ANOOP GEORGE

About

I am currently serving as an Assistant Professor at VITOL, Vellore Institute of Technology (VIT). Previously, I worked as an Assistant Professor in the Management Department at JAIN (Deemed-to-be University), Kochi, and at the School of Management and Business Studies, Mahatma Gandhi University, Kerala. Additionally, I have served as HOD (Academic) and Project Originator at the Institute of Gems and Jewellery, Kerala, gaining leadership and project management experience, and I also bring prior industry experience with the TATA Group and Shoppers Stop, bridging academic research with industry practice.

I hold a PhD from Cochin University of Science and Technology, specializing in Gamification, and qualified UGC NET in 2018.

My research is published in reputed journals such as Services Marketing Quarterly, Health Marketing Quarterly, Management of Environmental Quality, Journal of Financial Services Marketing, and the International Journal of Online Marketing. I currently serve as a Research Consultant for MicroResearch, Canada, and review for journals including the Journal of Retailing and Consumer Services and Electronic Commerce Research.

Employment

• Vellore Institute of Technology University Assistant Professor
  2026 - Present
• JAIN (Deemed-to-be University) Assistant Professor
  2024 - 2026
• Mahatma Gandhi University Assistant Professor
  2023 - 2024

Education

Education history is unavailable.

Projects & Funding

Projects & funding information is unavailable.

Publications (12)

• Beyond Clicks and Mortar: Exploring the Influence of Experience Value on Willingness to Adopt Phygital Services
  Services Marketing Quarterly 2026 DOI: 10.1080/15332969.2025.2563438
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• Enablers and inhibitors of personalised gamification adoption in m-wallet applications: a behavioural reasoning theory perspective
  Journal of Financial Services Marketing 2026 DOI: 10.1057/s41264-025-00340-9
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• Driving Customer Engagement through Gamification
  2025 DOI: 10.4324/9781003508083-15
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• Driving affective commitment among food delivery executives towards an online food delivery partner platform through gamification
  Journal of Foodservice Business Research 2025 DOI: 10.1080/15378020.2023.2294415
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• Driving customer engagement through gamification: Proposing a Gamified customer engagement framework
  Customer Engagement and Digital Business 2025 DOI: 10.4324/9781003508083-15
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• Gamified Mobile Apps as a Catalyst for Pro-environmental Behaviour Change: Proposal of a Model
  Thwarting Green Growth Perspectives on Barriers to Pro Environmental Behaviors 2025 DOI: 10.1108/978-1-83708-844-720251011
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• Does the utilitarian value of gamified virtual currency affect its usage intention in the context of e-commerce
  International Journal of Indian Culture and Business Management 2023 DOI: 10.1504/ijicbm.2023.129708
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• Do Females Intend to Use Gamified Virtual Currency in E-Tailing?
  International Journal of E-Services and Mobile Applications 2022 DOI: 10.4018/IJESMA.301272
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• Determinants of on-demand ridesharing: the role of awareness of environmental consequences
  Management of Environmental Quality an International Journal 2022 DOI: 10.1108/MEQ-10-2021-0235
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• Handbook of Research on Cross-Disciplinary Uses of Gamification in Organizations
  IGI Global 2022 DOI: 10.4018/978-1-7998-9223-6
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