MUKTA SRIVASTAVA

Designation:

Professor, Area Chair: Marketing Management (MM)

Area:

Marketing Management

Education:

PhD (NMIMS, Mumbai), UGC-NET, MBA (Gold Medal), B.Sc. (Physics & Mathematics)

Date of Joining:

2021-07-01

Dr Mukta Srivastava is a Professor and Chairperson of the Marketing Management Area at TAPMI, Manipal, India. She has more than 17 years of academic and research experience. Her articles have been published in reputed international journals such as the European Journal of Marketing, Journal of Business & Industrial Marketing, Marketing Intelligence & Planning, Journal of Product & Brand Management, Journal of Consumer Marketing, Electronic Commerce Research, and International Marketing Review. She has also contributed case studies and chapters in books. She serves as a Senior Associate Editor at Marketing Intelligence & Planning

Published
  • Srivastava, M., Hollebeek, L. D., Goyal, M., Patel, S., Riivits-Arkonsuo, I. (2026), Demystifying consumers’ climate change engagement: A knowledge-attitude-practice perspective, Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-08-2025-0656 (ABDC-A). 
  • Saini, G., Srivastava, M., Jawahar, J. (2026). Beyond employee discounts: can psychological contract fulfilment drive employer-brand patronage? A psychological ownership perspective, European Journal of Marketing, Vol. 60 No. 8, pp. 1933-1969. https://doi.org/10.1108/EJM-05-2025-0366 (ABDC-A*). 
  • Kumar, C., Srivastava, M., & Thanigan, J. (2026). “Thank you for your suggestion”: investigating the relationship between video game influencers’ credibility and gamers’ microtransaction intentions, Managing Sport and Leisure, 1–19. https://doi.org/10.1080/23750472.2026.2698592 (ABDC-B). 
  • Kumar, C., Srivastava, M., Mohanty, A., and Kamath, G. (2026). “I’d bet my ears on these headphones”: Brand loyalty towards gaming headphones, Int. J. of Electronic Marketing and Retailing. DOI: 10.1504/IJEMR.2026.10077976. (ABDC-C) (Accepted). 
  • Srivastava, M., Saini, G. K., Thanigan, J., and Motiani, M. (2025). Unlocking the Nexus of Internal Brand Knowledge, Psychological Contract, and Employee Engagement: Implications for Customer-Centric Excellence, Journal of Product & Brand Management, Vol. 34 Issue 8, pp. 1241–1257. https://doi.org/10.1108/JPBM-12-2024-5648 (ABDC-A). 
  • Kumar, S., Srivastava, M., and Sivaramakrishnan, S. (2025). Getting the scoop on native advertising- A bibliometric and TCCM-based review, Marketing Intelligence & Planning Vol. 43 No. 7, pp. 1396-1423. https://doi.org/10.1108/MIP-04-2024-0291 (ABDC-A). 
  • Kumar, C., Srivastava, M., and Thanigan, J. (2025). Influence of fan’s sports identification on their intention to watch eFootball live-streaming: evidence from football audience. Managing Sport and Leisure, 1–23. https://doi.org/10.1080/23750472.2024.2449004. (ABDC-B). 
  • Srivastava, M., Abhishek, and Pandey, N. (2025). Electronic word-of-mouth (eWOM) and customer brand engagement (CBE): Do they really go hand-in-hand?, Electronic Commerce Research, Vol. 25 Issue 3, pp. 1865–1933. https://doi.org/10.1007/s10660-023-09743-z (ABDC-A). 
  • Srivastava, M., Sivaramakrishnan, S. and Pandey, N. (2024). Demystifying customer engagement in B2B markets, Journal of Business & Industrial Marketing, Vol. 39 No. 11. pp. 2364-2385. https://doi.org/10.1108/JBIM-08-2023-0481 (ABDC-A). 
  • Srivastava, M. and Saini, G. (2022). A bibliometric analysis of the elaboration likelihood model (ELM), Journal of Consumer Marketing, Vol. 39 No. 7, pp. 726-743. https://doi.org/10.1108/JCM-12-2021-5049 (ABDC-A). 
  • Saini, G.K., Lievens, F. and Srivastava, M. (2022), Employer and internal branding research: a bibliometric analysis of 25 years, Journal of Product & Brand Management, Vol. 31 No. 8, pp. 1196-1221. https://doi.org/10.1108/JPBM-06-2021-3526 (ABDC-A). 
  • Srivastava, M., Pandey, N. and Saini, G.K. (2022), Reference price research in marketing: a bibliometric analysis, Marketing Intelligence & Planning, Vol. 40 No. 5, pp. 604-623. https://doi.org/10.1108/MIP-02-2022-004 (ABDC-A). 
  • Srivastava, M. and Sivaramakrishnan, S. (2022). A bibliometric analysis of the structure and trends of customer engagement in the context of international marketing, International Marketing Review. Vol. 39 No. 4, pp. 836-851. https://doi.org/10.1108/IMR-06-2021-0204 (ABDC-A). 
  • Abhishek, S. and Srivastava, M. (2021). Mapping the influence of influencer marketing: a bibliometric analysis, Marketing Intelligence & Planning, Vol. 39 No. 7, pp. 979-1003. https://doi.org/10.1108/MIP-03-2021-0085 (ABDC-A). 
  • Srivastava, M. and Sivaramakrishnan, S. (2021). Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis, Marketing Intelligence & Planning, Vol. 39 No. 5, pp. 702-727. https://doi.org/10.1108/MIP-11-2020-0483 (ABDC-A). 
  • Srivastava, M. and Sivaramakrishnan, S. (2021). The impact of eWOM on consumer brand engagement, Marketing Intelligence & Planning, Vol. 39 No. 3, pp. 469-484. https://doi.org/10.1108/MIP-06-2020-0263 (ABDC-A). 
  • Srivastava, M., Sivaramakrishnan, S. and Saini, G.  (2021). The relationship between Electronic Word-of-mouth and Consumer Engagement: An exploratory study, IIM Kozhikode Society and Management Review, 10(1), 66-81. https://doi.org/10.1177/2277975220965075 (ABS-Rank‘2’/ABDC-C). 

