Research Papers

Beyond HR: Green HRM’s Impact on Employer Branding - A Literature Review (2024)

Published in the Book of Abstracts – Compendium of 7th International Research Conference on Navigating the Future: The Triple Bottom Line Approach. ISBN No. 978-93-93789-94-5

Green Human Resource Management (GHRM) aims to integrate environmentally sustainable policies and practices into the strategic human resources management through green recruitment and selection, training and development, performance appraisal, compensation and rewards, employee engagement. Effective implementation of green HR practices can positively impact corporate image, innovation, employee morale and productivity, compliance and risk management and cost savings....Details

YouTube “Unboxing:” An Influencer of Purchase Intent—A Quantitative Study(2023)

NMIMS Management Review (Vol 31 Issue 3) 

https://doi.org/10.1177/09711023231205509

Unboxing is a relatively new social media occurrence, where a YouTube unboxer’s amateur video gradually unwraps and reviews a new product for the followers. The phenomenon has caught the attention of both the marketing industry and academia due to its potential to influence purchase intent. The present research focuses on the relevant unboxing literature with a special focus on source characteristics, purposive motives, and nonpurposive motives; hypothesizes a research model and empirically tests it to probe how the unboxing phenomenon influences purchase intention...Details

The ChatGPT Revolution: Transforming Marketing Decision Making - Benefits, Limitations and Future Research Agenda

Book of abstracts 4th International Conference, School of Management, O P Jindal University

 https://journalpressindia.aflip.in/OPJIndal_CRIEMSD2023_Proceedings

E-ISBN: 978-81-935730-7-5   

DOI: 10.17492/jpi.opjindal.231101

After its launch on November 2022, the AI chatbot ChatGPT has been rapidly influencing the world, businesses and the marketing domain. ....Details



Transforming Marketing Through AI: A Literature Review and Future Research Agenda (2023)

Journal of Global Economy  (Vol. 19, No. 2)

Special Issue (KET's 3rd International Conference Proceedings) 

https://doi.org/10.1956/jge.v19i2.691

Artificial Intelligence (AI) has become a buzzword in today’s business landscape and the realm of marketing is no exception.....Details



Work-from-Home Productivity in Covid Pandemic - An SEM Approach (2022)

Dimensions (ISSN 0976-5654)

Work-from-home is a pre-existing option for organizations to get jobs done by their employees much before the Covid pandemic....Details



Employer Branding - A Literature Review (2022)

Dimensions (ISSN 0976-5654)

In 2022, a Google search of “Employer Branding” yielded 3,67,00,000 results as it is a topic of interest for human resource practitioners, business strategists and academic researchers...Details  


Parasocial Interaction in Social Media Influencer-Based Marketing: An SEM Approach (2022)

Journal of Internet Commerce (ABDC-B)

Social media influencer-based marketing has caught the attention of brands as a new communication channel to influence target customers. During the interaction between influencer and followers, the latter display parasocial interaction (PSI)—a one-sided emotional attachment style of the followers to the influencer which may influence profitable marketing outcomes...Read More

ESG (Economic, Social, Governance) Framework-Past, Present and Future (2021)

Paper presented: 8th Pan IIM World Management Conference, IIM Kozhikode, 2021

In the past, sustainability-based competitive advantage was a debatable topic in the field of management and received attention from both sides – for and against...Read more


A framework of online customer experience: an Indian perspective: an Indian perspective (2020) 

Global Business Review (ABDC-C)

With the rapid adoption of online retailing in India, retailer focus has undergone a paradigm shift. From service and relationship focus, online retailers now focus on customer experience as a strategic differentiator for sustainable competitive advantage. In this context, the aim of this article is to conceptualize and empirically test an integrated model of online customer experience (OCE) with antecedents, components, and outcome variables along with the role of the moderating role of gender using structural equation modeling. Overall, the results support the proposed model and confirm the relationships drawn from the literature. The study contributes to knowledge creation in the OCE domain. Implications for both research and practice are discussed along with limitations and future research directions...Read more

Customer Experience in Online Shopping: A Structural Modeling Approach (2019) 

Journal of Global Marketing (ABDC-B)

Online retail's rapid growth in India has triggered both untapped growth opportunities and challenges to maintain consumer “stickiness” to retailer websites. In this context, online customer experience (OCE) has emerged as a strategic differentiator for sustainable competitive edge. However, there is a paucity of empirical research in this field. Therefore, drawing on extant literature and qualitative research of online shoppers, this study proposes an integrated model of OCE with antecedents, components, and outcome variables. Data for this study were collected from Indian online shoppers; the data are empirically tested along with the moderating effect of time availability on OCE. Results of the study largely support the model and contribute to knowledge creation on OCE in the Indian context and to strategy development for online retailers...Read more

Antecedents of Online Shopping Experience: An Empirical Study (2018) 

NMIMS Management Review (Web of Science, UGC)

Online customer experience (OCE) is an evolving research area due to rapid growth of online retail in India. However, this field lacks empirical research in the Indian context. This study develops a conceptual model of OCE with antecedents, components and outcome variables, and empirically tests it through structural equation modeling using a sample of online shoppers in India. The mediating effect of satisfaction on OCE and moderating effect of gender on OCE are also reported. Results show a good fit between the data and the model. Academic contributions, managerial implications, limitations and further research directions are further discussed...Read more

Online Customer Experience: A Conceptual Framework (2017) 

NMIMS School of Business Management

Working Paper Series (MA-18-01)

Online customer experience is an evolving and challenging area of consumer research. This research paper, through systematic literature review, first chronicles the evolution of online customer experience and using focus group discussion inputs from Indian online shoppers, proposes an adapted conceptual model of online customer experience which consists of its components, antecedents, and outcomes. The model also introduces two moderating variables for the first time in this context: the Big Five personality traits and perceived time available to online shoppers. This paper offers contributions both for academia and the industry and discusses theoretical contributions and managerial implications...Read more 


eWOM Marketing Technique For Competitive Advantage (2016) 

Book Chapter: Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

With the rapid adoption of online retailing in India, retailer focus has undergone a paradigm shift. From service and relationship focus, online retailers now focus on customer experience as a strategic differentiator for sustainable competitive advantage. In this context, the aim of this article is to conceptualize and empirically test an integrated model of online customer experience (OCE) with antecedents, components, and outcome variables along with the role of the moderating role of gender using structural equation modeling. Overall, the results support the proposed model and confirm the relationships drawn from the literature. The study contributes to knowledge creation in the OCE domain. Implications for both research and practice are discussed along with limitations and future research directions...Read more

Customer Experience–A Strategic Differentiator in Marketing (2015) 

Sansmaran Research Journal (ISSN: 2278 -7801)

As customer experience has become a crucial differentiator in today's marketing world, it makes sense to understand this construct more closely, both offline as well as in online retailing context. This paper, through literature review, endeavors to explore the multidimensional construct from various perspectives, namely its evolution over the years in the marketing context...Read more