Dr Surabhi Singh

@gims.net.in

Dean -Global Engagement and International Relations
GNIOT Institute of Management Studies

Dr Surabhi Singh


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https://researchid.co/surabhi777
Prof (Dr) Surabhi Singh is a dynamic academic administrator and management professional with over 25 years of experience, comprising 17 years in higher education and 8 years in the corporate sector. Proven expertise in academic leadership, institutional development, accreditation processes, research management, industry collaborations, international relations, student engagement, faculty development, admissions, branding, and strategic academic planning.
Successfully led MBA/BBA programs, established Centres of Excellence, strengthened industry-academia collaborations, managed accreditation initiatives including NBA and NAAC, and contributed extensively towards institutional growth, research excellence, placements, and academic governance.
Recognised for building collaborative academic ecosystems, enhancing institutional visibility, promoting innovation and entrepreneurship, and driving quality-assurance initiatives in higher education.

RESEARCH, TEACHING, or OTHER INTERESTS

Marketing, Management of Technology and Innovation, Business and International Management
31

Scopus Publications

632

Scholar Citations

12

Scholar h-index

12

Scholar i10-index

Scopus Publications

  • An Empirical Study on Metaverse Tourism Marketing in Emerging Markets
    Surabhi Singh
    Tourism, 2026
    The metaverse presents new opportunities for tourism marketing, but its implementation requires a viable service innovation business model. This study aims to develop a metaverse-based tourism marketing model and to deepen the research on this contentious issue. A survey method is employed to collect data and develop models that transform tourism management and marketing in emerging markets. The study examines the fundamental changes that the metaverse introduces to tourism destinations and organisations, identifying key components of metaverse tourism. This research addresses unresolved questions in theoretical discourse and the practical relevance of tourism in contemporary contexts, potentially redefining the broader concept of tourism.
  • Enterprise Metaverse: Crafting Competitive Advantage in Virtual Realities
    Enterprise Metaverse Crafting Competitive Advantage in Virtual Realities, 2026
    Enterprise Metaverse: Crafting Competitive Advantage in Virtual Realities offers a critical guide to navigating the rapidly advancing landscape of the metaverse, diving into the strategic and operational implications of virtual worlds that are reshaping business, entertainment, and interpersonal interaction. With detailed analysis, it presents the tools necessary to leverage emerging technologies like virtual reality (VR), augmented reality (AR), blockchain, and artificial intelligence (AI), equipping readers with the knowledge to gain a competitive edge in these new digital environments. While existing resources often focus solely on the technological or cultural aspects of the metaverse, Enterprise Metaverse integrates these with a strategic business framework tailored for leaders, entrepreneurs, investors, and academics. Through innovative case studies and actionable insights, it guides readers in capitalising on the metaverse’s potential, predicting key trends, and navigating ethical and social considerations. This comprehensive resource empowers readers to stay ahead in the next frontier of digital innovation, whether seeking market expansion, entrepreneurial opportunity, or in-depth understanding of the metaverse’s potential.
  • Role of Neuromarketing in Assessing Consumer Purchase Intention: A Literature Review
    Shireen Naaz, Rahela Farooqui, Surabhi Singh
    Neuromarketing in the Age of AI, 2026
    Consumer purchase intentions significantly influence buying behavior and market dynamics. Exploring these intentions explicitly and through tools that delve into the subconscious is crucial. With the advent of neuromarketing, the neural responses to any marketing stimuli can be studied. This has benefitted all aspects, especially in understanding the factors directly impacting the purchase intention. This paper aims to analyze the role of neuroimaging tools in assessing or predicting consumer purchase intentions. It is qualitative research that explores these aspects through a literature survey. Research findings indicate that neuromarketing explores consumers' emotional engagement through various neuro tools. Additionally, neuromarketing assesses factors with a significant impact on purchasing behavior by recording sensory experiences and cognitive evaluations.
  • Ethics in the Metaverse: Examining the Effects and Consequences on Society
    Ankit Garg, Surabhi Singh, Deepti Verma, Swati Tripathi, Pankaj Chauhan
    Metaverse Dynamics Exploring the Intersection of Technology Business Transformation and User Experience, 2026
    The metaverse’s rise is revolutionizing human–computer interaction, making it more intuitive, immersive, and fluid than before. This article looks at how human–computer relationships are evolving in the metaverse age. While there are numerous benefits to the new forms of interaction brought about by the metaverse, there are also several new social problems that require attention. Concerns regarding privacy, surveillance capitalism, pathologies associated with cyberspace, the intensification of pre-existing social problems, and environmental impacts are some of these challenges. The authors discuss potential rules that would be necessary to balance the expansion of the metaverse with preserving safety and security for the good of society, particularly in view of sustainable development objectives. The authors conclude with ethical design principles for building a sustainable metaverse that addresses these and other social concerns.
