Home

Ph.D. in Marketing, Indian Institute of Management (IIM) Raipur

Master of Technology (M.Tech.), Operation Management

Bachelor of Technology (B.Tech.), SRM University

Dr. Priyanka Gupta

Assistant Professor

Email priyanka.gupta@jgu.edu.in
Connect with me
ORCID ID 0000-0002-7713-1477
Key Expertise Consumer behaviour, with a special focus on impulse buying behaviors, buying patterns, and strategic decision-making in marketing

Ph.D. in Marketing, Indian Institute of Management (IIM) Raipur

Master of Technology (M.Tech.), Operation Management

Bachelor of Technology (B.Tech.), SRM University

Biography

Dr Priyanka Gupta is currently serving as an Assistant Professor at O P Jindal Global University in the School of Banking and Finance, India. She holds a Ph.D. in Marketing from the prestigious Indian Institute of Management (IIM) Raipur. Dr. Gupta has significant expertise in teaching subjects such as Research Methodology, Statistics, and Consumer Behaviour. Her research interests lie primarily in the areas of consumer behaviour, with a special focus on impulse buying behaviors, buying patterns, and strategic decision-making in marketing and has published several research papers in reputed international journals, including the International Journal of Strategic Decision Sciences, Journal of Electronic Commerce in Organizations, and International Journal of Technology Marketing, among others. In addition to her academic contributions, Dr. Gupta has participated in numerous national and international conferences including American Marketing Association (AMA), Association of Consumer Research (ACR), NASMI and PAN IIM. 

Marketing Management

Win competition in IIT Delhi: Mark-e-diction’16, Pari Vartan, DMS, IIT Delhi

Completed six month of research coursework at Indian Institute of Management (IIM) Bangalore for the partial fulfilment of coursework under Fellow Programme in Management at IIM Raipur, July to December 2016

American Marketing Association

Association of Consumer Research

Pure and Suggestive Impulse Buying in Mobile Shopping App: Moderating Effect of Instant Discount and Cashback Promotional Offer (2024) Young Consumer (ABDC-B and Scopus-Q1)

Review Manipulation: A Study on Consumer Acceptance towards Fake Reviews, in CMEE by Emerging Market Conference Board, Dec, 2024.

Brand Familiarity and Erotic appeal of Luxury fashion brand: A study on Visual Complexity in NTSMD marketing conference organized by Christ University, 26-27th July, 2024.

Impact of Video Product Presentation and Scarcity Claim on Mobile-Based Impulse Buying (2023) Journal of Global Scholars of Marketing Science (ABDC-B and Scopus-Q1)

Visual Complexity: Brand Familiarity and Erotic appeal of luxury Fashion Brands on Social Media in 17th Great Lakes NASMEI Marketing Conference, 2023

Attended workshop organized by Great lakes Institute of Management Chennai (2023) 8th DOCTORAL SYMPOSIUM NASMEI on Consumer Behavior

Attended workshop organized by ISME Bangalore on Qualitative analysis using NVIVO (2023)

Segmenting Informational Mobile Application’s Consumer Based on the Factor That Affect Consumers’ Continuous Intention to Use: A SEM-Cluster Approach (2021) International Journal of Technology Marketing. (ABDC-C)

Predicting Shoppers' Continuous Buying Intention Using Mobile Apps. (2021) in IGI Global

Examining the Influence of Antecedents of Continuous Intention to Use an Informational App: Moderating Role of Perceived Usefulness and Perceived Ease of Use (2020) International Journal of Business Information Systems (ABDC-B)

Role of Shopping App Attributes in Creating Urges for Impulse Buying_ An Empirical Investigation Using SEM and Neural Network Technique (2020) Journal of Electronic Commerce in Organizations (JECO) (ABDC-B)

Examining the impact of mobile app features on impulsiveness: the moderating role of' pay-more-get-more' promotion. (2019) International Journal of Mobile Communications (ABDC-C)

Segmenting Informational Mobile Application’s Consumer Based on the Factor That Affect Consumers’ Continuous Intention to Use: A SEM-Cluster Approach, 2018 (American Marketing Association)

Feeling Calm or Excited: Measuring the Frequency of Shopping Using Mobile Shopping App, 2018 (Association of Consumer Research).

Segmenting Informational Mobile Application’s Consumer Based on the Factor That Affect Consumers’ Continuous Intention to Use: A SEM-Cluster Approach, 2018 (American Marketing Association)

Feeling Calm or Excited: Measuring the Frequency of Shopping Using Mobile Shopping App, 2018 (Association of Consumer Research) at Indian Institute of Management Ahmedabad (MA)

Antecedents of Informational Mobile Application's Continuous Usage: A SEM-Cluster Approach 2018 (Eurasia Business and Economics Society).

Did I Include Adequate Information in my Business Presentation? Global Summit on Management Cases, at Indian Institute of Management Raipur, India (February 10- 11, 2017)

Forecasting Shopping Apps based Impulsive Buying Behaviour Among Shoppers Using Neural Network Technique, 2017 (PAN IIM) at Indian Institute of Management Lucknow (IIML)

Mobile shopping app: Predicting antecedent of Impulse buying Behaviour using Artificial Neural Network Technique, 2017 (NASMI) at Great Lakes Institute of Management Chennai

Did I Include Adequate Information in my Business Presentation? Global Summit on Management Cases, at Indian Institute of Management Raipur (IIMR), India (February 10- 11,2017)

Madhya Pradesh Tourism: Destination Branding - Cleared by Case Centre, Case Reference no. 516-0086-1 (2016)
Email priyanka.gupta@jgu.edu.in
ORCID ID 0000-0002-7713-1477
Key Expertise Consumer behaviour, with a special focus on impulse buying behaviors, buying patterns, and strategic decision-making in marketing
Apply Now