Sujata Joshi

Dr Sujata Joshi is Professor of Marketing and Strategy with an experience of 26 plus years. Currently working with Symbiosis Institute of Digital & Telecom Management, Symbiosis International (Deemed University), her research areas include Consumer-Behaviour, Branding, Customer-Engagement, Customer-Experience, Strategy.
She has published many papers in national and international journals in these areas and also won the best paper awards for several papers presented in international conferences. She was awarded the Winner of Emerald Literati Award 2019 for Highly Recommended Paper published in Information Technology & People Journal (ABDC “A” listed).
She has undertaken marketing related consulting assignments in the areas of Customer experience, VAS, Retailer Loyalty, and B2B sales for telecom companies. Currently she is doing an assignment on Customer engagement with an organization in the consulting domain and another assignment with an IT company in the area of Customer Experience

EDUCATION

Phd, SET, MBA, Mcom, Bcom

RESEARCH INTERESTS

Consumer behaviour, Customer experience, Customer engagement, Applications of technology in marketing, Branding, Strategy

Scopus Publications

Harnessing the potential of generative AI in digital marketing using the Behavioral Reasoning Theory approach
Sujata Joshi, Sonali Bhattacharya, Pankaj Pathak, N.A. Natraj, Juhi Saini, and Soumya Goswami
Elsevier BV



Indian Tourism Industry and COVID-19: A Sustainable Recovery Framework in a Post-Pandemic Era
Kshitija Pandey, Kala Mahadevan, and Sujata Joshi
SAGE Publications
The COVID-19 outbreak has impacted the global business environment and has resulted in significantly challenging multiple industries across the business spectrum. One of the industries facing severe adverse consequences is the travel and tourism industry. This study aims to assess and assimilate the overall impact posed by this pandemic to the Indian tourism industry and propose a sustainable recovery framework that would provide a guideline to all the Indian tourism industry stakeholders to forge the way forward in the post-pandemic era. The study adopts a narrative literature review-based approach to arrive at a sustainable recovery framework based on the analysis and evaluation of the literature on the proposed topic. The study finds that the Indian tourism industry has been significantly impacted by the ongoing pandemic and has altered the functioning of all the stakeholders in the industry.


Two Decades of Advertisement Engagement: A Bibliometric and Network Analysis
Pritha Nasery Ubgade and Sujata Joshi
Associated Management Consultants, PVT., Ltd.



Trends in digital transformation (DT) of higher education institutes (HEI): bibliometric and systematic review of 13 years
Sujata Joshi, Anugamini Priya Srivastava, Sandeep Prabhu, Pankaj Pathak, Abhijit Chirputkar, and Samaya Pillai
Emerald
PurposeThe objective of this paper is to investigate the digital transformation (DT) trends in higher education institutes (HEI) (from 2010 to 2023) and examine the role of upcoming technologies in the HEI and their impact on user experience and social inclusiveness.Design/methodology/approachThe middle-range research method is adopted, wherein the Scopus database is used for publication searches. The bibliometric analysis is done on a dataset of 408 articles to determine research trends in DT, top-cited articles, top journals, key authors, country-wise contribution, keyword analysis, bibliographic coupling and co-occurrence analysis. Additionally, content analysis was done on 51 articles that were finally selected to identify the upcoming DT themes in HEI.FindingsThree key themes emerged from the analysis: digital technologies (for teaching, learning, assessment and administration), user experience and social inclusiveness, based on which we propose a conceptual model for DT in HEI.Originality/valueThis study contributes to the ongoing studies in the following way: (1) it proposes a conceptual model for DT in HEI. (2) It provides an understanding of the impact of DT on user experience and social inclusiveness in the context of HEI. (3) It paves the way for future research by providing future research themes, future research directions and future research questions, providing a groundwork for upcoming investigations which will help researchers develop this area further.