 

Services Marketing, Brand Management, Customer Relationship Management, Marketing Management, Business Research Methods, Marketing Research

Customer Engagement, Electronic word-of-mouth (eWOM), Service Engagement, Customer Climate Change Engagement, Employer & Internal Branding

  • Senior Associate Editor of Marketing Intelligence & Planning (ABDC-A) 
  • Approved PhD guide under Manipal Academy of Higher Education, with one scholar graduated 
  • Invited panellist, Meet the Editors, in collaboration with Deakin University 
  • Conducted Paper Development Workshops (PDWs) for global doctoral scholars 
  • Moderated the “Meet the Editors” session during the 12th AIM–AMA Sheth Foundation Doctoral Consortium 2025 at the Management Development Institute, Gurgaon, 15–16 July 2025 
  • Served as thesis examiner and member of Thesis Advisory Committees for different universities and institutes, including Symbiosis International University, Pune; Christ University, Bengaluru; NMIMS, Mumbai; and Manipal University Jaipur 
  • Served as Session/Track Chair at different international conferences and symposia 
  • Received the Director’s Commendation for Significant Contributions towards Management Research at T A Pai Management Institute for 2021–22 and 2022–23 
  • Achieved a 100% score in the NPTEL–AICTE online course Marketing Research and Analysis–II 
  • Received a Gold Medal (All India Topper) in the NPTEL–AICTE online course Marketing Research and Analysis 
  • Received a Silver Medal in the NPTEL–AICTE online course Practitioners Course in Descriptive, Predictive, and Prescriptive Analytics 

The CERE-2019 conference concluded with a valedictory function during which the prizes were distributed to the awardees for the conference and for the Doctoral Colloquium. These are as follows:

Doctoral Colloquium

Mukta Srivastava & Dr. Sreeram Sivaramakrishnan- Influence of Electronic Word of Mouth on Consumer Engagement: An Empirical Investigation.

