I am an alumnus of the University of Bath School of Management and the University of Leeds Business School. I have lived in the UK for a total of 9 years, and while I was there I developed a passion for teaching and research, inspired by my lecturers at both universities. For me, being an academic gives me the opportunity to be creative and to connect with and motivate the people around me, both students and colleagues. I’m interested in everything digital, especially up-and-coming technologies that enhance the online experiences of consumers. This reflected in my choice of PhD research area, my thesis being titled “The Evolution of Interactivity in Social Commerce: A Multi-Faceted Investigation”.