Dr. Herbert Sima is a Digital Strategy Researcher specialising in Social Media, Digital Marketing, and Artificial Intelligence. His work focuses on developing digital strategies that transform customer engagement, enhance brand interactions, and create digitally-centered marketing ecosystems that positively impact both business performance and societal well-being. Dr. Sima's research has explored how digital strategies can reduce food waste, improve human well-being, and strengthen B2B guanxi and performance, driving meaningful social change through technology-driven marketing practices. He has published his work in journals such as Industrial Marketing Management, European Journal of Marketing, Journal of Business & Industrial Marketing, Journal of Retailing and Consumer Services, Research-Technology Management, and Journal of Strategic Marketing. Additionally, Dr. Sima is an experienced business practitioner, actively involved in New Zealand and international business practice. Dr. Sima has been a Business Mentor for the Auckland Chamber of Commerce and Business Mentor New Zealand since 2022. He holds a Certificate of Specialisation in Strategy from Harvard Business School, covering Disruptive Strategy, Sustainable Business Strategy, and Strategy Execution.