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Tajwar Malik is a Teaching Assistant in Global Marketing Strategy at the UCL School of Management. He holds a Doctorate in Business Administration with a specialization in Technology Adoption and Consumer Behavior, and a Master’s in International Marketing from London South Bank University. His research interests revolve around Psychological Marketing and Consumer-Technology Interactions. Tajwar is also associated with the tech industry, having experience with notable companies like Samsung and Panasonic. His overall aim is to bridge the gap between academia and the practical industry by emphasizing the application of theories and models. His research particularly focuses on areas such as Technology Adoption, Innovation, Smartphone technology, National Cultures, Virtual Reality, Artificial Intelligence, Machine Learning, Marketing 5.0, and Luxury Branding. Through his work, Tajwar aims to understand and improve the interaction between consumers and technology, making valuable contributions to both academic research and the industry.