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I am a PhD candidate at BI ºÚÁÏרÇø Business School. I hold a Bachelor of Science in Mechanical Engineering from Amirkabir University of Technology (Tehran Polytechnic) and a Master of Science in Business Administration, specializing in Marketing, from the Faculty of Management, University of Tehran. Prior to pursuing my PhD, I worked for five years as an online advertising specialist and marketing manager. My research interests lie at online advertising, innovation, and mostly the intersection of technology and marketing, with a particular focus on how emerging technologies influence customer experiences. I am particularly interested in examining both the benefits and potential harms of technological integration, as well as its transformative impact on people's lives. This area fascinates me because, while technology evolves rapidly—making it challenging to focus on specific features—its broader implications for marketing and consumer behavior present a compelling and dynamic avenue for research. My final goal is to address questions such as whether technology always enhances customer experiences and, more importantly, how it shapes customer behavior and ultimately contributes to customer well-being.