Vikas Arya, PhD, is an Assistant Professor at EMLV Business School, Pôle universitaire Léonard-de-Vinci, Paris, France. Prof. Arya edited various special issues from renowned Journals. He has published papers in reputed journals such as the Journal of Consumer Behavior, International Journal of Human Resource Management, International Journal of Consumer Studies, International Journal of Information Management, Computers in Human Behavior, Journal of Retailing and Consumer Studies, Journal of Global Information Management, etc. His core research and teaching interests are in Consumer Behaviour, Marketing Communication, Destination Branding, Digital Mobile Apps marketing, Metaverse, AR/VR, and NFTs.