Nishita Pruthi

About

I am currently pursuing Ph.D. at Institute of Management Studies and Research, Maharshi Dayanand University, Rohtak, Haryana, India. I have gained valuable experience in the field of research. During my research journey, I have published nine research papers in reputed journals, including six indexed in Scopus, Web of Science, UGC-CARE and ABDC. I have also contributed thirteen chapters to edited books published by renowned publishers like Emerald, Bentham Science and IGI Global. I co-edited two books published by IGI Global, USA and indexed in Scopus. Further, I have presented papers at twelve national and international conferences organized by premiere institutions like IIM Indore, IIM Jammu, IIM Kozhikode, Deakin University Australia and GIZ, Germany. I am now eager to take on new challenges and pursue my aspiration to become a teacher at a reputed B-School. I believe my passion for teaching and my extensive knowledge in Marketing will allow me to make a valuable contribution to the community. I am committed to creating a dynamic learning environment that fosters critical thinking, creativity, and innovation among my students. I am excited to embark on this new journey and to continue growing both personally and professionally.

Employment

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Education

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Projects & Funding

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Publications (18)

• Synthetic Culture and Brand Mythmaking in the Age of Generative AI
  2026 DOI: 10.4018/979-8-3373-7153-5.ch010
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• Geo-Intelligence Synergies Framework for Sustainable Economic and Regional Futures
  2026 DOI: 10.4018/979-8-3373-6320-2.ch001
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• Leveraging Geospatial Information Systems for Sustainable Development
  2026 DOI: 10.4018/979-8-3373-6320-2.ch007
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• Consumer intensity drivers and adaptive marketing agility: Empirical evidence of mediating spillovers and co-evolution with moderating algorithmic amplification
  Journal of Open Innovation: Technology, Market, and Complexity 2026 DOI: 10.1016/j.joitmc.2025.100701
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• Charting the Digital Shift
  2025 DOI: 10.4018/979-8-3373-6365-3.ch004
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• Emotion AI as a Catalyst for Conflict Resolution
  2025 DOI: 10.4018/979-8-3373-3658-9.ch016
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• An Empirical Study on Customer Perception Towards Digital Marketing in the Banking Sector
  SEDME (Small Enterprises Development, Management & Extension Journal): A worldwide window on MSME Studies 2024 DOI: 10.1177/09708464241247877
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• From virtual observations to business insights: A bibliometric review of netnography in business research
  Heliyon 2024 DOI: 10.1016/j.heliyon.2023.e22853
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• Avatar-Based Influencer Marketing
  2023 DOI: 10.4018/978-1-6684-8898-0.ch005
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• Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis
  Sustainability (Switzerland) 2023 DOI: 10.3390/su15032744
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