Dr.Satya Prasad VK

@siu.edu.in

Associate Professor
Symbiosis Institute of Business Management - Hyderabad, Symbiosis International (Deemed) University, Pune, INDIA



              

https://researchid.co/vk.satyaprasad

RESEARCH INTERESTS

Marketing, Consumer Behaviour, IMC, Rural Marketing

9

Scopus Publications

91

Scholar Citations

5

Scholar h-index

3

Scholar i10-index

Scopus Publications

  • The effect of job satisfaction and moonlighting intentions with mediating and moderating effects of commitment and HR practices an empirical study
    K. D. V. Prasad, Sripathi Kalavakolanu, Tanmoy De, and V. K. Satyaprasad

    Springer Science and Business Media LLC
    AbstractMoonlighting as a practice, the limelight was gained during the COVID-19 pandemic due to remote work involving flexible work, which saved employees’ commuting time to the office and has become a potential source of income for individuals seeking other jobs. The authors examined the phenomenon of moonlighting by assessing the relationships between job satisfaction, organizational commitment, and moonlighting intentions. The authors also examined the mediating effects of employee organizational commitment and economic intentions and the moderating role of human resource practices on the relationship between job satisfaction and moonlighting intentions. The data were gathered for five reflective constructs of this empirical study—job satisfaction, organizational commitment, human resources practices, economic intentions, and moonlighting intentions—by surveying IT-enabled industry employees in Hyderabad. The data from 311 valid responses were subjected to structural equation modeling analysis using IBM AMOS version 28. The model-fit indices from SEM analysis indicate excellent model fit. The structural model from SEM analysis reveals that 50% of the variance in moonlighting is accounted for by job satisfaction and organizational commitment. The factor of job satisfaction is statistically significant and influences the moonlighting intentions of employees in IT-enabled industries. Job satisfaction has a positive impact on organizational commitment, and when organizational commitment increases, moonlighting intentions decrease. Organizational commitment partially mediates moonlighting intentions through job satisfaction. The study also assessed the moderating role of human resource practices on the relationship between job satisfaction and moonlighting intentions. The moderation analysis results reveal statistically significant and positive moderating effects of human resource practices on intentions to moonlight through job satisfaction. The slope analysis indicated that human resource practices strengthen the positive relationship between job satisfaction and moonlighting.


  • Optimizing Renewable Energy Integration in Smart Grids through IoT-Driven Management Systems
    V Dankan Gowda, S G Surya, N M G Kumar, Kdv Prasad, Vk Satya Prasad, and Mandeep Kaur

    IEEE
    The incorporation of renewable energy sources into smart grid systems does basically signify a significant move of achieving sustainable energy consumption and management. On the contrary, due to the unpredictability of renewables and the energy grids’ increased complexity, there remain certain issues to be tackled. This study explores enhancing of the capacity of energy to be derived from renewable sources through IoT linked management systems. Through the utilization of modern IoT technologies which contribute towards maximizing the effectiveness of smart grid operations the study aims to accomplish this thereby enhancing the efficiency, reliability, sustainability of smart grids, which in turn facilitate the balancing of energy supply and demand and optimal energy distribution followed by the ready integration of renewable energy sources. This paper focuses on a holistic solution that includes the utilization of IoT sensors and devices to perform real-time energy monitoring, devising smart algorithms for an energy management system, and harnessing the power of cloud computing to analyze data. This part involves implementation explaining the practical steps done to work out the framework: system’s architecture design, IoT devices selection, data management activities and the control mechanism’s integration. Simulation results represent the ability of distributed IoT systems to advance smart grid practices by showing a decrease in energy transportation losses, AC grid stability and the integration of RES potential. Problems that come up during the course of project, like scalability and security, are described, and solutions to those problems proposed.

  • Innovations in Voice Navigation Using Object Detection to Empower the Visually Impaired
    Ranjeet Suryawanshi, Annepu Arudra, Dankan Gowda V, Mathu Uthaman, Swathi Pai M, and VK Satya Prasad

    IEEE
    The project focuses on addressing the challenges faced by visually impaired individuals in navigating environments, especially when encountering obstacles or misplacing essential tools like walking sticks. A novel solution is proposed: a voice-controlled smart stick, designed to enhance the autonomy of visually impaired people in their daily activities without reliance on others. This research introduces a sophisticated walking stick equipped with ultrasonic sensors, operated via voice commands for ease of use and accessibility The voice-controlled smart stick is distinguished by its user-friendly interface, rapid responsiveness, minimal power consumption, lightweight design, and ease of folding and handling. This project not only offers a practical solution for the visually impaired but also signifies a significant advancement in assistive technology, enhancing independence and safety in daily life.

