**Dr Ayantunji Gbadamosi (BSc (Hons), MSc, PhD, FCIM, FCMI, SFHEA, CMBE)** is an Associate Professor in Marketing, and the Chair for the School Research Ethics Committee at the Royal Docks School of Business and Law, University of East London (UEL), UK. He is a visiting Professor at the University of Forte Hare, South Africa. He has once served as the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee at the Royal Docks School of Business and Law, University of East London. He received his PhD from the University of Salford, UK and has taught marketing courses at various institutions including the University of Lagos (Nigeria), University of Salford (UK), Manchester Metropolitan University (UK), Liverpool Hope University (UK), and various professional bodies. He has published numerous articles in top-tier journals and has presented his work at various conferences around the world. He has also served as a reviewer for several academic journals in the field of marketing. Apart from the various journal articles, he has authored/edited thirteen books including Brands, Branding, and Consumerism (Palgrave Macmillan, 2025), Consumer Behaviour and Digital Transformation (Routledge, 2024); Critical Perspectives on Diversity, Equity and Inclusion in Marketing (IGI Global, 2022); Contemporary Issues in Marketing (SAGE, 2019), Young Consumer Behaviour (Routledge, 2018), Religion and Consumer Behaviour in Developing Nations (Edward Elgar, 2021), The Handbook of Research on Consumerism and Buying Behaviour in Developing Nations (IGI Global, 2016), Principles of Marketing – A Value-Based Approach (Palgrave Macmillan, 2013), and Entrepreneurship Marketing: Principles and Practice of SME Marketing 2nd edition (Routledge 2020). Dr Gbadamosi is an editorial board member of several journals.  *Apart from the supervision of several undergraduate and Master students, he has been a part of the success story of eighty-nine (89) doctoral students through his roles as a supervisor, an examiner, and a chair of viva voces. He has also served as the Programme chair of the* Academy of African Business Development (AABD) conferences from May, 2016 – May, 2022 and served as the conference Chair for the same conference hosted at the University of East London in May, 2023. His past and current external examiner roles include those at Lancaster University, Northampton University, University of Westminster, University of Chester, and the University of Suffolk. His research interest lies in Consumer Behaviour, SME Marketing, Marketing to Children, Branding and Brand Management, and Marketing Communications. His paper won the EMERALD Best Paper award at the International Academy of African Business Development (IAABD) conference, in 2014. In addition to his academic work, Dr. Gbadamosi has also worked as a consultant for various organizations, providing expert advice on marketing strategies and consumer insights. He is highly regarded by his colleagues and students for his expertise, dedication, and passion for the field of marketing. Dr. Gbadamosi's wealth of knowledge and experience make him a valuable asset to any organization seeking to enhance its marketing efforts.