Professor KDV Prasad, works as a Faculty of Research in Symbiosis Institute of Business Management, Hyderabad; Symbiosis International (Deemed University), Pune, India. Professor Prasad holds Masters in Computer Applications and Masters in Software Systems from BITS, Pilani; MBA (Human Resources), IGNOU, New Delhi.. Professor Prasad Possess PhD in Business Management (Kanpur University); and PhD in Business Administration (RTM Nagpur University. He is AIMA certified Management Teacher, Fellow, World HR Board, Carlton Advanced Management Institute, USA. Professor Prasad Published over 200 articles in scopu/WOS indexed journals, and 3 books.
RESEARCH, TEACHING, or OTHER INTERESTS
Business, Management and Accounting, General Business, Management and Accounting, Arts and Humanities, Management Science and Operations Research
Harnessing brand anthropomorphism in generative AI: cultivating brand heroes through trust, respect and love Davood Ghorbanzadeh, Teddy Chandra, Hitmi Khalifa Alhitmi, Mohammad Ahmar Khan, K.D.V. Prasad, et al. Asia Pacific Journal of Business Administration, 2026 Purpose This study investigates how brand anthropomorphism (BA) attributes (moral virtue, conscious emotionality, appearance and cognitive experience) influence brand trust (BT), brand respect (BR), brand love and the emergence of brand heroes in the context of generative AI (GenAI) applications, with user experience (UX) as a moderating factor. It aims to address the challenge of achieving distinct brand positioning and sustained consumer loyalty in the competitive GenAI market. Design/methodology/approach Data were collected from 384 non-student GenAI users in Iran via an online survey on Porsline, using purposive sampling. Constructs were measured with adapted scales from prior literature, and partial least squares structural equation modeling was employed to test the hypothesized relationships, including direct, mediating and moderating effects. Findings BA attributes significantly enhance BT, respect, love and the emergence of brand heroes. BT, respect and love mediate the relationship between anthropomorphism and brand heroes, while UX amplifies these pathways. The model explains 89.7% of the variance in brand heroes, demonstrating strong predictive power. Originality/value This study offers an initial exploration of multidimensional BA in GenAI branding, extending anthropomorphism theory to a novel context. While prior research has explored anthropomorphism in AI contexts, this study uniquely focuses on GenAI applications, emphasizing BR as a mediator and exploring brand heroes as a novel outcome. It provides actionable insights for GenAI brand managers to foster trust, respect, love and advocacy for competitive differentiation.
Air pollution and male infertility: A meta-umbrella study of evidence on semen quality Ria Margiana, Maryam Abdulrahman Najim, Aumaima Tariq Abed, Samer Saleem Alshkarchy, Patricio Yáñez-Moretta, et al. Medicine United States, 2026 Background: Growing epidemiological evidence links air pollution to male reproductive health through oxidative stress, endocrine disruption, and direct cellular damage. However, the magnitude and consistency of effects on semen quality parameters across different pollutant types and exposure durations remain uncertain. Methods: We systematically searched PubMed, Web of Science, and Scopus through January 2025 for meta-analytic studies evaluating the impact of air pollution on semen parameters. Four eligible studies were assessed for methodological quality using AMSTAR 2. Random-effects meta-analyses yielded standardized mean differences (SMDs) for sperm concentration, count, total motility, progressive motility, and morphology. Results: We observed statistically significant negative associations between higher air pollution exposure and semen quality outcomes. Specifically, greater pollutant exposure was associated with lower total motility (SMD ‐0.24; 95% CI ‐0.48 to ‐0.01; P = .04), progressive motility (SMD ‐0.06; 95% CI ‐0.10 to ‐0.01; P < .001), and morphology (SMD ‐0.09; 95% CI ‐0.13 to ‐0.04; P < .001). Concentration was inversely related to pollution levels (SMD ‐0.14; 95% CI ‐0.21 to ‐0.06; P < .001), while sperm count showed a trend toward reduction but did not reach statistical significance (SMD ‐0.12; 95% CI ‐0.26 to 0.01; P = .06). Conclusion: This meta-umbrella analysis confirms consistent, modest negative associations between ambient air pollution and key semen quality parameters, underscoring air pollution as a modifiable risk factor for male infertility. Future studies should define threshold exposures and evaluate protective interventions.
