Professor Dr. Sedigheh Moghavvemi is currently a faculty member in the School of Management and Marketing, Faculty of Business and Law, Taylor's University. She holds a PhD in Entrepreneurship and Technology Adoption from the University of Malaya. Her research interests include technology management, entrepreneurship, digital transformation, smart tourism, and consumer behaviour, with a particular focus on how digital innovations influence organisational strategies and consumer decision-making. Her work aims to advance the understanding of technology adoption and its impact on businesses, industries, and society.