Atya Zeb is a lecturer in marketing at the University of Adelaide. She completed her PhD in marketing from the University of Technology Sydney (UTS) in 2021. Atya has multicultural experience that spans across different countries, such as the UAE, South Korea, Australia, and Uzbekistan. She has also worked as an academic at the University of Technology Sydney (UTS) and the University of New South Wales (UNSW). Her research interests include entertainment marketing, marketing strategy, digital marketing, and the marketing-finance interface. She has a great passion for entertainment marketing research, where she examines a range of factors that drive consumer behaviour and commercial success.