Dr. Saikat Gochhait teaches at Symbiosis Institute of Digital & Telecom Management, Symbiosis International Deemed University Pune, India and Neurosciences Research Institute-Samara State Medical University, Russia. He is Ph.D and Post-Doctoral Fellow from the UEx, Spain and National Dong Hwa University, Taiwan. He was Awarded DITA and MOFA Fellowship in 2017 and 2018. His research publication with foreign authors is indexed in Scopus, ABDC, and Web of Science. He is a Senior IEEE member.
EDUCATION
Post Doctoral Fellow - Uex, Spain
Post Doctoral Fellow - National Dong Hwa University, Taiwan
PhD - Sambalpur University
Digital transformation in emerging markets: the role of technology adoption and innovative marketing strategies among SMEs in the post – pandemic era Abdul Bashiru Jibril, John Amoah, Rashmi Ranjan Panigrahi, Saikat Gochhait International Journal of Organizational Analysis, 2026 Purpose This study aims to evaluate the impact of the COVID-19 pandemic on technology adoption, innovation and business relationships among small and mid-sized enterprises (SMEs) in Ghana. Specifically, it examines how technical know-how and innovative sustainable marketing strategies mediate and moderate these relationships, offering insights into the broader dynamics of digital transformation and sustainability in emerging markets. Design/methodology/approach The study surveyed management and employees from SMEs in Ghana’s financial sector. A Partial Least Squares Structural Equation Modeling approach was used to test the constructs’ reliability and validity and evaluate the hypothesized relationships with 357 completed questionnaires out of 452 total responses gathered. Findings The results indicate that post-pandemic, challenges in maintaining business relationships and the lack of technical know-how have driven the increased adoption of technology and innovative sustainable marketing strategies. These factors have also contributed to improved hygienic practices among SMEs. The study concludes that these changes are crucial for accelerating digitalization and ensuring long-term sustainability for SMEs in developing countries, especially in the wake of pandemic disruptions. Originality/value This study provides a novel contribution by exploring the intersection of emerging technologies such as mobile applications and blockchain within the context of pandemic-induced digital transformation. The findings emphasize the importance of these technologies in shaping the future growth and sustainability of businesses. Additionally, the paper highlights both the limitations of the current study and proposes future research directions to further advance the understanding of digital transformation in emerging markets.
Examining Cognitive Shifts Through EEG: Insights from Resting State to Neurofeedback Game Engagement Saikat Gochhait, Irina Leonova, Prabha Kiran, Ayodeji Olalekan Salau, Aitizaz Ali, et al. Journal of Computational and Cognitive Engineering, 2026 Brainwave neurofeedback mediated by electroencephalography (EEG) has a high potential in influencing brainwave activity, which is linked to cognitive functions such as attention, stress regulation, and motor learning. Nevertheless, the exact changes in brainwave frequencies, such as those in the sensorimotor regions (C3, C4) during neurofeedback tasks, have not been well addressed. The present research compares EEG brainwave patterns between the resting baseline and the neurofeedback task to clarify the neural dynamics underlying cognitive engagement. Such findings can contribute to developing more efficient neurofeedback protocols for cognitive enhancement and mental health treatments. Twenty healthy individuals (age 18–40 years) with no neurological conditions or prior exposure to neurofeedback were enrolled. EEG was recorded in a 5-minute resting baseline and a 10-minute neurofeedback session aimed at attention, mental workload, and stress regulation. Specifically, the brainwave was decomposed into five frequency bands including Delta (1–4 Hz), Theta (4–8 Hz), Alpha (8–12 Hz), Beta (13–30 Hz), and Gamma (30–50 Hz) and analyzed by the joint application of advanced deep learning algorithms, such as the 1D Convolutional Neural Networks (1D-CNN) and Bidirectional Long Short-Term Memory network (BI-LSTM). These results also underscore the differential role that Alpha, Beta, and Gamma waves play in neurofeedback, supporting improved attention, and cognitive workload regulation, whereas Theta and Delta remained essentially unchanged. Received: 24 February 2025 | Revised: 27 May 2025 | Accepted: 19 June 2025 Conflicts of Interest The authors declare that they have no conflicts of interest to this work. Data Availability Statement Data are available from the corresponding author upon reasonable request. Author Contribution Statement Saikat Gochhait: Conceptualization, Methodology, Software, Validation, Formal analysis, Data curation, Project administration. Irina Leonova: Investigation. Prabha Kiran: Resources. Ayodeji Olalekan Salau: Writing - original draft. Aitizaz Ali: Writing - review & editing, Visualization, Supervision. Tin Tin Ting: Writing - review & editing, Visualization, Supervision, Funding acquisition.
