Ambar Srivastava

@ncr.christuniversity.in

ASSISTANT PROFESSOR and Department of Commerce
Christ University

Ambar Srivastava


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https://researchid.co/ambar.srivastava

RESEARCH, TEACHING, or OTHER INTERESTS

General Business, Management and Accounting, Social Sciences, Finance, Accounting
10

Scopus Publications

96

Scholar Citations

4

Scholar h-index

2

Scholar i10-index

Scopus Publications

  • The Integrated Approach of ESG, SDGs, and Sustainable Finance
    Environmental Social and Governance Esg Investing for Sustainable Finance, 2026
  • Transformation of service sectors through Augmented Reality (AR) and Virtual Reality (VR)
    Ambar Srivastava, Ria Satti, Amrit Singh
    Transforming the Service Sector with New Technology, 2025
    Human interactions with actual and virtual environments are changing as a result of recent advancements in technology like Augmented Reality (AR) and Virtual Reality (VR). The sectors like retail, eCommerce, transport, tourism, real estate, healthcare, education, interior design, customer relationship management, etc. uses this innovative and adaptive technology. The aim of this chapter is to highlight the transformation of different service sectors through the use of Augmented Reality (AR) and Virtual Reality (VR) and also to see the recent innovations in this field. It was found that, AR and VR have an impact on various service sectors like retail and eCommerce in the form of virtual testing of products, tourism sector through 360-degree virtual tour, real estate sector through tour of the surrounding without being physically present, healthcare through physicians treating the patient virtually, education in the form of virtual classrooms, etc.
  • Navigating the Role of Artificial Intelligence (AI) in Transforming Corporate Social Responsibility (CSR) Strategies
    Ankit Pathania, Ambar Srivastava
    Corporate Social Responsibility Approaches to Ethical AI in Business, 2024
    With the advent of artificial intelligence (AI), there arises a new frontier in CSR practices, as AI-powered solutions also have the ability to promote innovation; increase stakeholder involvement; improve the efficacy, efficiency, and scalability of corporate social responsibility (CSR) endeavours; and make evidence-based decisions in CSR efforts easier. But incorporating AI into CSR initiatives also brings up difficult moral, legal, and societal issues. The purpose of this chapter is to provide insights into the ways in which artificial intelligence (AI) is changing corporate social responsibility (CSR) and how AI can encourage transparency, drive innovation in CSR programs, and involve stakeholders to produce significant social, environmental, and economic results. This study also explores the current trends in CSR and AI. This may help businesses allocate their resources more effectively, spot new trends, and improve impact measurement at large.
  • CSR initiatives: A way of enhancing employees' wellbeing
    Ambar Srivastava, Ankit Pathania, Bikram Paul Singh Lehri
    Impact of Corporate Social Responsibility on Employee Wellbeing, 2024
    Employees are seen as a valuable resource for assessing a business's competitiveness. Providing for their wellness, health, and running employee support programmes may increase their drive and commitment to the organization. This chapter will explain the role of CSR activities on employees' well-being, examine the impact of CSR activities on well-being of employees, and provide CSR strategies to maximize employees' well-being. A qualitative research technique was applied in this study. A systematic literature review was based on articles in national and international journals, magazines, working papers, etc. gathered and analyzed to achieve the research objective. The implementation of employees CSR activities has been significant, since employee health and wellness have a direct impact on the competitiveness of the business and have been a driving force behind employee's performance.
  • Women and tourism: A study on gender equality, social inclusion, and empowerment
    Ambar Srivastava, Ankit Pathania, Geeta Kumari
    Interlinking Sdgs and the Bottom of the Pyramid Through Tourism, 2024
    To achieve the sustainable development goals (SDGs) of the 2030 Agenda, which include the goals of gender equality, social inclusion, and women's empowerment, tourism is an essential industry. Gender disparity is a major development barrier in the majority of developing nations. The study aims to explore the challenges women face and gender inequality in tourism industry. The inter-linkage between tourism and SDGs will also be explored. A qualitative research technique was applied, and systematic literature review was based on articles in national and international journals, working papers, etc. explored. The study concluded that restricted opportunities for education, healthcare disparities, economic inequality are among the challenges faced by the women in tourism industry. It is also found that gender inequality in terms of dual presence, discrimination in wages, glass ceiling, sticky floors, etc. are also there. There is a definite linkage between the tourism industry and SDGs.
  • The utilisation of artificial intelligence (ai) application on climate change alleviation and adaptation in India: An analysis
    Ambar Srivastava, Geeta Kumari
    Social and Ethical Implications of AI in Finance for Sustainability, 2024
