Dr. Yioula Melanthiou is an Assistant Professor of Marketing at the Cyprus University of Technology. Her research interests focus on Augmented Reality (AR), Social Media Marketing, and Consumer Behaviour, fields in which she has numerous publications and presentations. Dr. Melanthiou brings over two decades of academic experience, having held leadership roles including Head of the Marketing Department and Director of Doctoral Studies at the University of Nicosia, where she worked for 18 years. Prior to her academic career, she served as Research Director and Marketing Consultant for a multinational company. She is deeply committed to teaching and mentoring undergraduate and doctoral students, and has actively participated in many European funded research programs.