semila fernandes

@sibm.edu.in

Associate Professor
Symbiosis Institute of Business Management, Bengaluru

semila fernandes


                        Download Compact PDF  
https://researchid.co/semila123
Dr. Semila Fernandes holds Ph.D. in Marketing from Symbiosis International (Deemed University) and an MBA in from Pune University, an M. Phil in Management from Periyar University and a B.Sc. from Goa University. She has also completed a Postgraduate Diploma in Intellectual Property Rights from NLSIU, Bangalore. She has 18 years of teaching experience in the area of Marketing. Ms. Semila has corporate exposure from her stint at Bajaj Allianz General Insurance Company as an Executive – Direct Marketing and at ICFAI as a Regional Summer Internship Co-ordinator. Her research expertise has been in the area of consumer behaviour. She has at her credit 2 ABDC A category publication and 18 scopus and ABDC C category publications. A case study co-authored by Prof. Semila Fernandes has been selected as the best case in the Marketing category at ISB-Ivey Global Case Competition 2017.Another case study co-authored by has been selected as the best case in the Family Business category.

EDUCATION

Ph.D, M.Phil, MBA, PGDIPR-NLSIU B'lore

RESEARCH INTERESTS

• Reference group influence
• Online Shopping
• Digital Marketing
• Brand Culture
• Comparative Advertisement
• Sustainability and Conscious consumption
31

