UTTAM CHAKRABORTY

Designation:

Associate Professor

Area:

Marketing

Education:

Phd- NIT Karnataka

Date of Joining:

2025-07-10

Uttam Chakraborty is an Associate Professor at T.A. Pai Management Institute (TAPMI), Bengaluru campus, Manipal Academy of Higher Education, Manipal, India, with a strong focus on applying Artificial Intelligence (AI) in marketing. His areas of expertise span online social media, brand management, consumer behavior, and hospitality management. With over 15 years of combined experience in academia and industry, he is widely recognized for seamlessly integrating emerging technologies—particularly AI and digital tools—into marketing strategies and business education. Dr. Chakraborty has published extensively in prestigious international journals, including the International Journal of Contemporary Hospitality Management, Tourism Recreation Research, Computers in Human Behavior, Journal of Research in Interactive Marketing, and Journal of Promotion Management. His research, which explores themes like digital adoption, immersive technologies, and AI-powered communication, continues to influence both academic thinking and industry practices. In addition to his research, he is an active peer reviewer for leading journals such as the Journal of Business Research, Journal of Promotion Management, and the International Journal of Contemporary Hospitality Management. He has also developed several teaching cases in collaboration with SAGE Publications. Beyond his academic contributions, Dr. Chakraborty regularly writes for prominent English-language dailies including The Asian Age, The Telegraph, The Pioneer, Deccan Chronicle, ET Edge, Firstpost, and The Hindu BusinessLine. His columns often explore the intersection of technology, the digital economy, and evolving branding trends.

