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Muniba Rauf is a Postdoctoral Researcher at University of Jyvaskyla, Finland. She is also currently involved in AUDISSION project funded by Business Finland, and contributes as a project researcher that involves research and commercialization tasks. Her main area of research revolves around virtual platforms, loyalty programs, and consumer behaviour. She has previously acquired 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” in 2016.