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Prof. Anubhav Mishra, a Ph.D. holder in Marketing from the Indian Institute of Management, Lucknow, currently serves as a Professor at Jaipuria Institute of Management, Lucknow. Previously, he held the position of Assistant Professor (Regular faculty) at the Indian Institute of Management, Ranchi, contributing for nearly three years. He has also done an Executive Post Graduate Program from the Indian Institute of Management, Kozhikode. He has eleven years of Industry experience with reputed firms like SAP Labs India and Infosys Technologies Ltd. He has conducted various MDP programs for executives across different levels. He has also been involved with consulting projects.

Prof. Anubhav Mishra has published in top-ranked International and National journals, for example, Journal of Business Research, Marketing Intelligence and Planning, Journal of Services Marketing, Vikalpa, and Global Business Review. He also reviews papers for journals like Journal of Business Research, Journal of Services Marketing, Journal of Research in Interactive Marketing, Metamorphosis- A Journal of Management Research, Journal of Relationship Marketing, Int. J. of Indian Culture and Business Management (IJICBM), Journal of Advances in Management Research, South Asian Journal of Business Studies, IIMB Management Review, etc. He also publishes in popular media such as The Hindu, ET Brand Equity, Business World, and Campaign India.

Personal Website: https://worldofmarketing.in/

PhD (Marketing)

Papers Published in Peer Reviewed Journals (ABDC, SCOPUS, and WoS)

Dwivedi, Y. K., Pathak, K., Mishra, A., et al. (2024). "Real impact": Challenges and opportunities in bridging the gap between research and practice – Making a difference in industry, policy, and society. International Journal of Information Management, 102750. In Press. https://doi.org/10.1016/j.ijinfomgt.2023.102750

Agarwal, R., Mehrotra, A., Mishra, A., Rana, N. P., Nunkoo, R., & Cho, M. (2024). Four decades of sustainable tourism research: Trends and future research directions. International Journal of Tourism Research, 26(2), e2643. https://doi.org/10.1002/jtr.2643

Mishra, A., Malik, N., & Shukla, A. (2024). Decoding individual motivations and responses to misinformation: Insights from thematic analysis. Journal of Research in Interactive Marketing, ahead-of-print. https://doi.org/10.1108/JRIM-09-2023-0312

Shareef, M. A., Das, R., Ahmed, J. U., Mishra, A., Sultana, I., Rahman, M. Z., & Mukerji, B. (2024). Mandatory adoption of technology: Can UTAUT2 model capture managers' behavioral intention? Technological Forecasting and Social Change, 200, 123087. https://doi.org/10.1016/j.techfore.2023.123087

Mishra, A., Shukla, A., Rana, N. P., Currie, W. L., & Dwivedi, Y. K. (2023). Re-examining post-acceptance model of information systems continuance: A revised theoretical model using MASEM approach. International Journal of Information Management, 68, 102571. https://doi.org/10.1016/j.ijinfomgt.2022.102571

Rana, N. P., Singh, A., Parayitam, S., Mishra, A., & Bhatt Mishra, D. (2023). The influence of social drivers on using ride-hailing services. Marketing Intelligence & Planning, 41(7), 854-879. https://doi.org/10.1108/MIP-05-2023-0223

Samu, S., Chattopadhyay, T., & Mishra, A. (2023). Role of intrinsic and extrinsic cues on consumers’ perceived product quality in an emerging market. Journal of International Consumer Marketing. DOI: 10.1080/08961530.2023.2215466

Sharma, S. K., & Mishra, A. (2023). Enablers and inhibitors of mobile payments in rural India: A dual-factor theory perspective. Information Systems Frontiers, 25(11), 2335–2351. https://doi.org/10.1007/s10796-022-10355-5

Shukla, A., & Mishra, A. (2023). Effects of visual information and argument concreteness on purchase intention of consumers towards online hotel booking. Vision, 27(5), 639-649. https://doi.org/10.1177/09722629211038069

Shukla, A., & Mishra, A. (2023). Role of review length, review valence, and review credibility on consumer’s online hotel booking intention. FIIB Business Review, 12(4), 403-414. https://doi.org/10.1177/23197145221099683

Mishra, S., Mishra, A., Dubey, A., & Dwivedi, Y. K. (2023). Virtual reality in retailing: A meta-analysis to determine the purchase and non-purchase behavioral intention of consumers. Industrial Management and Data Systems, ahead-of-print. https://doi.org/10.1108/IMDS-05-2023-0336

Pillai, R., Sivathanu, B., Rana, N. P., Preet, R., & Mishra, A. (2023). Factors influencing customers’ apparel shopping intention in metaverse. Journal of Computer Information Systems. https://doi.org/10.1080/08874417.2023.2280842

Mishra, A., Indwar, R. G., & Samu, S. (2022). If tomorrow never comes: The impact of anxiety, materialism, and attitude on consumption behavior in a pandemic. Journal of Consumer Marketing, 39(3), 294-305. https://doi.org/10.1108/JCM-02-2021-4439