Mining large-scale data using AI-integrated lattice and poset structures Priti C. Golar, Archana R. Panhalkar, Leena Kshitij Gautam, Anorgul Ashirova, Supriya Gupta Bani, et al. Journal of Discrete Mathematical Sciences and Cryptography, 2026 Combining methods from artificial intelligence (AI) with lattice theory and partially ordered sets (posets) is shown in this study as a new way to better mine huge amounts of data. It is easier to find patterns and show data with this method because it uses the natural hierarchy and algebraic features of lattice and poset structures. Models like deep learning and reinforcement learning are used by the AI system, which is more complex. When vectorial convergence is possible, vector measure spaces and orthogonal sequences are used most of the time to work with complicated relationship data. Tests have shown that the approach is reliable, works with a wide range of datasets, and can be made bigger.
Application of quantum computing for optimization in cryptographic protocols within information transmission V. Naga Prudhvi Raj, Asha Abraham Chandi, Amit Singh, Vivek Kumar, M. Ramesh Kumar, et al. Journal of Discrete Mathematical Sciences and Cryptography, 2026 The rise of quantum computing changes both the possibilities and difficulties for encryption systems. Quantum algorithms like Shor’s and Grover’s make it easier to do maths, which means they can be used to defeat classical encryption systems like RSA and symmetric encryption. Hybrid quantum-classical optimization frameworks and sophisticated techniques such as QAOA and VQE create novel opportunities to enhance the efficiency, scalability, and resilience of cryptographic systems. This study examines the enhancement of protocol design, key search, and factorization through quantum approaches, all while safeguarding against quantum adversaries. The results show how crucial it is to immediately switch to cryptographic systems that are more effective and resistant to quantum computing.
Cryptocurrency Volatility Prediction Using Deep Learning Jyoti Gautam, Snehal Swapnil Jawahire, Neha, KDV Prasad, Khusan Jurayev, et al. 2026 International Conference on Emerging Smart Computing and Informatics Esci 2026, 2026
AI-Driven Fraud Detection in Digital Wallet Transactions Anamika Pandey, Om Prakash, Satyaj Tiwatri, KDV Prasad, Zafar Hakimov, et al. 2026 International Conference on Emerging Smart Computing and Informatics Esci 2026, 2026
5G-OPTIMISED QoS CONTROL MECHANISM FOR REAL-TIME DATA STREAMING IN MOBILE AD-HOC NETWORKS (MANETS) Journal of Environmental Protection and Ecology, 2025
The Building Blocks of Language Learning via CALL: Practicing Critical Thinking Strategies in Reading Comprehension Instruction and its Reflection on EFL Learners' Mindfulness, Resilience, and Academic Growth Call Ej, 2024
Robotic evolution integrating IoT and robots Dankan Gowda V., Anjali Sandeep Gaikwad, Aparna Atul Junnarkar, K. D. V. Prasad, Sofia Rani Shaik Shaping the Future of Automation with Cloud Enhanced Robotics, 2024
CHEST X-RAY IMAGE CLASSIFICATION FOR COMPUTER-AIDED DIAGNOSIS IN RADIOLOGY WITH HYBRID DEEP LEARNING AND BAYESIAN STATISTICAL METHODS Journal of Environmental Protection and Ecology, 2024
An Optimization-Based Approach for Task Scheduling to Enhance Resource Utilization in Cloud Computing International Journal of Intelligent Systems and Applications in Engineering, 2023
Synchronization of AI and Deep Learning for Credit Card Fraud Detection International Journal of Intelligent Systems and Applications in Engineering, 2023
The Impact of Education in Psychological Behaviour about Social Media Platforms and its Impact on Human Mental Health Journal for Reattach Therapy and Developmental Diversities, 2023
Cryptocurrency and its Psychological Impact on Human Behaviour Journal for Reattach Therapy and Developmental Diversities, 2023
Analysing the Mental Health and Well Being of Entrepreneurs Journal for Reattach Therapy and Developmental Diversities, 2023
