Fathima Musfira Ameer
About me
Ms. A. Fathima Musfira is an academic specializing in multimedia and gaming technologies, with particular expertise in digital storytelling, educational technology, persuasive system design, and human–computer interaction. Her research explores how multimedia content and interactive design influence user engagement and behaviour across digital platforms. She has published and reviewed extensively in reputed journals and conferences, contributing to the advancement of digital media studies and technology-enhanced communication. Her work also extends to applying multimedia principles in education, cultural preservation, and user experience design.
Ms. A. Fathima Musfira is a passionate academic and researcher specializing in Multimedia, Human–Computer Interaction (HCI), and Digital Storytelling Technologies. She currently serves as a Senior Lecturer in Information and Communication Technology at the Faculty of Technology, South Eastern University of Sri Lanka.
She holds a Master of Science in Multimedia Studies (By Research) from Universiti Utara Malaysia (UUM) and a B.Sc. in Information and Communication Technology from the University of Jaffna (Vavuniya Campus), where she graduated with Second Class Upper Division honours.
Her research primarily explores Persuasive Design, Gamification in Education, User Experience (UX) and Usability, Augmented and Virtual Reality, Assistive Technologies, and AI-driven Creativity. She has published extensively in indexed journals and international conference proceedings, including in Springer, The Qualitative Report, SEARCH Journal, International Journal of Creative Multimedia, and Journal of Information System and Technology Management. Her body of work examines how interactive systems and digital narratives can be designed to influence user attitudes and learning behaviors.
Ms. Musfira has also contributed a copyrighted design framework titled “Persuasive Ephemeral Digital Storytelling in Social Media (PEDSTiSM)”, reflecting her innovative approach to persuasive communication and digital storytelling mechanisms in ephemeral media platforms.
Her teaching expertise spans across Software Engineering, Human–Computer Interaction, Gaming and Multimedia Technologies, Programming, and Web Application Development. She integrates creative and research-based pedagogy into her courses, often incorporating gamified and experimental learning strategies.
Beyond teaching and research, she plays an active leadership role within her faculty and the national scientific community. She serves as Assistant Managing Editor of the Sri Lanka Journal of Technology (SLJoT), has chaired and reviewed for multiple International Conferences on Science and Technology (ICST), and contributed to national research policy initiatives including the Resource Pool of Expertise for Research Review and Road Map Development of the Ministry of Science and Technology, Sri Lanka (2025).
Internationally, Ms. Musfira contributes as a Reviewer for global organizations such as the International Science Council (ISC) and Elsevier, with verified reviews for Heliyon, SAGE Open, and International Journal of Qualitative Methods. She was also nominated by Universiti Utara Malaysia as an Academic Peer for QS Academic Global Survey 2025.
Her academic excellence has been recognized through several accolades, including Senate Honours Appreciation for Publications in Indexed Journals (2023). She continues to advocate for women’s participation in technology and scientific research, mentoring young scholars in multimedia and emerging technologies.
Areas of Expertise
Persuasive Design & Interactive Systems
Human–Computer Interaction (HCI)
Digital Storytelling and Gamification in Education
User Experience (UX) Design and Usability Testing
Multimedia Systems, AR/VR Technologies
Assistive and Inclusive Technologies
AI-driven Innovation and Creativity
ICT in Education and Governance
Personal Interests
Beyond academia, Ms. Musfira is deeply involved in community development, especially initiatives encouraging digital literacy and women’s empowerment. She also enjoys reading, documentary filmmaking, organic gardening, and culinary exploration, balancing creativity and curiosity across all aspects of her life.
Degrees:
• Ameer, F. M., Ibrahim, N., & Harun, H. (2022). A Thematic Review on Digital Storytelling (DST) in Social Media. The Qualitative Report, 27(8), 1590-1620.
• Ameer, F. M., Harun, H., & Ibrahim.N. Exploring Instagram Stories Through the Classic Model of Digital Storytelling (2023). SEARCH Journal of Media and Communication Research. Special Issue: International Conference on Media Studies (ICMS2021), 103–117.
• Ameer, F. M., Harun, H., & Ibrahim.N. “Are Ephemeral Digital Stories Persuasive Tools? An Exploratory Study into Instagram Stories.” Springer Book Chapter (In Press)
PATENTS/ COPYRIGHTS
• A Design Framework for Persuasive Ephemeral Digital Storytelling in Social Media (PEDSTiSM)
Reference No: CRLY2023P06432
ARTICLES SUBMITTED FOR INDEXED JOURNAL
• Ameer, F.M, Aslam, M. Z. “Analysing the awareness and perceptions of email users to explore patterns, attitudes, and strategies for reducing email pollution”. International Journal of Environment and Pollution.
• Ameer, F. M., Ibrahim, N., & Harun, H., “An Investigation of Instagram Stories Through the Lens of Robert B. Cialdini’s Seven Principles of Persuasion”. Heliyon.
CONFERENCE PUBLICATIONS
• Ameer, F. M., & Linosh, N. E. (2016). Augmented Reality and its possibilities in Agriculture (In Sri Lankan Context).Kelaniya International Conference on Advances in Computing and Technology (KICACT).
• Ameer, F. M., Shakir, M., & Munsifa, A. (2016). Analysis of software testing challenges in the Sri Lankan context. In 5th Annual Science Research Sessions (pp. 38-44).
• Ameer, F. M., & Munsifa, A. F. (2016). Mobile agent platforms in ubiquitous computing applications and systems (a literature review).International Symposium 2016, South Eastern University of Sri Lanka.
