Apoorva Bhatnagar

@sbup.edu.in

Assistant Professor at Balaji Institute of Modern Management
Sri Balaji University

Apoorva Bhatnagar


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https://researchid.co/doctorapoorva

EDUCATION

PhD in Management (Core: Marketing) from Gurukul Kangri University in 2021.

RESEARCH, TEACHING, or OTHER INTERESTS

Marketing, Business, Management and Accounting
7

Scopus Publications

53

Scholar Citations

4

Scholar h-index

3

Scholar i10-index

Scopus Publications

  • Humanizing AI: How Anthropomorphic Chatbots Drive Customer Engagement in Online Travel Agencies
    Khalil Ahmad, Apoorva Bhatnagar
    International Journal of Tourism Research, 2026
    This study investigates how AI anthropomorphism and perceived risk influence user trust and customer engagement in the hospitality and tourism industry, with a focus on Online Travel Agency (OTA) chatbots. Using survey data from 303 OTA users and structural equation modeling (SmartPLS 4.0), the research tests mediation by user trust and moderation by user experience. Findings show AI anthropomorphism significantly boosts trust and engagement, while perceived risk exerts no meaningful effect on trust and unexpectedly shows no direct negative influence on engagement. User trust does not directly drive engagement; however, when user experience is high, trust significantly enhances engagement. The study extends hospitality technology adoption theory by highlighting the indirect and conditional pathways linking anthropomorphic design to customer outcomes. Practical implications emphasize integrating subtle human‐like features and optimizing user experience to maximize engagement in AI‐powered OTA services.
  • Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer
    Apoorva Bhatnagar, Megha Sharma
    Journal of Metaverse, 2024
    The purpose of this study is to explore the limited exploration of the simultaneous influence of beneficial artificial intelligence, destructive artificial intelligence, and risky artificial intelligence on green purchase intention and green purchase behaviour using the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT). Further, it also checks the impact of green purchase intention on green purchase behaviour. Data was collected using a well-structured questionnaire from 124 consumers through online mode and analyzed using Confirmatory Factor Analysis (CFA) for reliability and validity concerns and Structural Equation Modelling (SEM) for interaction among the variables. The study's results exhibit the positive impact of beneficial artificial intelligence on green purchase intention and green purchase behaviour. Also, it reveals that destructive artificial intelligence has a positive impact on green purchase intention but a negative impact on green purchase behaviour. In addition, green purchase intention is found to be the predictor of green purchase behaviour. The extant literature is found on the impact of artificial intelligence on purchase behaviour. However, no research has been done on consumer perception of artificial intelligence and its impact on green purchase intention and green purchase behaviour as per the author’s knowledge. This study contributes to the literature of artificial intelligence as well as green consumer behaviour.
  • A Study on Students' Satisfaction toward MOOCs Concerning Management Education
    Aniruddha Khedkar, Anam Fatma, Binod Sinha, Vimal Bhatt, Archana Shrivastava, et al.
    Proceedings 2024 International of Seminar on Application for Technology of Information and Communication Smart and Emerging Technology for A Better Life Isemantic 2024, 2024
    This study involves understanding students’ satisfaction towards Massive Open Online Courses (MOOCs) provided by various private platforms like Coursera and Udemy. The students are taken from management backgrounds. This study aims to understand the gaps in service design and delivery. This study found that using a proper grading system in proctor mode improves satisfaction. Apart from that, just completion of MOOC does not guarantee the improvement in the technical competency of the student and strict course completion does not lead to timely course completion. The researcher also studied the other factors that affect satisfaction levels like timely student-instructor interaction, the cost-effectiveness of the course, occupation-oriented course content, concise and just-in-time learning, prompt availability of technical support and concluded that all of these factors could be combined into one single factor likely to be called as Service quality. The data was analyzed using correlation, regression chi-square, and exploratory factor analysis.
  • Quality Education: Foundation for 16 SDGs
    Apoorva Bhatnagar, Triguna Singh
    Sustainable Development Goals Series, 2023
  • USER’S INVOLVEMENT IN THE INFORMATION FLOW PARADIGM ON SOCIAL NETWORKING SITES DURING COVID-19: A STRUCTURAL EQUATION MODELLING APPROACH
    Manmeet Bali Nag, Firdous Ahmad Malik, Shajara Ul-Durar, Gaurav K Mangar
    Journal of Content Community and Communication, 2022
    Conclusive evidence from Pre-Covid research has exhibited a moderately positive correlation between Students’ Engagement with Academic Achievement(AA) as significant precursors of studentcentred learning (Hao Lei et al., 2018). Gunuc and Kuzu (2014) defined Student Engagement (SE) in terms of psychological, emotional, cognitive and behavioural reactions to the students’ learning process. However, the dynamics aligned to these constructs remains ambiguous for want of research on Behavioural, Cognitive & Emotional engagement of students in Post Covid offline classroom of higher educational institutions (HEIs). This study measured Student Engagement basis the three sub-constructs, its impact on Academic Achievement, and its subsequent impact on Knowledge Management, given the the fact that there is a perception that post covid offline classrooms have suffered on the mentioned accounts.
  • Conscientiousness and social entrepreneurial vision: Testing the moderating effect of family influence
    Apoorva Bhatnagar, V.K. Singh
    International Journal of Business and Globalisation, 2021
  • Impact of environmental knowledge and awareness and openness to experience on green purchase behaviour: A mediation moderation analysis
    Sidhi Verma, Apoorva Bhatnagar, V.K. Singh
    World Review of Entrepreneurship Management and Sustainable Development, 2021

