Aruna Karthikeyan, completed her Bachelors in Technology – Information Technology and Masters in Business Administration - Human Resource and Marketing. She has around nine years of teaching experience in Management studies and one year of research experience as Research Associate, Department of Management Studies, Indian Institute of Technology, Madras for an ICSSR funded project. The study focused on Human-Non-human relationships: an exploration in Virtual Home Assistants context. She had submitted her Doctorate thesis, specialised in Marketing from Mother Teresa Women’s University, Kodaikanal. The study focuses on consumer’s impulse buying behaviour in apparels and fashion retailing. She had attended and contributed to 9 conferences in the field of marketing and specialised in consumer behavior and received “Best paper award” from ICFAI, Jarkhand university for one of her research contributions titled “An Exploratory Study of Social Platform and its Impact on Consumer Buying Psychology with Reference to COVID-19 Global Pandemic”. Her area of expertise is consumer behavior and services marketing.