Dr.

Dr. Pooja Darda

Assistant Professor

CONTACT
Email: Pooja.darda@jaipuria.ac.in
Location: Jaipuria Indore

RESEARCH AREAS

Technology adoption and Sustainability

TEACHING AREAS
Brand Management, Consumer Behavior

Dr. Pooja Darda is an Assistant Professor at Jaipura Institute of Management, Indore, and has over 16 years of experience in the fields of Marketing and Advertising in the Banking and Retail sectors. She lectures throughout the MBA program and offers academic counseling in the areas of advertising management, public relations, marketing, and branding my research interest lies in the broad area of technology adoption and sustainability. I presented a paper titled “Getting Used to Voice Assistants: Examining Drivers and Consequences of AI-enabled Devices” at the 2022 AMA Summer Academic Conference. She has received 3 Best Paper Awards for my papers titled, 1-"Enhancing Service Delivery in Under-Developed Regions using Voice Enabled Interactive Technology "in the 1st APSKI International Conference on Entrepreneurship (APSKI-ICE), 2023, Indonesia.2-“Consumer Trust on Consumer willingness to purchase e-healthcare products on mobile apps: Controlling the effects of Perceived usefulness, Time, & Price"(2022) and3-: Bibliographic review on Greenwashing practices (2022). She presented a paper titled “Getting Used to Voice Assistants: Examining Drivers and Consequences of AI-enabled Devices” at the 2022 AMA Summer Academic Conference.

PhD, MBA, B-Tech

Total Experience - 17 Years

Industry Experience 7 Years

Academic Experience  10 Years

Patent-VOICE ASSISTANT ADOPTION SYSTEM AND METHOD Patented in The Patent Office Journal No. 08/2022 Dated 25/02/2022, No. of pages: 14, claims: 6, Application No. 202221005593 A REFEREED JOURNAL ARTICLES- Gupta.O., Yadav.S, Srivastava.M , Darda.P, &Mishra.V,(2023) “Understanding the intention to use metaverse in healthcare utilizing a mix method approach” in International Journal of Healthcare Management,( Scopus Q1).
Jasrotia, S., Darda, P., & Pandey, S. “Changing Values of Millennials and Centennials towards responsible consumption and sustainable society” in Society and Business Review. Emerald Publication (ABDC- B category, Scopus -Q2).
Pendse, M. K., Nerlekar, V. S., & Darda, P. (2022). A comprehensive look at Greenwashing from 1996 to 2021: a bibliometric analysis. Journal of Indian Business Research. (ABDC- C category, Scopus -Q2).
Kapoor, M., & Darda, P. (2022). Happiness and Self as Social Constructs-an Interpretative Phenomenological Analysis of Buddhist Practitioners Transcendence: Key Lessons in Resilience. Journal of Resilient Economies (ISSN: 2653-1917), 2(1).
Shailesh Pandey, Prashant Chaudhary, Pooja Darda, Toroots: Marketing and Promoting the Experiential Travel and Tourism, Management Dynamics (MD), 2021, 21(2), PP.29-41 (ICI Indexed-available on Elsevier Digital Common platform).
Darda, P., Nerlekar, V., Bairagi, U., Pendse, M., & Sharma, M. (2021). Usage of Voice Assistant in Time Of Covid 19 as a Touchless Interface. Academy of Strategic Management Journal, 20, 1-13. (Scopus).
Darda, P. & Chitnis, (2020). Alexa Value Innovation: Blue Ocean Strategy. Shodh Sanchar Bulletin, 10(39), 267-273(UGC Care Approved).
Darda, P., & Chitnis, R. (2020). A Case Study on Adoption of Alexa in making Rural Education. Shodh Sarita, 7(28), 161-165. (UGC Care Approved).
Darda, P., & Chitnis, R. (2020). Voice Assistant as A Touchless Interface in The Time of Covid 19. Shodh Sarita, 7(28), 34-39. (UGC Care Approved)
Darda, P., & Chitnis, R. (2020). Voice Assistant: A Systematic Literature Review. Shodh Sarita, 7(27), 67-72. (UGC Care Approved)
Darda, P., & Chitnis, R. (2019). A Review on the Adoption of Voice Assistant in Banking and Insurance Sector. International Journal for Research in Engineering Application & Management, 5(6).

Submitted paper titled “Getting used to Voice Assistants: Examining Drivers and Consequences of AI enabled Devices” at 2022 AMA Summer Academic Conference.
""Happiness"" And ""Self"" As Social Constructs: An Interpretative Phenomenological Analysis of Buddhist Practitioners Transcendence: Key Lessons in Resilience At Centre For International Trade And Business In Asia (CITBA), International Conference On Business, Economics, Management, And Sustainability (BEMAS) 2022, JAMESCOOK University, Australia.
Submitted paper titled Consumption of Voice-controlled Virtual Assistant Technology for the Transformation of Primary Education across India in International Conference Academy for Global Business Advancement.

1. Darda, P. & Nerlekar, V. (2018). Celebration Candles: Confronting Growth Challenges. ETCases.
2. Shankar.S. & Darda, P. (2021). BYJU’s & AESL Acquisition. The Case centre. UK
3. Shankar.S. & Darda, P. (2022).Marketing Myopia at L BaKes. The Case centre. UK
4. Roy, S. & Darda, P. (2021 A Case on GSK Merger with HUL. The Case centre. UK
5. Upganlawar, T. & Darda, P. (2021).Use of social media: Boon to Nike. The Case centre. UK
6. Sharma, S. & Darda, P. (2021The Journey from Business of Ideas to Jio Creative Labs The Case centre. UK
7. Shyambhavi, P. & Darda, P. (2022). Vodafone and Idea Merger. The Case centre. UK
8. Baraskar, S. & Darda, P. (2022). Facebook's Acquisition of Instagram. The Case centre. UK
9. Darda, P., Pandey.S. & Kapoor, S. (2021).Rebranding of Fair & Lovely to Glow & Lovely: An Attempt to Redefine Beauty. The Case centre. UK.

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