Dr. Mahima Shukla

About

 Mahima shukla is an assistant professor in Sharda School of Business Studies, Greater Noida. She is B. Tech in computer science and M.B.A in Marketing & IT, also pursuing her PhD from Amity Business School. She has also qualified National Eligibility Test (NET) Examination conducted by UGC, Government of India. She has a more than 4 years of experience in research and academics. She tends to research on subjects where marketing and technology come together to create an impact on business

Experience

•  4 years

Qualification

• B. Tech (Computer Science) M.B.A (Marketing & IT), UGC-NET

Research

• Shukla, M., Misra, R., & Singh, D. (2023). Exploring relationship among semiotic product packaging, brand experience dimensions, brand trust and purchase intentions in an Asian emerging market. Asia Pacific Journal of Marketing and Logistics, 35(2), 249-265.ABDC-A & Scopus indexed
• Shukla, M., & Gupta, R. (2022). Effect of Social Media Personalization on Brand Strength: A Study of the Brand Advertised on Facebook. International Journal of Online Marketing (IJOM), 12(1), 1-22.
• Shukla, M., Misra, R., Mahajan, R., & Gupta, R. (2023). Applying the SOBC Paradigm to Reinterpret the Online Grocery Shopping Experience for the Senior Population. Journal of Food Products Marketing, 29(4), 115-137.Scopus & ABDC -B 
• Shukla, M., Jain, V., & Misra, R. (2021). Factors influencing smartphone based online shopping: an empirical study of young Women shoppers. Asia Pacific Journal of Marketing and Logistics, 34(5), 1060-1077.ABDC-A & Scopus indexed
• Shukla, M., Sharma, A., Misra, R., & Jain, V. (2021). The antecedents and consequences of brand experience and purchase intention. International Journal of Electronic Business, 16(3), 215-238.Scopus Indexed
• Shukla, M., & Misra, R. (2021). Online Footwear Sales: Drivers and Challenges With a Perspective of Emerging Markets. International Journal of E-Business Research (IJEBR), 17(4), 73-94. Scopus Indexed
• Shukla, M., & Misra, R.  Why do consumers engage in a social media brand community: investigating the effect of psychological empowerment on commitment and loyalty. Journal of Consumer Marketing) ABDC-A & Scopus Indexed.
• Conference Details:
• Mahima Shukla, (4th feb,2022). “Study on customer empowerment: Exploring customer powers in this advance Digital Era”, ‘Redefining Customer Journey, K J Somaiya Institute of Management, Mumbai, India, ISBN No: 978-81-951906-2-1, 17th SGMC global marketing conference.
• Mahima Shukla, (25th feb,2020).” Research on the effectiveness of Facebook personalised advertisement as a means of enhancing consumer purchase intention”, Digital Transformation and Disruptive Innovation: Drivers for future business growth, Amity Business School, Noida.5th Global Leadership Research Conference.
• Mahima Shukla, (17th feb,2020). “Paradigm of Innovation in digital era: strategies for consumer empowerment.”, Conclave on redefining management research in India, IIM Trichy.
• Mahima Shukla, (15th march,2019). “Effect of personalized Advertisement on Social Media Account to Enhance Brand Strength.”, Disruptive Paradigm shift and sustainability revolution, Jaipuria Institute of Management, Noida, Bloomsbury.
• Mahima Shukla, (14th march,2018). “The study of customer online shopping experience.”, Transformation in Emerging Markets: Dimensions of growth competitiveness and governance, Amity Business School, Noida. 3rd Global Leadership Research Conference.

Certifications

• Participated in workshop on research methodology, PLS-Sem software, NVivo software. Also presented research articles at many national and international conferences.

Area of Interest

• My research interest in Digital Marketing, Customer experience , Customer engagement in online brand community, Brand equity, customer relationship management.