Pooja Darda

@scmhrd.edu

Associate Professor
Symbiosis Centre for Management and Human Resource Development

Pooja Darda


                     Download Compact PDF  
https://researchid.co/poojadarda
Dr. Pooja Darda is an Associate Professor at SCMHRD,Pune 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.

EDUCATION

Ph. D. in Marketing, MIT World Peace University, Awarded in Nov 2022.
Master of Business Administration, The ICFAI University Dehradun, 2006.
Bachelor of Cosmetic Technology, Nagpur University, 2003.
AWARDS &

RESEARCH, TEACHING, or OTHER INTERESTS

Business, Management and Accounting, Marketing, Multidisciplinary
20

Scopus Publications

350

Scholar Citations

7

Scholar h-index

6

Scholar i10-index

Scopus Publications

  • Shadows in the feed: a critical examination of dark patterns and user manipulation on social media
    Pooja Darda, Om Jee Gupta
    Asian Journal of Business Ethics, 2026
  • Vocalizing Retail Innovation: A Qualitative Investigation into the Adoption of IoT-Enabled Voice Assistants in Indian Retail
    Pooja Darda, Shailesh Pandey, Saumya Kumbhaj
    Transforming Industries Capturing the Potential of Iiot and ml in the Era of Industry 5 0, 2025
    This study delves into understanding the adoption of and the functional and societal impact of internet of things (IoT) enabled voice assistant technology in one key industry within India – namely, retail – by utilizing a qualitative perspective. This study analyses a group of academic articles, business reports, case studies, and online sources on voice assistants in the Indian retail ecosystem. Content analysis and thematic analysis methods were employed for systematically reviewing a sample of literature to better understand key themes around the adoption of and the impact of voice assistants in Indian retail. This study finds four overarching themes: user interface and functionality of voice assistants (UIFA), improved operational efficiency of retailers (IOER), market dynamics (MD), and sociocultural factors (SCTFA). The research objectives of the study are as follows. RO1: To identify and assess the key themes and subthemes regarding the acceptance and applications of voice assistants for retail in India. RO2: To identify the sociocultural determinants of voice assistant adoption and use in Indian contexts. RO 3: To suggest implications for retailers, technology providers, and policy advisers for the feasibility and benefits of voice assistant technology in the retail sector of India. The findings provide theoretical insights about augmenting theories on technology adoption and multichannel retailing in the context of emerging market geographies like India. Managerial implications highlight practical recommendations for retailers and decision-makers about developing strategies, operational management, and customer engagement related to voice assistant implementation. Policymaking implications stress the need for framing regulatory frameworks, digital infrastructure development, and digital literacy initiatives.
  • How consumer trust affects the adoption of e-healthcare products on mobile apps: an analysis of perceived usefulness, time, and price
    Om Jee Gupta, Manoj K. Srivastava, Pooja Darda, Susheel Yadav, Vinaytosh Mishra
    International Journal of Pharmaceutical and Healthcare Marketing, 2025
    Purpose E-healthcare has gained importance, particularly in emerging economies, because of its ability to provide health-care products and services while minimizing contact with the external world, which was particularly relevant during the COVID-19 pandemic. Despite its advantages, consumers seem hesitant to use mobile apps to access such services. Previous research has found that perceived usefulness, time consumption and price significantly impact consumer willingness to purchase e-healthcare products on mobile apps. This study aims to investigate the role of consumer trust in the willingness to purchase e-healthcare products on mobile apps while controlling for the effects of perceived usefulness, time consumption and price. Design/methodology/approach Data have been collected using non-probability judgmental and snowball sampling techniques from five major cities in India. After the data cleaning process, 238 questionnaires were used for data analysis in this study. The authors used confirmatory factor analysis to validate all the constructs and