  • Chakraborty, U. and Bhat, S. (2018). "The effect of credible online reviews on brand equity dimensions and its consequence on consumer behavior", Journal of promotion management. Vol. 24 No. 1, pp 57-82. (Publisher - Taylor and Francis, Scopus and ESCI indexed and ABDC - B ranked).
  • Chakraborty, U. and Bhat, S. (2018). "Online Reviews and Its Impact on Brand Equity", International journal of internet marketing and advertising. Vol. 12 No. 2, pp 159-180. (Publisher - Inderscience, Scopus indexed and ABDC - C ranked).
  • Chakraborty, U. and Bhat, S. (2018). "Credibility of online reviews and its impact on brand image", Management research review. Vol. 41 No. 1, pp 148-164. (Publisher - Emerald, Scopus and ESCI indexed and ABDC – C ranked).
  • Chakraborty, U. and Bhat, S. (2018). "Effect of Credible Reviews on Brand Image: A Mixed Method Approach", IIM kozhikode society and management review. Vol. 7 No. 1, pp 1-10. (Publisher - Sage. ABDC – C, ICI and ESCI indexed).
  • Chakraborty, U. and Bhat, S. (2019). "Are online opinion leaders and seekers distinct? A study on consumer electronics industry in India", Global Business Review. Vol. 20 No. 3, pp 813-825. (Publisher - Sage, Scopus and ESCI indexed and ABDC – C ranked).
  • Chakraborty, U. (2019). “The Impact of Source Credible Online Reviews On Purchase Intention: The Mediating Roles of Brand Equity Dimensions”, Journal of research in interactive marketing. Vol. 13 No. 2, pp 142-161. (Publisher - Emerald, Scopus and SSCI indexed, and ABDC –B ranked. Impact factor – 2.156).
  • Chakraborty, U. (2019). "Perceived Credibility of Online Hotel Reviews and Its Impact on Hotel Booking Intentions”, International journal of contemporary hospitality management. Vol. 31 No. 9, pp 3465-3483. (Publisher - Emerald, Scopus and SSCI indexed, and ABDC – A ranked. Impact factor – 3.957 and 5-year impact factor – 4.531).
  • Chakraborty, U. (2019). "Payment bank in India: Acceptance and use”, International journal of economic policy in emerging economies. Vol. 12 No. 6, pp 556-577 (Publisher - Inderscience, Scopus and ABDC- C indexed).
  • Chakraborty, U. and Biswal, SK. (2020). “Impact of Online Reviews on Consumer’s Hotel Booking Intentions: Does Brand Image Mediate?”, Journal of Promotion Management. Vol. 26 No. 7, pp 943-963. (Publisher – Taylor and Francis, Scopus and ABDC- B category journal).
  • Chakraborty, U. and Biswal, SK. (2021). “Psychological empowerment of women entrepreneurs: a netnographic study on twitter”, Management research review. Vol. 45 No. 6, pp 717-734. (Publisher - Emerald, Scopus and ESCI indexed and ABDC – C ranked). https://doi.org/10.1108/MRR-01-2021-0046.
  • Jose, A., Rejikumar, G., Ajitha, A.A., Mathew, S. and Chakraborty, U. (2022). “Destination image and perceived meaningfulness for visitor loyalty: An analysis for strategic positioning”, Tourism Recreation Research. Vol. 49 No. 3, pp 577-596. (Publisher – Taylor and Francis, Scopus and ABDC- A category journal)
  • Chakraborty, U., & Biswal, S. K. (2023). Are online reviews credible? The effects of online reviews for the adoption of MOOCs for E-learning. Journal of Decision Systems, Vol. 32 No. 4, pp. 678-699. (Publisher – Taylor and Francis, Scopus and ABDC- B category journal).
  • Chakraborty, U., & Biswal, S. K. (2023). Impact of social media participation on female entrepreneurs towards their digital entrepreneurship intention and psychological empowerment. Journal of Research in Marketing and Entrepreneurship. Vol. 25 No. 3, pp. 374-392 (Publisher – Emerald, Scopus and ABDC- B category journal).
  • Chakraborty, U., & Biswal, S. K. (2023). Is Digital Social Communication Effective for Social Relationship? A Study of Online Brand Communities. Journal of Relationship Marketing. Vol. 23 No. 2, pp. 94-392 (Publisher – Taylor and Francis, Scopus and ABDC- B category journal).
  • Chakraborty, U. and Biswal, SK. (2024). Is ChatGPT a Responsible Communication: A Study on the Credibility and Adoption of Conversational Artificial Intelligence. Journal of Promotion Management. Vol. 30 No. 6, pp. 929-958. (Publisher – Taylor and Francis, Scopus and ABDC- B category journal).
  • Chakraborty, U. and Biswal, SK. (2024). Diffusion of Innovation in Direct-to-Avatar (D2A): A Study of Immersive Communication and Branding in the Metaverse. Computers in Human Behavior. Vol. 158, No. 2024, p. 108318. (Publisher – Elsevier, Scopus and ABDC- A category journal Impact factor – 9.9).
  • Chakraborty, U., Biswal, SK. And Filieri, R. (2022). “Snickers: Celebrations Versus Hunger”, SAGE Publications: SAGE Business Cases Originals.
  • Chakraborty, U. and Biswal, SK. (2023). “Re-strategizing to survive from economic uncertainties: a case of Maruti Suzuki India”, SAGE Publications: SAGE Business Cases Originals.
  • Chakraborty, U., Dinesh, S. and Rejikumar, G. (2023). “Marketing to Manage Customer Experience: Case of Nykaa,” SAGE Publications: SAGE Business Cases Originals.
  • Chakraborty, U., Dinesh, S. and Rejikumar, G. (2023). “Yaantra the Reverse Commerce Electronic Market: Leveraging Customer Experience”, SAGE Publications: SAGE Business Cases Originals.
  • Chakraborty, U. and Biswal, SK. (2024). “Amul’s Brand Storytelling: From Communicative Narratives to Action”, SAGE Publications: SAGE Business Cases Originals
  • Chakraborty, U. and Biswal, SK. (2024). “Re-strategizing in a Crisis: The Space of Quick Commerce in Swiggy’s Business”, SAGE Publications: SAGE Business Cases Originals.
  • Chakraborty, U. and Biswal, SK. (2024). “The Barbie Movie: The Emergence of a New Era for Branding”, SAGE Publications: SAGE Business Cases Originals.
  • Chakraborty, U. and Biswal, SK. (2024). “Bata — A Step Towards Sustainable Footwear”, SAGE Publications: SAGE Business Cases Originals.
  • Chakraborty, U. (2025). “Cultivating Sustainable Living Through Strategic Messaging: Ikea's Sustainable Communication Strategy”, SAGE Publications: SAGE Business Cases Originals.

