Marketing, Management of Technology and Innovation, Tourism, Leisure and Hospitality Management, Strategy and Management
13
Scopus Publications
123
Scholar Citations
7
Scholar h-index
3
Scholar i10-index
Scopus Publications
Social Media and Sustainable Fashion: Mediating Roles of Awareness and Attitude Among Young Indian Consumers Minal Uprety, Pratibha Barik, Dheeraj Nim Prabandhan Indian Journal of Management, 2025 Purpose : This paper aimed to examine the mediating effect of awareness and attitude between social media platforms (SMP) and purchase intention of young consumers toward sustainable fashionable products. Methodology : A survey was conducted to collect data using a self-structured questionnaire among young consumers of India using convenience sampling. The hypotheses framed were tested from the collected data through the questionnaire filled out by 332 users of SMP. The measurement model was tested through the structural equation modeling technique with smart partial least square 2.0 software for assessing the impact of drivers of SMP on their credibility, awareness, attitude of young consumers, and their purchase intention. Findings : The results indicated that SMP had a significant positive influence on awareness and attitude toward sustainable fashion products (SFP). The analysis also demonstrated that awareness and attitude had a significant impact on purchase intention toward SFP, but attitude did not mediate the relationship between SMP and purchase intention; whereas, awareness had a significant partial mediating effect. Implications : The study is relevant for the marketers of SFP; they can use the obtained results to improve various drivers of SMP to create awareness, attract new customers, and to retain existing customers. Government organizations and policymakers could develop policies toward environmentally friendly products using the results. Originality : This study explored the influence of SMP on purchase intention and the mediating impact of attitude and awareness between SMP and purchase intention in the context of fashion products in India.
Capitalizing on Artificial Intelligence for Achieving the Sustainable Development Goals: Opportunities, Challenges, and Ethical Considerations Supriya Pathak, Rishikaysh Marotrao Kaakandikar, Dheeraj Nim Unlocking Growth and Sustainability for Small and Medium Enterprises with AI, 2025 This study examines the transformative potential of Artificial Intelligence (AI) in advancing the United Nations' Sustainable Development Goals (SDGs). AI technologies, such as machine learning, natural language processing, and big data analytics, offer innovative solutions to global challenges, including poverty, healthcare, education, and climate action. Through predictive modeling, resource optimization, and enhanced decision-making, AI can accelerate progress toward achieving the SDGs. Case studies highlight AI's contributions, from precision agriculture and disease diagnostics to renewable energy and sustainable urban infrastructure. However, ethical considerations, such as bias, privacy, and inclusivity, pose significant challenges to responsible AI deployment. By leveraging AI responsibly, this research underscores its potential to drive sustainable development and foster global prosperity, aligning technological advancements with the 2030 Agenda.
Impact Investing and Community Engagement: Aligning Financial Returns with Social and Environmental Goals within ESG Frameworks Sustainable Investing Navigating Environmental Social and Governance Esg Challenges and Opportunities, 2025
Data-driven insights: The impact of engagement metrics and sentiment analysis on brand evangelism and affinity Supriya Pathak, Rishikaysh Kaakandikar, Dheeraj Nim Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and Affinity, 2024 This study examines the role of engagement metrics in developing brand affinity across various industries, focusing on emotional connections between consumers and brands. It highlights how platforms like LinkedIn have shifted brand-consumer interactions from passive to active engagement (Hudson et al., 2016). Theoretical frameworks, such as Katz et al.'s uses and gratifications theory (1973), explain how likes, shares, and comments reflect social validation. Case studies of IBM and Coca-Cola illustrate how brands leverage these metrics to foster loyalty and trust. Integrating sentiment analysis is crucial for understanding consumer perceptions (Agnihotri et al., 2020; McGowan & Johnson, 2021), allowing brands to adapt strategies for meaningful engagement.
Evaluating Consumer Behavior for Wine During the Pandemic and Its Implications for Marketers Omvir Gautam, Dheeraj Nim, Pooja Agrawal, Jayashree Vispute Emerging Business Trends and Management Practices Lessons from the Pandemic, 2024 The consumer behavior worldwide is enduring imprudent changes. The most common and popular product to emerge in the pandemic is wine. Amid COVID-19 the consumption of wine has increased significantly among consumers in India. Wine drinking has become a status symbol in society and during the pandemic the people have felt restless and depressed. The study is an attempt to figure out the consumer buying behavior for wine and what are its implications for marketers in post COVID-19 era. The article incorporates the Theory of Planned Behavior (TPB) model to predict buying intentions of 273 respondents toward buying wines across India. Analysis will be performed as a cross-study with relevant multivariate technique to identify the various elements of the TPB framework, that is, attitude, subjective norms, perceived behavioral control with other constructs such as 48perceived need and prior experience based upon extended literature. Based on the results, some managerial implications are conferred for marketers and researchers to devise significant marketing strategies post-Covid 19 period.