Pallavi Agarwal- Intervening Role of Innovation Capability on the determinants of Strategic Orientation and Firm Performance: An Empirical Study of Information Technology Firms in India.

https://www.iimidr.ac.in/news-events/cere-2019-concludes-at-iim-indore/

 

Dr Mukta Srivastava is a Professor and Chairperson of the Marketing Management Area at TAPMI, Manipal, India. She has more than 17 years of academic and research experience. Her articles have been published in reputed international journals such as the European Journal of Marketing, Journal of Business & Industrial Marketing, Marketing Intelligence & Planning, Journal of Product & Brand Management, Journal of Consumer Marketing, Electronic Commerce Research, and International Marketing Review. She has also contributed case studies and chapters in books. She serves as a Senior Associate Editor at Marketing Intelligence & Planning

Published
  • Srivastava, M., Hollebeek, L. D., Goyal, M., Patel, S., Riivits-Arkonsuo, I. (2026), Demystifying consumers’ climate change engagement: A knowledge-attitude-practice perspective, Marketing Intelligence & Planning. https://doi.org/10.1108/MIP-08-2025-0656 (ABDC-A). 
  • Saini, G., Srivastava, M., Jawahar, J. (2026). Beyond employee discounts: can psychological contract fulfilment drive employer-brand patronage? A psychological ownership perspective, European Journal of Marketing, Vol. 60 No. 8, pp. 1933-1969. https://doi.org/10.1108/EJM-05-2025-0366 (ABDC-A*). 
  • Kumar, C., Srivastava, M., & Thanigan, J. (2026). “Thank you for your suggestion”: investigating the relationship between video game influencers’ credibility and gamers’ microtransaction intentions, Managing Sport and Leisure, 1–19. https://doi.org/10.1080/23750472.2026.2698592 (ABDC-B). 
  • Kumar, C., Srivastava, M., Mohanty, A., and Kamath, G. (2026). “I’d bet my ears on these headphones”: Brand loyalty towards gaming headphones, Int. J. of Electronic Marketing and Retailing. DOI: 10.1504/IJEMR.2026.10077976. (ABDC-C) (Accepted). 
  • Srivastava, M., Saini, G. K., Thanigan, J., and Motiani, M. (2025). Unlocking the Nexus of Internal Brand Knowledge, Psychological Contract, and Employee Engagement: Implications for Customer-Centric Excellence, Journal of Product & Brand Management, Vol. 34 Issue 8, pp. 1241–1257. https://doi.org/10.1108/JPBM-12-2024-5648 (ABDC-A). 
  • Kumar, S., Srivastava, M., and Sivaramakrishnan, S. (2025). Getting the scoop on native advertising- A bibliometric and TCCM-based review, Marketing Intelligence & Planning Vol. 43 No. 7, pp. 1396-1423. https://doi.org/10.1108/MIP-04-2024-0291 (ABDC-A). 
  • Kumar, C., Srivastava, M., and Thanigan, J. (2025). Influence of fan’s sports identification on their intention to watch eFootball live-streaming: evidence from football audience. Managing Sport and Leisure, 1–23. https://doi.org/10.1080/23750472.2024.2449004. (ABDC-B). 
