Dr. Yasir Ali Soomro is an Associate Professor and Director of Master of Science in Strategic Marketing program in the department of marketing at King Abdulaziz University (KAU). He holds a Ph.D. in Marketing from Iqra University (IU), Pakistan. His core research interest is identified as consumer behaviour online and offline. Currently, working on understanding consumer behaviour towards emerging technologies IoT, NFT, MSA, A.I, Data Analytics, Green Marketing, Eco— Labelling, Recycling behaviour, Knowledge Sharing, Branding, Sustainable consumption, and production. His research has been published in Journal of Islamic Marketing, Sage Open, Frontiers in Psychology, Sustainability, and International Journal of E-Business Research.