Scopus Publications

1003

Scholar Citations

13

Scholar h-index

16

Scholar i10-index

Scopus Publications

  • Unveiling dark tourism: comprehensive scale development on tourists’ motivation
    Sabari Shankar Ravichandran, Semila Fernandes, Mallika Srivastava
    Current Issues in Tourism, 2026
  • How do we measure online shopper stress? A scale development study
    Semila Fernandes, Rajesh Panda, Mallika Srivastava
    Behaviour and Information Technology, 2026
    This study develops and validates the online shopper stress scale (OSSS), a comprehensive instrument designed to measure stress-inducing factors experienced by consumers in online shopping environments. While previous research has examined shopper stress in physical retail settings, limited attention has been given to the unique stressors arising in online shopping. Adopting a multi-phase, mixed-method approach, this research engaged a total of 995 participants across qualitative and quantitative stages. Initial scale items were generated from a review of existing literature and refined through focus group discussions. The scale was subjected to exploratory factor analysis (EFA), which revealed four key dimensions: merchandise uncertainty, financial and privacy risk, navigation complexity, and information and evaluation difficulty. Confirmatory factor analysis (CFA) was then conducted using two separate samples to establish reliability, validity, and generalizability of the scale. The OSSS addresses a significant gap in the literature by offering a validated framework to understand and measure online shopper stress. The findings have theoretical relevance in extending stress research to online retail and practical implications for e-commerce managers, platform designers, and marketers seeking to reduce consumer stress and improve the overall shopper experience.
  • Exploring Xenocentrism in India: A Study on Millennials
    Mallika Srivastava, Semila Fernandes
    Journal of International Consumer Marketing, 2025
    This research intends to recognize antecedents of Xenocentrism and explore xenocentrism’s influence on brand preferences among Millennials. The study’s antecedents, identified through extant literature, are cultural openness, social factors, and lifestyle dimensions. The study focuses on an experimental research design and covers a sample of 250 respondents. The sampling frame for the survey is millennials of India. Exploratory factor analysis was adopted to identify the factors appropriate for the research. The regression result was adopted to explore the impact of moderating variable ‘demography’, ‘duration_of_stay in a foreign land’, between xenocentric tendency and brand preference. The ‘duration_of_stay in foreign land’ moderates the association between xenocentric tendency and consumers’ brand preferences. Thus, the acknowledged antecedents of Xenocentricity/Xenocentrism can support international marketing practitioners in formulating consumer decisions for definite target segments.
  • Teachers' assessment of the challenges faced during COVID-19 outbreak and new-normal teaching: qualitative study
    Semila Fernandes, Sathish Mahendiran, N.L. Balasudarsun
    Journal of Applied Research in Higher Education, 2024
    PurposeSchool teachers had difficulty in monitoring and assessing the students during the COVID-19 lockdown. This study attempts to understand the assessment and teaching challenges during COVID-19 and how this problematic situation was reshaped by new normal teaching.Design/methodology/approachThe qualitative research included perspectives of 84 school teachers using an interview-based approach. Pedagogical assessment, societal assessment and personal assessment were considered in the study.FindingsContent switching, student involvement and individual assessment are the challenges in terms of pedagogy. Buying power of electronic equipment, digital skills, study environment and distraction are the challenges faced in terms of personal challenges. Personal connect and interaction intensity is the challenges faced in terms of social challenges. Teachers adapted to synchronous, blended, flipped and asynchronous modes of teaching.Originality/valueThe authors’ study will support schools in developing their institutional plans to understand teachers' apprehensions better and to check the readiness of the schools towards teaching and learning approaches.
  • Effect of Consciousness in Sustainable Consumption Habits on Purchase Intention of Green Products: Comparison Study Between India and USA
    Semila Fernandes, M. Sathish, Priyanka Shrivastava
    Indian Journal of Marketing, 2024