  • Srivastava, M., Abhishek, and Pandey, N. (2025). Electronic word-of-mouth (eWOM) and customer brand engagement (CBE): Do they really go hand-in-hand?, Electronic Commerce Research, Vol. 25 Issue 3, pp. 1865–1933. https://doi.org/10.1007/s10660-023-09743-z (ABDC-A). 
  • Srivastava, M., Sivaramakrishnan, S. and Pandey, N. (2024). Demystifying customer engagement in B2B markets, Journal of Business & Industrial Marketing, Vol. 39 No. 11. pp. 2364-2385. https://doi.org/10.1108/JBIM-08-2023-0481 (ABDC-A). 
  • Srivastava, M. and Saini, G. (2022). A bibliometric analysis of the elaboration likelihood model (ELM), Journal of Consumer Marketing, Vol. 39 No. 7, pp. 726-743. https://doi.org/10.1108/JCM-12-2021-5049 (ABDC-A). 
  • Saini, G.K., Lievens, F. and Srivastava, M. (2022), Employer and internal branding research: a bibliometric analysis of 25 years, Journal of Product & Brand Management, Vol. 31 No. 8, pp. 1196-1221. https://doi.org/10.1108/JPBM-06-2021-3526 (ABDC-A). 
  • Srivastava, M., Pandey, N. and Saini, G.K. (2022), Reference price research in marketing: a bibliometric analysis, Marketing Intelligence & Planning, Vol. 40 No. 5, pp. 604-623. https://doi.org/10.1108/MIP-02-2022-004 (ABDC-A). 
  • Srivastava, M. and Sivaramakrishnan, S. (2022). A bibliometric analysis of the structure and trends of customer engagement in the context of international marketing, International Marketing Review. Vol. 39 No. 4, pp. 836-851. https://doi.org/10.1108/IMR-06-2021-0204 (ABDC-A). 
  • Abhishek, S. and Srivastava, M. (2021). Mapping the influence of influencer marketing: a bibliometric analysis, Marketing Intelligence & Planning, Vol. 39 No. 7, pp. 979-1003. https://doi.org/10.1108/MIP-03-2021-0085 (ABDC-A). 
  • Srivastava, M. and Sivaramakrishnan, S. (2021). Mapping the themes and intellectual structure of customer engagement: a bibliometric analysis, Marketing Intelligence & Planning, Vol. 39 No. 5, pp. 702-727. https://doi.org/10.1108/MIP-11-2020-0483 (ABDC-A). 
  • Srivastava, M. and Sivaramakrishnan, S. (2021). The impact of eWOM on consumer brand engagement, Marketing Intelligence & Planning, Vol. 39 No. 3, pp. 469-484. https://doi.org/10.1108/MIP-06-2020-0263 (ABDC-A). 
  • Srivastava, M., Sivaramakrishnan, S. and Saini, G.  (2021). The relationship between Electronic Word-of-mouth and Consumer Engagement: An exploratory study, IIM Kozhikode Society and Management Review, 10(1), 66-81. https://doi.org/10.1177/2277975220965075 (ABS-Rank‘2’/ABDC-C). 

 

Yet to be updated

Services Marketing, Brand Management, Customer Relationship Management, Marketing Management, Business Research Methods, Marketing Research

Customer Engagement, Electronic word-of-mouth (eWOM), Service Engagement, Customer Climate Change Engagement, Employer & Internal Branding