AI Based Commercial Decisions: The Cryptocurrency Market Case
Sujata Joshi, Mohit Satya, and Menachem Domb
Springer Nature Switzerland



Sustainable Hydroponics: Embedding IoT and Efficient Energy Generation and Distribution Algorithms
Menachem Domb, Viraj Hudli, and Sujata Joshi
Springer Nature Switzerland



Examining the nexus of relationship marketing and patient loyalty: The mediation and moderation analysis
Abhijeet Chavan, Abhijit Mohanty, and Sujata Joshi
Asia Pacific Academy of Science Pte. Ltd.
Studies on association amongst relationship marketing and loyalty of patients are still trying to establish its presence in the healthcare management. Also, the variables impacting this association are still in exploratory phases. The research is being carried out for determining the nature of that relationship and also examining mediating and moderating effect of different variables. Data collected through various Scopus and other online databases have been used for this study. Literature review has been carried out by dividing it into three parts, relationship marketing, patient loyalty and variables like patient satisfaction, age, gender, family size, health insurance, etc. Primary data was collected from 938 patients of private healthcare providers by administering questionnaire online as well as in person. PLS-SEM was applied to analyze the data, which was used after testing the instrument for reliability and validity. After Covid-19 pandemic everyone felt need of a good health insurance but in actual many people were not having a simple health insurance cover also. Hospitals will have a major role in promoting health insurance and in turn providing quality service, but their role is currently limited to processing of health insurance and nothing more. Model from the study will help understand organizations the strength and direction of relationship between patient loyalty and efforts taken for marketing along with impact of moderating and mediating variable on the same. Future research can look into the other variables that will moderate or mediate the relationship in turn will help not only healthcare organizations but insurance companies also to develop product or service according to requirement of relationship. Research focuses on impact of moderating effect of health insurance on association amongst marketing efforts taken for relationship marketing and loyalty of patients through patient satisfactions’ mediation which was not studied before this. The study aims to test the conceptual model of moderating impact of health insurance on association between relationship marketing, patient loyalty and patient satisfaction using SEM.


Examining Online Grocery Purchase Intentions Through an Extended TAM Framework: A Mediation Analysis Approach
Kala Mahadevan, Krunal K. Punjani, and Sujata Joshi
Associated Management Consultants, PVT., Ltd.



Impact of IoT on Banking and Financial Services
Nikhilesh Kumar, Sujata Joshi, and Ali Saad Alwan
AIP Publishing



Global Citizenship Education in Higher Institution - A Systematic Review of Literature
Ashish Singh, Sujata Joshi, Haitham Abbas Khalaf, A. H. Radie, and Haydar Abdulameer Marhoon
AIP Publishing



The Impacts of Chatbots on Customer Experience During the Covid-19 Pandemic in India
Arpit Arya, Sujata Joshi, Raghda Salam Al. Mahdawi, and Ahmed Alkhayyat
AIP Publishing



Word of Mouth’s (WOM) Impact on Students B-School Selection
Prasad Shinde, Sujata Joshi, Talib Zeedan Taban, and Ahmed Alkhayyat
AIP Publishing



Study of Social Media Marketing Factors on Customer Engagement - Zomato
Sri Datta Kartaveerya Neti, Sujata Joshi, Ahmed Alkhayyat, and Mohammed S. Hamza
AIP Publishing



Augmented Reality of Online and Physical Retailing: A Study of Applications and Its Value
Samyak Deshbhratar, Sujata Joshi, Rabi N. H. Alwaali, Ali Raheem Saear, and Haydar Abdulameer Marhoon
AIP Publishing



The Impact of Netflix Recommendation Engine on Customer Experience
Devinder Barwal, Sujata Joshi, Ahmed J. Obaid, Azmi Shawkat Abdulbaqi, Shokhan M. Al-Barzinji, Ahmed Alkhayyat, Safa K. Hachem, and Muthmainnah
AIP Publishing



Cloud computing in agriculture: a bibliometric and network visualization analysis
Krunal K. Punjani, Kala Mahadevan, Angappa Gunasekaran, V. V. Ravi Kumar, and Sujata Joshi
Springer Science and Business Media LLC



Predicting Stock Prices using Machine Learning Techniques: An Analysis of Historical Market Data
Pratik Vispute, Joshi Sujata, and N.A. Natraj
IEEE
In this study, how deep learning methods are used to forecast stock values are examined. The study concentrates on analyzing past stock market data and predicting future stock prices using deep learning algorithms like, Long Short-Term Memory (LSTM) networks, a form of Recurrent Neural Network (RNN). In order to train and test the LSTM model, historical stock market data are gathered for a particular stock. When predicting stock prices using deep learning, a model is trained using historical stock market data, including previous stock prices and trade activity. In order to forecast future stock values, the model gains the ability to spot patterns and trends in the data.


