Muniba Rauf is a Postdoctoral Researcher at University of Jyvaskyla, Finland. She is currently involved in funded research projects combining research, business and commercialization perspectives. Her recent work extends across interdisciplinary contexts, particularly at the intersection of marketing, business, music, and entertainment. Her main research interests revolve around digtal marketing, virtual platforms and entertainment, loyalty programs, and consumer behaviour. She holds a Doctor of Science (D.Sc.) degree in Marketing from University of Jyvaskyla, as well as Masters of Science (M.Sc.) degree in Strategic Marketing from United Kingdom (UK), where she worked on similar topic areas as her MSc thesis and received “M.Sc. Exceptional Achievement Award”.
