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Dr. Reeti Agarwal is a Professor in the area of marketing and is the chair of the Media Relations Committee (MRC) at Jaipuria Institute of Management, India's one of the top management colleges in Lucknow. With a Ph. D. from the University of Lucknow in the area of Consumer Behaviour, her teaching career spans over seventeen years. Her areas of interest include CRM, Services Marketing, Retailing, and General Marketing.

Extensively involved in research, she has authored papers on CRM, Retailing, Household Buying Decision Making, Datamining, etc. which have been extensively published in reputed refereed journals like Journal of Retailing and Consumer Services (Elsevier), Journal of Targeting, Measurement, and Analysis for Marketing, Journal of Customer Behaviour, Global Business Review, Paradigm to name a few.

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PhD., PGDBM, M.A., UGC (NET)

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

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

Pathak, K., Prakash, G., Jain, M., Agarwal, R., & Attri, R. (2024). Do eco labels matter for green business strategy and sustainable consumption? A mixed method investigation on green products. Business Strategy and the Environment, bse.3687. https://doi.org/10.1002/bse.3687

Luqman, A., Wang, L., Katiyar, G., Agarwal, R., & Mohapatra, A. K. (2024). Unpacking associations between positive-negative valence and ambidexterity of big data. Implications for firm performance. Technological Forecasting and Social Change, 200, 123054. https://doi.org/10.1016/j.techfore.2023.123054

Kumar, A., Shankar, A., Agarwal, R., Agarwal, V., & Alzeiby, E. A. (2024). With enterprise metaverse comes great possibilities! Understanding metaverse usage intention from an employee perspective. Journal of Retailing and Consumer Services, 78, 103767. https://doi.org/10.1016/j.jretconser.2024.103767

Agarwal, R., Mehrotra, A., Pant, M. K., Alzeiby, E. A., & Vishnoi, S. K. (2024). Digital photo hoarding in online retail context. An in-depth qualitative investigation of retail consumers. Journal of Retailing and Consumer Services, 78, 103729. https://doi.org/10.1016/j.jretconser.2024.103729

Zafar, H., Malik, A., Gugnani, R., Agarwal, R., & Nijjer, S. (2023). Green thumbs at work: Boosting employee eco-participation through ecocentric leadership, green crafting, and green human resource management. Journal of Cleaner Production, 432, 139718. https://doi.org/10.1016/j.jclepro.2023.139718

Mehrotra, A., & Agarwal, R. (2023). Analysing impact of IT investments on banks’ performance using multi-stage DEA. International Journal of Information and Decision Sciences, 15(2), 201–220. https://doi.org/10.1504/IJIDS.2023.131537

Agarwal, R., Mehrotra, A., Sharma, V., Papa, A., & Malibari, A. (2023). Over-the-top (OTT) retailing in the post pandemic world. Unveiling consumer drivers and barriers using a qualitative study. Journal of Retailing and Consumer Services, 75(November), 103529. https://doi.org/10.1016/j.jretconser.2023.103529

Agarwal, R., & Mehrotra, A. (2023). Work-Stress Content Analysis Using Social Media Data. FIIB Business Review, Ahead of print (Ahead of print). https://doi.org/10.1177/23197145231167995

Agarwal, R., & Mehrotra, A. (2023). Influence of online forums on customers’ buying decisions: A machine learning approach. Studies in Business and Economics, 18(3), 5–23. https://doi.org/10.2478/sbe-2023-0042

Agarwal, R. (2023). Does Loyalty Program Membership Lead to Repeat Purchase: A Demographic Analysis with Customer Profiling and Machine Learning. Management Dynamics, 23(2). https://doi.org/10.57198/2583-4932.1325

Agarwal, R., Mehrotra, A., & Misra, D. (2022). Customer happiness as a function of perceived loyalty program benefits—A quantile regression approach. Journal of Retailing and Consumer Services, 64(January), 102770. https://doi.org/10.1016/j.jretconser.2021.102770

Agarwal, R., & Mehrotra, A. (2021). SEM approach to understanding m-commerce use in a developing country. International Journal of Business and Globalisation, 27(3), 403–423. https://doi.org/10.1504/IJBG.2021.113277

Mehrotra, A., & Agarwal, R. (2020). Credit cards in a developing economy: A data mining approach. International Journal of Information and Decision Sciences, 12(4), 377–389. https://doi.org/10.1504/IJIDS.2020.110449

Agarwal, R., & Mehrotra, A. (2020). Extracting performance improvement factors using DEA for a robust Indian retail industry. International Journal of Productivity and Quality Management, 30(1), 107–125. https://doi.org/10.1504/IJPQM.2020.107277

Conference Papers

Mehrotra A., and Agarwal R. (2021). Impact of Demographic Characteristics on Loyalty Program Influence. Paper presented at the FORE International Marketing Conference 2021 Marketing in a Disrupted World, November 26-27, FORE School of Management, New Delhi (Virtual presentation).

Agarwal R. and Mehrotra A. (2020). Analysis of Customer Likelihood to rely on Online Forums while Making Purchase Decisions: A Data Mining Approach. Presented at International Conference on Rigor, Relevance & Resilience in Business Management Research, February 12-14, Symbiosis Institute of Business Management, Hyderabad, India (Virtual presentation)