Supporting Mental Well-Being in the Workplace - A Study Journal for Reattach Therapy and Developmental Diversities, 2023
Perceived Mental Stress of Faculties and their Methods of Coping with Special Reference to Private Universities Journal for Reattach Therapy and Developmental Diversities, 2023
The Psychological Impact of Adopting a Healthcare Blockchain system-Pros and Cons Journal for Reattach Therapy and Developmental Diversities, 2023
Optimizing Resource Allocation in Agriculture through IoT and AI Mirzanur Rahman, T Chippy, V Dankan Gowda, KDV Prasad, Harpal Singh Sethi, et al. 7th International Conference on Electronics Communication and Aerospace Technology Iceca 2023 Proceedings, 2023
Clinically Diagnosed Self-Management Therapy to Reduce Psychological Distress among Young People in India – An Empirical Study Journal for Reattach Therapy and Developmental Diversities, 2022
Reducing Psychological Distress through Green HRM & to Create Harmonious Sustainable Environmental Passion Journal for Reattach Therapy and Developmental Diversities, 2022
A Framework for Extracted Data from Social Networking Sites in Addressing the Cross-Site Cold-Start Product Recommendation International Journal of Intelligent Systems and Applications in Engineering, 2022
Emotional maturity and job satisfaction among healthcare employees the mediating and moderating roles of emotional intelligence D Nag, S Sukumaran, KDV Prasad Discover Mental Health 6 (1), 70 , 2026 2026
Enhancing Agricultural Crop Disease Detection Using Image Processing and Machine Learning VD Gowda, A Sharma, HB Patel, KDV Prasad Expert Applications and Security: Proceedings of NICE-TEAS 2025, WSG … , 2026 2026
Retraction notice to" Evaluation of diesel engine performance and emissions using biodiesel from waste oils synthesized with Fe3O4-SiO2 heterogeneous nano catalyst"[Heliyon 11 … SIS Mohammad, A Vasudevan, KDV Prasad, IR Ali, A Kumar, ... Heliyon 12 (8) , 2026 2026
Synergistic thermal–hydraulic and energy performance enhancement of shell‑and‑tube heat exchangers using Al2O3 nanofluids and advanced turbulence promoters SH Majid, AK Kareem, N Shavkatov, KDV Prasad, T Ramachandran, ... Journal of Thermal Analysis and Calorimetry, 1-18 , 2026 2026
Harnessing brand anthropomorphism in generative AI: cultivating brand heroes through trust, respect and love D Ghorbanzadeh, T Chandra, HK Alhitmi, MA Khan, KDV Prasad, ... Asia-Pacific Journal of Business Administration 18 (3), 673-697 , 2026 2026
Thermofluid and exergy characteristics of MoS 2 /water nanofluid flow in a flat‑plate solar collector under high‑irradiance conditions A Chammam, S Widatalla, H AlMohamadi, KDV Prasad, N Beemkumar, ... Scientific Reports , 2026 2026
Handwritten character recognition using neural networks K Prasad, K Rakesh, G Vishnu, G Raju, K Vardhan, M Sarvanan, ... International Journal of Engineering & Extended Technologies Research … , 2026 2026 Citations: 2
Factors influencing the adoption and use of generative artificial intelligence tools among business school students in higher education KDV Prasad, S Singh, V Srinivas, H Kothari, A Pathak Education and Information Technologies, 1-27 , 2026 2026
Air pollution and male infertility: A meta-umbrella study of evidence on semen quality R Margiana, MA Najim, AT Abed, SS Alshkarchy, P Yáñez-Moretta, ... Medicine 105 (10), e47806 , 2026 2026
Modeling the interplay between emotional intelligence and conflict resolution styles: the mediating role of psychological empowerment KDV Prasad, S Singh, D Nag, V Srinivas, A Pathak, J Singh International Journal of Conflict Management, 1-27 , 2026 2026
Load Bearing Properties of Sand Blasted SS304 Wire-Mesh and Silane-treated Pineapple/flax-Reinforced Si 2 N 2 O Modified Epoxy Resin Composites DS Kumar, S Mohanasundaram, SK Karthikeyan, AK Singh, KDV Prasad, ... Waste and Biomass Valorization 17 (3), 1503-1517 , 2026 2026 Citations: 1
