Siwarit Pongsakornrungsilp is Associate Professor of Marketing at Walailak University, Thailand. His research interests focus on value co-creation, consumer culture theory, brand culture, brand co-creation, and superstitious and spiritual consumption. His current project focuses on how digital marketing and branding can drive high-value tourism. He has previously published articles that appeared in Marketing Theory, Social Marketing Quarterly, the Journal of Marketing Management, the Journal of Enterprise Information Management, Sustainability, and the International Journal of Innovation, Creativity and Change.