Ali Tarhini is an Associate Professor in the Department of Information Systems at Sultan Qaboos University, Sultanate of Oman. His research interests include Consumer behavior, digital marketing, Big Data, Cloud Computing, IoT, Knowledge Management, social media, Artificial Intelligence (AI)-enabled customers service, ICT in information systems (Technology adoption and diffusion), cross-cultural issues in IS and security and ethics of retailers use of consumers’ data. Dr. Tarhini has published over 90 research papers in international journals including the Computers in Human Behavior, Information Technology & people, Journal of Enterprise Information Management, Journal of Management Development, Management Research Review, British Journal of Educational Technology, Journal of Computing in Higher Education, Education and Information Technologies.