Advancing Manufacturing Efficiency and Quality through IIoT, AI, and Machine Learning Integration SAM Islam, PL Parmar, KDV Prasad, HJ RB, MB Mandake, R VS 2026 5th International Conference on Sentiment Analysis and Deep Learning … , 2026 2026
SUMOylation networks drive glioblastoma stemness, microenvironmental remodeling, and resistance AY Ahmed, MI Ullah, KDV Prasad, S Uthirapathy, G Sanghvi, RM Mer, ... Seminars in Oncology, 152472 , 2026 2026
Mediating role of self-compassion in the relationship between psychological flexibility and psychological well-being in women with breast cancer NS Gomaa Abdelrasheed, I Petkov, H Kaur, A Sharma, KDV Prasad, ... Psychology, Health & Medicine 31 (2), 330-345 , 2026 2026 Citations: 3
Advanced Luminescence Engineering of Inorganic Halide Perovskite Quantum Dots: Stability Enhancement, Lead‐Free Design, and Optoelectronic Applications FMA Altalbawy, EAM Saleh, MM Moharam, FF Seed, S Ballal, A Singh, ... Luminescence 41 (2), e70424 , 2026 2026
Federated Learning Framework for Distributed Calibration of Electrochemical Sensor Networks: A Novel Approach to Analytical Quality Assurance R Arumuganainar, KDV Prasad, S Dheenathayalan, R Anusuya, S Gamini, ... Analytical Letters, 1-22 , 2026 2026 Citations: 1
Real-Time Data Fusion Algorithm for Multi-Modal Environmental Sensor Networks Using Kalman Filtering and IoT Integration SASA Mary, KDV Prasad, SD Raj, S Sathyapriya, RVS Lalitha, GSN Rao Analytical Letters, 1-25 , 2026 2026
Relationship with total quality management principles and the success of strategic planning concerning the IT industry in Hyderabad: The moderating role of top management support KDV Prasad, S Singh, A Sunil, V Srinivas, D Shrimali, J Singh Quality Management Journal 33 (1), 23-40 , 2026 2026
Toward Resilient SMEs: A Critical Review of Risk Assessment and Management Frameworks. S Bagade, S Chitta, P Ubarhande, KDV Prasad SCMS Journal of Indian Management 23 (1), 5 , 2026 2026
IoT-Driven Wearable Devices Based on Flexible and Stretchable Materials D Gowda, PA Athavale, PR Naidu, M Lapina, KDV Prasad Engineering Advanced Materials for Manufacturing, Energy, and Smart Systems … , 2026 2026
MOST CITED SCHOLAR PUBLICATIONS
Organizational climate, opportunities, challenges and psychological wellbeing of the remote working employees during COVID-19 pandemic: A general linear model approach with … DKDV Prasad, DMR Mangipudi, DR Vaidya, B Muralidhar International Journal of Advanced Research in Engineering and Technology … , 2020 2020 Citations: 296
Effect of occupational stress and remote working on psychological well-being of employees: An empirical analysis during covid-19 pandemic concerning information technology … KDV Prasad, RW Vaidya, MR Mangipudi Indian Journal of Commerce and Management Studies 11 (2), 1-13 , 2020 2020 Citations: 287
A systematic review and meta-analysis of the potential of millets for managing and reducing the risk of developing diabetes mellitus MVRKB Seetha Anitha1 *, Joanna Kane-Potaka1 , Takuji W. Tsusaka2 , Rosemary ... Frontiers in Nutrition 8, 1-18 , 2021 2021 Citations: 150
Association among Covid-19 parameters, occupational stress and employee performance: An empirical study with reference to Agricultural Research Sector in Hyderabad Metro KDV Prasad, RW Vaidya Sustainable Humanosphere 16 (2), 235-253 , 2020 2020 Citations: 92
A study on causes of stress among the employees and its effect on the employee performance at the workplace in an International Agricultural Research Institute, Hyderabad … KDV Prasad, R Vaidya, V Anil Kumar International Journal of Management Research and Business Strategy 4 (4), 68-82 , 2015 2015 Citations: 90
Technologies for comprehensive information security in the IoT VD Gowda, SR Kawale, K Prasad, NA Kumar, NS Reddy, B Ashreetha 2023 International Conference for Advancement in Technology (ICONAT), 1-5 , 2023 2023 Citations: 88