    Purpose : The paper highlighted the importance of understanding consumer orientation for sustainability as a function of their consciousness regarding sustainable consumption (SC) habits and its impact on the purchase intention (PI) of green products.Methodology : The goal of a cross-national comparison study between India and the USA was to determine how consumer awareness of SC practices affected consumers’ intentions to buy green items. Data was collected from MBA students in both countries. A total of 112 samples from India and 145 samples from the USA were considered for the study.Findings : The proposed model was tested using structural equation modeling with respondents from India and the USA. A moderation effect of the degree of SC habits on environmental dimensions was observed. The structural model’s mediation test, which examined the relationship between SC behaviors and the intended results of green product PI (while controlling for other variables) revealed a poorer model fit for both India and the USA.Practical Implications : A correlation between greater environmental consciousness and more SC patterns was discovered, and vice versa. Studies revealed that cultural background, gender, and socioeconomic status — all had a big impact on the buying patterns of consumers.Originality : Triple bottom line (TBL) notions were used in the study to add to the conversation about SC behaviors. Understanding cross-cultural variations in sustainable consumer behavior was improved by the insights it offered into the PIs of green items using a TBL approach across India and the USA.
  • Using Conjoint and Cluster Analysis to Elicit Attributes for Online Food Delivery Applications
    Scms Journal of Indian Management, 2024
  • Adoption of online degree programs in higher education in India: An exploratory study based on stakeholder perception and proposed policy measures
    Asokan Vasudevan, Semila Fernandes, Rajesh Panda, Pooja Gupta, Mallika Srivastava, Dheetawat Nukulkij, Tania Adialita
    Journal of Infrastructure Policy and Development, 2024
    The progress of a country can be directly related to the education level of its countrymen. Over a time period, the internet has become a game changer for the world of disseminating education. From 2000 onwards, the scale of online courses has increased manyfold. The main reason for this growth in online learning can be attributed to the flexibility in course delivery and scheduling. Through this study, the authors analyzed the challenges in adopting Online degree programs in higher education in management in India. The authors used Focus Group discussions, semi-structured interviews, and in-depth interviews to collect the data from the various stakeholders. Thematic analysis was used to analyze the responses. Considering the challenges and constraints in India, the authors proposed a sustainable model for implementation. Based on the viewpoints of the different stakeholders, the authors find that online degrees can be instrumental in bringing inclusivity in higher education. There are obvious constraints like a lack of IT infrastructure, the inexperience of faculty in online pedagogy, and the need for more expertise in the administration of online programs by existing universities. However, using SWAYAM as a platform can overcome most of these constraints, as it reduces the burden on individual universities. Hence, the authors proposed models where SWAYAM (technology platform) and Universities (academic partners) can come together to provide a sustainable education model.
  • Impact of Virtual Reality on Consumer Buying Behaviour in India
    Trisha Singh, Atish Ratan Dasgupta, Semila Fernandes
    Aip Conference Proceedings, 2023
  • The role of reference group influence: A benchmarking study with working and non-working groups
    Semila Fernandes, Rajesh Panda
    Iimb Management Review, 2023
    This research examines reference group influence on working women and non-working women. It examines how working women and non-working women differ in their susceptibility to reference group influence across product categories: private necessity, private luxury, public necessity, and public luxury. Data collection included one thousand and forty-four responses, which were analysed using analysis of variance and validated through discriminant analysis. Results show that working women and non-working women differ in their susceptibility towards reference group influences. The findings reaffirm that it is imperative to devise different marketing approaches accordingly and that women cannot be considered a single homogenous target market.
  • A review of green purchase with reference to individual consumers and organizational consumers: A TCCM approach
    Narendra Babu Bommenahalli Veerabhadrappa, Semila Fernandes, Rajesh Panda
    Cleaner and Responsible Consumption, 2023