subsequently used the hierarchical regression technique to conduct this study. Findings The study’s findings show that consumer trust is the most crucial factor for predicting a willingness to purchase e-healthcare products through mobile apps, despite several other variables that also have a positive impact. These findings present important practical implications for mobile app developers, health-care professionals and lawmakers to further enhance the adoption of e-healthcare products on mobile apps. Research limitations/implications The research was conducted by considering primarily young adults (those between the ages of 20 and 45 – above) and targeted five cities in India. This highlights a limitation in the research, as small groups of the intended audience were included (mainly young people). Originality/value This study considers perceived usefulness, time and price, in addition to trust, to predict consumer willingness to purchase. Its findings can be valuable in the fields of consumer behavior, health care and technology, especially in emerging markets.
  • Post-pandemic healthcare choices: SERVQUAL model and the influence of hospital image
    Om Jee Gupta, Krishna Pal Singh, Susheel Yadav, Pooja Darda, Shubhendra Singh Parihar
    Journal of Health Organization and Management, 2025
    Purpose This article studies the customer’s purchase intention to choose healthcare services in the post-COVID-19 situation. The authors have used the most prominent SERVQUAL model to assess the service quality offered to patients and each variable’s influence on customer intent to purchase healthcare services. Design/methodology/approach Tangibility, reliability, responsiveness, assurance, empathy, hospital image and customer purchase intention are the variables considered for this study. Data have been collected from customers who have recently experienced services in different hospitals. Standardized statements of the SERVQUAL model and purchase intention were adapted and modified as per the requirements of the constructs. Out of 271 filled questionnaires, the authors have undertaken the data cleaning process to circumvent any kind of biasness; finally the authors have considered 225 questionnaires to conduct this research work. Findings This study’s findings indicate significant and positive relationships between service quality, hospital image and customer purchase intention to choose hospital services. Additionally, the mediating role of hospital image was confirmed in all four hypotheses. Practical implications The results of this study provide practitioners with valuable insights and guidance for developing effective strategies for providing better services to patients. Originality/value Confirmatory factor analysis (CFA) was used to check the validity and reliability of all the constructs. Due to the high correlation between tangibility, reliability, responsiveness, assurance and empathy, authors have created a second-order construct, i.e. service quality. Authors have also used structural equation modeling (SEM) to inspect the associations between different constructs. Authors have measured the mediating role of hospital image between the relationship of all the service quality dimensions and customer purchase intention.
  • Integration of principles for responsible management education principles (PRME) in Saudi Arabian universities: a thematic analysis of claims on university websites
    Jolly Sahni, Pooja Darda, Sanjaya Singh Gaur
    Society and Business Review, 2025
    Purpose Higher education is crucial for equipping future leaders to address global challenges, yet business schools face criticism for inadequately preparing students for ethical dilemmas and global issues. Implementing Principles for Responsible Management Education (PRME) can enhance universities’ legitimacy, reputation and competitiveness by showcasing their commitment to graduate students ready to tackle contemporary global challenges and attract international students. However, challenges, such as “symbolic adoption” and “decoupling,” can hinder full PRME integration. Institutional Theory suggests that societal norms and pressures influence organizations, including HEIs, to adopt new practices. While PRME integration in Western institutions has been well studied, its adoption in Saudi Arabia remains underexplored. This study aims to examine how Saudi universities incorporate