Varsha Jain
Biographic Data
| ID | 3738822 |
|---|---|
| NAME | Varsha Jain |
| GIVEN NAMES | Varsha |
| FAMILY NAME | Jain |
| SIGNATURE | JAIN V |
| AFFILIATIONS | Mudra Institute of Communications Ahmedabad |
| ORCID | 0000-0002-6740-4857 |
| VERIFIED | Yes |
| TOTAL WORKS | 9 |
| TOTAL CITATIONS | 8 |
| AUTHOR COUNT | 8 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 2017 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
The intersection of advertising and politics: A bibliometric analysis of four decades of research and its imperative for theory building in the algorithmic age
Political advertising is being reshaped by artificial intelligence,yet the field lacks a systematic, longitudinal account of its intellectual structure and atheory‐grounded assessment of AI’s disruptive potential. This study offers anintegrative bibliometric diagnosis of four decades of political advertising research(1981–2021; N = 12,412) and a targeted analysis of the emerging AI literature (2022–2025; N = 289). Using co‐word analysis, bibliogr…
Marketing in a Digital World: Exploring Immersive Experiences, Innovation, and Cultural Dynamics of Consumption
Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world
Customer Relationship Management in the Digital Age
Customer Relationship Management in the Digital Age charts the concepts, strategies, benefits and technologies of CRM in an evolving and increasingly digital business landscape. It empowers readers with the skills to use CRM to forge enduring customer connections, optimize experiences and drive loyalty across diverse industries and markets. Building upon existing literature, this guide offers a holistic approach that bridges theory and practice, …
Opinion leadership in a digital age: The rise of nano and micro-influencers
We compare follower count and perceived opinion leadership in influencer impact. • Qualitative study and quantitative data from judges and AI-based influencer agency analytics. • Reliability was assessed with PRL method and tested using PLS-SEM modeling. • Opinion leadership predicts engagement and advice-following better than popularity. • Audience Quality Score predicts influencer compensation but not engagement. Influencer marketing has emerge…
Personalization payoff: Understanding receptivity to tailored/personalized digital advertising
In the digital marketing era, firms frequently deploy personalized digital advertisements (PDA) to engage potential customers. Although consumers often welcome personalized and tailored ads, they may also deem such ads intrusive and may have privacy concerns. To address this paradox, this study examines individuals’ receptivity to personalized digital advertisements (RPDA)—specifically, their propensity to connect with and engage in such ads. We …
Blended learning and augmented employability: A multi-stakeholder perspective of the micro-credentialing ecosystem in higher education
Purpose Proponents of micro-credentials envision them as vehicles for upskilling or re-skilling individuals. The study examines how integrating micro-credentials in the higher education ecosystem enhances employability. It aims to offer insights from the perspective of stakeholders who may benefit from these credentials at an institutional or individual level. Design/methodology/approach Online in-depth interviews are conducted with 65 participan…
Metaverse marketing: How the metaverse will shape the future of consumer research and practice
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transf…
Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi
The field of political marketing has majorly benefited from the use of social media platforms. This has been true both for eastern and western contexts. The primary areas in political marketing that have majorly benefited from the social media usage have been the political leader and the evaluations of the leader by the voters. In the Indian context too, the use of social media techniques has been hailed as the Holy Grail of political marketing. …
Luxury: Not for Consumption but Developing Extended Digital Self
Luxury consumption has grown exponentially across the globe. This growth was fuelled more by the emerging non-Western countries such as India. Consumers in this country are more tech savvy and are a new set of individuals who are totally different from the old, conventional consumers of the Western countries. These new individuals consume luxury to develop their digital self. Unfortunately, this area is not researched in the literature. This arti…
Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi
The field of political marketing has majorly benefited from the use of social media platforms. This has been true both for eastern and western contexts. The primary areas in political marketing that have majorly benefited from the social media usage have been the political leader and the evaluations of the leader by the voters. In the Indian context too, the use of social media techniques has been hailed as the Holy Grail of political marketing. …
Luxury: Not for Consumption but Developing Extended Digital Self
Luxury consumption has grown exponentially across the globe. This growth was fuelled more by the emerging non-Western countries such as India. Consumers in this country are more tech savvy and are a new set of individuals who are totally different from the old, conventional consumers of the Western countries. These new individuals consume luxury to develop their digital self. Unfortunately, this area is not researched in the literature. This arti…
Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi
The field of political marketing has majorly benefited from the use of social media platforms. This has been true both for eastern and western contexts. The primary areas in political marketing that have majorly benefited from the social media usage have been the political leader and the evaluations of the leader by the voters. In the Indian context too, the use of social media techniques has been hailed as the Holy Grail of political marketing. …
Metaverse marketing: How the metaverse will shape the future of consumer research and practice
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transf…
Blended learning and augmented employability: A multi-stakeholder perspective of the micro-credentialing ecosystem in higher education
Purpose Proponents of micro-credentials envision them as vehicles for upskilling or re-skilling individuals. The study examines how integrating micro-credentials in the higher education ecosystem enhances employability. It aims to offer insights from the perspective of stakeholders who may benefit from these credentials at an institutional or individual level. Design/methodology/approach Online in-depth interviews are conducted with 65 participan…
Customer Relationship Management in the Digital Age
Customer Relationship Management in the Digital Age charts the concepts, strategies, benefits and technologies of CRM in an evolving and increasingly digital business landscape. It empowers readers with the skills to use CRM to forge enduring customer connections, optimize experiences and drive loyalty across diverse industries and markets. Building upon existing literature, this guide offers a holistic approach that bridges theory and practice, …
Opinion leadership in a digital age: The rise of nano and micro-influencers
We compare follower count and perceived opinion leadership in influencer impact. • Qualitative study and quantitative data from judges and AI-based influencer agency analytics. • Reliability was assessed with PRL method and tested using PLS-SEM modeling. • Opinion leadership predicts engagement and advice-following better than popularity. • Audience Quality Score predicts influencer compensation but not engagement. Influencer marketing has emerge…
Personalization payoff: Understanding receptivity to tailored/personalized digital advertising
In the digital marketing era, firms frequently deploy personalized digital advertisements (PDA) to engage potential customers. Although consumers often welcome personalized and tailored ads, they may also deem such ads intrusive and may have privacy concerns. To address this paradox, this study examines individuals’ receptivity to personalized digital advertisements (RPDA)—specifically, their propensity to connect with and engage in such ads. We …
The intersection of advertising and politics: A bibliometric analysis of four decades of research and its imperative for theory building in the algorithmic age
Political advertising is being reshaped by artificial intelligence,yet the field lacks a systematic, longitudinal account of its intellectual structure and atheory‐grounded assessment of AI’s disruptive potential. This study offers anintegrative bibliometric diagnosis of four decades of political advertising research(1981–2021; N = 12,412) and a targeted analysis of the emerging AI literature (2022–2025; N = 289). Using co‐word analysis, bibliogr…
Marketing in a Digital World: Exploring Immersive Experiences, Innovation, and Cultural Dynamics of Consumption
Marketing in a Digital World consists of nine essays on how the digital revolution has affected marketing theory and practice. Leading marketing scholars, including several editors of premier academic journals, provide fresh insights for both scholars and managers seeking to enhance their understanding of marketing in a digital world
Business (6 works) · Digital Marketing and Social Media (6 works) · Computer Science (5 works) · Consumer Behavior in Brand Consumption and Identification (4 works) · Marketing (4 works) · Advertising (3 works) · Sociology (3 works) · Marketing (2 works) · Marketing and Advertising Strategies (2 works) · Political science (2 works)