Assistant Professor (Marketing)
T A Pai Management Institute (TAPMI), Manipal | May 2025 – Present
• Co-chair, PhD Program Office
• Member, Research Ethics Committee

Assistant Professor (Marketing)
Birla Institute of Management Technology (BIMTECH), Greater Noida | Aug 2021 – Apr 2025
• Coordinator – "Expert Talks" Series
• Associate Editor, BIMTECH Business Perspective
• Resource Person, 3-Day Faculty Development Program on Advanced Data Analysis (SPSS, AMOS, SmartPLS)

Subjects Taught:
Brand Management, Research Methodology, Marketing Research, Consumer Behaviour, Marketing Management

Doctoral Supervision:
1. Between Innovation and Intrusion: An Integrated Framework towards Information Privacy Constraints in AI-Driven Fintech
2. Stylistic persuasion through metrosexual vs retrosexual virtual influencers: Impact on sustainable product choices

• PhD, Management Studies (Marketing) – GGSIPU, New Delhi (2017–2022)
• M.Com (Finance Major, Marketing Minor) – University of Delhi (2015–2017) | 73.5%
• B.Com (Hons) – Lady Sri Ram College, Delhi University (2011–2015) | 73.33%
• HSC – DAV Public School, Patna (2010–2011) | 91.2%
• SSC – Ishan International Public School, Patna (2008–2009) | 92%

Allied Qualifications:

• Complete Digital Marketing Course – Udemy

• Sustainability and Consumer Psychology
• Artificial Intelligence and Consumer Behavior
• Gamification in Digital Media

PUBLISHED PAPERS (19 Papers | ABDC-A*, A, B):

ABDC-A* / Top Journals:
• Robotics at workplace: Twitter analytics–SEM approach for behavioral intention to accept. International Journal of Information Management (ABDC-A*)

ABDC-A / Scopus Q1:
• Affiliate eWOM & homophily – Australian Journal of Management
• Persuasive social eWOM in webrooming – IJRDM
• Human-centric marketing & firm performance – Journal of Knowledge Management
• Gamified fitness apps longitudinal study – Asia Pacific Journal of Marketing and Logistics
• Consumer Ethics systematic review – Australian Journal of Management (Accepted)
• SDG 12 & Industry 4.0 – Business Strategy and the Environment
• Creative tourism in boutique hotels – Tourism Recreation Research
• Sustainable travelers & hotel websites – Journal of Vacation Marketing
• Employee resilience & social sustainability – Employee Relations

MANUSCRIPTS UNDER REVIEW (FT50 & ABDC-A*):
• Silent Servants or Speaking Machines? – FT50 Journal (Under Review)
• From Victory to Void: Gamification & remorse – ABDC-A* (Under Review)

GRANT:
• Winner, $1,700 AIM–AIB–Sheth Foundation Research Proposal Competition on "Marketing in the Age of AI and Sustainability"

CONFERENCE PRESENTATIONS:
• IIM Bangalore (2020), IIM Tiruchirappalli (2020), IIM Rohtak (2019), IIM Indore (2019), IIT Roorkee (2018), Czech Technical University Prague (2018)

Skills: CB-SEM, PLS-SEM, Experimental Design, Mediation-Moderation Analysis, MGA, Thematic Analysis, IBM AMOS/SPSS, HubSpot, Semrush, Generative AI Tools

• Assistant Professor (Marketing) – TAPMI, Manipal (May 2025 – Present)
  – Co-chair, PhD Program Office; Member, Research Ethics Committee

• Assistant Professor (Marketing) – BIMTECH, Greater Noida (Aug 2021 – Apr 2025)
  – Coordinator, "Expert Talks" Series (2023–2025)
  – Associate Editor, BIMTECH Business Perspective
  – Resource Person, FDP on Advanced Data Analysis
  – Session Chair, Marketing Track, PRISM Conference (Nov 2023)

Awards and recognition 

• Winner, Best Paper Award – 5th Annual International Research Conference (AIRC), IIM Lucknow (Feb 2026)
• Winner, $1,700 AIM–AIB–Sheth Foundation Marketing Research Proposal Competition on "Marketing in the Age of AI and Sustainability"