Neuromarketing Applications and Ethical Implications in Consumer Behavior Analysis Shalini Tripathi, Saikat Gochhait, Prabakaran Raghavendran Neuromarketing in the Age of AI, 2026 Neuromarketing, an interdisciplinary field merging neuroscience and marketing, aims to understand consumer behavior by examining the neural processes behind decision-making and preferences. This paper explores the potential and challenges of neuromarketing, which, by using tools like fMRI and EEG, uncovers subconscious responses to marketing stimuli that traditional research methods often miss. Neuromarketing offers businesses the chance to make data-driven decisions in product design, advertising, and brand management, enabling more tailored and effective marketing strategies. However, the field faces ethical issues related to consumer privacy, the manipulation of subconscious preferences, and substantial financial and technical barriers, which hinder widespread adoption. Despite these concerns, neuromarketing holds the promise of enhancing consumer insight and fostering ethically responsible advertising when used thoughtfully. Recognizing both the opportunities and limitations of this field is crucial for businesses in today's market.
Vision-Based Robust Lane Detection and Tracking System M. Vijai, T. Ananth Kumar, P. Kanimozhi, Saikat Gochhait Proceedings of 2025 4th International Conference on Computing and Information Technology Iccit 2025, 2025
Need for Fraction module in Python: An Approach with Benefits Hare Ram Singh, Satya Pal Singh, Saikat Gochhait, Pardeep Singh, Suraj Malik Proceedings IEEE 2024 1st International Conference on Advances in Computing Communication and Networking Icac2n 2024, 2024
Deep Learning in Medical Image Diagnosis for COVID-19 Satya Reddy Satti, Jaswanth Singh Kumar Lankadasu, Ajay Sharma, Shamneesh Sharma, Saikat Gochhait 2024 Asu International Conference in Emerging Technologies for Sustainability and Intelligent Systems Icetsis 2024, 2024
Vehicle Accident Alert and Rescue System Angotu Saida, Nomula Mounika, Aleem Mohammad, E Shireesha, Saikat Gochhait, et al. 2024 Asu International Conference in Emerging Technologies for Sustainability and Intelligent Systems Icetsis 2024, 2024
Classification for Stress Release Management using Machine Learning Yazdani Hasan, Anuj Gupta, Diwakar Upadhyay, Mahima Shankar Pandey, Suraj Malik, et al. Proceedings IEEE 2024 1st International Conference on Advances in Computing Communication and Networking Icac2n 2024, 2024
Koufu maintaining quality and consistency Saikat Gochhait Singapore Inc A Century of Business Success in Global Markets Strategies Innovations and Insights from Singapores Top Corporations, 2023
A Review on Digital Twin Technology in Healthcare Muskan Shrivastava, Ritesh Chugh, Saikat Gochhait, Abdul Bashiru Jibril International Conference on Innovative Data Communication Technologies and Application Icidca 2023 Proceedings, 2023
Automated Solar Plant using IoT Technology Saikat Gochhait, Harish Patil, Totappa Hasarmani, Vasily Patin, Olga Maslova Proceedings International Conference on Electrical Control and Instrumentation Engineering Icecie, 2022
Gas Sensing System using An Unmanned Aerial Vehicle G. Pineres-Espitia, Shariq Aziz Butt, M. Canate-Masson, A. Alvarez-Navarro, Syed Areeb Hassan, et al. 2021 6th International Conference for Convergence in Technology I2ct 2021, 2021
Cloud Enhances Agile Software Development Saikat Gochhait, Shariq Aziz Butt, Tauseef Jamal, Arshad Ali Research Anthology on Agile Software Software Development and Testing, 2021
Analytical solution to the mathematical models of HIV/AIDS with control in a heterogeneous population using Homotopy Perturbation Method (HPM) Advances in Modelling and Analysis A, 2018
The role of innovation in entreprenuership in family firms: A case study on developed and developing countries Journal of Legal Ethical and Regulatory Issues, 2018
Qualitative analysis of entrepreneurial cognition: insights from NVivo-based thematic exploration S Gochhait, V Jain Journal of Global Entrepreneurship Research 16 (1), 44 , 2026 2026
The entrepreneurial quotient (EQ): evaluating creativity, risk taking, resilience, and sustainability in modern enterprises S Gochhait, A Salamzadeh Journal of Global Entrepreneurship Research 16 (1), 39 , 2026 2026
