Balpreet Kaur is Assistant Professor in the Department of Commerce, Business Management and Economics, DAV University, Jalandhar. She did her Ph.D. from Guru Nanak Dev University, Amritsar, Punjab, India. Her area of research is Viral Marketing, and she has expertise in the field of Scale Development and Model Building, Structural Equation Modeling using AMOS. She has teaching and research experience of more than ten years. She is a lifetime member of the Indian Commerce Association. She has presented papers in various international and national conferences, including the International Conference on Marketing, Technology, and Society, the Indian Institute of Management, Kozhikode, the 6th IIMA International Conference on Marketing in Emerging Economies, Indian Institute of Management, Ahemdabad, etc. She was the co-author of the paper, awarded Gold Medal and Prof. Manubhai M. Shah Memorial Research Award for the Best Empirical Research paper presented at the annual 66th All India Commerce Conference. Also, her research papers have been selected as ‘Best Research Paper’ in the International and National Conferences organized by UBS, Panjab University, Chandigarh, Mittal School of Business, Lovely Professional University, and All Indian Commerce Association. She has several research papers in her credit published in ABDC and Scopus indexed journals, including ‘Management Decision,’ Emerald Publications, ‘Vision: The Journal of Business Perspectives,’ Sage Publications, International Journal of Business and Globalisation', Inderscience Publications, Indian Journal of Marketing, etc.