Embedded Conversational AI, Chatbots, and NLP to Improve Healthcare Administration and Practices
Ananya Singh, Sujata Joshi, and Menachem Domb
IEEE
Healthcare activities include many prevalent and unattended issues, calling for modernization and automation of its administrative and continuous care aspects. Physical consultation is expensive and time-consuming, and thus, the adoption of healthcare intelligent assistants like AI Chatbots is a crucial asset. Conversational AI (CAI) comprises AI-powered chatbots and virtual assistants, set to enhance healthcare efficiency and quality. This work discusses how CAI is revolutionizing healthcare with intelligent virtual assistants for doctors and the rest of staff. It focuses on three significant challenges faced by the healthcare industry viz patient engagement, structuring of unstructured data for better automation, and increased efficiency of the CAI agent for better business insights. It interlinks patient engagement, automation, and business insights with CAI. This research study provides a literature review of technological advancements in CAI agents designed to cope with challenges in the healthcare industry. This research study aims to provide solutions to doctors, nurses, and healthcare administration by solving everyday organizational challenges, improving their productivity using CAI agent capabilities.


Stress Detection and Monitoring Using Wearable IoT and Big Data Analytics
Arnav Gupta, Sujata Joshi, and Menachem Domb
Springer Nature Singapore



Evolution of Consumer Brand Engagement in Past Two Decades: A Systematic Analysis
Pritha Nasery Ubgade and Sujata Joshi
SAGE Publications
In recent years, as new technologies have developed, consumer engagement with the brand has become a primary focus for many companies. As a result, in the last two decades, there has been a tremendous rise in the number of researches on consumer brand engagement due to the many innovative ways companies use for consumer engagement. This article analyses consumer brand engagement studied across the globe during the last two decades using advanced bibliometric analysis tools such as Biblioshiny and VOSviewer. By analysing a total of 981 research articles written from the year 2000 onwards in various journals indexed in Scopus. The study tries to map the literature on consumer brand engagement and its progress in terms of technological advancements. The results indicate that there has been a steady rise in the research conducted on consumer brand engagement since 2010. The United States is one of the major contributing countries in the number of studies on consumer brand engagement. As it is a multidisciplinary field, studies are conducted in different fields such as psychology, management, etc., which is observed from the journal-wise analysis. This study analyses that the introduction of newer technologies has direct impact on the number of researches conducted. Thus, the study provides relevant inputs to practitioners and academicians regarding further development on this topic.


Advancement of Digital Twin in Irrigation and Smart Farming
Chiranjeet Barkakoti and Sujata Joshi
IEEE
Agriculture and food production has been immensely impacted by digitalization; paving the way for advanced data processing techniques and technologies possible in the field of agriculture. The aim of Smart farming is to extract information from agricultural entities to resolve issues and challenges faced with regard to rising demand, food security, and climate change. Digital Twin is a concept that has the potential to increase production and efficiency while reducing the use of energy and other materials. The potential for digital twins to succeed in sustainable agriculture is enormous. Since the agriculture sector is dynamic and complicated, it needs an advanced management system. The necessity for automatic and self-reliant agriculture set up at the initial level is critical due to the frequent occurrence of natural disasters like floods and diseases. Due to problems with soil-based systems such as erosion, heavy manual labor, water availability, and productivity issues, soilless agriculture is becoming more and more popular. Digital techniques are expected to increase the optimization of processes and assist in agricultural decision-making.


