Nedra Bahri Ammari is an associate professor of marketing at IHEC of Carthage, Tunisia. Her research interest on social-CRM, Augmented reality, Web 4.0, customer experience, phygital marketing. She has published in International peer-reviewed academic journals as Journal of Retailing and Consumer Services; International Journal of Contemporary Hospitality Management; Journal of Hospitality and Tourism Technology; International Journal of Bank Marketing; International Journal of Human–Computer Interaction; Journal of Research in Marketing and Entrepreneurship; Management Research Review; Journal of Convention & Event Tourism; International Journal of Mobile Communications and others... She has published a book on CRM and loyalty strategy, co-published on Acceptance and Usage of Technology through the Digital User Experience, participated in the writing of books on tourism and social CRM, Competitive Social Media & marketing Strategies, Encyclopedia of Information Science and Technology. She has published in international and national academic conferences proceedings (EUROMED, AFM, World Research Summit for Hospitality and Tourism, Marketing Trends, Academy of Marketing Science).