Dr. Samaan Al-Msallam is a postdoctoral researcher in Marketing. Prior to joining Tampere University in 2021 to study games and gamification from the perspective of business studies, he was working as a Postdoctoral Researcher at the University of St. Gallen, Marketing Department, Switzerland. His research areas are in marketing management. He is currently investigating the ethical concerns raised by the use of gamified approaches to marketing and how consequently does affect consumer purchase behavior. His research is published in high-ranked journals and conferences such as The European Marketing Academy Conference (EMAC), and Journal of Marketing and Consumer Research. In his prior work, he has investigated many new marketing phenomena from perspectives of consumer experience and psychology for example aberrant consumer behavior, customer engagement, customer satisfaction, and brand loyalty in social media, as well as tourism marketing. Dr. Al-Msallam taught several courses in Business and Marketing.