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Zahid Hussain currently in his postgraduate degree in Marketing from Khadim Hussain Shah Institute of Technology, Karachi, Pakistan (KASBIT). He has done several research publications, conference papers and book chapters related Marketing, Food Marketing, Metaverse Marketing, Customer Satisfaction and Artificial Intelligence in marketing related fields in different impact factor journals at national and international level. Arman Khan is an esteemed academician, deeply committed to advancing knowledge and fostering intellectual growth. With over a decade of experience, he has solidified his reputation in the field of academia and research. He holds a Ph.D. from Putra Business School, Malaysia's first AACSB accredited business institution. Currently, Dr. Khan serves as an Assistant Professor of Marketing at Shaheed Benazir Bhutto University, Pakistan. In addition to his teaching role, Dr. Khan has demonstrated a significant presence on both national and international academic stages. His research has been featured in high-impact journals, and he has presented his work at numerous conferences worldwide. Dr. Arman has authored numerous books published by renowned publishers, further showcasing his academic expertise. Through collaboration with fellow scholars, he has refined his research methodologies and expanded his academic contributions. Dr. Khan's editorial roles include serving as Chief Editor of a reputable research journal and being an active member of several editorial boards across national and international journals. His leadership in these roles reflects his dedication to elevating academic discourse and nurturing an environment that encourages innovation and scholarly excellence. Dr. Khan continues to shape the trajectory of academic research, fostering an environment of innovation and excellence. Mohamad-Noor Salehhuddin Sharipudin is a Senior Lecturer at the Department of Communication, Faculty of Modern Languages and Communication. He holds a PhD in Marketing from Victoria University of Wellington. His research interests include sponsorship, generational marketing, non-profit marketing, marketing communication, consumer behavior and consumer culture. His research publications have appeared in Journal of Retailing and Consumer Services, Journal of Product and Brand Management, Journal of Hospitality and Tourism Research, SEARCH: Journal of Media and Communication Research, Asian Journal of Business Research, Malaysian Journal of Communication, among others. He serves in the editorial board of scholarly journals. Dr Sharipudin has industry experience in banking and corporate branding before turning to academia.

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