Dr. Yeo Sook Fern is an Assistant Professor at the Faculty of Business, Multimedia University, Melaka. She is currently holding the position of a Director for Centre of Excellence for Business Innovation & Communication. She was a Deputy Dean for Research and Industrial Collaborations for 4 years (March 2021- February 2025). She commenced her career as a lecturer, with 19 years of teaching experience. She teaches marketing for bachelor's degree programs as well as Master's degree. She supervises BBA, MBA, and Ph.D. students. Apart from teaching, she is also active in research. She has secured international, national, and university grants both as the principal researcher and project member for several pieces of research. She has published 81 journal articles, 44 internationally refereed conference papers, and 5 book chapters. Apart from her impressive list of published research work in international refereed journals, Dr. Sook Fern has also won many awards throughout her academic and career journey. Dr. Sook Fern can be contacted at: yeo.sook.fern@mmu.edu.my.