Prof. Amita Venkatesh: Research Scholar at Christ university, India
Amita Venkatesh is a passionate educator and emerging scholar in the field of marketing, currently pursuing a Ph.D. at Christ University, Bengaluru. With almost two years of teaching experience, Amita is committed to fostering a dynamic learning environment where students are encouraged to think critically and creatively. Her dedication to research in consumer behavior, digital marketing, and sustainable consumption is matched by her enthusiasm for mentoring the next generation of marketers and researchers. Amita also collaborates with industry experts to bridge the gap between academic theories and real-world applications, contributing to impactful research in the ever-evolving marketing landscape.
Online Profiles
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Citations: 6 citations across 6 documents. This suggests that your work is being referenced by other researchers, which is a good indicator of your research’s impact.
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Documents: 2 publications are currently associated with your Scopus ID.
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h-index: 1
Education
Amita’s academic background includes a Bachelor’s and Master’s in Commerce, specializing in Accounting and Finance from Jyoti Nivas College (Autonomous), Bengaluru, where she gained a strong foundation in the principles of commerce and business. Building on this foundation, she is now working towards her Ph.D. in Marketing at Christ University, Bengaluru. Her research primarily focuses on consumer behavior, digital marketing strategies, and sustainable consumption. Her academic journey reflects a deep commitment to both theoretical understanding and practical application, preparing her for a future in academia and industry.
Research Focus
Amita’s research is deeply rooted in the intersection of digital marketing and consumer behavior. She examines the influence of social media influencers on purchasing decisions, explores the role of e-commerce experiences in shaping consumer behavior, and investigates how environmental sustainability concerns drive green purchasing behaviors. Her work also delves into the potential of emerging technologies, such as Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR), to revolutionize consumer interactions with brands. Through her research, Amita seeks to understand how these digital innovations are transforming the way consumers engage with brands and make purchase decisions.
Experience
Amita’s teaching experience spans multiple roles, including her position as an Adjunct Assistant Professor at Surana College and Christ University, Bengaluru. In these roles, she developed and delivered course materials, mentored students, and contributed to curriculum development. She has also volunteered at the Spastic Society of Karnataka, where she worked with students from diverse learning backgrounds, implementing differentiated instruction techniques. In her current role as a Research Scholar at Christ University, Amita combines teaching with research, publishing in peer-reviewed journals and collaborating with fellow researchers to contribute to the academic community.
Research Timeline & Activities
Since embarking on her Ph.D. journey in 2020, Amita has been actively involved in research activities aimed at exploring key issues in marketing and consumer behavior. Her research timeline includes completing extensive literature reviews, engaging in data collection and analysis, and publishing several articles in high-impact journals. She has presented her work at numerous national and international conferences, where her research on social media influence, green purchases, and digital consumer behavior has been well-received. In addition to her writing and publishing efforts, Amita has attended several workshops and seminars on research methodology, data analysis, and academic writing, continuously enhancing her research capabilities.
Awards & Honors
Amita has received recognition for her contributions to academic research, including the Best Paper Award for her review paper presented at an international conference. Her research on consumer behavior and sustainable consumption has been acknowledged by peers and mentors in the academic community, and her publications have garnered attention from scholars in related fields. This award, along with her consistent performance in conferences and workshops, serves as a testament to her dedication and potential as a researcher.
Top Noted Publication
One of Amita’s most notable publications, “How Social Media Influencers Impact Consumer Behaviour?”, was published in Vision: The Journal of Business Perspectives, a well-regarded journal indexed in Scopus. This paper investigates the role of social media influencers in shaping consumer behavior, providing insights into the mechanisms behind influencer marketing. It explores how influencers affect brand perception, purchase intent, and consumer trust, offering valuable guidance to both academics and marketers looking to leverage influencer strategies in their campaigns. Amita’s research in this area has contributed significantly to the understanding of digital marketing’s influence on consumer decision-making processes.
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Decoding Millennial’s Online Apparel Shopping: The Role of E-commerce Experience as a Mediator and Income as a Moderator
Published in DECISION, March 2025
DOI: 10.1007/s40622-025-00425-3
Contributors: Amita Venkatesh; P. Aruna
This research explores how the e-commerce experience influences millennial’s online apparel shopping decisions. It examines the mediating role of e-commerce experience and how income moderates these behaviors. The study provides insights into digital consumer behavior, particularly in the online fashion retail sector, with a focus on millennial purchasing patterns. -
Assessment of Male Millennial Digital Purchase Intent with Regard to Online Fashion
Published as a Book Chapter in “Enhancing and Predicting Digital Consumer Behavior with AI,” May 2024
DOI: 10.4018/979-8-3693-4453-8.ch007
ISBN: 9798369344538
ISSN: 2327-5502
Contributors: Amita Venkatesh; P. Aruna
This book chapter delves into the factors influencing male millennials’ digital purchase intent in the online fashion sector. It investigates the role of digital technologies, consumer perceptions, and purchasing behavior, shedding light on how artificial intelligence can enhance predictive models of consumer intent. -
How Social Media Influencers Impact Consumer Behaviour? A Systematic Literature Review
Published in Vision: The Journal of Business Perspectives, April 2024
DOI: 10.1177/09722629241237394
ISSN: 0972-2629 | 2249-5304
Contributors: Seema Bhardwaj; Navin Kumar; Ruchi Gupta; Hasnan Baber; Amita Venkatesh
This systematic literature review examines the impact of social media influencers on consumer behavior. It analyzes various studies to identify the key drivers behind influencer marketing success, offering valuable insights into the mechanisms that shape consumer attitudes and purchase intentions in the digital age.