PRME principles by analyzing their digital presence to evaluate their commitment to responsible management education and to identify areas for improvement. Design/methodology/approach This study used Netnography to analyze web content from Saudi Arabian universities to assess the integration of PRME principles into master’s business and management programs. University websites were examined as primary communication platforms that illustrate institutional alignment with responsible management education and sustainability initiatives. The sample included 16 public and 14 private universities offering master’s programs in management or business, selected from 65 universities in Saudi Arabia: 29 public and 36 private universities. The thematic analysis ensured the validity and reliability of the findings. Findings This study examined PRME adoption in Saudi Arabian universities through Institutional Theory and website analysis, highlighting the balance between global demand and local specifics, especially Vision 2030. Saudi universities encounter coercive, mimetic and normative pressures to adopt PRME principles for legitimacy internationally and domestically, in line with the global movement toward ethical, sustainable and socially responsible business education. The findings indicate a gap between PRME’s superficial adoption on websites and its integration into academia and operations, casting doubt on the authenticity of PRME implementation. This research offers insights for university leaders, policymakers and scholars to strategize for true PRME integration, advancing responsible management education in harmony with national goals. Originality/value This study contributes to the body of knowledge regarding the incorporation of PRME principles within higher education institutions in Saudi Arabia. Through an analysis of digital content, this study elucidates the strategic approaches and key focus areas adopted by universities to promote responsible management. Further empirical investigation is warranted to evaluate the practical implementation and consequential effects of PRME principles on pedagogical practices and academic outcomes in Saudi Arabian universities.
  • #IAmAmazon: personalizing buyer-seller connect in Indian e-commerce
    Pooja Darda, Shailesh Pandey
    Case Journal, 2025
    Research methodology This case study is based on Amazon, a global e-commerce giant, which is well-known for its extensive product range and customer-centric approach. The nature of the research is exploratory. This study is purely exploratory in intent. Secondary sources such as reputable newspapers, blogs, websites and trade publications were used to compile the information and write this case. Case overview/synopsis Amazon India’s innovative Storyboxes packaging initiative has transformed the online shopping experience by integrating compelling stories of sellers into the delivery process. This case study explores the rationale, implementation and impact of the innovative approach on customer engagement and the seller community. By featuring QR codes and images of sellers on the packaging, and directing customers to their narratives on Amazon’s platform, the initiative fosters a deeper connection between buyers and sellers. To enhance customer loyalty and adapt to the dynamic e-commerce landscape, Amazon must navigate the challenge of fostering intimacy through unique initiatives like Storyboxes, while also maintaining the effectiveness and reach of its traditional methods. The solution lies in finding a strategic balance that upholds the brand’s core values and meets evolving customer expectations amidst a competitive market environment. Complexity academic level This case is structured for Undergraduate, Postgraduate, MBA Programs.
  • The impact of artificial intelligence (AI) transformation on the financial sector from the trading to security operations
    Pooja Darda, Meenal K Pendse
    Shaping Cutting Edge Technologies and Applications for Digital Banking and Financial Services, 2025
    Artificial intelligence (AI) is a multidisciplinary field that encompasses the development and implementation of computer systems capable of emulating human-like behavior in various cognitive domains, such as learning, reasoning, decision-making, and problem-solving. Its primary objective is to enable machines to exhibit intelligent behavior, similar to that of humans, through the utilization of advanced algorithms and computational models.