    The main aim of this chapter is to explore the use and application of artificial intelligence in climatic change alleviation and adaptation in India. The country's growth is directly impacted by climate risks, which have further impacted investments and sustainable development. Artificial intelligence is one of the rapidly growing technologies that can help with the problems caused by climate change. According to the study, artificial intelligence (AI) can support efforts to mitigate and adapt to climate change in four important ways. They are as follows: simplifying complex systems, advanced scientific modeling and simulations, forecasting and prediction, and big and raw data analysis. This chapter also explored the knowledge about why AI is developing so rapidly and having a prone impact on climate change. It also explores information about AI's impact on climate change in both terms (i.e. positive and negative aspects). The chapter will suggest and explore knowledge about the roadmap for the future of AI and climate change.
  • Impact of Compensation and Benefits on Employees Retention
    Ambar Srivastava, Bhavana, Himanshu Kumar
    Innovative Recruitment and Retention for Employee Empowerment, 2024
    In our current global economy, people are actively looking for greater job possibilities, progress and more businesses are expanding globally. As a human resource management strategy, compensation and benefits are a powerful instrument for employee retention and incentive. The aim of the study is to explore the best employees' compensation and benefits to boost employees' retention. This study also examines the factors to be considered when developing a benefits and workers' compensation structure by the organizations. Both primary and secondary data were used in the study. The primary data were gathered through the questionnaire. The study found that proper hygiene facility, health insurance, career advancement was amongst the top priorities of employees. It was also found that, morale improvement, experienced employees, increased productivity were amongst the benefits to organization from employees' retention. Market standards, industry wage rate and competitors' salary structure were amongst the factors which need to be considered before planning the remuneration structure.
  • Technological Innovation and Accounting in Industry 6.0: Application, Implication, and Future
    Ambar Srivastava, Geeta Kumari, Ankit Pathania
    Sustainable Innovation for Industry 6 0, 2024
    The way we live, work and play are being changed by the use of technology. Technology's influence is transforming our daily lives. Since COVID-19, more businesses than ever have realized the benefits of digital solutions and are embracing them. While the epidemic has disrupted the way businesses across industries have traditionally operated, it has also created opportunities to use cutting-edge technologies like virtual reality, artificial intelligence, etc. to aggressively revolutionize business methods. This chapter will provide insights into the cutting-edge accounting technologies actively reshaping the sector. The methodology, which is qualitative in nature, entails the thematic examination of the academic literature to discover new technologies like blockchain, data analytics, robotic process automation, artificial intelligence, etc. along with their applications, significance, drawbacks and possible industrial effects. The purpose of the paper is to serve as an addition to the literature on technological innovations in the field of accounting and finance.
  • The Utilization of Artificial Intelligence in the Health Care Sector: A Review
    Geeta Kumari, Ambar Srivastava, Bhandari Hansraj
    Sustainable Innovation for Industry 6 0, 2024
    Artificial Intelligence (AI) is becoming an integral part of almost all the sectors of the economy and healthcare is not an exception. Artificial intelligence (AI) applications have transformed the healthcare industry. The aim of this chapter is to review the application of AI in healthcare sector and also explores the challenges in the adoption of artificial intelligence on the same. The authors conducted a thorough review of literature available and also used other secondary sources of data. It was found that, clinical choices, patient information and testing, predictive medical practice and health management of services are the key areas of interest in this AI era. Privacy and data protection was amongst the important challenges of AI in healthcare sector. It is suggested that, there is a need of certificate programs and courses on artificial intelligence, regulations pertaining to AI in healthcare should be implemented so that the challenges of privacy and confidentiality would be resolved.
  • Diversification of Agriculture and Impact of Industrial Applications on Farmer Income
    Hemant Bhanawat, Hridaya Raj Bharti, Ambar Srivastava
    Futuristic Technology Perspectives on Entrepreneurship and Sustainable Innovation, 2023
    A study carried out with a random sample of 105 beneficiary households under Japan International Cooperation Agency (JICA) project in Himachal Pradesh mainly to examine the extent of diversification and increase in income of the farmers reveals that on average about 68% of operational holding in the possession of farmers was covered under the culturable command area of the total cropped area of 0.88 ha per household, and around 47% was diversified to the cultivation of vegetable crops. On the whole, the implementation of JICA project in different sites under study has led to an increase in income of the target income of Rs 125000 to be accomplished by the end of the project. Furthermore, the detailed analysis carried out reveals that gross average annual farm income is expected to rise based on findings, and the study strongly suggests diversification towards vegetable crops to reduce risk since per hectare income from vegetable crops is expected to increase further as the process of diversification gains momentum in the next two years of the project.