AI, IoT and Robotics in Smart Farming: Current Applications and Future Potentials
Dharini Pal and Sujata Joshi
IEEE
Farming is the backbone of the Indian economy, with a critical role in its GDP growth. By 2050, the world’s population is expected to reach 9.7 billion, requiring a 70 percent increase in global food production. Traditional agricultural practices are becoming increasingly inefficient and unreliable because of several issues, including soil degradation, water stress, nutrition shortage, insufficient infrastructure linkages, post-harvest loss, and information asymmetry. However, detrimental climate change is one of the most severe concerns confronting this industry. Thus, smart farming or digital agriculture is now regarded as a far more sustainable practice as it includes the management of farms via edge cutting technologies like Internet of Things (IoT), robotics, Artificial Intelligence (AI), drones, big data etc. to maximize the quantity and quality of crops while minimizing the abundance of human work needed. It entails using sensors and automated irrigation procedures to monitor agricultural land, temperature, soil moisture, pH level, etc. Employing these technologies increases profitability, decreases waste, and preserves environmental quality. Although the smart agriculture business is expanding rapidly due to the world’s growing population and rising food consumption, this field still has a scope of academic literature. This paper aims to describe the different cutting-edge technologies currently being used in smart farming, their use cases, and their future directions. For this paper, a case study technique has been employed to study several technologies and their prospects in this endeavor. This study will be helpful to academicians and Government officials that can further help farmers to create a smart and more sustainable agriculture industry.


Applications of Metaverse in the Healthcare Industry
Bhanu Bhatia and Sujata Joshi
IEEE
Healthcare has always been a very profitable and resource-intensive industry, and it is also one of the only ones that have never reached a digital transformation peak. A network of 3D virtual worlds centered on social interaction is known as a metaverse. As the world becomes more dependent on technology, more consideration must be given to both individual privacy and the solutions offered by cybersecurity companies. In the metaverse, patient data security is a challenge. High-tech wearables including glasses, gloves, sensors, and other wearables that can detect patients' vital signs are needed in order to fully utilize the metaverse in healthcare. Technology is constrained since the hardware is still pricey and cannot be accessed by many members of society. The health Metaverse framework primarily focuses on telemedicine and online health management, multimodal medical information standards, the fusion of medical and social data, and medical artificial intelligence. Additionally, it offers crucial inventive dynamism in surgical procedures, medical education, and the interactions between service providers and clients. Technology improvements, gamification of healthcare, patient privacy protection, and barriers stopping individuals from giving up reality are all obstacles. This technological advancement had a lot to offer the ailing medical infrastructure industry, including telemedicine services, virtual examinations employing VR, AR, and blockchain to assure secure data and financial transmissions, as well as a variety of other as-yet untapped possibilities. Data security, data interoperability, and laws are just a few of the difficulties that the healthcare sector in the metaverse will face. To address these issues, new infrastructure, standards, and procedures will be required. This study looks at a number of issues that affect the healthcare industry and how to address them when the metaverse enters the mainstream of healthcare.


Significance of Cyber Security of IoT devices in theHealthcare Sector
Ashley Tuscano and Sujata Joshi
IEEE
In recent times, there has been a sudden spike in demand for IoT devices. Humans depend on IoT devices to ease their day-to-day activities, and hence their demand is increasing. But there is growing concern about the vulnerabilities of these devices with their booming growth. IoT devices are prone to cyber-attacks Even the healthcare sector doesn’t shy from the use of IoT devices. But, with the current vulnerabilities that they face, their liability is under question. The healthcare sector has been using IoT devices recently and hence there is a dearth of academic literature with respect to the study of cyber threats and their probable solutions for mitigation. Keeping this research gap in mind, this paper provides an overview of the cyber threats faced by IoT devices in the healthcare sector. More precisely, the paper discusses foreseeable threats and vulnerabilities and provides measures to mitigate or minimize them. This study hopes to provide healthcare providers with a view of the various types of cyber threats occurring due to the usage of IoT devices and how to curtail such risks. It has implications for the IoT infrastructure providers to understand probable frauds and help implement checks while deploying the infrastructure.


Impact of E-Service Quality Dimensions on Customer Satisfaction and Loyalty in Online Apparel Shopping in India
Kala Mahadevan and Sujata Joshi
Associated Management Consultants, PVT., Ltd.

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