Which one? AI-assisted language assessment or paper format: An exploration of the impacts on foreign language anxiety, learning attitudes, motivation, and writing performance N Biju, NSG Abdelrasheed, K Bakiyeva, KDV Prasad, B Jember Language Testing in Asia 14 (1), 45 , 2024 2024 Citations: 80
Association among remote working concerns and challenges on employee work-life balance: an empirical study using multiple regression analysis with reference to international … B Muralidhar, DKDV Prasad, DMR Mangipudi International Journal of Advanced Research in Engineering and Technology 11 (6) , 2020 2020 Citations: 78
Remote working and occupational stress: Effects on IT-enabled industry employees in Hyderabad Metro, India KDV Prasad, R Vaidya, R Rani Frontiers in psychology 14, 1069402 , 2023 2023 Citations: 70
Dynamic disaster management with real-time IoT data analysis and response VD Gowda, A Sharma, K Prasad, R Saxena, T Barua, K Mohiuddin 2024 international conference on automation and computation (AUTOCOM), 142-147 , 2024 2024 Citations: 58
Impact of social media advertising on consumer behavior: role of credibility, perceived authenticity, and sustainability H Kothari, A Choudhary, A Jain, S Singh, KDV Prasad, UK Vani Frontiers in Communication 10, 1595796 , 2025 2025 Citations: 54
Promoting self-regulated learning, autonomy, and self-efficacy of EFL learners through authentic assessment in EFL classrooms SM Ismail, I Nikpoo, KDV Prasad Language Testing in Asia 13 (1), 27 , 2023 2023 Citations: 53
Wireless and solar-powered multipurpose robot for industrial automation: a sustainable solution S Naveen, KDV Prasad, D Gowda, A Ranjan, KK Hegge, R Agrawal 2023 8th International Conference on Communication and Electronics Systems … , 2023 2023 Citations: 48
Generative AI as a catalyst for HRM practices: mediating effects of trust KDV Prasad, T De Humanities and Social Sciences Communications 11 (1), 1-16 , 2024 2024 Citations: 47
A novel IoT framework and device architecture for efficient smart city implementation SR Kawale, KDV Prasad, D Palanikkumar, PA Mary, AY Begum, D Gowda 2023 7th International Conference on Trends in Electronics and Informatics … , 2023 2023 Citations: 47
Scrutinizing the Effects of e‐Learning on Enhancing EFL Learners’ Reading Comprehension and Reading Motivation I Patra, TA Hashim Alghazali, EG Sokolova, KDV Prasad, H Pallathadka, ... Education Research International 2022 (1), 4481453 , 2022 2022 Citations: 47
Computer vision based healthcare system for identification of diabetes & its types using AI A Sharma, KDV Prasad, SV Chakrasali, D Gowda, C Kumar, A Chaturvedi, ... Measurement: Sensors 27, 100751 , 2023 2023 Citations: 45
The relationship between remote working and work-life balance with mediating and moderating effects of social support: an empirical study of information technology employees KDV Prasad, VKS Prasad International Journal of Organizational Leadership 12 (3) , 2023 2023 Citations: 42
Retracted: An Intelligent System for Remote Monitoring of Patients Health and the Early Detection of Coronary Artery Disease SR Kawale, KDV Prasad, S Dekka, D Gowda, R chaithanya Tanguturi, ... 2022 International Conference on Smart Generation Computing, Communication … , 2022 2022 Citations: 41
A conceptual model for building the relationship between augmented reality, experiential marketing & brand equity K Prasad, AS Tomar, TT De, H Soni International Journal of Professional Business Review: Int. J. Prof. Bus … , 2022 2022 Citations: 41
RESEARCH OUTPUTS (PATENTS, SOFTWARE, PUBLICATIONS, PRODUCTS)
3 Patents
Industry, Institute, or Organisation Collaboration
International Crops Research Institute for Semi-Arid Tropics, Hyderabad India over 30 years research administration experience
Symbiosis Institute of Business Management, Hyderabad as Research Professor 2 Years of experience
INDUSTRY EXPERIENCE
International Crops Research Institute for Semi-Arid Tropics, Hyderabad India over 30 years research administration experience