  • A Cloud-Based UV Monitoring System for Remote Real-Time UV Exposure Tracking
    Dankan Gowda V, V Nuthan Prasad, KDV Prasad, VK Satya Prasad, Yogesh Mahajan, and Sampathirao Suneetha

    IEEE
    Due to the widespread nature of sun-related health risks, sophisticated UV monitoring systems are urgently needed. This research study introduces a cloud-based UV monitoring system with the intent of remotely tracking and analyzing UV exposure in real time. The system incorporates a network of UV sensors deployed in various locations, continuously collecting UV radiation data. These sensors are linked to a cloud system, which allows for easy sharing and processing of collected data. As a result, we're working to perfect a cutting-edge device that can monitor vitamin D absorption, measure cumulative UV exposure, and warn of impending danger. Extensive studies have demonstrated the benefits of UV exposure for both general health and protection against the newly discovered coronavirus. However, finding a happy medium is important because too much sun exposure can cause cancer, lupus flares, and cataracts. The proposed model gives users the ability to set their own daily UV exposure limits, taking into account clinically validated thresholds for various skin tones. The developed sensor module is able to measure the UV index with high precision even in bright sunlight because it closely mimics the skin erythema spectrum.


  • Off-Grid Solar Energy Systems Adoption or Usage - A Bibliometric Study Using the Bibliometrix R Tool


  • Celebrity Investors and the Success of Crowdfunding Campaigns
    Arpita Agnihotri, Saurabh Bhattacharya, and Satya Prasad

    Informa UK Limited
    Abstract Using the source-credibility model and the match-up hypothesis, this study examines the effectiveness of celebrities’ investment information on crowdfunding campaigns. Findings from four studies indicate that when celebrities invest in projects meant for crowdfunding and when such projects are congruent with their image, investors’ intentions to invest in the projects increase. Furthermore, investors value celebrities’ past project success information more than the product-celebrity image congruent information such that if a celebrity has a previous successful investment even in an incongruent product category, investors’ intentions to invest in the project is still higher than a failed project in a product congruent category.

  • Are multiple brand endorsements economically effective?
    Arpita Agnihotri, Saurabh Bhattacharya, and Satya Prasad V.K.

    Emerald
    Purpose The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation and experience, as well as social media as a promotion platform in influencing the economic effectiveness of multiple brand endorsement strategies, i.e. proportion of brands endorsed in a firms’ brand portfolio. Design/methodology/approach Study is based on instrumental variable regression analysis approach and is conducted in one of the emerging markets, i.e. India. Findings The findings indicate that firms’ market valuations increase as its proportion of brands endorsed by celebrities increases. Furthermore, popularity reputation of celebrity also influences market valuation, and relationship is positively moderated by celebrity’s experience. Originality/value Extant studies have considered one endorsement news of a firm at a time. However, how total proportion of firms’ brand endorsed by celebrities impacts its performance has not been investigated. Furthermore, impact of celebrity traits has been examined only in consumer behavior studies and has been rarely investigated in context of firms’ economic performance.

RECENT SCHOLAR PUBLICATIONS

  • The effect of job satisfaction and moonlighting intentions with mediating and moderating effects of commitment and HR practices an empirical study
    VKSP K. D. V. Prasad, Sripathi Kalavakolanu, Tanmoy De
    Humanities and Social Sciences Communications 11 ((2024) 11:483), 1-14 2024

  • Evaluating the influence of environmental factors on household solar PV pro-environmental behavioral intentions: A meta-analysis review
    A Ghosh, VKS Prasad
    Renewable and Sustainable Energy Reviews 190, 114047 2024

  • Innovations in Voice Navigation Using Object Detection to Empower the Visually Impaired
    R Suryawanshi, A Arudra, D Gowda, M Uthaman, VKS Prasad
    2023 3rd International Conference on Smart Generation Computing 2023

  • Extended technology acceptance model to understand customers' acceptance of the internet of things and artificial intelligence enabled smart homes in india
    R Pund, VKS Prasad, A Sinha
    Revista Gesto & Tecnologia 23 (4), 377-395 2023

  • A Cloud-Based UV Monitoring System for Remote Real-Time UV Exposure Tracking
    D Gowda, VN Prasad, KDV Prasad, VKS Prasad, Y Mahajan, S Suneetha
    2023 4th International Conference on Smart Electronics and Communication 2023

  • A Voting System Using Block Chain A Deep Survey
    R Gupta, A Sharma, VKS Prasad, SR Alatba, DP Singh, CJ Shingadiya
    2023 3rd International Conference on Advance Computing and Innovative 2023

  • CEO career horizon influence strategic novelty of a firm: A study under the boundary condition of CEO's temporal focus
    SBVKSP Arpita Agnihotri Open the ORCID record for Arpita Agnihotri[Opens in ...
    Journal of Management and Organization 28 (Online), 1-22 2022

  • Analysis of Indian Medical Tourism Literature using a bibliometric and narrative based approach
    DSPVK Amartya Ghosh
    Journal of Tourism and Development 38 (2), 315-331 2022

  • "Off-grid Solar energy systems adoption or usage - A Bibliometric Study using the Bibliometrix R tool"
    DSPVK Amartya Ghosh
    Library Philosophy and Practice (e-journal).5673, 1-22 2021