Relationship Between Humor in Advertising and Attitude Towards Ads: A Meta-Analysis Simranjeet Kaur, Dheeraj Nim, Shamily Jaggi Indian Journal of Marketing, 2022 Humor is anything that is funny or is intended to be funny. Humor is a fundamental social communication ingredient used profusely in advertising worldwide. Humor in advertisements makes it an excellent tool for companies and brands to lure people into liking their products. The purpose of this paper was to do a systematic review and conduct a meta-analysis of studies analyzing the relationship between humor in advertising and attitude towards the ads. We found 171 articles that mentioned humor in advertising ; 71 articles were found with studies on both humor and attitude towards the ads. After scrutiny and systematic review, only 13 studies were included in the final study. The random effect model was used for the effect size because the studies belonged to different populations. Baujat plot was used to detect the studies causing heterogeneity. It was found that there was a large amount of variance in studies included in the analysis.
Role of brand experience, brand trust and brand love in assessing brand loyalty: a study of fashion jewellery brands among women Dheeraj Nim, Shamily Jaggi, Gursimranjit Singh International Journal of Internet Marketing and Advertising, 2022 Building strong brands become an imperative part of almost every firm and jewellery firms are not an exception to this. This present paper is an attempt to assess the mediating role of brand trust, brand satisfaction and brand love in the relationship between brand loyalty and brand experience. The hypotheses framed were tested from randomly collected data through self-administrated questionnaire filled by 300 females across PAN India. Responses were taken on five-point Likert scale and the measurement model was tested through structural equation modelling (SEM) technique with smart partial least square (PLS) 2.0 software. The results revealed that brand trust and brand love fully mediates the relationship between brand loyalty and brand experience whereas mediation effect of brand satisfaction is insignificant. The study found new directions for better explaining the brand experience and brand loyalty relationship that will help jewellers/marketers in designing their marketing strategies effectively.
E-governance dimensions and performance measures: Conceptual framework with reference to G2B initiatives International Journal of Advanced Science and Technology, 2020
Brand association in jewellery segment: Scale development and validation Shamily Jaggi, Dheeraj Nim International Journal of Applied Management Science, 2020 The purpose of this paper is to develop are liable and valid brand association scale for estimating the females associations for different jewellery brands. Both qualitative as well as quantitative approaches were used for reduction and validation of the scale. The research was conducted into four phases through four different questionnaires. The finalised scale consist of eight dimensions, i.e., brand connect, brand image, brand loyalty, brand offerings, customer satisfaction, payment mode, brand promotion and brand preference with 36 total items of the scale. The jewellery brand association scale (JBAS) developed through this study will help the marketers to improve their methods and measurements of jewellery brands in numerous ways to create favourable and positive associations leading to attraction and retention of customers. Academicians and researchers can use this developed scale for performing quantitative studies related to different aspects of brand associations in jewellery sector.
Segmentation strategies: Empirical evidences from pharmaceutical companies Dheeraj Nim, Shamily Jaggi Indian Journal of Public Health Research and Development, 2019 The Indian Pharmaceutical sector is highly fragmented with more than 20,000 registered units. The organized sector of India’s pharmaceutical industry consists of 250 to 300 companies, which account for 70 percent of products on the market, with the top 10 firms representing 30 percent. Multinationals represent only 35% of the market, down from 70% thirty years ago. Because of differences in the industry structure and combination of market opportunities for domestic companies and multinationals, they are likely to differ on strategic issues. Hence domestic companies and multinational firms need to pursue different strategies to achieve desired goals. The study covers pharmaceutical companies operating in Madhya Pradesh state of India. The data or information required is related to segmentation strategies adopted by these pharmaceutical companies.The participants are selected from the directory of pharmaceutical manufacturing units in India, published by national pharmaceutical pricing authority.ANOVA is used for testing of hypothesis.The results show that there are visible differences in the segmentation strategies followed by different pharmaceutical companies of Madhya Pradesh. Small & medium domestic pharmaceutical companies have very little inclination towards segmentation strategies. MNCs and large domestic pharmaceutical organizations in Madhya Pradesh are following the segmentation strategies but this is also limited to demographic and geographic segmentation mostly. They also follow integrated segmentation strategies to some extent.
