Durga Nagarajan

Employment

• University of Glasgow Lecturer in Global and International Marketing
  2024 - Present
• University of Glasgow
• University of Southampton
  ? - 2024

Education

Education history is unavailable.

Projects & Funding

Projects & funding information is unavailable.

Publications (9)

• Optimizing live streaming engagement through store atmospheric cues: exploring prosocial behavior and social comparison—insights from streamers and viewers
  Internet Research 2025 DOI: 10.1108/INTR-01-2024-0073
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• Zoomers and healthcare choices: a study of mental processes of consumer decision-making in the digital age
  Journal of Consumer Behaviour 2024 DOI: 10.1002/cb.2382
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• Social Media Monitoring Of Airbnb Reviews Using AI: A Sentiment Analysis Approach For Immigrant Perspectives In The UK
  Migration Letters 2024 DOI: 10.59670/ml.v21iS7.8919
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• New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19
  International Marketing Review 2023 DOI: 10.1108/IMR-12-2021-0363
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• Will typical store atmospheric cues trigger more online engagement and sales performance? A preliminary investigation of streamers and users’ insights in live streaming marketing
  Proceedings 29th International Conference on Recent Advances in Retailing and Consumer Science, July 24 – 27, 2023, Lyon, France 2023
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• A technology-people-integrated toolkit for retail care management during a crisis
  Journal of Retailing and Consumer Services 2023 DOI: 10.1016/j.jretconser.2023.103304
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• Stressful eating indulgence by generation Z
  European Journal of Marketing 2022 DOI: 10.1108/EJM-06-2021-0386
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• Pre-decisional cognitive dissonance shaping consumer behaviour within Generation Z: preliminary evidence
  14th Annual Conference of the EuroMed Academy of Business 2021
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• Sustainable branding in healthcare within Generation Z in a developing economy
  Ethical, Social, and Environmental Cases and Perspectives 2021
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