PhD candidate in Marketing at Université de Poitiers, France, her research examines consumer behavior and the appropriation of connected consumer objects, with a particular focus on smartwatches in emerging contexts such as Lebanon. Her work contributes to a broader research agenda on technology adoption, consumer practices, and the everyday integration of digital innovations. She holds a Master’s degree in Marketing and Communication from ESCP Business School, France, and ESA Business School, as well as a Diploma in Business Research from Université de Poitiers, France. She has also completed a certificate in Scientific Writing and Publishing at McGill University, Canada, strengthening her academic research and publication capabilities. She currently lectures in Marketing at undergraduate and graduate levels, covering a range of topics including Customer Relationship Management, Marketing of Innovations, and International Marketing. In parallel, she is affiliated with ESA Business School’s Research Center, where she supervises student research projects and contributes to academic publications and conference activities. Prior to her academic career, she spent several years in Canada, where she held marketing and managerial roles across multiple sectors, particularly in healthcare and advertising. This experience informs her teaching and research, bridging academic insight with managerial practice