  • Green Logistics 5.0: An Examination of Innovation Driven by Sustainability Using Foundation Models in Logistics
    Ankit Garg, Ruchika Nayyar, Surabhi Singh, Himanshu Sharma, Rahul Singhal
    Emerging Trends in Smart Logistics Technologies, 2025
    This chapter investigates how foundation models might be incorporated into Logistics 5.0 to support a green strategy that fosters sustainability and long-term financial viability. Through the use of foundation models, the study seeks to improve social responsibility, guarantee sustainable innovation, and organize the environmental framework of the logistics sector. The company ideology, products, processes, and business models are all included in the multi-layered approach, which emphasizes sustainability-oriented innovation (SOI) as a need rather than just a tactic. According to the results, artificial intelligence—in particular, foundation models can achieve social, economic, and governance goals while optimizing a range of logistical processes, such as route planning, packaging reduction, and warehouse management.
  • AIvertising: Mapping the Transformation of Marketing in the Experience Economy
    Surabhi Singh, Ankit Garg, John Christopher Walsh
    Leveraging AI Powered Marketing in the Experience Driven Economy, 2025
    Rapid advancements in AI technology are transforming the advertising industry, creating opportunities and challenges. This groundbreaking research provides a comprehensive analysis of AI's role in advertising across four key domains: content creation, targeting, personalization, and ad optimization. By examining these elements, this study highlight AI's disruptive potential while addressing the ethical implications of its implementation. Using VOSviewer, a systematic literature review is conducted to map the intricate relationships between these essential components of AI-driven advertising in the experience economy. The findings reveal how targeting and contextualization work in tandem to deliver relevant ads to specific audiences, while content development ensures that messaging resonates with viewers. Furthermore, this research demonstrates how insights from these areas collectively contribute to optimizing advertising campaigns, enhancing efficiency, and maximizing return on investment.
  • Skill Development Through Community Engagement: Linking Student Participation To Employability Outcomes
    Ms.Anshul Sharma
    Journal of Applied Bioanalysis, 2025
  • Enhancing Smart City Data Clarifying by Integrating Crowd Computing and Safe Cloud Networks
    Ankit Garg, Surabhi Singh, Parth Balyan, Anubhav Sharma, Manu Priya Gaur, Sarjue Pandita
    2025 International Conference on Intelligent and Secure Engineering Solutions Cises 2025, 2025
    Operation of cloud infrastructure and platform services in intelligent city settings poses several challenges, especially related to software management and segmentation of legal contracts. This article discusses these challenges by suggesting a consolidated framework that utilises data obfuscation and classification methods to improve data security and effectiveness. Particularly, we present a hybrid approach using the AODE classifier with the SELECT valid Only to Parallel Server (SELECT-APSL ASA) algorithm to segregate and secure location-sensitive data of smart cities. The presented ASA model—consisting of both AODE and SELECT-APSL—is a means to segregate data by applying a hybrid technique of obfuscation, in which 50% raw data and 50% hospital data are securely obscured while being transmitted. Performance analysis points towards remarkable enhancements in energy efficiency and system throughput. Before the cryptographic system was applied, the overall packet delivery rate was as high as 71.66%, surpassing the current methods. After applying the cryptosystem, there was a 47.34% decrease in energy usage over state-of-the-art approaches. Furthermore, average energy expenditure decreased by 2.47% before obfuscation and 9.90% after it. The makespan time, being a crucial performance measure, was reduced by 33.71% before data obfuscation and by 1.3% after obfuscation.
  • Student Engagement Practices as a Driver of Skill Enhancement in Community-Centric Higher Education
    Anshul Sharma, Shailja Dixit, Surabhi Singh, Ashish Chandra, Rashmi Tripathi, Rashika Durgvanshi, Manish Mishra
    International Review of Management and Marketing, 2025
    This study investigates the impact of student engagement practices on skill enhancement in community-centric higher education, with motivation examined as a mediating variable. Engagement is conceptualized as a multidimensional construct, including behavioural, emotional, cognitive, and experiential components, along with faculty support and peer collaboration. Data were collected from 500 students across five cities in Uttar Pradesh, India, using a structured questionnaire. Structural Equation Modeling (SEM) was employed to analyze the proposed relationships. The analysis revealed that all engagement dimensions significantly influence motivation, which in turn strongly predicts skill enhancement in students. Experiential learning and peer collaboration showed the highest direct and indirect effects on engagement. Motivation emerged as a key mediator, linking engagement to outcomes such as improved communication, leadership, and critical thinking skills. The model demonstrated strong reliability, validity, and predictive accuracy. The study offers practical implications for curriculum development, faculty training, and institutional policy by emphasizing the value of active, collaborative, and community-based learning practices. Limitations include the regional sample and cross-sectional design, indicating the need for future research using longitudinal and mixed-method approaches across broader contexts.
  • Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention
    Jasmandeep Kaur, Priyanka Malik, Surabhi Singh
    Fiib Business Review, 2024
    The study was conducted to identify the role of consumer personality in influencing fashion consumption; the study tries to establish a relationship between personality, fashion involvement, innovativeness, and purchase intention. Data were collected from 512 generation Z participants (born after 1997) and analysed using Structural Equation Modelling to demonstrate multivariate relationships using descriptive and causal research. The study concludes that a consumer’s personality positively correlates with fashion involvement. The present study strengthens the finding that apparel expresses an individual’s personality by stating that consumers’ personalities are positively associated with fashion innovativeness. Once personality leads to a positive association with fashion involvement and innovation, the latter two traits show a positive association with purchase intention. Among the innovativeness and involvement, the latter has a more influential role in shaping the customer’s purchase intention. The examination of the effect of consumer personality on fashion consumption-related variables, involvement, and innovativeness has contributed to a better understanding of the mechanism that underlies the operation of an individual purchasing a product.
  • Editorial for the special section on “Neuromarketing in predicting consumer behavior: The efficiency & effectiveness”
    Nripendra Singh, Surabhi Singh, Samala Nagaraj
    Journal of Consumer Behaviour, 2024
  • Service innovations in tourism: Metaverse, immersive technologies, and digital twin
    Service Innovations in Tourism Metaverse Immersive Technologies and Digital Twin, 2024
  • Preface
    Service Innovations in Tourism Metaverse Immersive Technologies and Digital Twin, 2024
  • Analysing applications of neuromarketing in efficacy of programmatic advertising
    Radheyshyam Bajaj, Asif Ali Syed, Surabhi Singh
    Journal of Consumer Behaviour, 2024
  • Harnessing Innovation for Sustainable Urban Futures: A Deep Dive Into Smart Cities and Sustainable Urban Development
    Surabhi Singh, Anjali Rai
    Nexus of AI Climatology and Urbanism for Smart Cities, 2024
  • Generational Cohort Analysis to Purchase Fashion Products in India
    Jasmandeep Kaur, Priyanka Malik, Surabhi Singh
    Data Driven Decision Making, 2024
  • Digital sustainable entrepreneurship business model and its contribution to sustainable development goals
    Surabhi Singh, Urvashi Makkar, Djamchid Assadi
    Entrepreneurial Processes in the Era of Digital Transformation, 2023
  • Industry 5.0 and digital innovations: Antecedents to sustainable business model
    Parag Shukla, Surabhi Singh
    Transformation for Sustainable Business and Management Practices Exploring the Spectrum of Industry 5 0, 2023
  • Investigation of fashion disposal behaviour among Gen X and Gen Y in India
    Jasmandeep Kaur, Ramanjeet Singh, Surabhi Singh
    International Journal of Business and Globalisation, 2022
  • Technology impact and its infrastructure in different territories
    Indian Journal of Ecology, 2021
  • Investigating E-Wallet adoption in India: Extending the TAM model
    Surabhi Singh, Sanchita Ghatak
    International Journal of E Business Research, 2021
  • Opportunities and challenges of sustainable marketing practices in emerging markets
    Akansha Mer, Priyanka Vijay
    Doing Business in Emerging Markets Progress and Promises, 2021
  • Examining Maslow’s Hierarchy Need Theory in the Social Media Adoption
    Sanchita Ghatak, Surabhi Singh
    Fiib Business Review, 2019
  • Sustainability issues in freshfruggies: hyperlocal fruits and vegetables delivery model
    Ashish Arora, Surabhi Singh
    Emerald Emerging Markets Case Studies, 2019
  • Digital marketing in online education services
    Surabhi Singh
    Digital Marketing and Consumer Engagement Concepts Methodologies Tools and Applications, 2018
  • Affiliate marketing and customer satisfaction
    Surabhi Singh
    Digital Marketing and Consumer Engagement Concepts Methodologies Tools and Applications, 2018
  • Role of media in success of E-tailing
    Surabhi Singh
    Mobile Commerce Concepts Methodologies Tools and Applications, 2017
  • Student's perception towards digital learning for skill enhancement programs
    Surabhi Singh
    Driving Traffic and Customer Activity Through Affiliate Marketing, 2017
  • Preface
    Surabhi Singh
    Driving Traffic and Customer Activity Through Affiliate Marketing, 2017
  • Affiliate marketing and customer satisfaction
    Surabhi Singh
    Driving Traffic and Customer Activity Through Affiliate Marketing, 2017
  • Driving traffic and customer activity through affiliate marketing
    Surabhi Singh
    Driving Traffic and Customer Activity Through Affiliate Marketing, 2017

