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Dr. Shalini Nath Tripathi is an academician, consultant, researcher, and trainer with more than 16 years of experience in the field of Marketing. At present, she is working as an Associate Professor(Marketing) at Jaipuria Institute of Management, Lucknow.

Her research papers have been extensively published in reputed refereed journals like Journal of Targeting, Measurement, and Analysis for Marketing (Palgrave Macmillan), VIKALPA (IIM, Ahmedabad), International Journal of E-Business Research (IJEBR- IGI Global), Metamorphosis (IIM-Lucknow), Paradigm (IMT), AIMS International Journal of Management to name a few.

She has imparted training to employees of organizations like Indian Railways (IRITM, Indian Railways Institute of Transport Management), Central Excise and Sales Tax department, Geological Survey of India, Women’s’ self-help group in the areas of Service Quality Management and Marketing Strategy.

Ph.D, MBA

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

Malik, N., Kar, A.K., Tripathi, S.N., Gupta, S. (2023). Exploring the impact of fairness of social bots on user experience. Technological Forecasting and Social Change, 197: 122913. https://doi.org/10.1016/j.techfore.2023.122913

Tripathi, S.N., Sethi, D., Malik, N., Mendiratta, A. and Shukla, M. (2023). A pandemic impact study on working women professionals: Role of effective communication. Corporate Communications, 28(4): 544-563. https://doi.org/10.1108/CCIJ-09-2022-0107

Kar, A. K., Tripathi, S. N., Malik, N., Gupta, S., & Sivarajah, U. (2023). How does misinformation and capricious opinions impact the supply chain - A study on the impacts during the pandemic. Annals of Operations Research, 327, 713–734. https://doi.org/10.1007/s10479-022-04997-6

Tripathi, S., Malik, N., Rana, N., Vishnani, S., Srivastava, S. (2022). Validating the antecedents of customer M-payment loyalty: An empirical investigation. Internet Research. 32. 10.1108/INTR-06-2021-0417

Tripathi, S., Srivastava, S., Vishnani, S. (2021). Mobile wallets: Achieving intention to recommend by brick and mortar retailers. Journal of Marketing Theory and Practice. 30. 1-17. 10.1080/10696679.2021.1925920

Malik, N., Tripathi, S., Kar, A., Gupta, S. (2021). Impact of artificial intelligence on employees working in industry 4.0 led organizations. International Journal of Manpower. 10.1108/IJM-03-2021-0173

Tripathi, S. N., Misra, D., & Siddiqui, M. (2020). Impact of advertising intensity on market risk of a firm: A study on the Indian consumer goods sector. Global Business Review, 21(6), 1376-1386. https://doi.org/10.1177/0972150919856998

Case Studies

Saxena, A., Tripathi, S.N. and Singh, S.K. (2022). UPMRC: Rewriting the success story of Lucknow metro during Covid-19 crisis. Emerald Emerging Markets Case Studies, 12(4). https://doi.org/10.1108/EEMCS-12-2021-0399

Conference Papers

A pandemic impact study on working women professionals: A qualitative approach. 8th Pan-IIM World Management Conference, IIM, Kozhikode, 16-21 December, 2021

A study on impact of anxiety and lifestyle compatibility on adopting digital payment mode during the pandemic. International Management Conference IIM Bodh Gaya, IIM Bodh Gaya, 23-24 April, 2021

Gangajali group: A real estate story. 15th SIMSR Global Marketing Conference, K.J. Somaiya Institute of Management Studies & Research, Mumbai, [23-24, January, 2020]

Avvatar: A poduct line extension by Parag Milk Foods Ltd. International Case Conference Katastasi (4th January, 2020).  Fortune Institute of International Business (FIIB), New Delhi [4th January 2020