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Faculty Profile

ARCHANA B A

Assistant Professor

Area:

Marketing Management

Edu:

PhD (Indian Institute of Science, Bangalore), MBA (IIT Kharagpur), B.E (Industrial Production), M.A (English)

Biography

  • Dr. Archana has a Ph.D in Management Science from Indian Institute of Science (IISc), an MBA from IIT Kharagpur and an Industrial Production Engineer from Mysore. She was a visiting researcher in Japan at Japan Advanced Institute of Science and Technology for MEXT Re- Inventing Japan Project. She has worked with IBM as an Application Consultant, Project Manager and Business Analyst. Her research interest is in viral marketing and areas that intersect marketing with consumer behavior.

Teaching

  • Consumer Behavior, Marketing Management

Research

  • Viral marketing.
  • Her research interest is to contribute to a deeper understanding of why and how some products, behaviors and ideas spread rapidly in the market and become successful while others fail.

Publications

  • Boppolige, A. A., and Gurtoo, A. (2019). Exploring viral phenomenon methodology for tangible purchased products: Case of iPod and iPad. IEEE Transactions on Engineering Management, 67(2), 283-294. (DOI: 10.1109/TEM.2018.2886293) [ABDC Journal ranking A]
  • Boppolige, A. A., and Gurtoo, A. (2017). Growth of a viral phenomenon: Development and testing of a new methodological framework. Australasian Marketing Journal (AMJ) – Elsevier, 25(1), 57-66. (http://dx.doi.org/10.1016/j.ausmj.2017.01.002) [ABDC Journal ranking A]
  • Boppolige, A. A., and Gurtoo, A. (2017). What determines viral phenomenon? Views, comments and growth indicators of TED talk videos. International Journal of Trade, Economics and Finance, 8(2), 83-89.

Conferences and Workshops

  • Boppolige, A. A., and Gurtoo, A. (2018). Consumer emotions in viral marketing: Development of a viral emotion measurement methodology. Presented at 4th Singapore International Conference on Social Science & Humanities, Nanyang Technological University, Singapore, June 2018.
  • Bopolige, A. A., and Gurtoo, A. (2018). Emotion measurement for a viral marketing phenomenon. WEI International Academic Conference, Vienna University, Austria, April 2018.
  • Boppolige, A. A., and Gurtoo, A. (2017). What determines viral phenomenon? Views, comments and growth indicators of TED talk videos. Presented at 6th International Conference on Economics, Marketing and Management, Phuket, Thailand, January 2017.
  • Boppolige, A. A., Mathew, M., and Gurtoo, A. (2015). Viral phenomenon as a measure of growth trajectory: study of TED talk videos. Presented at 4th Biennial Indian Academy of Management (IAM) Conference, Indian Institute of Management (IIM) Lucknow – Noida Campus, India, December 2015.
  • Anand, A. B., and Mathew, M. (2014). Exploring viral phenomenon as an innovative trajectory. Presented at and In Proceedings of Portland International Center for Management of Engineering and Technology (PICMET) – Infrastructure and Service Integration (pp. 3062-3072), IEEE. Kanazawa, Japan, July 2014. ISBN: 978-1-890843-29-8

Awards

  • Visiting researcher at Japan Advanced Institute of Science and Technology (JAIST) University in Japan for MEXT Re- Inventing Japan Project, 2016.
  • Awarded with Japan Student Services Organization (JASSO) scholarship by the Ministry of Education, Culture, Sports, Science and Technology, Japan, 2016.
  • Certified by University Grants Commission for Lectureship in Management, UGC -NET 2012.
  • Awarded Government of India Sports Talent Scholarship for Gymnastics from Sports Authority of India (the apex national sports body of India).

Media Coverage

  • Not Applicable.