Dr.Satya Prasad VK
@siu.edu.in
Associate Professor
Symbiosis Institute of Business Management - Hyderabad, Symbiosis International (Deemed) University, Pune, INDIA
RESEARCH INTERESTS
Marketing, Consumer Behaviour, IMC, Rural Marketing
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
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.
Amartya Ghosh and V.K. Satya Prasad
Elsevier BV
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.
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.
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.
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.