Research

Research Interests

Digital Marketing & Consumer
Behavior
Entrepreneurship & Innovation
Marketing Analytics & CRM
E-Commerce, Retail & Brand
Management
Education Technology & EdTech
Strategy

Research & Publications

ABDC: 11 papers
Scopus: 12 (2 in publication)
Springer: 5 (1 in publication)
Other Intl/UGC Care: 10
Book Chapters: 07
Textbooks (ISBN): 06
Patents: 02 (1 granted, 1 in process)

Research Paper Publications

Investigating The Challenges Involved in Cyber Threats for Transactions Over the Internet. Advances in Consumer Research, 2(4), 712–716. (2025) ISSN: 0098-9258. ABDC Listed. (https://acr-journal.com/article/investigating-the-challenges-involved-in-cyber- threats-for-transactions-over-the-internet-1190/)
Market Trends and Financial Decision-Making: A Synergistic Approach. European Economic Letters (EEL), 15(1), 2688–2698. (2025) ISSN: 2323-5233. ABDC Listed (https://doi.org/10.52783/eel.v15i1.2694/ https://www.eelet.org.uk/index.php/journal/article/view/2694)
The Power of Social Influence in Consumer Choices and Marketing Management. Journal of Marketing & Social Research, 2(1), 319–329 (2025) ISSN: 3008-0711. ABDC Listed. (listed https://jmsr- online.com/article/the-power-of-social-influence-in-consumer- choices-and-marketing-management-47/)
Artificial Intelligence in Marketing: From Algorithms to Consumer Insights. Journal of Marketing & Social Research, 2(1), 155–163. (2025) ISSN: 3008-0711. ABDC Listed. (https://jmsr- online.com/article/artificial-intelligence-in-marketing-from- algorithms-to-consumer-insights-27/)
Global Trends in Digital Education: India’s Path to Equitable and Inclusive Online Learning. South-Eastern European Journal of Public Health, 4629–4641. (2025) ISSN: 2197-5248. Scopus Listed. (www.seejph.com/index.php/seejph/article/view/4941 /
Cognitive Biases in Digital Decision Making: How Consumers Navigate Information Overload (Consumer Behavior). Advances in Consumer Research, 2(1), 168–177. (2025) ISSN: 0098-9258. ABDC Listed. (https://acr-journal.com/article/cognitive-biases-in- digital-decision-making-how-consumers-navigate-information- overload-consumer-behavior–889/)

Consumer Trust in Digital Brands: The Role of Transparency and Ethical Marketing. Advances in Consumer Research, 2(1), 106–114. (2025) ISSN: 0098-9258. ABDC Listed. (https://acr journal.com/article/consumer-trust-in-digital-brands-the-role-of- transparency-and-ethical-marketing-882/)
Predictive Modeling of Student Learning Outcomes through Cognitive and Emotional Skill Integration. International Research Journal of Multidisciplinary Studies, 6(1), 892–910. (2025) ISSN: 2582-631X. Scopus Indexed. (https://doi.org/10.47857/irjms.2025.v06i01.02895)
Leveraging Artificial Intelligence for Talent Acquisition and Employee Retention in Human Resources. Journal of Innovation in Systems and Engineering Management, 4(1), 508–516. (2025) ISBN: 2468-4376. Scopus Indexed. (https://jisem- journal.com/index.php/journal/article/view/452)
Investigating How Different Pricing Strategies Impact Consumer Perception and Purchase Behavior in Online Markets. Journal of Informatics Education and Research, 4(3). (2024) ISSN: 1526-4726 ABDC Listed. (https://jier.org/index.php/journal/article/view/1970)
Industry 4.0-Driven Noninvasive Blood Group Estimation Integrating Image Processing, Machine Learning, and Smart Healthcare Solutions. Nanotechnology Perceptions, Vol 20 No.7 (2024), 3102–3119. Scopus Indexed. (https://nano- ntp.com/index.php/nano/article/view/4641)
The Influence of Digitization on Talent Acquisition and Retention Strategies. Accountancy Business and the Public Interest. Special Issue: Trends in Management & HR. (2024) ISSN: 1745-7718. (https://abpi.uk/wp-content/uploads/2024/07/01SP2406.pdf )