  • Blockchain Disruption in Finance: Navigating the New Paradigm of Global Financial Systems
    Applying Blockchain Technology Concepts and Trends, 2025
  • From click to kerb in minutes: unpacking the Q-commerce boom and its impact on consumer wellbeing in India
    Pooja Darda, Om Jee Gupta, Sujit Kumar Patra
    International Journal of Services and Standards, 2025
  • Clubhouse Unleashed: Harnessing the Power of Voice for Robust Social Networking and Business Growth
    Pooja Darda, Shailesh Pandey, Om Jee Gupta, Manpreet Kaur, Sanjaya Singh Gaur
    Artificial Intelligence Enabled Businesses how to Develop Strategies for Innovation, 2025
    During the COVID-19 pandemic, the social networking program known as Clubhouse rose to prominence as a powerful participant in the digital landscape. This case study examines the development of Clubhouse, a one-of-a-kind voice-chat networking software, as well as the revolutionary effect that it has had on both personal and professional relationships. Clubhouse is a relatively new player in the social media world, but it has already caused a stir in the industry with its audio-focused platform. This has enabled for more interesting talks and serendipitous interactions. The purpose of this study is to explore the distinctive qualities and lucrative opportunities offered by Clubhouse. Clubhouse has developed a context-rich environment that improves both social networking and educational opportunities by providing a platform for meaningful, voice-led interactions with a variety of user groups, including celebrities and influencers. In this chapter, the potential of Clubhouse for personal and business branding, networking, community building, and other commercial use-cases is outlined. We examine the various ways in which companies can make use of the app to foster expansion, foster connections with prospective clients and investors, widen the scope of meetings, and cultivate ties with industry leaders. The findings highlight the potentially disruptive nature of Clubhouse as well as its important position in the development of social media in the future. The primary study topic is as follows: “How exactly is Clubhouse revolutionizing social networking, and what are the implications for businesses?”
  • Leveraging disruptive technology on profitability of small businesses in industry 5.0
    Pooja Darda, Timilehin Olasoji Olubiyi, Olamide Titilayo Ayodeij, Abiodun Richard Obisanya
    Future of Small Business in Industry 5 0, 2024
  • Metaverse: A New Tourist Destination
    Meenal K. Pendse, Pooja Darda, Mihir Vaidya, Kotak S. Mansi
    AI Blockchain and Metaverse in Hospitality and Tourism Industry 4 0 Case Studies and Analysis, 2024
  • Metamorphosing traditional pedagogy: examining the transcendent influence of Alexa in catalyzing educational paradigm shifts within rural Indian communities
    Pooja Darda, Om Jee Gupta, Susheel Yadav
    International Journal of Educational Management, 2024
  • The Nexus of healthcare and technology: A thematic analysis of digital transformation through artificial intelligence
    Pooja Darda, Nikita Matta
    Transformative Approaches to Patient Literacy and Healthcare Innovation, 2024
  • The Role of Big Data in Modern Markets for Personalizing and Tailoring Products and Services
    Augmenting Customer Retention Through Big Data Analytics, 2024
  • Understanding the intention to use metaverse in healthcare utilizing a mix method approach
    Om Jee Gupta, Susheel Yadav, Manoj Kumar Srivastava, Pooja Darda, Vinaytosh Mishra
    International Journal of Healthcare Management, 2024
  • Metaverse: A New Avatar-Based Technology for Diverse Educational Experiences
    Transforming Education with Virtual Reality, 2024
  • Changing values of millennials and centennials towards responsible consumption and sustainable society
    Sahil Singh Jasrotia, Pooja Darda, Shailesh Pandey
    Society and Business Review, 2023
  • A comprehensive look at Greenwashing from 1996 to 2021: a bibliometric analysis
    Meenal Kaustubh Pendse, Varsha Shriram Nerlekar, Pooja Darda
    Journal of Indian Business Research, 2023
  • Factors Affecting E-Learning System in Management Students during COVID-19 in India
    Pooja Darda, Om Jee Gupta, Meenal Pendse
    Advances in Distance Learning in Times of Pandemic, 2023