AI, Digital Marketing, IMC, Marketing Management, Consumer Behavior

AI applications, Entrepreneurship, Digital Marketing, IMC, Marketing Management, Consumer Behavior

Conducted Management Development Program (MDP) on Service Marketing for engineers of UPMRC (Uttar Pradesh Metro Rail Corporation).

  • Digital Branding Strategies
  • AI driven Marketing Strategies

Served as Head of Digital Marketing Department at Schol of Management, Presidency University, Bengaluru.

Reviewer for:

  • Journal of Business Research (Elsevier)
  • Journal of Asia Business Studies (Emerald)
  • Journal of Promotion Management (Taylor and Francis)
  • Internet Research (Emerald)
  • Management Research Review (Emerald)
  • Asia Pacific Journal of Marketing and Logistics (Emerald)
  • Information Technology & People (Emerald)
  • Journal of Management Development (Emerald)
  • International Journal of Contemporary Hospitality Management (Emerald)

Yet to be updated

  • Best Faculty for Research Publication (2019-20) at SIBM Pune.

Achievement Award (2021) from Jaipuria Institute of Management, Lucknow.

Featured research work in Millennium Post for breaking gender stereotypes -http://www.millenniumpost.in/opinion/breaking-the-gender-jinx-460913

Regular contributor to:

  • The Pioneer
  • The Telegraph
  • Firstpost
  • News18
  • Hindu BusinessLine
  • Deccan Chronicle
  • The Asian Age
  • Sakal Times

Popular Articles in Leading Newspapers:

1)   Biswal, S. K., & Chakraborty, U. (2020, April 22). Customise model of social distancing   for        the        disabled. Deccan           Chronicle,         6.

http://epaper.deccanchronicle.com/articledetailpage.aspx?id=14814090 (E Paper)

https://www.deccanchronicle.com/opinion/op-ed/250420/customise-model-of-social-distancing-for-the-disabled.html

2)   Biswal, S. K., & Chakraborty, U. (2020, April 22). Customise model of social distancing   for        the        disabled. The Asian Age,

http://onlineepaper.asianage.com/articledetailpage.aspx?id=14814157&fbclid=IwAR2G9T-a17kg5cZ-27_9keN35FYaQD3tpMvXK-JiIAFBhUI8AmBIHBR0_WA (E

Paper

https://www.asianage.com/opinion/oped/250420/customise-model-of-social-distancing-for-the-disabled.html

3)   Biswal, S. K., & Chakraborty, U. (2020, April 25). Customise model of social distancing   for        the        disabled. Dailyhunt. https://m.dailyhunt.in/news/nepal/english/asian+age-epaper- asianage/customise+model+of+social+distancing+for+the+disabled-newsid- n180444140

4)   Biswal, S. K., & Chakraborty, U. (2020, May 9). COVID-19: Infodemic in Pandemic Times. Sakal Times. https://www.sakaltimes.com/opinion-nation/covid-19-infodemic-pandemic-times-49712?fbclid=IwAR1GaIkifVu1TR3wUAc0F-buuKknNyemiKiNPc350250ooi_BEyV_5Hh56E

5)   Biswal, S. K., & Chakraborty, U. (2020, May 15). A different kind of illness. The pioneer,      7.         https://www.dailypioneer.com/2020/columnists/a-different-kind-of illness.html?fbclid=IwAR1mNOCWwzNd0opbBqSGhJNKZa8RzGCa_Evi6Po-bJRg-nYh-YofuCSnpyE

6)   Biswal, S. K., & Chakraborty, U. (2020, May 28). Pandemic and PDS. The pioneer, 7. https://www.dailypioneer.com/2020/columnists/pandemic--and- pds.html?fbclid=IwAR0HZZKIUnnBiSIAC_U17cELJhfH6Z8DjQJrAPHijrxfMLn_k BEDwPp_CtM

