Sevincgul Ulu is an assistant professor in the Marketing Department at NJCU. She obtained her PhD in Marketing from Rutgers University and she also holds an MBA degree from Freeman School of Business, Tulane University, with a concentration in Marketing and Global Leadership. Her research focuses on online behavior, authenticity, and gender differences. Prior to entering academia, she worked for SONY as online marketing project manager where she developed her interest in digital marketing. Her work experience includes CRM specialist in HSBC and behavioral lab manager in Rutgers University.