• Ameer, F. M., & Haalisha, A. (2017). The Challenges faced by literate working women in Work life balance (A study in Ampara District, Sri Lanka)”, World Conference on Women’s Studies – WCWS.
• Aboobucker, H., & Ameer, F. M. (2017). Analysis of Usage of Internet Banking Facilities in Sri Lanka. International Symposium of Sabaragamuwa University of Sri Lanka (ICSUSL)
• Ameer, F. M., & Cassim, A. A. (2018). Analysis on Internet of Things, Application, Challenges and Related Future Technologies (A Literature Review).Annual Science Research Session (ASRS)
• Ameer, F. M., & Haalisha, A. (2020). Work-life balance and the quality of life of working women in the Sri Lankan IT industry)”, 3rd International Conference on Future of Women.
• Shafana, A. R. F., & Ameer, F. M. (2021). Students’ opinion on the use of virtual learning environment: a case study from the South Eastern University of Sri Lanka. International Arts Research Symposium (SEUIARS ).
• Naja, M. M. F., Shafana, A. R. F., & Ameer, F. M. (2021). Automated software testing and tool selection: a case study based on security testing of Popular E-commerce applications in Malaysia.International Conference on Science and Technology (ICST 2021)
• Ameer, F. M., Naja, M. M. F., & Shafana, A. R. F. (2021). Users’ perception towards the usage of the ‘athan’ app in Sri Lanka through the lens of the Technology acceptance model (TAM). International Conference on Science and Technology (ICST 2021)
• Shafana, A. R. F., Ameer, F. M., & M. M. F. Naja. “Assessing the E-commerce websites for performance using automated testing tools.” (2021). International Conference on Science and Technology (ICST).
• Shafana, A.R.F., Iqbal, N., Ameer, F. M., & Naja, M.M.F., “ Comparative analysis of machine learning algorithms along with lexical analysers for sentiment analysis in Tamil language. 10th International Symposium, SEUSL.
• Ameer, F. M., Ibrahim.N., & Harun, H., (August 2022). Sentiment Analysis of Tweets Regarding Sri Lankan Crisis using Automatic Coding in ATLAS.ti 22. 2nd International Conference on Science and Technology-ICST 2022.
• Samarakoon, J. C., & Ameer, F. M. (2023, December). Exploring usability and accessibility of educational mobile apps for mathematics learning: A preliminary literature review. Paper presented at the 3rd International Conference on Science and Technology 2023, Faculty of Technology, South Eastern University of Sri Lanka.
• Rajendran, N., & Ameer, F. M. (2024, February). Leveraging mobile applications for English language learning: A preliminary literature review. Paper presented at the 12th International Symposium of the South Eastern University of Sri Lanka.
• Ameer,F.M (2026). Gamification in Software Engineering Education: An Experimental Study of Traditional and Game-Based Pedagogical Methods. Singapore International Conference on Teaching, Education & Learning, 03-04 March 2026. (Manuscript has been Accepted)
PEER-REVIEWED JOURNAL PUBLICATIONS
• Ameer, F. M., Ibrahim, N., & Harun, H. (2025). What Makes an Instagram Story a Persuasive Digital Story?: Evidencing through the Core Elements of Digital Storytelling. International Journal of Creative Multimedia, 6(1), 65–93. https://doi.org/10.33093/ijcm.2025.6.1.5
• Ameer, F. M., Harun, H., & Ibrahim, N. (2024). Digital storytelling in public health: Lessons from COVID-19-related Instagram stories for future crises. International Journal of Creative Multimedia, 5(2), 101-128. https://doi.org/10.33093/ijcm.2024.5.2.7
• Ameer,F.M, Ibrahim.N., & Harun, H., (2023). Exploring the persuasive design elements of Instagram. Journal of Information System and Technology Management, 8(33), 297 - 319.
• Ameer, F. M., Shafana, A. R. F., Musthafa, F. N., Vijitharan, S., & Iqbal, N. (2022). Digital competence and ICT literacy of school teachers: In the context of schools in Nintavur, Sri Lanka. International Journal of Health Sciences, 6(S2), 977–991. https://doi.org/10.53730/ijhs.v6nS2.5124
• Ameer, F. M., & Aboobucker, H. (2018). Usage of Information Technology in Banking Sectors in Sri Lanka: A Statistical Analysis Approach.International Journal of Advances in Scientific Research and Engineering,4 (12). https://doi.org/10.31695/IJASRE.2018.33011
• Ameer, F. M., Ibrahim.N., & Harun, H., (2022). Sentiment Analysis of Tweets Regarding Sri Lankan Crisis using Automatic Coding in ATLAS.ti 22. Sri Lankan Journal of Technology.2022(Sp.Issue).44-50.
BOOK CHAPTER
• Shafana, A. R. F., & Ameer, F. M. (2021). Students’ Perception of Virtual Learning Environment: A Case Study on South Eastern University of Sri Lanka based on TAM. Covid 19 Pandemic and Socio-Economic Issues : an Experience of Sri Lanka. ISBN: 978-624-5736-22-5 (E-Copy); ISBN: 978-624-5736-23-2.
• Ameer, F. M., Begum, S.L.R., & Shafana, M.S. Comparison of Perception on Work From Home: A Study Among the Academia of Sri Lankan State Universities”. Impact of Covid-19 on Higher Education in Asian Countries” (ISSN: 978-81-951694-3-6)