Bio: I hold a Ph.D. in Marketing from the Central University of Kashmir, where my research focused on the influence of lifestyle influencers' credibility on consumer purchase intentions, with particular emphasis on gender-based differences in consumer behaviour. I am also UGC-NET qualified. My teaching and research interests include consumer behaviour, influencer marketing, and sustainable consumer behaviour. I am committed to fostering an engaging and intellectually stimulating learning environment by integrating academic research, practical insights, and industry perspectives into the classroom. My research has been presented at national and international conferences and published in reputed peer-reviewed academic journals.