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Sketch biography: She holds a BSc degree from the Department of Business Administration, University of Patras and she is an MSc student at Imperial College, Business School, at the MSc Strategic Marketing programme. Her research interests include Entrepreneurship, eCommerce and eMarketing, Innovation and Business Modelling in the Digital Economy. Avgerou is especially interested in studying how users’ social network interactions influence their attitude towards adopting new products or services and, thus, how social networking can be employed in successful e-marketing strategies.