RECENT SCHOLAR PUBLICATIONS

  • Shadows in the feed: a critical examination of dark patterns and user manipulation on social media
    P Darda, OJ Gupta
    Asian Journal of Business Ethics, 1-21 , 2026
    2026
  • Vocalizing Retail Innovation: A Qualitative Investigation into the Adoption of IoT-Enabled Voice Assistants in Indian Retail
    P Darda, S Pandey, S Kumbhaj
    Transforming Industries, 299-309 , 2025
    2025
  • Post-pandemic healthcare choices: SERVQUAL model and the influence of hospital image
    OJ Gupta, KP Singh, S Yadav, P Darda, SS Parihar
    Journal of Health Organization and Management 39 (7), 1380-1400 , 2025
    2025
    Citations: 2
  • How consumer trust affects the adoption of e-healthcare products on mobile apps: an analysis of perceived usefulness, time, and price
    OJ Gupta, MK Srivastava, P Darda, S Yadav, V Mishra
    International Journal of Pharmaceutical and Healthcare Marketing 19 (3), 351-376 , 2025
    2025
    Citations: 5
  • Integration of principles for responsible management education principles (PRME) in Saudi Arabian universities: a thematic analysis of claims on university websites
    J Sahni, P Darda, SS Gaur
    Society and Business Review 20 (3), 673-696 , 2025
    2025
    Citations: 4
  • 8 Blockchain Disruption
    P Darda, AS Gandhi, S Yadav
    Applying Blockchain Technology: Concepts and Trends, 135 , 2025
    2025
  • # IAmAmazon: personalizing buyer-seller connect in Indian e-commerce
    P Darda, S Pandey
    The CASE Journal 21 (4), 839-861 , 2025
    2025
  • Cost Efficiency to Scenario Planning: Exploring Generative AI Application for Small Businesses in the Age of 5.0
    P Darda, S Pandey, S Chaturvedi
    Pacific Business Review International 17 (9) , 2025
    2025
  • The impact of artificial intelligence (AI) transformation on the financial sector from the trading to security operations
    P Darda, MK Pendse
    Shaping Cutting-Edge Technologies and Applications for Digital Banking and … , 2025
    2025
    Citations: 11
  • Clubhouse Unleashed: Harnessing the Power of Voice for Robust Social Networking and Business Growth
    P Darda, S Pandey, OJ Gupta, M Kaur, SS Gaur
    Artificial Intelligence‐Enabled Businesses: How to Develop Strategies for … , 2025
    2025
  • From click to kerb in minutes: unpacking the Q-commerce boom and its impact on consumer wellbeing in India
    P Darda, OJ Gupta, SK Patra
    International Journal of Services and Standards 15 (1-2), 81-102 , 2025
    2025
  • Leveraging disruptive technology on profitability of small businesses in industry 5.0
    P Darda, TO Olubiyi, OT Ayodeij, AR Obisanya
    The Future of Small Business in Industry 5.0, 115-132 , 2025
    2025
    Citations: 5
  • The Resurgence of Air India Brand Under Tata Group’s Leadership: Revitalizing Legacy Skies
    P Darda, SS Gaur
    Marketing Cases from Emerging Multinational Enterprises (eMNEs) National … , 2024
    2024
  • The role of big data in modern markets for personalizing and tailoring products and services
    S Yadav, OJ Gupta, P Darda, P Chaudhary
    Augmenting Customer Retention Through Big Data Analytics, 37-53 , 2024
    2024
    Citations: 4
  • Exploring the Impact of Relationship Marketing on Client Loyalty: Evidence from the Insurance Industry.
    EO Oluwabiyi, TO Olubiyi, P Darda
    Skyline Business Journal 20 (2) , 2024
    2024
    Citations: 1
  • Metamorphosing traditional pedagogy: examining the transcendent influence of Alexa in catalyzing educational paradigm shifts within rural Indian communities
    P Darda, OJ Gupta, S Yadav
    International Journal of Educational Management 38 (3), 605-621 , 2024
    2024
    Citations: 16
  • Understanding the intention to use metaverse in healthcare utilizing a mix method approach
    OJ Gupta, S Yadav, MK Srivastava, P Darda, V Mishra
    International Journal of Healthcare Management 17 (2), 318-329 , 2024
    2024
    Citations: 58
  • Metaverse: A New Avatar‐Based Technology for Diverse Educational Experiences
    P Darda, S Pandey, OJ Gupta, S Yadav, R Malik
    Transforming Education with Virtual Reality, 311-321 , 2024
    2024
  • Can Lelantos Win the Scooter Race?
    P Darda
    https://hbsp.harvard.edu/product/8728-HTM-ENG?Ntt= , 2024
    2024
  • Metaverse A New Tourist Destination
    KSM Meenal K. Pendse, Pooja Darda, Mihir Vaidya
    AI, Blockchain, and Metaverse in Hospitality and Tourism Industry 4.0,Case … , 2024
    2024

