Faculty Profile

MUKTA SRIVASTAVA

Associate Professor, Chair – Marketing Management Area, Chairperson-BrandScan

Area:

Marketing Management

Edu:

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

Date of Joining:

1st Jul 2021

Phone | Email

Biography

Prof. Srivastava earned her Ph.D. from NMIMS, Mumbai. She is a Gold Medallist in MBA and qualified NET in Management. She has around 15 years of academic and research experience. She teaches courses like Services Marketing, Brand Management, and Customer Relationship Management. Her research interests have been in the domain of customer engagement, eWOM, and influencer marketing. Her articles have been published in many reputed journals, including Marketing Intelligence & Planning, International Marketing Review, Journal of Product & Brand Management, International Marketing Review, and Journal of Consumer Marketing. She has also contributed case studies and chapters in books. She has presented her work at several conferences, which include those at IIM Lucknow, IIM Kozhikode, IIM Indore, and ISB Hyderabad, and also won several Best Papers Awards, including the prestigious Doctoral Colloquium Award at CERE-2019, organized annually by IIM, Indore. She is the Associate Editor of Marketing Intelligence and Planning.

Teaching

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

Research

Area: Customer Engagement, Electronic word-of-mouth (eWOM), Influencer Marketing
Methodology: PLS-SEM, CB-SEM, Bibliometric Analysis, Systematic Literature Review

Publications

Published

Srivastava, M., Abhishek, and Pandey, N. (2023). Electronic word-of-mouth (eWOM) and customer brand engagement (CBE): Do they really go hand-in-hand?, Electronic Commerce Research. https://doi.org/10.1007/s10660-023-09743-z (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).

Srivastava, M. and Saini, G.K. (2022), “A bibliometric analysis of the elaboration likelihood model (ELM)”, Journal of Consumer Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCM-12-2021-5049

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. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JPBM-06-2021-3526
Srivastava, M., Pandey, N. and Saini, G.K. (2022), “Reference price research in marketing: a bibliometric analysis”, Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-02-2022-004
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. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IMR-06-2021-0204
Abhishek, S. and Srivastava, M. (2021). Mapping the influence of influencer marketing: a bibliometric analysis to understand intellectual structure and propose research agenda, 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. & 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. (ABS-Rank‘2’/ABDC-C/SCOPUS/WoS)
Srivastava, M. & Sivaramakrishnan, S. (2020). Exploring the triad of eWOM, eWOM generator engagement and consumer engagement, Journal of Management Research, 20(1), 34-46. (ABDC-C/2018 List)
Srivastava, M. (2016). A Study of Determinants of Brand Loyalty in Cosmetics for Women Consumers of Pune City using Path Analysis via Regression, Indian Journal of Marketing, 46(6), 33-50. (ABDC-C/2019 List; Scopus)

Book Publications

Srivastava, M., Ali, S. A. & Singh, G. (2013). Customer Perception and Buying Behavior w.r.t. In-Flight Shopping. Saarbrücken, Germany: LAP LAMBERT Academic Publishing. ISBN: 978-3-659-34847-1.
Srivastava, M., Lakshmi, V.S. & Chandran S. R. (2013). International Students’ Difficulties in Intercultural Communication. Saarbrücken, Germany: LAP LAMBERT Academic Publishing. ISBN: 978-3-659-38958-0.

Chapter Publications

Lievens F., Srivastava, M., & Saini, G. K. (2023). Third-Party Employment Branding: Current Status and Future Directions in A Research Agenda for Brand Management, Ceridwyn King & Enrique Murillo, Edward Elgar.
Srivastava, M. (2020). Factors Influencing the Buying Behavior of Female Consumers With Reference to Top Three Brands of Make-Up Cosmetics in Pune City. In Global Branding: Breakthroughs in Research and Practice (pp. 428-464). IGI Global. (Scopus) (Reprinted by IGI Global)
Srivastava, M. (2015). Factors Influencing the Buying Behavior of Female Consumers with reference to Top Three Brands of Make-up Cosmetics in Pune City. In S. Sarma & S. Singh (Eds.), Cases on Branding Strategies and Product Development: Successes and Pitfalls (194-238). Pennsylvania, USA: IGI Global. (Scopus)
Srivastava, M. (2015). Pros and Cons of FDI in Multi-Brand Retailing in India. In R. Ahmad & K. R. Khan (Eds.), Multi-Brand Retailing (102-113). New Delhi, Delhi: Regal Publications.
Srivastava, M. (2013). ‘Natural’ Scoop of Success: A Case on Natural Ice Cream. In B. Gupta, S. Mishra & S. Routray (Eds.), Resource Book on Case Studies in Management (201-208). New Delhi, Delhi: Ane Books Pvt. Ltd.

Case Publications

Srivastava, M., Abhishek, & Mukherjee, S. (2023). Zomaland by Zomato: Delivering the Experience Punch. IIMA Case Centre. Available at https://cases.iima.ac.in/index.php/catalogsearch/result/?attr=0&q=MAR0531

Conferences and Workshops

CONFERENCE PAPERS

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.

Awards

Associate Editor of Marketing Intelligence & Planning.
Achieved 100% score in NPTEL-AICTE online course on Marketing Research and Analysis-II
Won Gold Medal (All India Topper) in NPTEL-AICTE online course on Marketing Research and Analysis
Won Silver Medal in NPTEL-AICTE online course on Practitioners Course in Descriptive, Predictive and Prescriptive Analytics
Won Best Doctoral Colloquium Award in CERE2019 held at IIM, Indore from 3rd to 5th May, 2019
Won ‘Best Paper Award’ at CHECKMATE-2018:10th International Conference held at Allana Institute of Management Sciences, Pune (2018)
Won ‘Best Paper Award’ at CHECKMATE-2017:9th International Conference held at Allana Institute of Management Sciences, Pune (2017)
Won Gold Medal in ‘Debate Competition’ at Inter-University Youth Festival organized by VBS Purvanchal University, Jaunpur (2006)

Media Coverage

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/