    Green buying research in the past has been very focused on studying the behavior of individual consumers (B2C) and organizational consumers (B2B). However, there has been no attempt to compare the factors that influence the green buying of individual consumers and organizational consumers. This paper aims to review the existing literature to understand factors influencing green buying concerning individual consumers & organizational consumers and present a future research agenda. This paper reviewed 120 research articles from the field of sustainability, marketing & supply chain, business studies, etc., by using the Theory-Context-Characteristics-Methodology (TCCM) framework to explain the facets that influence green buying concerning B2C and B2B consumers. The paper categorizes price sensitivity, risk perception, ecological knowledge, emission reduction, recycling, green packaging with eco-labels, and green communication as common factors influencing B2C and B2B green buying. Factors like environmental consciousness, product benefits, health consciousness, self-identity, price, cultural dimensions, and word of mouth are categorized as specific factors influencing B2C consumers. In contrast, triple bottom line, payback, green supplier selection, supplier quality, supplier responsiveness, green compliance, green supply chains, green innovations, competitive advantage, corporate social responsibility, etc., are categorized as specific factors influencing B2B consumers toward green purchases. The paper offers academic value and originality because of the comparative character of the topic and the research method used. It explains the common and specific factors related to green buying with reference to B2C and B2B consumers. Finally, this paper proposes future research agenda for this domain.
  • Impact of E-WOM on Consumer Purchase Behaviour through Twitter Sentiment Analysis Using Vader and Machine Learning
    Dinesh Kumar S., Semila Fernandes
    Aip Conference Proceedings, 2023
  • Rural Sales Force Retention: Dilemma of Accurate Adhesives
    Pooja Gupta, Mallika Srivastava, Semila Fernandes
    Asian Journal of Management Cases, 2023
  • Adoption and Usage of Over-the-Top Entertainment Services: A Literature Review
    Himanshu Vaidya, Semila Fernandes, Rajesh Panda
    International Journal of Social Ecology and Sustainable Development, 2023
  • What Do Employers Look for in “Business Analytics” Roles? – A Skill Mining Analysis
    Swarnalakshmi Umamaheswaran, Semila Fernandes, V. G. Venkatesh, Nivyasree Avula, Yangyan Shi
    Information Systems Frontiers, 2023
  • Measuring the impact of online reviews on consumer purchase decisions – A scale development study
    Semila Fernandes, Rajesh Panda, V.G. Venkatesh, Biranchi Narayan Swar, Yangyan Shi
    Journal of Retailing and Consumer Services, 2022
  • Can Indian Millennials be Engaged Through Online Customer Gamified Experience?
    Mallika Srivastava, Semila Fernandes
    Indian Journal of Marketing, 2022
  • Fair and Handsome: Nothing Fair About It!
    Pooja Gupta, Semila Fernandes
    Asian Case Research Journal, 2022
  • Is WhatsApp a 'new age advertising tool'?
    Mallika Srivastava, Semila Fernandes
    International Journal of Internet Marketing and Advertising, 2022
  • Impact of “Viewers Affective Reaction” Towards Word of Mouth intention on Social Networking Sites
    Transnational Marketing Journal, 2022
  • An empirical study to measure consumer adoption of mobile banking services
    Mallika Srivastava, Semila Fernandes
    International Journal of Public Sector Performance Management, 2022
  • Using preferred destination attributes to segment the religious tourists, visiting sacred cities
    International Journal of Hospitality and Tourism Systems, 2021
  • Measurement of factors influencing online shopper buying decisions: A scale development and validation
    Semila Fernandes, V.G. Venkatesh, Rajesh Panda, Yangyan Shi
    Journal of Retailing and Consumer Services, 2021
  • Relationship between work motivation scale and TPACK
    Semila Fernandes, Pooja Gupta, V.V. Ajith Kumar
    Journal of Applied Research in Higher Education, 2020
  • Analysing the impact of COVID-19 on over-the-top media platforms in India
    Divya Madnani, Semila Fernandes, Nidhi Madnani
    International Journal of Pervasive Computing and Communications, 2020
  • Analysing Performance of Company through Annual reports using Text Analytics
    Pradeep K Sai, Pooja Gupta, Semila Fenelly Fernandes
    Proceeding of 2019 International Conference on Digitization Landscaping Artificial Intelligence Icd 2019, 2019
  • Determining customer perceptions using text mining for an FMCG product “Maggi” in India
    Semila Fernandes*, , Aarti Mehta Sharma, Vidyasagar A, , and
    International Journal of Innovative Technology and Exploring Engineering, 2019
  • Product conspicuousness and reference group influence among women: An empirical analysis
    International Journal of Public Sector Performance Management, 2019
  • Automation in recruitment: a new frontier
    Pooja Gupta, Semila F. Fernandes, Manish Jain
    Journal of Information Technology Teaching Cases, 2018
  • Success crowns cadbury dairy milk: Brand and culture analysis
    International Journal of Applied Business and Economic Research, 2017
  • Digital marketing and wordpress
    Semila Fernandes, A. Vidyasagar
    Indian Journal of Science and Technology, 2015
  • Influence of social reference group on buying behavior, a comparative study of working and non working women in bangalore - A pilot study analysis
    Semila Fernandes, B. R. Londhe
    Indian Journal of Science and Technology, 2015