RECENT SCHOLAR PUBLICATIONS

  • Humanizing AI : How Anthropomorphic Chatbots Drive Customer Engagement in Online Travel Agencies
    K Ahmad, A Bhatnagar
    International Journal of Tourism Research 28 (2), 1-11 , 2026
    2026.0
  • A Study on Students’ Satisfaction toward MOOCs Concerning Management Education
    A Khedkar, A Fatma, B Sinha, V Bhatt, A Shrivastava, A Bhatnagar
    2024 International Seminar on Application for Technology of Information and … , 2024
    2024.0
  • Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer
    A Bhatnagar, M Sharma
    Journal of Metaverse 4 (2), 105-115 , 2024
    2024.0
    Citations: 13
  • Quality Education: Foundation for 16 SDGs
    A Bhatnagar, S Triguna
    Sustainability: Science, Policy, and Practice in India, 53-62 , 2023
    2023.0
    Citations: 1
  • USER’S INVOLVEMENT IN THE INFORMATION FLOW PARADIGM ON SOCIAL NETWORKING SITES DURING COVID-19: A STRUCTURAL EQUATION MODELLING APPROACH
    ST ,Ashulekha Gupta, Apoorva Bhatnagar, Nabila Ansari
    Journal of Content, Community & Communication 15 (Year 8), 53-68 , 2022
    2022.0
    Citations: 14
  • Impact of environmental knowledge and awareness and openness to experience on green purchase behaviour: a mediation moderation analysis
    S Verma, A Bhatnagar, VK Singh
    World Review of Entrepreneurship, Management and Sustainable Development 17 … , 2021
    2021.0
    Citations: 1
  • Conscientiousness and social entrepreneurial vision: testing the moderating effect of family influence
    A Bhatnagar, VK Singh
    International Journal of Business and Globalisation 28 (4), 435 - 449 , 2021
    2021.0
    Citations: 1
  • Openness to Experience and Green Purchase Behavior: A Multiple Mediation Analysis
    A Bhatnagar, S Verma, VK Singh, A Dasgupta
    Manag Econ Res J 6 (3) , 2020
    2020.0
    Citations: 6
  • More Than Marketing: Sustainable Marketing
    AB Sidhi Verma, V.K. Singh, Santosh Kanojeya
    Misha Books (https://books.google.co.in/books/about/More_than_Marketing.html … , 2020
    2020.0
  • Relationship between green purchase behaviour, attitude and personality traits: a mediation analysis.
    S Verma, A Bhatnagar, SK Kanojeya, VK Singh
    Journal of Critical Reviews 7 (13), 3611-3622 , 2020
    2020.0
  • Precursors of green purchase behaviour: a study on generation Y
    S Verma, A Bhatnagar, S Kanojeya
    Think India Journal 22 (10), 1559-1567 , 2019
    2019.0
  • Celebrity footprint in greenwashing
    A Bhatnagar, S Verma
    International Journal of Research in Engineering, IT and Social Sciences 9 … , 2019
    2019.0
    Citations: 17
  • Predictive Power of Big Five Sub Dimensions in Determining the Attitude of Consumers towards Celebrity Endorsements in Personal Care Industry
    A Bhatnagar
    Haridwar , 0
  • MODERATION EFFFECT OF SOURCE CREDIBILITY ON OPENNESS TO EXPERIENCE AND ATTITUDE TOWARDS CELEBRITY ENDORSEMENT
    A Bhatnagar, S Verma, SK Kanojeya, VK Singh

