Dr. Shagun Sarraf is a digitalisation researcher with over six years of experience exploring user digital behavior, artificial intelligence, and human-computer interaction. Her expertise lies in mixed-methods research, including experimental design, text mining, survey-based analysis, and behavioral analytics. She has published in leading academic journals such as Decision Support Systems, Journal of Business Research, and the International Journal of Production Economics. Dr. Sarraf also contributes to the academic community as a reviewer for esteemed journals including the International Journal of Information Management, Behaviour & Information Technology, Communications of the Association for Information Systems, and Industrial Marketing Management.

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