Eugene Cheng-Xi Aw holds a Ph.D. in Marketing and is an Assistant Professor at the UCSI Graduate Business School, UCSI University, Malaysia. His current research work focuses on consumer behavior, influencer marketing, and branding. His research has been published in Journal of Business Research, Computers in Human behavior, Internet Research, Information Technology & People, Journal of Retailing and Consumer Services, Marketing Intelligence & Planning, Journal of Consumer Marketing, among others.