Dr. Jitendra Yadav is an Assistant Professor in Marketing at the Business School at K L Deemed to be University, Guntur, India. His research interests include consumer behaviour, social media analytics, information strategy and IT-enabled services, blockchain business applications, information technology, and operations management. He has been an active member of the academic community for many years, contributing both as an author and a reviewer. He has a number of articles published in reputable publications as well as contributions to a large number of books.