RECENT SCHOLAR PUBLICATIONS

  • Impact of Artificial Intelligence on Influencer Marketing and Its Future Trends: A Case Study-Based Approach
    A Srivastava, G Pandey, M Purohit
    Cases on Social Media Marketing Engagement Tactics, 223-250 , 2026
    2026.0
  • Transformation of Service Sectors Through Augmented Reality (AR) and Virtual Reality (VR)
    A Srivastava, R Satti, A Singh
    Transforming the Service Sector With New Technology, 573-590 , 2025
    2025.0
  • Impact of Compensation and Benefits on Employees Retention
    A Srivastava, H Kumar
    Innovative Recruitment and Retention for Employee Empowerment, 243-266 , 2025
    2025.0
    Citations: 1
  • Navigating the role of artificial intelligence (AI) in transforming corporate social responsibility (CSR) strategies
    A Pathania, A Srivastava
    Corporate social responsibility approaches to ethical AI in business, 89-102 , 2025
    2025.0
    Citations: 2
  • CSR Initiatives: A Way of Enhancing Employees' Wellbeing
    A Srivastava, A Pathania, BPS Lehri
    Impact of Corporate Social Responsibility on Employee Wellbeing, 83-100 , 2024
    2024.0
  • Technological innovation and accounting in Industry 6.0: Application, implication, and future
    A Srivastava, G Kumari, A Pathania
    Sustainable Innovation for Industry 6.0, 295-318 , 2024
    2024.0
    Citations: 9
  • The Utilization of Artificial Intelligence in the Health Care Sector: A Review
    G Kumari, A Srivastava, B Hansraj
    Sustainable Innovation for Industry 6.0, 247-270 , 2024
    2024.0
    Citations: 2
  • Women and tourism: A study on gender equality, social inclusion, and empowerment
    A Srivastava, A Pathania, G Kumari
    Interlinking SDGs and the bottom-of-the-pyramid through tourism, 96-115 , 2024
    2024.0
    Citations: 3
  • The Utilisation of Artificial Intelligence (AI) Application on Climate Change Alleviation and Adaptation in India: An Analysis
    A Srivastava, G Kumari
    Social and Ethical Implications of AI in Finance for Sustainability, 169-178 , 2024
    2024.0
    Citations: 1
  • Emerging Technologies, Innovations and Artificial Intelligence (AI) in E-Commerce
    A Srivastava, G Kumari, BPS Lehri
    EMERGING FRONTIERS OF MANAGEMENT, COMMERCE AND INFORMATION TECHNOLOGY 1, 1-12 , 2024
    2024.0
  • NEXUS BETWEEN ESG REPORTING AND FIRM PERFORMANCE: A STUDY OF METAL & MINING INDUSTRY IN INDIA
    A Srivastava, SK Chauhan
    ANVESAK 54 (1 (IV)), 1-13 , 2024
    2024.0
  • Impact of ESG Disclosure on Financial Performance: A Comparative Study of Listed Chemical and Pharmaceutical Companies in India
    A Srivastava, SK Chauhan, G Kumari
    Emerging Issues in Accounting, Finance & Capital Markets, 126-142 , 2023
    2023.0
    Citations: 2
  • Goods and Service Tax
    RS Patel, NL Choudhary, H Bhanawat, and Srivastava. A.
    2023.0
  • Diversification of Agriculture and Impact of Industrial Applications on Farmer Income
    H Bhanawat, HR Bharti, A Srivastava
    Futuristic Technology Perspectives on Entrepreneurship and Sustainable … , 2023
    2023.0
    Citations: 10
  • Avadhesh; Byrareddy, SN; Coulter, DW; Gupta, SC; Challagundla, KB Immune checkpoint molecules in neuroblastoma: A clinical perspective
    AS Pathania, P Prathipati, SP Murakonda, AB Murakonda, A Srivastava
    Semin. Cancer Biol 86, 247-258 , 2022
    2022.0
    Citations: 8
  • The Application & Impact of Artificial Intelligence (AI) on E-Commerce
    A Srivastava
    Contemporary Issues in Commerce & Management 1, 165-175 , 2021
    2021.0
    Citations: 56
  • E-Commerce in Post COVID-19 Era: Challenges, Opportunities & Consumer's Preferences
    A Srivastava, and Kumari G.
    COVID-19: Implications for Commerce & Management, Economy & Information … , 2021
    2021.0
    Citations: 2
  • E-COMMERCE IN THE POST COVID-19 ERA: CHALLENGES, OPPORTUNITIES AND
    A Srivastava, G Kumari
    Recent Advances in the fields of Accounting , 2021
    2021.0
  • Fullerene and its future prospects
    A Srivastava, S Chauhan, R Sandhu, V Singh
    CHEMICAL BUSINESS-BOMBAY- 14 (6), 37-42 , 2000
    2000.0
  • RECENT ADVANCES IN HUMAN RESOURCE MANAGEMENT PRACTICES IN INDIA
    G Kumari, A Srivastava, S Gupta

