Asst. Prof. Aditya Kumar Divyam: Reasearch Assistant at Lovely Professional University, India
Aditya Kumar Divyam is a passionate and energetic research scholar currently pursuing a Ph.D. in Marketing at Lovely Professional University, where he explores the dynamic intersection of digital health literacy, sustainability, and corporate social responsibility (CSR) within the retail industry. With a background in electronics and communication engineering, followed by an MBA in Marketing and Retail, he combines interdisciplinary knowledge to approach complex challenges. Aditya is known for his excellent multi-tasking, organizational skills, and a result-driven attitude that makes him excel in both academia and industry.
Online Profiles
Education
Aditya completed his MBA in Marketing and Retail from Lovely Professional University (2017), where he achieved a solid academic record with a CGPA of 7.6/10. His undergraduate education was in Electronics and Communication Engineering, which also took place at Lovely Professional University. With a keen interest in business and consumer behavior, he is now pursuing a Ph.D. in Marketing, focusing on CSR practices in the retail sector, sustainability, and the digital health landscape for the elderly in India. He remains committed to expanding his knowledge and contributing to the advancement of sustainable marketing practices.
Research Focus
Aditya’s research aims to uncover the ways in which CSR initiatives influence sustainability practices in the retail industry, with a particular focus on how these efforts affect consumer behavior and perceptions. His work also addresses digital health literacy among the elderly, particularly in Kerala and Punjab, through an innovative blend of data analytics and field-based research. He uses quantitative methods, bibliometric analysis, and the R programming language to produce actionable insights that can guide both business strategy and public health policy.
Experience
With a diverse career that spans teaching, research, and industry, Aditya brings a broad skill set to his work. He currently works as a Research Assistant under an ICSSR-funded project on digital health literacy, contributing to research design, data management, and statistical analysis. As a Teaching Assistant at Lovely Professional University, he has taught both undergraduate and postgraduate students in subjects like e-commerce, marketing principles, and consumer behavior. His previous experience includes a role as an Assistant Professor at Sanskriti University, where he taught courses such as Business Communication, Management Practices, and Organizational Behavior. Additionally, Aditya worked as a Management Trainee at Sleek International (Asian Paints), where he gained valuable experience in sales, retail operations, and business development.
Research Timeline & Activities
Aditya’s academic journey began with a focus on CSR during his MBA, and over the years, his research evolved to include sustainability, digital health literacy, and consumer behavior. Since 2020, he has been working on his Ph.D., which focuses on the role of CSR in achieving SDGs, and the impact of digital health literacy on elderly populations. Throughout his research career, he has been active in presenting his work at prestigious conferences such as IIM Bodh Gaya, Dr. D.Y. Patil B-School, and Birla Institute of Technology. Additionally, he has participated in various workshops on research methodologies, scientific writing, and data analysis using tools like SPSS and Mendeley.
Awards & Honors
Aditya has received numerous accolades for his academic and research contributions. His research paper on CSR’s role in sustainability within the retail industry was published in the International Review on Public and Non-Profit Marketing (Springer Nature, Scopus Indexed). He has also contributed chapters to well-respected, Scopus-indexed books published by IGI Global and Emerald. Aditya’s paper on CSR expenditure and SDGs, presented at the IIM Bodh Gaya Conference, received recognition for its innovative approach to analyzing the impact of COVID-19 on CSR practices.
Top Noted Publication
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“Metaverse Regulation for Artificial Intelligence: Conceptual Approach for Marketing Domain”
Book Chapter | AI Metaverse Revolution Transforming Multi Business Scenarios Volume 1
Published in 2025, this book chapter delves into the intersection of artificial intelligence, the Metaverse, and marketing, exploring the regulatory frameworks required to manage the evolving digital landscape. It is part of the volume’s DOI: 10.1108/978-1-83662-582-720251004, and is indexed under EID: 2-s2.0-105009938023. This chapter provides valuable insights for marketing professionals navigating the rapidly changing virtual environment.
ISBN: 9781836625834, 9781836625827
Contributors: P. Kaur, L. Jasrai, A.K. Divyam -
“Corporate Social Responsibility Influencing Sustainability within the Retail Industry: A Bibliometric Analysis Using R”
Journal Article | International Review on Public and Nonprofit Marketing
Published on August 15, 2025, this article offers a comprehensive bibliometric analysis of CSR’s role in promoting sustainability within the retail industry. By leveraging R, the paper provides key insights into the evolving relationship between CSR and sustainability efforts.
DOI: 10.1007/s12208-025-00450-z
Contributors: A.K. Divyam, L. Jasrai, V. Gupta
Source: Crossref -
“Echoes of Sustainability: Unraveling Green Purchase Intentions Through CSR and Eco-Advertising – Mediating Role of Green Trust in Retail Consumerism”
Book Chapter | Reshaping Marketing Science in Wholesaling and Retailing
Published in 2024, this book chapter explores how CSR and eco-advertising influence consumer behavior, particularly focusing on the mediating role of green trust in shaping green purchase intentions. The study’s findings are crucial for understanding how sustainability initiatives can be leveraged to enhance consumer loyalty and sales in the retail sector.
DOI: 10.4018/979-8-3693-6145-0.ch007
EID: 2-s2.0-85210690219
ISBN: 9798369361450, 9798369361474
Contributors: A.K. Divyam, L. Jasrai, V. Gupta
Source: Aditya Kumar Divyam via Scopus – Elsevier