RECENT SCHOLAR PUBLICATIONS

  • How do we measure online shopper stress? A scale development study
    S Fernandes, R Panda, M Srivastava
    Behaviour & Information Technology 45 (7), 1295-1313 , 2026
    2026
    Citations: 1
  • Unveiling dark tourism: comprehensive scale development on tourists’ motivation
    SS Ravichandran, S Fernandes, M Srivastava
    Current Issues in Tourism, 1-23 , 2026
    2026
    Citations: 3
  • Exploring xenocentrism in India: A study on millennials
    M Srivastava, S Fernandes
    Journal of International Consumer Marketing 37 (3), 268-281 , 2025
    2025
    Citations: 6
  • GREEN BUYING AND SDG 12 WITH REFERENCE TO ORGANIZATIONAL CONSUMERS: A SYSTEMATIC LITERATURE REVIEW USING THE TCCM FRAMEWORK
    NBB VEERABHADRAPPA, S FERNANDES, R PANDA
    JOURNAL OF LIFESTYLE AND SDGS REVIEW Учредители: Editora Alumniin 5 (3), e05322 , 2025
    2025
  • Teachers' assessment of the challenges faced during COVID-19 outbreak and new-normal teaching: qualitative study
    S Fernandes, S Mahendiran, NL Balasudarsun
    Journal of Applied Research in Higher Education 16 (5), 1642-1658 , 2024
    2024
    Citations: 2
  • Effect of consciousness in sustainable consumption habits on purchase intention of green products: Comparison study between India and USA
    S Fernandes, M Sathish, P Shrivastava
    Indian Journal of Marketing, 8-24 , 2024
    2024
    Citations: 10
  • Using Conjoint and Cluster Analysis to Elicit Attributes for Online Food Delivery Applications.
    M Srivastava, S Fernandes
    SCMS Journal of Indian Management 21 (2) , 2024
    2024
    Citations: 1
  • Adoption of online degree programs in higher education in India: An exploratory study based on stakeholder perception and proposed policy measures
    A Vasudevan, S Fernandes, R Panda, P Gupta, M Srivastava, D Nukulkij, ...
    Journal of Infrastructure, Policy and Development 8 (9), 1-23 , 2024
    2024
    Citations: 4
  • Impact of virtual reality on consumer buying behaviour in India
    T Singh, AR Dasgupta, S Fernandes
    AIP Conference Proceedings 2914 (1), 050026 , 2023
    2023
    Citations: 1
  • The role of reference group influence: a benchmarking study with working and non-working groups
    S Fernandes, R Panda
    IIMB Management Review 35 (4), 405-417 , 2023
    2023
    Citations: 9
  • What do employers look for in “business analytics” roles?–a skill mining analysis
    S Umamaheswaran, S Fernandes, VG Venkatesh, N Avula, Y Shi
    Information Systems Frontiers, 1-17 , 2023
    2023
    Citations: 10
  • A review of green purchase with reference to individual consumers and organizational consumers: A TCCM approach
    NBB Veerabhadrappa, S Fernandes, R Panda
    Cleaner and responsible consumption 8, 100097 , 2023
    2023
    Citations: 38
  • Impact of e-WOM on consumer purchase behaviour through Twitter sentiment analysis using vader and machine learning
    D Kumar S, S Fernandes
    AIP Conference Proceedings 2523 (1), 030012 , 2023
    2023
    Citations: 1
  • Rural Sales Force Retention: Dilemma of Accurate Adhesives
    P Gupta, M Srivastava, S Fernandes
    Asian Journal of Management Cases, 09728201231159719 , 2023
    2023
  • Adoption and usage of over-the-top entertainment services: A literature review
    H Vaidya, S Fernandes, R Panda
    International Journal of Social Ecology and Sustainable Development (IJSESD … , 2023
    2023
    Citations: 23
  • Consumer Behavior and Emotional Satisfaction: Ready-To-Cook Food Products in India
    M Ganapathiraju, S Fernandes
    Cardiometry, 728-740 , 2022
    2022
    Citations: 3
  • 'Natural'Label Halo Effect on Consumer Buying Behavior, Purchase Intention and Willingness to Pay for Skincare Products
    S Kapoor, S Fernandes, S Punia
    Cardiometry, 741-755 , 2022
    2022
    Citations: 16
  • Measuring the Impact of Online Reviews on Consumer Purchase Decisions–a Scale Development Study
    S Fernandes, R Panda, V VG, BN Swar, P Shi
    Journal of Retailing and Consumer Services 68 , 2022
    2022
    Citations: 177
  • Can Indian Millennials be Engaged Through Online Customer Gamified Experience?
    M Srivastava, S Fernandes
    Indian Journal of Marketing, 24-40 , 2022
    2022
    Citations: 9
  • Fair and Handsome: Nothing Fair About It!
    P Gupta, S Fernandes
    Asian Case Research Journal 26 (2), 111-125 , 2022
    2022

