Omar Fares is a Lecturer at Toronto Metropolitan University. He previously held the position of Professor at St. Lawrence College and is currently an Editorial Review Board Member for the research journal Marketing Education Review. Additionally, Omar serves as a Lecturer at the Ted Rogers School of Retail Management. He obtained his Bachelor of Commerce and Master of Science in Management from Toronto Metropolitan University. Omar's primary research interests lie in the area of consumer behavior, especially concerning consumers' interactions with novel digital innovations and the effects of these innovations on retailers. He has published his findings in several prestigious journals, including Computers in Human Behavior, the Journal of Financial Services Marketing, and the Journal of Global Scholars of Marketing Science. Beyond academia, Omar boasts a diverse professional background encompassing sales, market research, planning, corporate strategizing, and leadership & training in both the banking and retail sectors. He has been associated with leading institutions such as Walmart, CIBC, and Fairstone Bank (formerly known as Duo Bank).