: Navigating the Expectations of Gen Z and Millennials
Md Mehedi Hasan Emon, Most. Sharmin Ara Chowdhury, Sharmin Jahan, Zerin Tasnim, Abu Bakar Abdul Hamid
Ethical Marketing for Shifting Consumer Behaviors and Values, 2026
This chapter explores how ethical consumption is being reshaped by the values and expectations of Millennials and Generation Z. With these generations increasingly forming the core of global consumer markets, social, environmental, and governance concerns have moved from being optional considerations to central determinants of purchasing behavior. The chapter discusses how brands might respond to this shift by embedding authenticity, transparency, and operational integrity into their practices, while also balancing practical issues such as accessibility and affordability. Attention is given to the role of digital engagement in amplifying accountability and influencing consumer decisions. Drawing on real-world examples, the chapter argues that long-term, structural integration of ethical principles is essential. Finally, responding effectively to generationally driven ethical expectations is shown to be crucial for trust, loyalty, and sustained market relevance.
AI Enabled Industry 4.0 Practices for Enhancing Sustainability Performance: Evidence from Manufacturing Firms in an Emerging Economy
Md Mehedi Hasan Emon, Kh. Mustafizur Rahman, Mowdud Ahmed, Most. Sharmin Ara Chowdhury, Afsana Ferdous Emee, et al.
2026 5th International Conference on Electrical Computer and Telecommunication Engineering Icecte 2026, 2026
Fortifying Smart City Applications: Cryptographic Security in E-Health, E-Commerce, E-Banking, and E-Governance
Md Mehedi Hasan Emon, Md. Mazid-Ul-Haque, Most. Sharmin Ara Chowdhury, Kh. Mustafizur Rahman
Securing Smart Cities Through Modern Cryptography Technologies, 2025
This chapter explores the critical role of advanced cryptographic technologies in securing smart city applications across domains such as e-health, e-commerce, and e-banking. As urban environments become increasingly digitized, safeguarding sensitive data, ensuring transaction integrity, and protecting user privacy emerge as paramount challenges. The chapter explores a spectrum of cryptographic solutions, including blockchain, homomorphic encryption, zero-knowledge proofs, and quantum cryptography, that address these complexities. Through detailed analysis and real-world case studies, it highlights practical implementations and emerging trends that reinforce trust and resilience in smart city infrastructures. Moreover, the chapter discusses the policy and ethical dimensions necessary to balance security with usability and transparency. Finally, it provides a comprehensive framework for integrating cryptographic safeguards into the evolving digital fabric of smart cities, ensuring secure, scalable, and citizen-centric urban services.
Fostering Sustainable Education Through AI and Social Media Integration: A New Frontier for Educational Leadership
Md Mehedi Hasan Emon, Most. Sharmin Ara Chowdhury
International Dimensions of Educational Leadership and Management for Economic Growth, 2025
This chapter takes a closer look at the powerful role that artificial intelligence (AI) and social media can play in shaping sustainable and inclusive education systems. It focuses on how educational leaders are essential in managing the tricky balance between embracing new technologies and addressing ethical concerns, especially around fairness and human values. Through several cross-cultural examples, the chapter shows how different regions approach AI integration, highlighting common challenges like digital gaps and biases in algorithms. It also explores how these technologies impact human capital growth, economic sustainability, and policymaking. By offering practical advice for policymakers and education leaders, the chapter encourages leadership that is flexible, collaborative, and ethically aware, aiming to use AI and social media as tools to promote fair and meaningful change in education today.