RECENT SCHOLAR PUBLICATIONS

  • An Empirical Study on Metaverse Tourism Marketing in Emerging Markets
    S Singh
    Tourism: An International Interdisciplinary Journal 74 (1), 126-139 , 2026
    2026
  • Ethics in the Metaverse: Examining the Effects and Consequences on Society
    A Garg, S Singh, D Verma, S Tripathi, P Chauhan
    2026
  • Role of Neuromarketing in Assessing Consumer Purchase Intention: A Literature Review
    S Naaz, R Farooqui, S Singh
    Neuromarketing in the Age of AI, 31-62 , 2026
    2026
  • Enterprise Metaverse: Crafting competitive advantage in virtual realities
    S Singh, A Rai
    2026
  • Strategic roadmapping for the future of retail healthcare
    SK Yadav, S Singh, TS Vijay, S Singh
    Journal of Retailing and Consumer Services 87, 104351 , 2025
    2025
    Citations: 3
  • Student Engagement Practices as a Driver of Skill Enhancement in Community-Centric Higher Education
    A Sharma, S Dixit, S Singh
    International Review of Management and Marketing 15 (6), 80-91 , 2025
    2025
    Citations: 2
  • Modeling critical factors of MNCs international performance in the context of digitalization: an integrated M‐TISM and MICMAC approach
    Pooja, S Singh, S Singh, M Chikhale, S Dhir
    Thunderbird International Business Review 67 (5), 533-551 , 2025
    2025
    Citations: 2
  • Enhancing Smart City Data Clarifying by Integrating Crowd Computing and Safe Cloud Networks
    A Garg, S Singh, P Balyan, A Sharma, MP Gaur, S Pandita
    2025 International Conference on Intelligent and Secure Engineering … , 2025
    2025
  • From tweets to trends: modeling public opinion for policy insights on emerging technologies
    S Singh, S Singh, S Dhir
    Journal of Policy Modeling , 2025
    2025
    Citations: 1
  • Skill Development Through Community Engagement: Linking Student Participation To Employability Outcomes
    S Singh, A Sharma, S Dixit
    Journal of Applied Bioanalysis 11 (Special issue 1), 407-415 , 2025
    2025
  • Revolutionizing Managerial Strategies through HR Marketing in the Technological Revolution
    S SINGH, A GARG
    Journal of Informatics Education and Rese 5 (1) , 2025
    2025
    Citations: 2
  • Green Logistics 5.0: An Examination of Innovation Driven by Sustainability Using Foundation Models in Logistics
    S Singh, A Garg, R Nayyar, H Sharma, R Singhal
    Emerging Trends in Smart Logistics Technologies, 367-396 , 2025
    2025
    Citations: 4
  • Enhancing Operational efficiency and customer satisfaction: A case study on JK Tyre Call Process automations
    AG S Singh
    2025
  • AIvertising: Mapping the transformation of marketing in the experience economy
    S Singh, A Garg, JC Walsh
    Leveraging AI-Powered Marketing in the Experience-Driven Economy, 71-104 , 2025
    2025
    Citations: 4
  • Zepto: Dark Stores for seamless shopping experience
    S Singh, A Rai
    https://www.thecasecentre.org/products/view?id=204906 , 2025
    2025
  • Harnessing Innovation for Sustainable Urban Futures: A Deep Dive Into Smart Cities and Sustainable Urban Development
    S Singh, A Rai
    Nexus of AI, Climatology, and Urbanism for Smart Cities, 341-356 , 2025
    2025
    Citations: 1
  • Ensuring Vaccine Temperature Integrity: Monitoring from Storage to Last-Mile Delivery
    HK Lamba, D Sharma, S Dhir, S Sushil, RS Ghosh, SN Bagchi, S Singh, ...
    Global Journal of Flexible Systems Management 25 (3), 559-578 , 2024
    2024
    Citations: 3
  • Editorial for the special section on “Neuromarketing in predicting consumer behavior: The efficiency & effectiveness”
    N Singh, S Singh, S Nagaraj
    Journal of Consumer Behaviour 23 (3), 1597-1601 , 2024
    2024
    Citations: 4
  • Genome-Wide Identification of G-Quadruplex forming regions in Arabidopsis: Unraveling the Role of Pif like Helicase (AtPLH1) in Gene Regulation and Stress Response
    S Singh, S Singh, K Gupta, H Sharma, S Bady, M Sondhi, R Garg
    bioRxiv, 2024.03. 11.584348 , 2024
    2024
    Citations: 2
  • Service Innovations in Tourism: Metaverse, Immersive Technologies and Digital Twin
    S Singh
    10.4018/979-8-3693-1103-5 , 2024
    2024
    Citations: 58