7)   Biswal, S. K., & Chakraborty, U. (2020, August 24). Don’t ghettoise women. The pioneer,      https://www.dailypioneer.com/2020/columnists/don---t-ghettoise women.html?fbclid=IwAR2k0Loj_DFfQdr1dmM1u24ag5euO92Zc97AofEeKIoz31 WnMKEmFkzCTIM

8)  Biswal, S. K., & Chakraborty, U. (2020, October, 08). Let’s Talk About It. The pioneer,

https://www.dailypioneer.com/2020/columnists/let---s-talk-about-it.html

9)   Biswal, S. K., & Chakraborty, U. (2020, November, 06). Keep a close eye: Social audits in India. The telegraph,

https://www.telegraphindia.com/opinion/keep-a-close-eye- social-audits-in-india/cid/1796676?fbclid=IwAR0u13dAdF BNuJcaOoIp35JQZHCnA1b7UG8KGCBTdoVQ2xvDEIeqHNKo9Y

10) Biswal, S. K., & Chakraborty, U. (2020, December, 14). Media needs to take its blinkers      off. The Pioneer, p. 7. ink: https://www.dailypioneer.com/2020/columnists/media-needs-to-take-its-blinkers- off.html

11) Biswal, S. K., & Chakraborty, U. (2021, March, 26). The power of the ‘janata curfew’ decoded.  The  Pioneer,  p. 7.  https://www.dailypioneer.com/2021/columnists/the-power-of-the----janata-curfewdecoded.html

12) Sofi, KG, & Chakraborty, U (2021, December, 9). Menstrual leave: Pathologising gender        rights.   The      Pioneer, p. 7. https://www.dailypioneer.com/2021/columnists/menstrual-leave--pathologising-gender-rights.html

13) Chanda, M., & Chakraborty, U. (2021, December, 28). NFTs could be a promising route. The Pioneer, p. 7. https://www.dailypioneer.com/2021/columnists/nfts-could-be-a-promising-route.html.

14) Biswal, S. K., & Chakraborty, U. (2022, January, 18). Socialising Digital Brand Communication.      The      Pioneer, p. 7. https://www.dailypioneer.com/2022/columnists/socialising-digital--brand-communication.html

15) Chanda, M., & Chakraborty, U. (2022, January, 22). Quick Commerce: A New Retail mantra. The Pioneer, p. 7. https://www.dailypioneer.com/2022/columnists/quick- commerce--a-new-retail-mantra.html

16) Chakraborty, U. (2022, February, 23). Mobilizing the Economy with a Difference. The Pioneer,   p. 7.   https://www.dailypioneer.com/2022/columnists/mobilising-the-economy-with-a-difference.html

17) Biswal, S. K., & Chakraborty, U. (2022, March, 5). Bolstering India’s gig economy.

The Pioneer, p. 7. https://www.dailypioneer.com/2022/columnists/bolstering-india---s--gig-economy.html

18) Chakraborty, U. & G Rejikumar (2022, May, 26). Some brands are aggressively capitalising on        cancel   culture. The      Pioneer, p.         7.

https://www.dailypioneer.com/2022/columnists/some-brands-are-aggressively-capitalising-on-cancel-culture.html

19) Chakraborty, U. (2022, July, 18). "Metaverse is bad; it boost rape culture". The Pioneer,

  1. 7. https://www.dailypioneer.com/2022/columnists/metaverse-is-bad--it-boosts-rape-culture.html

20) Sofi, KG, & Chakraborty, U (2022, October, 3). Indian economy rises as phoenix to fly high.           The      Pioneer, p. 7.      https://www.dailypioneer.com/2022/columnists/indian-economy-rises-as-phoenix-to-fly-high.html

21) Biswal, S. K., & Chakraborty, U. (2022, Dec, 2). The medium is the message. The telegraph, https://www.telegraphindia.com/opinion/the-medium-is-the-message-traditional-methods-of-selling-are-now-passe/cid/1901463