Mishra, A., Shukla, A., & Sharma, S. K. (2022). Psychological determinants of users’ adoption and word-of-mouth recommendations of smart voice assistants. International Journal of Information Management, 67, 102413. https://doi.org/10.1016/j.ijinfomgt.2021.102413

Mishra, A., Shukla, A., Rana, N. P., & Dwivedi, Y. K. (2021). From “touch” to a “multisensory” experience: The impact of technology interface and product type on consumer responses. Psychology & Marketing, 38(3), 385–396. https://doi.org/10.1002/mar.21436

Mehra, P., & Mishra, A. (2021). Role of communication, influence, and satisfaction in patient recommendations of a physician. Vikalpa, 46(2), 99-111. https://doi.org/10.1177/02560909211027090

Mishra, A., & Maity, M. (2021). Influence of parents, peers, and media on adolescents' consumer knowledge, attitudes, and purchase behavior: A meta-analysis. Journal of Consumer Behaviour, 20(6), 1675–1689. https://doi.org/10.1002/cb.1946

Mishra, A., & Samu, S. (2021). Impact of fake news on social image perceptions and consumers’ behavioral intentions. Journal of Consumer Marketing, Advance online publication. https://doi.org/10.1108/JCM-05-2020-3857

Case Studies

Mishra, A., Sahu, S. K., & Kingaonkar, S. (2023). Maa Hotels: Rebranding and digital transformation. Asian Journal of Management Cases, advance online publication. https://doi.org/10.1177/09728201221145224

Mishra, A., & Shukla, A. (2023). Gyan Fresh: Digital transformation of dairy business with resilience and technology innovation. FIIB Business Review, 12(1), 20-30. https://doi.org/10.1177/23197145221113374

Authored Books

Mishra, A., & Vijay, T. S. (2023). Integrated Advertising, Promotion, and Marketing: Communicating in a Digital World. Taylor & Francis.  ISBN 9781032603100

Conference Proceedings

Mishra, A., & Shukla, A. (2020, December). Psychological determinants of consumer’s usage, satisfaction, and word-of-mouth recommendations toward smart voice assistants. In International working conference on transfer and diffusion of IT (pp. 274-283). Cham: Springer International Publishing.

Conference Papers

Shukla, A., Jirli, P., Mishra, A., & Singh, A. K. (2023, December). Blockchain: A Structural Topic Modelling Approach. In International Working Conference on Transfer and Diffusion of IT (pp. 238-245). Cham: Springer Nature Switzerland.

Newsletter/Magazine Articles

(August, 2020). Seize the opportunity.  Indian Management, AIMA. https://www.aima.in/media-centre/publications/indian-management-august-2020.html

(December, 2020). New Normal, New Opportunities. Indian Management, AIMA. https://www.aima.in/media-centre/publications/indian-management-august-2020.html

Newspapers Articles

Expectation Confirmation Theory: A review, published in popular website TheoryHub. https://open.ncl.ac.uk/theories/14/expectation-confirmation-theory/

(23, May, 2023). Decoding the future of OTT market in India.  ET BrandEquity. https://brandequity.economictimes.indiatimes.com/news/digital/decoding-the-future-of-ott-market-in-india/100428370

(07, November, 2022). All that Glitters is NOT Metaverse: The Meta challenges for brands in the virtual world. ET BrandEquity. https://brandequity.economictimes.indiatimes.com/news/digital/all-that-glitters-is-not-metaverse-the-meta-challenges-for-brands-in-the-virtual-world/95345062

(28, January, 2022). How to overcome vaccination hesitancy? Strategic lessons from Product Life Cycle. ET BrandEquity. https://brandequity.economictimes.indiatimes.com/news/marketing/how-to-overcome-vaccination-hesitancy-strategic-lessons-from-product-life-cycle/89165627

(29, October, 2021). Fake news is fine for many, study finds out why. Times of India. https://timesofindia.indiatimes.com/city/lucknow/fake-news-is-fine-for-many-study-finds-out-why/articleshow/87347742.cms

(06 August, 2021). The Olympics of (un)moment marketing. ET BrandEquity. https://brandequity.economictimes.indiatimes.com/news/marketing/the-olympics-of-unmoment-marketing/85092826

(10 June, 2021). Headlines Matter! Communication lessons from behavioral sciences. ET BrandEquity. https://brandequity.economictimes.indiatimes.com/news/marketing/headlines-matter-communication-lessons-from-behavioral-sciences/83390933

(17 April, 2021). Advertising lessons and nudges to defeat COVID. ET BrandEquity. https://brandequity.economictimes.indiatimes.com/news/advertising/advertising-lessons-and-nudges-to-defeat-covid/82112943

(26 April, 2020). Marketing in the time of Covid-19.  Campaign India. https://www.campaignindia.in/article/opinion-marketing-in-the-time-of-covid-19/459419”

ET BrandEquity (21 July, 2020). The Psychological Cost of Corona, https://brandequity.economictimes.indiatimes.com/news/marketing/opinion-the-psychological-cost-of-corona/77077105