Raouf Ahmad Rather is based at Interdisciplinary Research Center for Finance and Digital Economy (IRC-FDE), King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia. He is listed on Standford’s Top 2% of Scientists, and his research centers on consumer-brand relationships, consumer engagement, consumer experience, value co-creation, and digital technologies. He has published articles in top tier journals including the Journal of Travel Research, European Journal of Marketing, Journal of Marketing Management, Technological Forecasting and Social Change, Journal of Retailing and Consumer Services, Current Issues in Tourism, among others. He is the Co-Editor of Books including “Handbook of Customer Engagement in Tourism Marketing”, by Edward Elgar; and “Contemporary Approaches Studying Customer Experience in Tourism Research”, by Emerald. He presented his work at numerous international conferences, such as Academy of Marketing Science World Marketing Congress (AMSWMC), American Marketing Association (AMA), and Global Conference on Services and Retail Management (GLOSERV). He also serves as Editorial Board Member at Current Issues in Tourism, Journal of Hospitality Marketing & Management, The Service Industries Journal, among others.