She received her MSc in Marketing from the University of Isfahan, Iran, and her PhD in Information Systems from McMaster University. Her research interests relate to technology adoption, and the use of data analytics in organizations. Her multidisciplinary education in marketing, industrial management, and information systems allows her to bring a diversified perspective to her research and teaching. Her research activities have resulted in over 20 peer-reviewed articles in academic journals, and conference proceedings such as Journal of Strategic Information Systems, Information & Management, Decision Support Systems, Computers in Human Behavior, Journal of Computer Science, and Journal of Retailing and Consumer Services.