Eco-Stories: How Companies Interact in the Digital Age N Kaur, D Nim, S Bahl 2026
Capitalizing on Artificial Intelligence for Achieving the Sustainable Development Goals: Opportunities, Challenges, and Ethical Considerations S Pathak, RM Kaakandikar, D Nim Unlocking Growth and Sustainability for Small and Medium Enterprises With AI … , 2026 2026
Social Media and Sustainable Fashion: Mediating Roles of Awareness and Attitude Among Young Indian Consumers M Uprety, P Barik, D Nim Prabandhan: Indian Journal of Management, 49-71 , 2025 2025 Citations: 1
Impact Investing and Community Engagement: Aligning Financial Returns with Social and Environmental Goals within ESG Frameworks D Malpani, S Pathak, D Nim Sustainable Investing: Navigating Environmental, Social, and Governance (ESG … , 2025 2025
Data-Driven Insights: The Impact of Engagement Metrics and Sentiment Analysis on Brand Evangelism and Affinity S Pathak, R Kaakandikar, D Nim Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and … , 2025 2025 Citations: 5
Evaluating consumer behavior for wine during the pandemic and its implications for marketers O Gautam, D Nim, P Agrawal, J Vispute Emerging Business Trends and Management Practices, 47-69 , 2024 2024 Citations: 1
Relationship between humor in advertising and attitude towards ads: A meta-analysis S Kaur, D Nim, S Jaggi Indian Journal of Marketing, 8-20 , 2022 2022 Citations: 7
Digital Campaigns and Their Effectiveness in Spreading Awareness on Menstrual Hygiene: An Empirical Study S Vyas, M Gupta, D Nim, R Somani Res Militaris 12 (5), 2847-2854 , 2022 2022
Role of brand experience, brand trust and brand love in assessing brand loyalty: a study of fashion jewellery brands among women D Nim, S Jaggi, G Singh International Journal of Internet Marketing and Advertising 17 (1-2), 200-216 , 2022 2022 Citations: 22
E-Governance Dimensions and Performance Measures: Conceptual Framework with Reference to G2B Initiatives SK Kashyap, S Thakur, D Nim International Journal of Advanced Science and Technology 29 (3), 5442-5455 , 2020 2020 Citations: 7
Managerial attitude and implementation of environmental sustainable practices in the hotel industry of Punjab B Kaur Unpublished doctoral dissertation]. Lovely Professional University , 2020 2020 Citations: 2
Brand association in jewellery segment: scale development and validation S Jaggi, D Nim International Journal of Applied Management Science 12 (4), 309-323 , 2020 2020 Citations: 11
A Systematic Review of Relationship between Corporate Associations and Firm’s Financial Performance N Gupta, D Nim, C Sharma International Journal of Advanced Science and Technology 29 (8s), 2867-2883 , 2020 2020
Bharat Goes Global D Nim, TK Mandal, N Sharma, S Bute, SK Jain Management Effigy 10, 21-26 , 2019 2019
Segmentation Strategies: Empirical Evidences from Pharmaceutical Companies D Nim, S Jaggi Indian Journal of Public Health 10 (12), 783 , 2019 2019 Citations: 1
Impact of Advertisements on Consumer Buying Behaviour for Jewellery Purchase J Shamily, N Dheeraj International Journal of Recent Technology and Engineering (IRJTE) 8 (4 … , 2019 2019 Citations: 5
Environmental Reporting of Top Indian Hotel Companies - A Content Analysis of Website and Annual/CSR Report Disclosure B Kaur, D Nim PIMT Journal of Research 12 (1), 150-159 , 2019 2019
Impact of housekeeping services and practices on customer satisfaction and repeat business E Bhatnagar, D Nim Prabandhan: Indian Journal of Management 12 (8), 46-57 , 2019 2019 Citations: 40
Factors Affecting Awareness and Perception of Youth Regarding the Public Health and Hygiene Related Campaigns though Social Marketing. R Sarmah, D Nim Indian Journal of Public Health Research & Development 10 (7) , 2019 2019 Citations: 2
Preference of Mobile Service Providers Important Factors and their Impact on Customer Satisfaction D Nim, SK Sandhar Rajagiri Management Journal 13 (1), 21-32 , 2019 2019
MOST CITED SCHOLAR PUBLICATIONS
