Dr Hsiao-Pei (Sophie) Yang is Assistant Professor in Marketing at Maynooth University, Ireland. Her research focuses on consumer behaviour and SME innovation, with interests in AI and digital transformation. She publishes in journals including British Journal of Management, Information Technology & People, and International Journal of Entrepreneurial Behavior & Research, and has contributed to several scholarly books on branding, consumer behaviour, and entrepreneurial marketing. Drawing on extensive experience in both research and academic leadership, Sophie previously served as Faculty Director of International Partnerships at Coventry University, UK. Her current work explores how emerging digital technologies reshape marketing practice, entrepreneurial ecosystems, and value creation.