I am a Lecturer in Fashion Retail Technology and Digital Innovation at the University of Manchester. My research is focused on digital marketing and advertising. In particular, my research specialises in: social media marketing/advertising, social commerce, information processing, and marketing research utilising eye-tracking technology as well as traditional quantitative research methods. I have published as 1st author on the book chapter ‘Cultural consideration in Social Commerce: The Differences and Potential Opportunities in China’ in an edited book Social Commerce: Consumer Behaviour in Online Environment (Palgrave Macmillan, 2019). And I have presented my research at several international academic conferences: 2018 AMA/ACRA 3rd Triennial Conference at Toronto, 2018 Academy of Marketing Conference at Stirling, 2018 Global Marketing Conference at Tokyo, 2019 Global Fashion Management Conference in Paris. I have four papers in the pipeline that are going to be submitted to prestigious peer-reviewed journals such as Journal of Business Research, Information & Management, Computers in Human Behaviour and Electronic Commerce Research and Applications. I have also been invited to review academic journal papers for the International Journal of Retail & Distribution Management journal.