Impact of housekeeping services and practices on customer satisfaction and repeat business E Bhatnagar, D Nim Prabandhan: Indian Journal of Management 12 (8), 46-57 , 2019 2019 Citations: 40
Role of brand experience, brand trust and brand love in assessing brand loyalty: a study of fashion jewellery brands among women D Nim, S Jaggi, G Singh International Journal of Internet Marketing and Advertising 17 (1-2), 200-216 , 2022 2022 Citations: 22
Brand association in jewellery segment: scale development and validation S Jaggi, D Nim International Journal of Applied Management Science 12 (4), 309-323 , 2020 2020 Citations: 11
Relationship between humor in advertising and attitude towards ads: A meta-analysis S Kaur, D Nim, S Jaggi Indian Journal of Marketing, 8-20 , 2022 2022 Citations: 7
E-Governance Dimensions and Performance Measures: Conceptual Framework with Reference to G2B Initiatives SK Kashyap, S Thakur, D Nim International Journal of Advanced Science and Technology 29 (3), 5442-5455 , 2020 2020 Citations: 7
TREND FORECASTING OF TWITTER FOLLOWERS FOR PLAN INTERNATIONAL J Masih, D Nim International Journal of Mechanical and Production Engineering Research and … , 2017 2017 Citations: 7
Consumption pattern of soft drinks and fruit juices: A comparative study SK Sandhar, D Nim, S Agrawal Shri Vaishnav Institue of Mangement e-Journal of Applied Mangement 1, 39-49 , 2013 2013 Citations: 7
Data-Driven Insights: The Impact of Engagement Metrics and Sentiment Analysis on Brand Evangelism and Affinity S Pathak, R Kaakandikar, D Nim Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and … , 2025 2025 Citations: 5
Impact of Advertisements on Consumer Buying Behaviour for Jewellery Purchase J Shamily, N Dheeraj International Journal of Recent Technology and Engineering (IRJTE) 8 (4 … , 2019 2019 Citations: 5
A Comparative Analysis of EVA & MVA Approach: With Special Reference to Automobile Industry SK Sandhar, S Verma, D Nim Journal of Commerce and Accounting Research 3 (2) , 2014 2014 Citations: 3
Managerial attitude and implementation of environmental sustainable practices in the hotel industry of Punjab B Kaur Unpublished doctoral dissertation]. Lovely Professional University , 2020 2020 Citations: 2
Factors Affecting Awareness and Perception of Youth Regarding the Public Health and Hygiene Related Campaigns though Social Marketing. R Sarmah, D Nim Indian Journal of Public Health Research & Development 10 (7) , 2019 2019 Citations: 2
Social Media and Sustainable Fashion: Mediating Roles of Awareness and Attitude Among Young Indian Consumers M Uprety, P Barik, D Nim Prabandhan: Indian Journal of Management, 49-71 , 2025 2025 Citations: 1
Evaluating consumer behavior for wine during the pandemic and its implications for marketers O Gautam, D Nim, P Agrawal, J Vispute Emerging Business Trends and Management Practices, 47-69 , 2024 2024 Citations: 1
Segmentation Strategies: Empirical Evidences from Pharmaceutical Companies D Nim, S Jaggi Indian Journal of Public Health 10 (12), 783 , 2019 2019 Citations: 1
Types of Humor in Advertising: A Content Analysis S Kaur, D Nim, S Jaggi International Journal of Research and Analytical Reviews. Volume 5 , 2018 2018 Citations: 1
Attitude towards Advertisements: A Study on Tweenagers. D Nim, SK Sandhar, T Dashora International Journal of Marketing & Business Communication 3 (2) , 2014 2014 Citations: 1
Eco-Stories: How Companies Interact in the Digital Age N Kaur, D Nim, S Bahl 2026
Capitalizing on Artificial Intelligence for Achieving the Sustainable Development Goals: Opportunities, Challenges, and Ethical Considerations S Pathak, RM Kaakandikar, D Nim Unlocking Growth and Sustainability for Small and Medium Enterprises With AI … , 2026 2026
Impact Investing and Community Engagement: Aligning Financial Returns with Social and Environmental Goals within ESG Frameworks D Malpani, S Pathak, D Nim Sustainable Investing: Navigating Environmental, Social, and Governance (ESG … , 2025 2025