MOST CITED SCHOLAR PUBLICATIONS

  • Celebrity footprint in greenwashing
    A Bhatnagar, S Verma
    International Journal of Research in Engineering, IT and Social Sciences 9 … , 2019
    2019.0
    Citations: 17
  • USER’S INVOLVEMENT IN THE INFORMATION FLOW PARADIGM ON SOCIAL NETWORKING SITES DURING COVID-19: A STRUCTURAL EQUATION MODELLING APPROACH
    ST ,Ashulekha Gupta, Apoorva Bhatnagar, Nabila Ansari
    Journal of Content, Community & Communication 15 (Year 8), 53-68 , 2022
    2022.0
    Citations: 14
  • Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer
    A Bhatnagar, M Sharma
    Journal of Metaverse 4 (2), 105-115 , 2024
    2024.0
    Citations: 13
  • Openness to Experience and Green Purchase Behavior: A Multiple Mediation Analysis
    A Bhatnagar, S Verma, VK Singh, A Dasgupta
    Manag Econ Res J 6 (3) , 2020
    2020.0
    Citations: 6
  • Quality Education: Foundation for 16 SDGs
    A Bhatnagar, S Triguna
    Sustainability: Science, Policy, and Practice in India, 53-62 , 2023
    2023.0
    Citations: 1
  • Impact of environmental knowledge and awareness and openness to experience on green purchase behaviour: a mediation moderation analysis
    S Verma, A Bhatnagar, VK Singh
    World Review of Entrepreneurship, Management and Sustainable Development 17 … , 2021
    2021.0
    Citations: 1
  • Conscientiousness and social entrepreneurial vision: testing the moderating effect of family influence
    A Bhatnagar, VK Singh
    International Journal of Business and Globalisation 28 (4), 435 - 449 , 2021
    2021.0
    Citations: 1
  • Humanizing AI : How Anthropomorphic Chatbots Drive Customer Engagement in Online Travel Agencies
    K Ahmad, A Bhatnagar
    International Journal of Tourism Research 28 (2), 1-11 , 2026
    2026.0
  • A Study on Students’ Satisfaction toward MOOCs Concerning Management Education
    A Khedkar, A Fatma, B Sinha, V Bhatt, A Shrivastava, A Bhatnagar
    2024 International Seminar on Application for Technology of Information and … , 2024
    2024.0
  • More Than Marketing: Sustainable Marketing
    AB Sidhi Verma, V.K. Singh, Santosh Kanojeya
    Misha Books (https://books.google.co.in/books/about/More_than_Marketing.html … , 2020
    2020.0
  • Relationship between green purchase behaviour, attitude and personality traits: a mediation analysis.
    S Verma, A Bhatnagar, SK Kanojeya, VK Singh
    Journal of Critical Reviews 7 (13), 3611-3622 , 2020
    2020.0
  • Precursors of green purchase behaviour: a study on generation Y
    S Verma, A Bhatnagar, S Kanojeya
    Think India Journal 22 (10), 1559-1567 , 2019
    2019.0
  • Predictive Power of Big Five Sub Dimensions in Determining the Attitude of Consumers towards Celebrity Endorsements in Personal Care Industry
    A Bhatnagar
    Haridwar , 0
  • MODERATION EFFFECT OF SOURCE CREDIBILITY ON OPENNESS TO EXPERIENCE AND ATTITUDE TOWARDS CELEBRITY ENDORSEMENT
    A Bhatnagar, S Verma, SK Kanojeya, VK Singh