Ms. Apurva Jha is an Assistant Professor in the Department of Management, IILM University, Greater Noida, Ms. Apurva is pursuing Ph.D. in Information Systems from the Indian Institute of Technology Delhi. She holds a PGDBM in Systems & IT from NMIMS Mumbai and an Integrated BTech and MTech in Computer Science from Gautam Buddha University. During her doctoral studies, she explored the gaming industry, specifically the fantasy sports ecosystem, focusing on user behavior, team selection, optimization, decision-making, and evolving user behavior. Her research interests include consumer behavior, decision-making, and interaction on digital platforms such as online games and social networking sites. Her work has been published in journals of international repute, such as Annals of Operations Research (ABDC A) and European Sports Management Quarterly (ABDC A). Currently, she is investigating the decision-making process of fantasy sports participants using prospect theory and Multinomial Regression Analysis.