Fahad Ibrahim is an Assistant Professor in Marketing at the University of Birmingham and a Fellow of the Higher Education Academy (FHEA). Fahad received his PhD from University of Hull (2019). His key research interests are consumer research, service marketing, strategic marketing, and digital media. Fahad has published ‎his research in academic journals such as Journal of Travel Research (ABS 4), Journal of Business Research (ABS 3), and Technological Forecasting and Social Change (ABS 3).