MOST CITED SCHOLAR PUBLICATIONS

  • The Application & Impact of Artificial Intelligence (AI) on E-Commerce
    A Srivastava
    Contemporary Issues in Commerce & Management 1, 165-175 , 2021
    2021.0
    Citations: 56
  • Diversification of Agriculture and Impact of Industrial Applications on Farmer Income
    H Bhanawat, HR Bharti, A Srivastava
    Futuristic Technology Perspectives on Entrepreneurship and Sustainable … , 2023
    2023.0
    Citations: 10
  • Technological innovation and accounting in Industry 6.0: Application, implication, and future
    A Srivastava, G Kumari, A Pathania
    Sustainable Innovation for Industry 6.0, 295-318 , 2024
    2024.0
    Citations: 9
  • Avadhesh; Byrareddy, SN; Coulter, DW; Gupta, SC; Challagundla, KB Immune checkpoint molecules in neuroblastoma: A clinical perspective
    AS Pathania, P Prathipati, SP Murakonda, AB Murakonda, A Srivastava
    Semin. Cancer Biol 86, 247-258 , 2022
    2022.0
    Citations: 8
  • Women and tourism: A study on gender equality, social inclusion, and empowerment
    A Srivastava, A Pathania, G Kumari
    Interlinking SDGs and the bottom-of-the-pyramid through tourism, 96-115 , 2024
    2024.0
    Citations: 3
  • Navigating the role of artificial intelligence (AI) in transforming corporate social responsibility (CSR) strategies
    A Pathania, A Srivastava
    Corporate social responsibility approaches to ethical AI in business, 89-102 , 2025
    2025.0
    Citations: 2
  • The Utilization of Artificial Intelligence in the Health Care Sector: A Review
    G Kumari, A Srivastava, B Hansraj
    Sustainable Innovation for Industry 6.0, 247-270 , 2024
    2024.0
    Citations: 2
  • Impact of ESG Disclosure on Financial Performance: A Comparative Study of Listed Chemical and Pharmaceutical Companies in India
    A Srivastava, SK Chauhan, G Kumari
    Emerging Issues in Accounting, Finance & Capital Markets, 126-142 , 2023
    2023.0
    Citations: 2
  • E-Commerce in Post COVID-19 Era: Challenges, Opportunities & Consumer's Preferences
    A Srivastava, and Kumari G.
    COVID-19: Implications for Commerce & Management, Economy & Information … , 2021
    2021.0
    Citations: 2
  • Impact of Compensation and Benefits on Employees Retention
    A Srivastava, H Kumar
    Innovative Recruitment and Retention for Employee Empowerment, 243-266 , 2025
    2025.0
    Citations: 1
  • The Utilisation of Artificial Intelligence (AI) Application on Climate Change Alleviation and Adaptation in India: An Analysis
    A Srivastava, G Kumari
    Social and Ethical Implications of AI in Finance for Sustainability, 169-178 , 2024
    2024.0
    Citations: 1
  • Impact of Artificial Intelligence on Influencer Marketing and Its Future Trends: A Case Study-Based Approach
    A Srivastava, G Pandey, M Purohit
    Cases on Social Media Marketing Engagement Tactics, 223-250 , 2026
    2026.0
  • Transformation of Service Sectors Through Augmented Reality (AR) and Virtual Reality (VR)
    A Srivastava, R Satti, A Singh
    Transforming the Service Sector With New Technology, 573-590 , 2025
    2025.0
  • CSR Initiatives: A Way of Enhancing Employees' Wellbeing
    A Srivastava, A Pathania, BPS Lehri
    Impact of Corporate Social Responsibility on Employee Wellbeing, 83-100 , 2024
    2024.0
  • Emerging Technologies, Innovations and Artificial Intelligence (AI) in E-Commerce
    A Srivastava, G Kumari, BPS Lehri
    EMERGING FRONTIERS OF MANAGEMENT, COMMERCE AND INFORMATION TECHNOLOGY 1, 1-12 , 2024
    2024.0
  • NEXUS BETWEEN ESG REPORTING AND FIRM PERFORMANCE: A STUDY OF METAL & MINING INDUSTRY IN INDIA
    A Srivastava, SK Chauhan
    ANVESAK 54 (1 (IV)), 1-13 , 2024
    2024.0
  • Goods and Service Tax
    RS Patel, NL Choudhary, H Bhanawat, and Srivastava. A.
    2023.0
  • E-COMMERCE IN THE POST COVID-19 ERA: CHALLENGES, OPPORTUNITIES AND
    A Srivastava, G Kumari
    Recent Advances in the fields of Accounting , 2021
    2021.0
  • Fullerene and its future prospects
    A Srivastava, S Chauhan, R Sandhu, V Singh
    CHEMICAL BUSINESS-BOMBAY- 14 (6), 37-42 , 2000
    2000.0
  • RECENT ADVANCES IN HUMAN RESOURCE MANAGEMENT PRACTICES IN INDIA
    G Kumari, A Srivastava, S Gupta