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Dive into the research topics where Mukta Srivastava is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Collaborations and top research areas from the last five years
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Getting the scoop on native advertising – a bibliometric and TCCM-based review
Kumar, S., Srivastava, M. & Sivaramakrishnan, S., 23-10-2025, In: Marketing Intelligence and Planning. 43, 7, p. 1396-1423 28 p.Research output: Contribution to journal › Review article › peer-review
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Influence of fan’s sports identification on their intention to watch eFootball live-streaming: evidence from football audience
Kumar, C., Srivastava, M. & Thanigan, J., 2025, (Accepted/In press) In: Managing Sport and Leisure. 30, 6, p. 1554-1576 23 p.Research output: Contribution to journal › Article › peer-review
3 Link opens in a new tab Citations (Scopus) -
Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence
Srivastava, M., Saini, G. K., Thanigan, J. & Motiani, M., 2025, (Accepted/In press) In: Journal of Product and Brand Management.Research output: Contribution to journal › Article › peer-review
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Demystifying customer engagement in B2B markets
Srivastava, M., Sivaramakrishnan, S. & Pandey, N., 31-10-2024, In: Journal of Business and Industrial Marketing. 39, 11, p. 2364-2385 22 p.Research output: Contribution to journal › Review article › peer-review
12 Link opens in a new tab Citations (Scopus) -
Electronic word-of-mouth (eWOM) and customer brand engagement (CBE): Do they really go hand-in-hand?
Srivastava, M., Abhishek, S. & Pandey, N., 2023, (Accepted/In press) In: Electronic Commerce Research. 25, 3, p. 1865-1933 69 p., 104739.Research output: Contribution to journal › Article › peer-review
21 Link opens in a new tab Citations (Scopus)