AKANKSHA SRIVASTAVA

About

Ph.D. Research Scholar passionate about understanding how immersive technologies, especially Augmented Reality (AR), are changing the way consumers interact with brands and make decisions in digital environments. My research focuses on consumer adoption of AR, trust in immersive experiences, and the psychological and technological factors that shape engagement and purchase behaviour. I strive to produce impactful research that deepens the understanding of consumer behaviour in technology-enabled environments and helps brands design more immersive, engaging, and customer-centric digital experiences.

Employment

Employment history is unavailable.

Education

Education history is unavailable.

Projects & Funding

Projects & funding information is unavailable.

Publications (4)

• Transferring Trust: A Structural and Configurational Analysis of the Role of Brand Trust in Augmented Reality Adoption in Eyewear Industry
  Journal of Global Marketing 2026 DOI: 10.1080/08911762.2026.2729246
  +Save
• When Virtual Meets Value: The Role of AR Stimuli in Shaping Customer Engagement and Value Co‐Creation
  Global Business and Organizational Excellence 2026 DOI: 10.1002/joe.70052
  +Save
• A systematic review of metaverse: the next big leap in marketing and consumer research
  International Journal of Technology Marketing 2025 DOI: 10.1504/ijtmkt.2025.10074561
  +Save
• The Impact of the Metaverse on Green Marketing: A Paradigm Shift in Sustainable Consumer Behaviour
  2024 DOI: 10.1007/978-3-031-50188-3_40
  +Save