Pei Shan has over a decade of experience in the higher education industry. Currently, she is a senior lecturer in the Department of Marketing Strategy & Innovation, Sunway Business School at Sunway University. She holds a Ph.D. in Business from Sunway University. Her research focuses on consumer behaviour, augmented reality, artificial intelligence, emotions, and digital marketing. Prior to joining academia, she held a position as a marketing research executive at a digital interactive agency, where she focused on strategic planning, marketing communications, and analytics.