Ms. Riya Saini is an Assistant Professor at the School of Management, IILM University, Greater Noida. She has a master’s degree in Mass Communication and is currently pursuing a Ph.D. in Advertising and Digital Marketing at Bennett University. Her research focuses on the role of digital and social media in advertising for building consumer-brand relationships in the menstrual health and hygiene sector. With over three years of experience, Ms. Saini specialises in Digital Marketing, Social Media Marketing, Strategy, Management, and Consumer Behaviour. She has worked with various brands across different industries, including Biotique, JCB, NIIT, Dabur, PNB MetLife, GM, Just Dial, Accenture, Mahindra, Color Jet, Tata Motors, QS, Unacademy, Pearson, Board Infinity, and Upgrad. Ms. Saini has also contributed to the field by publishing research in Scopus and ABDC journals and has presented her work at national and international conferences focused on advertising and marketing.