Dr. Jisha Vijay is an Assistant Professor at Deviprasad Goenka Management College of Media Studies, Mumbai University. She holds a Ph.D. in Marketing from the Amrita School of Arts, Humanities, and Commerce, Amrita Vishwa Vidyapeetham University. She also earned her MBA from Pondicherry University and an M.Com from the University of Calicut. Prior to her current role, she was a faculty member at Kochi Business School, where she specialized in teaching Marketing to MBA students. Dr. Jisha has presented and published research at various national and international conferences and journals. Her recent publications include Digital Transformation in Customer Experience and Behavior (October 2024) and Entrepreneurial Insights: Super Intelligence Revolutionizing the E-Commerce Landscape (August 2024), both with IGI Publications.