I started my academic research career in 2009 in marketing with specific concentration on social media marketing.  I am therefore equally comfortable with the application of quantitative and qualitative methods and would consider myself as a pragmatist. I am reading for my Ph.D. at the Cardiff Metropolitan University; I have been researching shock advertising in the context of social marketing. My Ph.D. studies are funded by the Applied Science University – Jordan. Following this, I undertook my Postgraduate Certificate in applied social research.  I returned to Jordan in 2015 and worked as a lecturer in several leading Universities in Jordan. As a social marketing researcher, I find it necessary for governments and non-profit organizations to apply generic marketing strategies in order to achieve a better society without social problems that any country can face. Further, I also believe in the importance of social marketing combined in parallel with governmental regulations and educational efforts to avoid social problems. At the same time, I believe that emotional marketing is a powerful tool that can be used by governments and non-profit organizations to create a better society. My upcoming research projects will include social marketing and its role in creating a self-employment mentality in the society in order to reduce the unemployment rates which is a major challenge any government face.