Dr. Jacky Cheah Jun Hwa is a lecturer in Faculty of Economics and Management, Universiti Putra Malaysia (UPM). He teaches Principle Management, Marketing Management, Techno Entrepreneurship, and Research Method. He is also a trained Structural Equation Modeling (SEM) and having been trained by Prof. A. Parasuraman (University of Miami), Prof. Viswanath Venkatesh (University of Arkansas), Prof. Joseph Hair (Kennesaw State University), Prof. Jörg Henseler (University of Twente), Prof. Christian M. Ringle (Hamburg University of Technology), Prof. Marko Sarstedt (Otto-von-Guericke-Universität Magdeburg), Prof. Ned Kock (University of Texas), Dr. Jan-Michael Becker (University of Cologne), Prof. Trevor Bond (James Cook University), and Prof. Ramayah Thurasamy (Universiti Sains Malaysia). He teaches and facilitates workshops on Research Methodology, SPSS, AMOS-SEM, SmartPLS-SEM, and ADANCO-SEM at both undergraduate and postgraduate level for Faculty of Economics and Management in UPM, Faculty of Food Science and Technology in UPM, IPSAS in UPM, Putra Business School (PBS) in UPM, School of Business in UUM, School of Acounting in UUM, Swinburne University of Technology in Sarawak, Tunku Abdul Rahman University College (TARUC), Sarawak Research Society (SRS), and other consultancy research bodies. His areas of interest include consumer behaviour, marketing strategy, advertising, simulation studies, and methodological issue. Some of his publication are in British Food Journal, Quality and Quantity, Internet Research, Information Systems Management, International Journal of Human-Computer Interaction, Tourism Management, International Journal of Hospitality and Contemporary Management, International Journal Strategy Property Management, Social Indicator Research, Journal of Management Development and etc. He also co-authored two books on the application of PLS-SEM. Currently, he is appointed as a guest editor of British Food Journal, Journal of Young Consumer, European Business Review, and International Journal of Manpower.