MOST CITED SCHOLAR PUBLICATIONS

  • Adoption and Implementation of AI in Customer Relationship Management
    S Singh
    https://www.igi-global.com/book/adoption-implementation-customer … , 2021
    2021
    Citations: 113
  • Examining Maslow’s Hierarchy Need Theory in the Social Media Adoption
    S Ghatak, S Singh
    FIIB Business Review 8 (4), 292-302 , 2019
    2019
    Citations: 81
  • Impact of Neuromarketing Applications on Consumer
    S Singh
    Journal of Business and Management 26 (2), 33-52 , 2020
    2020
    Citations: 80
  • Service Innovations in Tourism: Metaverse, Immersive Technologies and Digital Twin
    S Singh
    10.4018/979-8-3693-1103-5 , 2024
    2024
    Citations: 58
  • Driving Traffic and customer activity through affiliate marketing
    S Singh
    10.4018/978-1-5225-2656-8 , 2017
    2017
    Citations: 49
  • Investigating E-Wallet Adoption in India: Extending the TAM model
    S Singh, S Ghatak
    International Journal of E Business Research , 2021
    2021
    Citations: 33
  • Analysing applications of Neuromarketing in efficacy of programmatic advertising
    S Singh, R Bajaj, AA Syed
    Journal of Consumer Behaviour , 2023
    2023
    Citations: 29
  • Expressing Your Personality Through Apparels: Role of Fashion Involvement and Innovativeness in Purchase Intention
    J Kaur, P Malik, S Singh
    FIIB Business Review, 23197145221130653 , 2023
    2023
    Citations: 18
  • Industry 5.0 and digital innovations: antecedents to sustainable business model
    P Shukla, S Singh
    2023
    Citations: 17
  • Investigating consumer satisfaction towards mobile marketing
    DS Singh
    Journal of International Technology and Information Management 28 (2), 93-108 , 2019
    2019
    Citations: 13
  • Digital marketing in online education services
    S Singh
    International Journal of Online Marketing (IJOM) 7 (3), 20-29 , 2017
    2017
    Citations: 12
  • Phenotypic stability for tuber yield in potato (Solanum tuberosum L.)
    SV Singh, PK Gupta, KP Sharma
    Indian Journal of Genetics and Plant Breeding (The) 48 (1), 9-12 , 1988
    1988
    Citations: 12
  • Impact of Digital Marketing on India Rural Banking
    S Singh
    AIMA Journal of Management and Research 10 (2/4), 1to5 , 2016
    2016
    Citations: 9
  • Digital Sustainable Entrepreneurship Business Model and Its Contribution to Sustainable Development Goals
    S Singh, U Makkar, D Assadi
    Entrepreneurial Processes in the Era of Digital Transformation 1, 35-44 , 2023
    2023
    Citations: 8
  • Examining success factors of social entrepreneurship
    S Singh
    Table of Content Volume XV , 2019
    2019
    Citations: 8
  • A Study of Perfumes Buying Behavior of Consumers in India
    S Singh
    Journal of Advanced Research in Operational & Marketing Management 1 (1&2) , 2015
    2015
    Citations: 8
  • Sustainability issues in freshfruggies: hyperlocal fruits and vegetables delivery model
    A Arora, S Singh
    Emerald Emerging Markets Case Studies, 1-21 , 2019
    2019
    Citations: 6
  • Opportunities and Challenges of Sustainable Marketing Practices in Emerging Markets.
    S Singh, N Abidi
    Doing Business in Emerging Markets: Progress and Promises, 1, 17 , 2021
    2021
    Citations: 5
  • A study on Marketing Strategies of Morpheus: A real estate company
    S Singh
    Gurukul Business Review 11, 28-30 , 2015
    2015
    Citations: 5
  • Green Logistics 5.0: An Examination of Innovation Driven by Sustainability Using Foundation Models in Logistics
    S Singh, A Garg, R Nayyar, H Sharma, R Singhal
    Emerging Trends in Smart Logistics Technologies, 367-396 , 2025
    2025
    Citations: 4