Conferences and Workshops
CONFERENCE PAPERS
  • Saini, G. K. and Srivastava, M. (2025, July). Influence of Psychological Contract and Employee Brand Identification on Employer-Brand Patronage. Presented at the 85th Annual Meeting of the Academy of Management held in Copenhagen, Denmark from 24th to 29th July 2025.
  • Saini, G. K. and Srivastava, M. (2025, July). Does Psychological Contract Fulfilment Affect Employer Brand Patronage? Moderating Role of Gender. Presented at the International Marketing Conference 2025 held at MDI Gurgaon on July 17th-18th, 2025.
  • Saini, G. K. and Srivastava, M. (2025, May). Do Employees Purchase from Employers? The Role of Psychological Contract Fulfilment and Employee Brand Identification. To be presented at the EMAC Spring Conference 2025 hosted by ESIC University on May 27-30, 2025, in Pozuelo (Madrid), Spain.
  • Srivastava, M., Saini, G. K., Thanigan, J., & Motiani, M. (2023, Aug). The Influence of Internal Brand Knowledge and Psychological Contract on Employee Behaviours. Paper presented at AMA Summer Conference held in San Francisco, USA, from 4th to 8th August 2023.
  • Srivastava, M. & Sivaramakrishnan, S. (2019, May). Influence of Electronic Word-of-Mouth (eWOM) on Consumer Engagement: An Empirical Investigation. Paper presented at CERE2019 held at IIM, Indore from 3rd to 5th May 2019.
  • Srivastava, M. & Sivaramakrishnan, S. (2018, Apr). Influence of Electronic Word-of-Mouth (eWOM) on Consumer Engagement. Paper presented at JAMS India Conference held at ISB, Hyderabad from 26th to 28th April 2018.
  • Srivastava, M. & Rego, S. (2017, Apr). eWOM and Consumer Engagement: The twins that can win the playoffs. Paper presented at 2nd International Marketing Conference held at IBS, Mumbai.
  • Srivastava, M. (2016, May). Study of Determinants of Brand Loyalty considering Brand Trust as Mediating Variable for Make-up cosmetics using SEM. Paper presented at CERE-2016 held at IIM, Indore.
  • Srivastava, M., Ali, S. A. & Singh, G. (2013, Jan). A Study of Customers’ Perception and Buying Behavior w.r.t. in-flight Shopping Experience in Pune City. Paper presented at 10th AIMS International Conference on Management held at IIM, Bangalore.
FUNDED PROJECT:
  • Received TAPMI Academic Research Grant (TARG) for the project titled ‘The Engagement Loop: An empirical validation’ sanctioned by T A Pai Management Institute, Manipal Academy of Higher Education, Manipal, for the year 2022-23.
  • Successfully completed a funded project titled ‘A study of determinants of brand loyalty in cosmetics and its impact on the buying behaviour of female consumers in Pune city’ sanctioned under the University Research Grant Scheme, sponsored by B.C.U.D., Savitribai Phule Pune University for the period of 2013-15.
CERTIFICATION/WORKSHOP/QIP/FDP:
  • Attended a workshop on ‘What’s New in Marketing?’ by Philip Kotler and HUL organized by IIM, Calcutta (31st Jan, 2021).
  • Attended 2-days workshop on ‘Qualitative Research in Information Systems: Tools & Tips’ organised by AIS India Chapter, IIITB and IIT, Delhi on 9-10 November, 2020.
  • Successfully completed online course on Digital Analytics for Marketing Professionals: Marketing Analytics in Practice by University of Illinois offered by Coursera in Nov 2020.
  • Successfully completed online course on Marketing in a Digital World by University of Illinois offered by Coursera in Oct 2020.
  • Attended International FDP on Case Study Writing and Teaching organized by IMS, Ghaziabad from 12th to 16th October, 2020.
  • Attended an online workshop on Publishing in top SSCI Journals and get recognition for your research organised by Emerald Publishing on 7th October, 2020.
  • Attended a webinar series on Rendezvous with Information Systems Researchers: A Workshop on Research in Action, Field Insights and Research Methods co-hosted by AIS India Chapter and IIM Bangalore from 16th June to 2nd September, 2020.
  • Attended a one-day National Seminar on Research Writing and Enhancing Visibility by IQAC & Library, S.P. Mandali’s Ramnarain Ruia Autonomous College on 21st May, 2020.
  • Successfully completed online course on Digital Analytics for Marketing Professionals: Marketing Analytics in Theory by University of Illinois offered by Coursera in Sep 2020.
  • Successfully completed online course on Marketing Analytics by University of Virginia offered by Coursera in Aug 2020.
  • Successfully completed 8 weeks (Aug-Oct 2019) NPTEL-AICTE online course on Marketing Research and Analysis.
  • Successfully completed 8 weeks (Aug-Oct 2019) NPTEL-AICTE online course on Practitioners Course in Descriptive, Predictive and Prescriptive Analytics.
  • Successfully completed a Short-Term Course on Academic Leadership and Data Analysis sponsored by UGC, Ministry of HRD, conducted by AMU from 8th to 15th Dec 2016 at Allana Institute of Management Sciences, Pune.
  • Successfully completed a Short-Term Course on Statistical Analysis using MINITAB and IBM SPSS sponsored by UGC, Ministry of HRD, conducted by AMU from 3rd to 9th Aug 2016 at Allana Institute of Management Sciences, Pune.
  • Attended an Advanced Research Methodology Workshop in Management & IT organized by Allana Institute of Management Sciences, Pune on 17th January 2015.
  • Successfully Completed Certificate Programme in Business Statistics using IBM SPSS conducted by Dr. A.B. Rao & Dr. Roshan Kazi at Allana Institute of Management Sciences, Pune from Oct to Feb 2013 and has been awarded ‘A’ grade.
  • Attended a full day ‘Research Workshop’ facilitated by Dr. Ravi Seetham Raju, Professor, University of Sydney, Australia (14th December 2011) organized by Symbiosis Institute of Management Studies, Pune.
  • Selected and Attended AICTE approved QIP on Retailing: Emerging Dimensions (24-29 December 2007) organized by Faculty of Management Studies, BHU, Varanasi.