22) Chakraborty, U. (2023, March, 2). Is ChatGPT just a storm in the tea cup? The Pioneer,p. 6.            https://www.dailypioneer.com/2023/columnists/is-chatgpt-just-a-storm-in-the-tea-cup-.html

23) Chakraborty, U. (2023, April, 8). The new wave called reverse globalization. The Pioneer, p. 7. https://www.dailypioneer.com/2023/columnists/the-new-wave-called----reverse-globalisation---.html

24) Chakraborty, U. (2023, June, 13). De-dollarisation is fast becoming a reality. The Pioneer, p. 7. https://www.dailypioneer.com/2023/columnists/de-dollarisation-is-fast-becoming-a-reality.html

25) Chakraborty, U. & Biswal, S. K., (2023, Sep, 26). Digital medium and new economic paradigm. The Pioneer, p. 7. https://www.dailypioneer.com/2023/columnists/digital-medium-and-new-economic-paradigm.html

26) Chakraborty, U. (2023, Oct, 02). India’s space Odyssey: To Moon and beyond. The Pioneer,      p. 7.      https://www.dailypioneer.com/2023/columnists/india---s-space-odyssey--to-moon-and-beyond.html

27) Chakraborty, U. (2023, Oct, 18). The Israel-Hamas war: Where does India stand?. The Pioneer, p. 7. https://www.dailypioneer.com/2023/columnists/the-israel-hamas-war--where-does-india-stand-.html

28) Chakraborty, U. (2023, Nov, 29). Succumbing to the challenges of growth. The Pioneer,      p. 7.      https://www.dailypioneer.com/2023/columnists/succumbing-to-the-challenges-of-growth.html

29) Biswal, S. K., & Chakraborty, U. (2024, Feb, 19). Cuts deep. The telegraph, 10. https://www.telegraphindia.com/opinion/cuts-deep-there-is-a-need-to-strengthen-media-literacy-to-tackle-deepfakes-deleterious-impacts/cid/2001406

30) Chakraborty, U. (2024, March, 14). AI is revolutionizing waste management. The Pioneer, p. 7. https://www.dailypioneer.com/2024/columnists/ai-is-revolutionising-waste-management.html

31) Chakraborty, U. (2024, April, 25). The democratic status of India under scanner. The Pioneer, p. 7. https://www.dailypioneer.com/2024/columnists/the-democratic-status-of-india-under-scanner.html

32) Biswal, S. K., & Chakraborty, U. (2024, July, 22). The digital nomad. The telegraph,10.https://www.telegraphindia.com/opinion/the-digital-nomad-uniqueness-of-this- phenomenon-is-not-to-be-undermined/cid/2035339

33) Chakraborty, U. (2024, Sep, 17). Social business promises inclusive development. The Pioneer,      p. 7.      https://www.dailypioneer.com/2024/columnists/social-business-promises-inclusive-development.html

34) Chakraborty, U. & Biswal, S. K., (2024, December, 29). A tale of ChatGPT: Surface hypnotism vs problem solving. Firstpost. https://www.firstpost.com/opinion/a-tale-of-chatgpt-surface-hypnotism-vs-problem-solving-13848366.html

35) Biswal, S. K., & Chakraborty, U. (2025, Feb, 24). The Mahakumbh and maha branding.ET  Edge Insights.  https://etedge-insights.com/industry/marketing/the-mahakumbh-and-maha-branding/

36) Chakraborty, U. & Biswal, S. K., (2025, Feb, 27). Tech-fest at Mahakumbh – Digital tech ensuring safety, immersive experience. The Hindu, BusinessLine. https://www.thehindubusinessline.com/opinion/tech-fest-at- mahakumbh/article69267646.ece

37) Biswal, S. K., & Chakraborty, U. (2025, March, 26). Mahakumbh: A Research Opportunity Unlike Any Other. News18. https://www.news18.com/opinion/opinion-mahakumbh-a-research-opportunity-unlike-any-other-9276157.html

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