Artificial intelligence and Islamic finance industry: problems and oversight I Arsyad, DB Kharisma, J Wiwoho International Journal of Law and Management 68 (4), 653-675 , 2026 2026 Citations: 53
Digital transformation in emerging markets: the role of technology adoption and innovative marketing strategies among SMEs in the post–pandemic era AB Jibril, J Amoah, RR Panigrahi, S Gochhait International Journal of Organizational Analysis 34 (4), 1120-1147 , 2026 2026 Citations: 26
Neuromarketing Applications and Ethical Implications in Consumer Behavior Analysis S Tripathi, S Gochhait, P Raghavendran Neuromarketing in the Age of AI, 431-452 , 2026 2026
Examining cognitive shifts through EEG: Insights from resting state to neurofeedback game engagement S Gochhait, I Leonova, P Kiran, AO Salau, A Ali, TT Ting Journal of computational and cognitive engineering 5 (1), 53-61 , 2026 2026 Citations: 2
Exploring the influence of ethical leadership and culture on employee job satisfaction: the moderating effects of age, gender, tenure, and organizational age S Joseph, A Jadhav, S Gochhait, AO Salau Humanities and Social Sciences Communications 12 (1), 1933 , 2025 2025 Citations: 2
Integration of LiDAR and optical bonding LCD for intelligent blind curve detection systems H Fida, H Sadawarti, BK Mishra, AH Bhat, S Gochhait, S Alshmrany Discover Applied Sciences 7 (11), 1-23 , 2025 2025
Passpotron: An Integrated Framework for Real-Time Passport Authentication Using OCR, Facial Biometrics, and Eye-Blink Liveness Validation KC Chirravuri, S Sharma, S Gochhait, A Kumar 2025 IEEE DELCON-International Conference on Recent Smart Technologies in … , 2025 2025
Optimizing Load Dispatch Using Artificial Neural Networks and Fractional Weighted Models P Raghavendran, S Gochhait, T Gunasekar JoVE (Journal of Visualized Experiments), e68811 , 2025 2025 Citations: 1
The Entrepreneurial Quotient (EQ) Among Women Entrepreneurs: Assessing Creativity, Risk-Taking, Resilience, and Sustainability in Modern Enterprises S Gochhait, G Korter JWEE, 178-200 , 2025 2025 Citations: 1
Implementing Technology Invention For Micro, Small, And Medium-Sized Enterprises’ Human Resource Improvement: A Conceptual Model P Sulistyowati, H Poerbantaro, S Iriyanto, W Wahyudi, S Sukamto International Journal of Management Research and Economics 3 (3), 304-315 , 2025 2025 Citations: 1
Integrating AI in Management Education: Applications & Challenges A Vhatkar, S Gochhait 2025 9th International Conference on Computing, Communication, Control and … , 2025 2025
Mathematical modelling of engineering problems AA Dar, HA Bhavithra, AK Awasthi, SU Sabha, JG Dar, A Smerat, ... Journal homepage: http://iieta. org/journals/mmep 12 (8), 2845-2854 , 2025 2025 Citations: 1
Generative AI-Driven Healthcare: Bridging Technology and Patient-Centric Care R Jaswanth, SR Kumar, N Gayathri, S Gochhait, M Alandoli 2025 Multimedia University Engineering Conference (MECON), 1-6 , 2025 2025
Adaptive Defense Mechanisms for IoT Ecosystems: A Response to Adversarial Tactics S Bajpai, S Gochhait, P Raghavendran, T Gunasekar, M Alandoli 2025 Multimedia University Engineering Conference (MECON), 1-6 , 2025 2025 Citations: 1
Real-Time Face and Person Detection Using YOLOv5 and OpenCV: A Performance-Optimized Approach with Benchmarking and Tracking S Umrao, S Sharma, A Sharma, S Gochhait, M Alandoli 2025 Multimedia University Engineering Conference (MECON), 1-7 , 2025 2025
Exploring the connections: ambidexterity, digital capabilities, resilience, and behavioral innovation PM Veiga, JJ Ferreira, JZ Zhang, Y Liu Journal of Computer Information Systems 65 (4), 415-427 , 2025 2025 Citations: 38
Digital twins for well-being: an overview R Ferdousi, F Laamarti, MA Hossain, C Yang, A El Saddik Digital Twin 2 (3), 2530296 , 2025 2025 Citations: 71
Digital transformation on national security strategy: A bibliometric analysis AL Prianto, AR Amri, G Ilik Advanced Research in Intelligence and National Security 1 (1), 1-28 , 2025 2025 Citations: 2
MOST CITED SCHOLAR PUBLICATIONS
Artificial intelligence (AI) applications for marketing: A literature-based study A Haleem, M Javaid, MA Qadri, RP Singh, R Suman International Journal of intelligent networks 3, 119-132 , 2022 2022 Citations: 1721
