Dr. Gomaa Agag is an associate professor of marketing at Nottingham Business School. He holds a PhD in Marketing from Plymouth Business School-University of Plymouth. Before joining the PhD program, Dr. Agag worked for 5 years at Menoufia University, as a lecturer in marketing, involved in delivering and leading serval modules at both under and postgraduate levels. He was on the teaching honor roll multiple times and won the best teaching award twice, in 2016 and 2017. Dr. Agag’s research interests focus on several marketing areas including digital marketing, how IT is adopted across different markets, and consumers' decisions to search and buy products online. This diverse research has appeared in several top marketing academic journals such as the British Journal of Management, the Journal of Travel Research, and Tourism Management. Currently, he studies the role of artificial intelligence in improving firm performance in the tourism and hospitality industry.