I joined the University of York as a Lecturer (Assistant Professor) in the School for Business and Society in December 2021. I Completed my Ph.D. in Information Studies from Nanyang Technological University, Singapore. My Ph.D. thesis focused on online consumer behavior in the face of brand-related fake news as well as their rebuttals.

My research expertise lies in the field of digital marketing and online consumer behavior. My works have appeared in journals such as Computers in Human Behavior, Internet Research, and International Journal of Hospitality Management. Additionally, I have presented my research at esteemed conferences such as the Academy of Marketing Science (AMS) World Marketing Congress, the Association for Information Science and Technology (ASIS&T), and the Pacific Asia Conference on Information Systems (PACIS).

I actively contribute to the scholarly community by serving as a reviewer for journals such as Decision Support Systems, Journal of Business Research, Information Sciences, and Information & Management. Furthermore, I hold the role of Review Editor for the journal Frontiers in Public Health. I participate in committee service for conferences such as the Association for Information Science & Technology (ASIS&T) and the International Conference on E-Business and Internet (ICEBI). My commitment extends to reviewing submissions for conferences such as European Conference on Information Systems (ECIS), and International Communication Association Conference (ICA). My contributions as a reviewer have garnered recognition on several occasions. I have been honored with distinctions such as the Outstanding Contribution in Reviewing award by the journal Information & Management, the Excellent Reviewer designation by IEEE Access, and the Best Paper Reviewer Award by ASIS&T 2023.