Yet to be updated

Yet to be updated

Yet to be updated

  • Senior Associate Editor of Marketing Intelligence & Planning (ABDC-A) 
  • Approved PhD guide under Manipal Academy of Higher Education, with one scholar graduated 
  • Invited panellist, Meet the Editors, in collaboration with Deakin University 
  • Conducted Paper Development Workshops (PDWs) for global doctoral scholars 
  • Moderated the “Meet the Editors” session during the 12th AIM–AMA Sheth Foundation Doctoral Consortium 2025 at the Management Development Institute, Gurgaon, 15–16 July 2025 
  • Served as thesis examiner and member of Thesis Advisory Committees for different universities and institutes, including Symbiosis International University, Pune; Christ University, Bengaluru; NMIMS, Mumbai; and Manipal University Jaipur 
  • Served as Session/Track Chair at different international conferences and symposia 
  • Received the Director’s Commendation for Significant Contributions towards Management Research at T A Pai Management Institute for 2021–22 and 2022–23 
  • Achieved a 100% score in the NPTEL–AICTE online course Marketing Research and Analysis–II 
  • Received a Gold Medal (All India Topper) in the NPTEL–AICTE online course Marketing Research and Analysis 
  • Received a Silver Medal in the NPTEL–AICTE online course Practitioners Course in Descriptive, Predictive, and Prescriptive Analytics 

The CERE-2019 conference concluded with a valedictory function during which the prizes were distributed to the awardees for the conference and for the Doctoral Colloquium. These are as follows:

Doctoral Colloquium

Mukta Srivastava & Dr. Sreeram Sivaramakrishnan- Influence of Electronic Word of Mouth on Consumer Engagement: An Empirical Investigation.

Pallavi Agarwal- Intervening Role of Innovation Capability on the determinants of Strategic Orientation and Firm Performance: An Empirical Study of Information Technology Firms in India.

https://www.iimidr.ac.in/news-events/cere-2019-concludes-at-iim-indore/

 

Established in 1980, TAPMI has been at the forefront of management education, shaping future leaders through academic excellence, innovation, and real-world learning. With a commitment to nurturing global wealth creators and industry-ready professionals, we continuously benchmark ourselves against the best. Guided by our core values—Excellence, Trust, Honesty, Innovation, Commitment, and Student-Centricity—we foster a culture of ethics, sustainability, and transformative learning.

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