  • CAN CSR ACTIVITIES BY INDIAN COMPANIES BUILD THE BRAND?
    SPVK Tanvi Jain
    International Journal of Modern Agriculture 10 (2 (2021)), 674-695 2021

  • CONSUMPTION PATTERN OF OTT PLATFORMS IN INDIA
    SPVK Sumitra Saha
    International Journal of Modern Agriculture 10 (2 (2021)), 641-655 2021

  • Celebrity Investors and the Success of Crowdfunding Campaigns
    SP Arpita Agnihotri, Saurabh Bhattacharya
    Journal of current issues and research in advertising 2020

  • Data and its Acuities
    VKSHS Rajkumar Pillay*
    International Journal of Psychosocial Rehabilitation 24 (5), 4147-4155 2020

  • Social Media Consumption among Post Graduate Students
    AS Satya Prasad VK
    Test Engineering and Management 83 (March-April 2020), 24267 - 24274 2020

  • Social Media Consumption among Post Graduate Students
    SP VK
    2020

  • Innovations & Technology Based Initiatives in Mutual fund Distribution Intermediation in India
    TD Satya Prasad VK, Ramkrishn Dikkatwar
    International Journal of Innovative Technology & Exploring Engineering 9 (2 2019

  • Are Multiple Brand Endorsements Economically Effective?
    SB Satya Prasad VK, Arpita Agnihotri
    Journal of Product and Brand Management 27 (5), 522-532 2018

  • Are multiple brand endorsements economically effective?
    A Agnihotri, S Bhattacharya, S Prasad VK
    Journal of Product & Brand Management 27 (5), 523-533 2018

  • Adoption and Diffusion of Mobile Learning Implementation in Management Education
    DTDDRD Dr.Satya Prasad VK
    International Journal of Decision Making in Management 7 (1), 17-22 2018

  • A study on consumers’ brand awareness and factors influencing the purchase of Apple's Iphone
    VK Prasad, S Chitta
    ZENITH International Journal of Multidisciplinary Research 7 (1), 27-36 2017

MOST CITED SCHOLAR PUBLICATIONS

  • CONSUMPTION PATTERN OF OTT PLATFORMS IN INDIA
    SPVK Sumitra Saha
    International Journal of Modern Agriculture 10 (2 (2021)), 641-655 2021
    Citations: 25

  • Are multiple brand endorsements economically effective?
    A Agnihotri, S Bhattacharya, S Prasad VK
    Journal of Product & Brand Management 27 (5), 523-533 2018
    Citations: 18

  • "Off-grid Solar energy systems adoption or usage - A Bibliometric Study using the Bibliometrix R tool"
    DSPVK Amartya Ghosh
    Library Philosophy and Practice (e-journal).5673, 1-22 2021
    Citations: 17

  • Celebrity Investors and the Success of Crowdfunding Campaigns
    SP Arpita Agnihotri, Saurabh Bhattacharya
    Journal of current issues and research in advertising 2020
    Citations: 7

  • Innovations & Technology Based Initiatives in Mutual fund Distribution Intermediation in India
    TD Satya Prasad VK, Ramkrishn Dikkatwar
    International Journal of Innovative Technology & Exploring Engineering 9 (2 2019
    Citations: 7

  • Evaluating the influence of environmental factors on household solar PV pro-environmental behavioral intentions: A meta-analysis review
    A Ghosh, VKS Prasad
    Renewable and Sustainable Energy Reviews 190, 114047 2024
    Citations: 3

  • Consumer awareness and consumption pattern of probiotic & sugar free ice creams in Hyderabad & Secunderabad
    V Gnanamkonda, VK Prasad
    ZENITH International Journal of Business Economics & Management Research 4 2014
    Citations: 3

  • A Cloud-Based UV Monitoring System for Remote Real-Time UV Exposure Tracking
    VS Prasad, Y Mahajan, S Suneetha
    2023 4th International Conference on Smart Electronics and Communication 1764
    Citations: 3

  • A Cloud-Based UV Monitoring System for Remote Real-Time UV Exposure Tracking
    D Gowda, VN Prasad, KDV Prasad, VKS Prasad, Y Mahajan, S Suneetha
    2023 4th International Conference on Smart Electronics and Communication 2023
    Citations: 2

  • Analysis of Indian Medical Tourism Literature using a bibliometric and narrative based approach
    DSPVK Amartya Ghosh
    Journal of Tourism and Development 38 (2), 315-331 2022
    Citations: 2

  • Consumers perception towards product bundling
    VK Prasad, C Hyma
    South Asian Journal of Marketing & Management Research 4 (6), 18-32 2014
    Citations: 2

  • A Voting System Using Block Chain A Deep Survey
    R Gupta, A Sharma, VKS Prasad, SR Alatba, DP Singh, CJ Shingadiya
    2023 3rd International Conference on Advance Computing and Innovative 2023
    Citations: 1

  • A study on consumers’ brand awareness and factors influencing the purchase of Apple's Iphone
    VK Prasad, S Chitta
    ZENITH International Journal of Multidisciplinary Research 7 (1), 27-36 2017
    Citations: 1