Anupama Ambika is an FPM (Fellow Program in Management) scholar at the MICA, Ahmedabad (India). Anupama’s research interests revolves around understanding consumer behavior and experiences in the digital world. Her publications have appeared in European Journal of Marketing, Journal of Consumer Behavior, Journal of Service Management, and Journal of Advertising Research. She has presented her work at premier marketing conferences such as Academy of Marketing Science (2020, 2021), NASMEI (2019, 2020), and, Sheth Consortium. Prior to pursuing her passion in research and teaching, Anupama has spent 12 years in marketing and leadership roles with IBM and Capgemini. She is a PMI certified project manager and IBM certified design thinking practitioner.