MOST CITED SCHOLAR PUBLICATIONS

  • Changing values of millennials and centennials towards responsible consumption and sustainable society
    SS Jasrotia, P Darda, S Pandey
    Society and Business Review 18 (2), 244-263 , 2023
    2023
    Citations: 98
  • A comprehensive look at Greenwashing from 1996 to 2021: a bibliometric analysis
    MK Pendse, VS Nerlekar, P Darda
    Journal of Indian Business Research 15 (1), 157-186 , 2023
    2023
    Citations: 66
  • Understanding the intention to use metaverse in healthcare utilizing a mix method approach
    OJ Gupta, S Yadav, MK Srivastava, P Darda, V Mishra
    International Journal of Healthcare Management 17 (2), 318-329 , 2024
    2024
    Citations: 58
  • The nexus of healthcare and technology: A thematic analysis of digital transformation through artificial intelligence
    P Darda, N Matta
    Transformative Approaches to Patient Literacy and Healthcare Innovation, 261-282 , 2024
    2024
    Citations: 29
  • Metamorphosing traditional pedagogy: examining the transcendent influence of Alexa in catalyzing educational paradigm shifts within rural Indian communities
    P Darda, OJ Gupta, S Yadav
    International Journal of Educational Management 38 (3), 605-621 , 2024
    2024
    Citations: 16
  • The impact of artificial intelligence (AI) transformation on the financial sector from the trading to security operations
    P Darda, MK Pendse
    Shaping Cutting-Edge Technologies and Applications for Digital Banking and … , 2025
    2025
    Citations: 11
  • The impact of advertisement on consumer buying behavior in electronic industry
    M Deshpande, Y Rokade, PS Darda
    International Journal of Scientific Development and Research (IJSDR) 4 (12 … , 2019
    2019
    Citations: 8
  • TOROOTS: Marketing and promoting the experiential travel and tourism
    S Pandey, P Chaudhary, P Darda
    Management Dynamics 21 (2), 27-41 , 2021
    2021
    Citations: 7
  • Usage of voice assistant in time of COVID 19 as a touchless Interface
    P Darda, V Nerlekar, U Bairagi, M Pendse, M Sharma
    Academy of Strategic Management Journal 20, 1-13 , 2021
    2021
    Citations: 6
  • Online Market. A Comparative Study of Consumer Behaviour from Rural and Urban Areas
    P Darda, V Saxena
    International journal of logistic and supply chain management perspective 4 … , 2015
    2015
    Citations: 6
  • How consumer trust affects the adoption of e-healthcare products on mobile apps: an analysis of perceived usefulness, time, and price
    OJ Gupta, MK Srivastava, P Darda, S Yadav, V Mishra
    International Journal of Pharmaceutical and Healthcare Marketing 19 (3), 351-376 , 2025
    2025
    Citations: 5
  • Leveraging disruptive technology on profitability of small businesses in industry 5.0
    P Darda, TO Olubiyi, OT Ayodeij, AR Obisanya
    The Future of Small Business in Industry 5.0, 115-132 , 2025
    2025
    Citations: 5
  • Happiness and self as social constructs-an interpretative phenomenological analysis of Buddhist practitioners transcendence: Key lessons in resilience
    M Kapoor, P Darda
    Journal of Resilient Economies 2 (1), 85-95 , 2022
    2022
    Citations: 5
  • Integration of principles for responsible management education principles (PRME) in Saudi Arabian universities: a thematic analysis of claims on university websites
    J Sahni, P Darda, SS Gaur
    Society and Business Review 20 (3), 673-696 , 2025
    2025
    Citations: 4
  • The role of big data in modern markets for personalizing and tailoring products and services
    S Yadav, OJ Gupta, P Darda, P Chaudhary
    Augmenting Customer Retention Through Big Data Analytics, 37-53 , 2024
    2024
    Citations: 4
  • Concept of Green Marketing in India and Industry Initiatives
    G Nagarkar, P Ladda, P Darda
    vol 4, 98-100 , 2019
    2019
    Citations: 3
  • A Review on the Adoption of Voice Assistant in Banking and Insurance Sector
    P Darda, RM Chitnis
    International Journal for Research in Engineering Application & Management … , 2019
    2019
    Citations: 3
  • Industry Analysis Research Paper on Evolution of Banking Industry in India
    R Mutha, S Latpate, P Darda
    International Journal of Innovative Science and Research Technology ISSN , 2019
    2019
    Citations: 3
  • Post-pandemic healthcare choices: SERVQUAL model and the influence of hospital image
    OJ Gupta, KP Singh, S Yadav, P Darda, SS Parihar
    Journal of Health Organization and Management 39 (7), 1380-1400 , 2025
    2025
    Citations: 2
  • The kaleidoscope of changing values: Are we heading towards responsible consumption and sustainable society? lessons from Pune, India
    M Kapoor, T Chaiechi, S Deo, P Darda, A Sane, R Chitnis
    Community Empowerment, Sustainable Cities, and Transformative Economies, 395-415 , 2022
    2022
    Citations: 2