Examining the Role of Social Media, Online Reviews, and Influencers in Shaping Consumer Perceptions. Academy of Marketing Studies Journal, 28(S4), 1–11. (2024) ABDC Listed. (https://www.abacademies.org/articles/examining-the-role-of- social-media-online-reviews-and-influencers-in-shaping- consumer-perceptions.pdf)
Impact of Consumer Awareness on UPI & Digital Transactions in Rural and Urban India and the Influencing Factors. International Journal of Management and Applied Science (IJMAS), 10(1), 161–(2024).(https://www.iraj.in/journal/journal_file/journal_pdf/14-976- 1712208826161-168.pdf
Impact of Influencer Marketing on Consumer Behavior: An Analytical Study. Tuijin Jishu / Journal of Propulsion Technology, 44(4), 3160–3166. (2023) ISSN: 1001-4055. Scopus Indexed. DOI: https://doi.org/10.52783/tjjpt.v44.i4.1410)
An Empirical Study of Comparison Between Rural & Urban Consumer Behaviour. International Journal of Emerging Technologies and Innovative Research, 10(10), C739–C743. (2023) ISSN: 2349-5162. (http://doi.one/10.1729/Journal.36470 Google Scholar, Research Gate and other Indexed.)
A Novel Framework for Harnessing AI for Evidence-Based Policymaking in E-Governance Using Smart Contracts. ICACIS 2023 – Springer, Germany, pp. 231–240. (2023) (https://link.springer.com/chapter/10.1007/978-3-031-45124- 9_18) & DOI Url https://doi.org/10.1007/978-3-031-45124-9_18 published on 11th October 2023 page 231–240)
Redefining Rural Markets: The Influence of Digital Media on Consumer Behavior in Rural India. International Journal of Science and Research Archive (IJSRA), 10(1), 404–410. (2023)
The Role of Artificial Intelligence in Predicting Market Trends. European Economic Letters (EEL), 14(3), 1592–1602. (2024) ABDC Listed. (https: /www.eelet.org.uk/index.php/journal/article/view/1928)
Digital Entrepreneurship: A Tool Enhancing Innovative Capabilities of Start-ups. Journal of Innovation and Entrepreneurship. Springer Open. (Accepted, 2023)
Internet of Things (IoT)-Based Defined Digital Marketing Strategies. International Journal of IT & Knowledge Management, 11(2), 189–200. (2018)
An Empirical Evaluation on Influencing Factors of E-CRM for Banking Sectors Using AHP. International Journal of Management (IJM), 12(8), 14–21. (2021) (https: /iaeme.com/Home/issue/IJM? Volume=12&Issue=8 ISSN Print: 0976-6502 and ISSN Online: 0976-6510)
Digital Payments: Growth Challenges and Opportunities in Uttar Pradesh, India. IJCBM, 10(2), 186–192. (2017)
Digital Payment for Rural India—Challenges and Opportunities. IJMAS, 3(6), 35–40. (2017)
E-Commerce Success and Readiness in Rural India. EDOC-17, Rama University, Kanpur, pp. 111–115. ISBN: 978-93-86258-20- 5

Research Editorial Team Member

Editorial Team Member of the Journal of Lifestyle and SDGs Review (e-ISSN: 2965-730X) multidisciplinary journal, indexed by Scopus & Elsevier https://sdgsreview.org/LifestyleJournal/index
Editorial Board Members for the Science Journal of Business and Management, USA; ISSN Online: 2331-0634; ISSN Print: 2331- 0626 DOI: https://doi.org/10.11648/j.sjbm / http://www.sciencepg.com/journal/sjbm
Editorial Board Member for International Journal of Advanced Engineering and Management Research (IJAEMR); by Alicon Publications; ISSN: 2456-3676 DOI: https://ijaemr.com/
Reviewer and Editorial Board Member for International Journal for Innovative Research in Technology (IJIRT); UGC-approved Journal; ISSN: 2349-6002; https://ijirt.org/

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Research

Research Interests

Research & Publications

Research Paper Publications

Research Editorial Team Member

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