Yioula Melanthiou, a Professor at the University of Nicosia, holds a BA in Business Administration (Marketing Major), an MSc in Marketing (University of Salford, UK), and a PhD in Marketing (University of Manchester, UK). Since joining the University of Nicosia in 2004, she has been teaching several marketing courses at an undergraduate and postgraduate level and has extensive experience in supervising students for theses at all levels including PhD and DBA level. Prior to joining Academia, she has worked in the industry as a Research Executive, Research Account Manager, and Marketing Consultant, and is a Chartered Marketer and a certified trainer of the Human Resource Development Authority (Cyprus). Her primary research interests are in the areas of Social Media Marketing, Consumer Behaviour and Marketing of Higher Education. Her research work has been published in international journals such as the Journal of Customer Behaviour, Journal of Business Research, the International Journal of Tourism Research and the Global Business and Economics Review.