Nirma Jayawardena is Assistant Professor in Marketing at the University of Bradford, UK. She holds a BSc in Business Management (First-Class Honours) from NSBM Green University, Sri Lanka, and an MBA in International Business from the University of Colombo, Sri Lanka. She also completed a Graduate Diploma in Business Research and a PhD in Marketing at Griffith University, Australia. Her research interests include consumer psychology, consumer social cognition, digital video advertising, and experimental research methods.

Sara Quach is Associate Professor in Marketing at Griffith University, Australia, and has been recognised as the Rising Star in the Marketing Discipline 2020 by The Australian. She has published over 80 A-ranked journal articles since 2015 (ABDC). Her research has been published in leading marketing journals including but not limited to the Journal of the Academy of Marketing Science, Industrial Marketing Management, European Journal of Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Journal of Strategic Marketing, and Marketing Intelligence and Planning.

Park Thaichon is Associate Professor of Marketing at the University of Southern Queensland, and an Adjunct Associate Professor of Marketing at the Griffith Asia Institute, Griffith University. His research, teaching, and consulting focus are on digital marketing, AI, technology, relationship marketing, and consumer behaviour. He has been appointed to various leadership roles in research, learning and teaching, student recruitment and agent engagements, and academic community service. He is open to research collaboration, consulting projects, and commercial research. He has been working with organisations such as Australia- ASEAN Council, the Commonwealth Scientific and Industrial Research Organisation, Data61 Business Unit, AGL Energy Ltd, True Corporation Ltd, Nhon Trach New Industry City Ltd, among others.

Abhishek Behl is Associate Professor at Keele Business School, Keele University, UK, where his area of research interest is Information Systems and Management. He has earned his second PhD from Indian Institute of Technology, Bombay, where his research is in the area of crowdfunding and gamification. He is a winner of the prestigious ‘Naik and Rastogi Award for excellence in PhD’ from IIT Bombay. He has taught subjects like business analytics, marketing analytics, gamification, marketing research, and qualitative data analytics. He has also served as a Senior Manager – Research at Centre for Innovation Incubation and Entrepreneurship, IIM Ahmedabad. His research is in the area of business analytics and decision sciences with a focus on gamification, stakeholder engagement, sustainability, and e-commerce start-ups.

Introduction to the concept of social proof in social media marketing.- Exploring the role of social media - based marketing strategy.- Digital influence leveeraging social media to drive brand awareness and product discovery.- The influence of social proof and fear of missing out in social media towards poduct experience.- Measuing the success of social media presence with google analytics from clicks to conversion.