Dr. Ambika Prasad Nanda has completed his doctoral studies at the S P Jain Institute of Management and Research Mumbai. He has been the recipient of three competitive research grant awards in his doctoral period. His research interest lies in exploring phenomenon at two extreme ends of consumption spectrum: compulsive consumption and anti-consumption. He has published in the Journal of Macro Marketing, Psychology & Marketing, International Journal of Consumer Studies, and Young Consumers.
He has about five years of experience is academics. He was an Assistant Professor in Rajagiri Business School, Kochi and Associate Professor in Jagdish Sheth School of Management – JAGSoM.
Before starting his doctoral program, he had worked for twelve years in the industry in various roles in both services and manufacturing organizations.
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Marketing Management (Core), Digital Marketing, E-commerce, Product Management, International Marketing
Consumer Behavior (compulsive consumption and anti-consumption)
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This feature discusses the booming live entertainment and ticketing sector in India, triggered by the massive demand for Coldplay concert tickets that led to a "digital stampede" of 1.3 crore fans competing for 1.65 lakh tickets on BookMyShow. The feature also highlights the competitive landscape in the ticketing business, with BookMyShow's dominance being challenged by Zomato's acquisition of Paytm Insider, and draws comparisons to the global live events market's economic impact, citing examples like Taylor Swift's impact on Singapore's GDP and Madonna's free concert in Rio de Janeiro generating significant revenue through tourism and ancillary businesses.
It highlights how the shift from traditional television to interactive and immersive streaming experiences has transformed viewer engagement, fostering deeper emotional connections with content and characters through para-social relationships. Marketers are encouraged to understand viewer psychology, especially their need for escapism, and to innovate their advertising strategies to align with changing consumption behaviors.
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