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Tahir Mushtaq is a seasoned academic in the field of digital marketing, currently serving as a Senior Lecturer and Programme Director at Cardiff Metropolitan University since December 2019. Previous roles include Lecturer positions at the University of Wales Trinity Saint David and Swansea University, where research focused on the influence of consumer confidence using neuroimaging tools. Mushtaq's professional background also includes positions as a Marketing Lecturer at COMSATS Institute of Information Technology, Marketing Research Officer at Quantarc, and experience in High Net Worth individual management at Bank Alfalah. Tahir Mushtaq holds a PhD in Marketing and an MBA from Swansea University, along with a Bachelor of Business Administration from the National University of Computer and Emerging Sciences, supplemented by an Associate Fellow designation from the Chartered Institute of Marketing.