Digital transformation in healthcare: technology acceptance and its applications AI Stoumpos, F Kitsios, MA Talias International journal of environmental research and public health 20 (4), 3407 , 2023 2023 Citations: 1313
Blockchain technology: applications in health care S Angraal, HM Krumholz, WL Schulz Circulation: Cardiovascular quality and outcomes 10 (9), e003800 , 2017 2017 Citations: 715
Ai alignment: A comprehensive survey J Ji, T Qiu, B Chen, B Zhang, H Lou, K Wang, Y Duan, Z He, J Zhou, ... arXiv preprint arXiv:2310.19852 , 2023 2023 Citations: 648
Types of innovation and artificial intelligence: A systematic quantitative literature review and research agenda MM Mariani, I Machado, S Nambisan Journal of Business Research 155, 113364 , 2023 2023 Citations: 406
How digital marketing evolved over time: A bibliometric analysis on scopus database M Faruk, M Rahman, S Hasan Heliyon 7 (12) , 2021 2021 Citations: 376
The health digital twin to tackle cardiovascular disease—a review of an emerging interdisciplinary field G Coorey, GA Figtree, DF Fletcher, VJ Snelson, ST Vernon, D Winlaw, ... NPJ digital medicine 5 (1), 126 , 2022 2022 Citations: 371
The impact of artificial intelligence on firm performance: an application of the resource-based view to e-commerce firms D Chen, JP Esperança, S Wang Frontiers in psychology 13, 884830 , 2022 2022 Citations: 287
The impact of artificial intelligence on branding: a bibliometric analysis (1982-2019) PS Varsha, S Akter, A Kumar, S Gochhait, B Patagundi Journal of Global Information Management (JGIM) 29 (4), 221-246 , 2021 2021 Citations: 226
Artificial intelligence in healthcare: A bibliometric analysis BL Jimma Telematics and Informatics Reports 9, 100041 , 2023 2023 Citations: 204
AI in consumer behavior DC Gkikas, PK Theodoridis Advances in Artificial Intelligence-based Technologies: Selected Papers in … , 2021 2021 Citations: 180
Inverting the impacts: Mining, conservation and sustainability claims near the Rio Tinto/QMM ilmenite mine in Southeast Madagascar C Seagle Green Grabbing: A New Appropriation of Nature, 211-242 , 2014 2014 Citations: 165
Pufferfish optimization algorithm: a new bio-inspired metaheuristic algorithm for solving optimization problems O Al-Baik, S Alomari, O Alssayed, S Gochhait, I Leonova, U Dutta, ... Biomimetics 9 (2), 65 , 2024 2024 Citations: 159
Addax Optimization Algorithm: A Novel Nature-Inspired Optimizer for Solving Engineering Applications. T Hamadneh, K Kaabneh, O Alssayed, K Eguchi, S Gochhait, I Leonova, ... International Journal of Intelligent Engineering & Systems 17 (3) , 2024 2024 Citations: 153
A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms A Yousaf, A Mishra, B Taheri, M Kesgin Information & Management 58 (8), 103543 , 2021 2021 Citations: 143
Generative AI in healthcare: advancements in electronic health records, facilitating medical languages, and personalized patient care K Nova Journal of Advanced Analytics in Healthcare Management 7 (1), 115-131 , 2023 2023 Citations: 137
Requirement engineering challenges in agile software development A Rasheed, B Zafar, T Shehryar, NA Aslam, M Sajid, N Ali, SH Dar, ... Mathematical Problems in Engineering 2021 (1), 6696695 , 2021 2021 Citations: 118
The effect of top management support on innovation: The mediating role of synergy between organizational structure and information technology EM Al Shaar, SA Khattab, RN Alkaied, AQ Manna International Review of Management and Business Research 4 (2), 499 , 2015 2015 Citations: 116
A comprehensive survey of digital twins in healthcare in the era of metaverse M Turab, S Jamil BioMedInformatics 3 (3), 563-584 , 2023 2023 Citations: 111
Dollmaker Optimization Algorithm: A Novel Human-Inspired Optimizer for Solving Optimization Problems. K Kaabneh, I AbuFalahah, K Eguchi, S Gochhait, I Leonova, Z Montazeri, ... International Journal of Intelligent Engineering & Systems 17 (3) , 2024 2024 Citations: 102
GRANT DETAILS
Department of Science and Industrial Research , Govt of India with Grant of Rs 13,000,00
Ministry of Foreign Affairs, Taiwan with Grant of Rs 12,000,00
University of Deusto, Spain with Research Grant of Rs 2,000,00
University of Extremadura, Spain with Research Grant of Rs 2,000,00
Samara State Medical University, Russia with Research Visit grant of Rs 2,500,00
Symbiosis International Deemed University with Travel and Research Grant of 4,000,000