MOST CITED SCHOLAR PUBLICATIONS

  • Measuring the Impact of Online Reviews on Consumer Purchase Decisions–a Scale Development Study
    S Fernandes, R Panda, V VG, BN Swar, P Shi
    Journal of Retailing and Consumer Services 68 , 2022
    2022
    Citations: 177
  • Automation in recruitment: a new frontier
    P Gupta, SF Fernandes, M Jain
    Journal of Information Technology Teaching Cases 8 (1), 1-8 , 2018
    2018
    Citations: 162
  • Measurement of factors influencing online shopper buying decisions: A scale development and validation
    YS Semila Fenelly Fernandes *, V.G. Venkatesh *, Rajesh Panda
    Journal of Retailing and Consumer Services 59 (March 2021, 102394), 1-11 , 2021
    2021
    Citations: 117
  • Analysing the impact of COVID-19 on Over-the-Top media platforms in India
    NM Divya Madnani, Dr. Semila Fernandes
    International Journal of Pervasive Computing and Communications 16 (4), 1 - 19 , 2020
    2020
    Citations: 102
  • Influence of social reference groups on consumer buying behavior: A review
    S Fernandes, R Panda
    Journal of management research 19 (2), 131-142 , 2019
    2019
    Citations: 73
  • Influence of social reference group on buying behavior, a comparative study of working and non working women in bangalore-A pilot study analysis
    S Fernandes, BR Londhe
    Indian Journal of Science and Technology 8, 95 , 2015
    2015
    Citations: 40
  • A review of green purchase with reference to individual consumers and organizational consumers: A TCCM approach
    NBB Veerabhadrappa, S Fernandes, R Panda
    Cleaner and responsible consumption 8, 100097 , 2023
    2023
    Citations: 38
  • Digital marketing and wordpress
    S Fernandes, A Vidyasagar
    Indian Journal of Science and Technology 8, 61 , 2015
    2015
    Citations: 36
  • Social Reference Group Influence on Women Buying Behaviour: A Review
    S Fernandes, R Panda
    Journal of Commerce & Management Thought 9 (2), 273-291 , 2018
    2018
    Citations: 33
  • Validating purchase intentions for green cosmetic products: Applying and extendintheory of planned behavior
    S Chhetri, S Fernandes, S Baby
    Information Technology in Industry 9 (1), 773-785 , 2021
    2021
    Citations: 28
  • Adoption and usage of over-the-top entertainment services: A literature review
    H Vaidya, S Fernandes, R Panda
    International Journal of Social Ecology and Sustainable Development (IJSESD … , 2023
    2023
    Citations: 23
  • Analysing Performance of Company through Annual reports using Text Analytics
    PK Sai, P Gupta, SF Fernandes
    International Conference on Digitization (ICD), 21-31 , 2020
    2020
    Citations: 18
  • 'Natural'Label Halo Effect on Consumer Buying Behavior, Purchase Intention and Willingness to Pay for Skincare Products
    S Kapoor, S Fernandes, S Punia
    Cardiometry, 741-755 , 2022
    2022
    Citations: 16
  • An empirical study to measure consumer adoption of mobile banking services
    M Srivastava, S Fernandes
    International Journal of Public Sector Performance Management 9 (1-2), 165-189 , 2022
    2022
    Citations: 11
  • Effect of consciousness in sustainable consumption habits on purchase intention of green products: Comparison study between India and USA
    S Fernandes, M Sathish, P Shrivastava
    Indian Journal of Marketing, 8-24 , 2024
    2024
    Citations: 10
  • What do employers look for in “business analytics” roles?–a skill mining analysis
    S Umamaheswaran, S Fernandes, VG Venkatesh, N Avula, Y Shi
    Information Systems Frontiers, 1-17 , 2023
    2023
    Citations: 10
  • The role of reference group influence: a benchmarking study with working and non-working groups
    S Fernandes, R Panda
    IIMB Management Review 35 (4), 405-417 , 2023
    2023
    Citations: 9
  • Can Indian Millennials be Engaged Through Online Customer Gamified Experience?
    M Srivastava, S Fernandes
    Indian Journal of Marketing, 24-40 , 2022
    2022
    Citations: 9
  • Is WhatsApp a'new age advertising tool'?
    M Srivastava, S Fernandes
    International Journal of Internet Marketing and Advertising 16 (1-2), 120-141 , 2022
    2022
    Citations: 9
  • Comparative Advertisement and its Relation to Trademark Violation–An Analysis of the Indian Statute
    S Fernandes
    Journal of Business Management & Social Sciences Research (JBM&SSR) 2 (6), 67-74 , 2013
    2013
    Citations: 9