Dr. Abdalfatah Damaj holds a PhD in Digital Marketing and Business Management from Girne American University. He is currently a faculty member at Al-Ummah University College, where he teaches courses in Digital Marketing and E-Commerce within the Faculty of Business and Marketing. Dr. Damaj has over 12 years of administrative experience and more than 4 years of academic teaching experience. His research interests focus on emerging technologies in marketing, particularly metaverse adoption, digital consumer experience, and technology acceptance models such as UTAUT. His work primarily examines how consumers adopt innovative digital environments and how emerging technologies influence consumer behavior and e-commerce development in emerging economies.