Mallika Srivastava
Biographic Data
| ID | 8665301 |
|---|---|
| NAME | Mallika Srivastava |
| GIVEN NAMES | Mallika |
| FAMILY NAME | Srivastava |
| SIGNATURE | SRIVASTAVA M |
| AFFILIATIONS | SVKM's Narsee Monjee Institute of Management Studies |
| ORCID | 0000-0003-3779-2948 |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 4 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2024 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women
Upper-middle-class working women, due to their aspirational consumption behaviour, social mobility and high engagement in fashion trends, are a key segment for masstige brands. Their high involvement in social media makes it the right platform for masstige fashion brands to interact with them for elevated engagement. This study examines the impact of social media marketing activities like entertainment, interaction, trendiness, advertisements and…
How do we measure online shopper stress? A scale development study
This study develops and validates the online shopper stress scale (OSSS), a comprehensive instrument designed to measure stress-inducing factors experienced by consumers in online shopping environments. While previous research has examined shopper stress in physical retail settings, limited attention has been given to the unique stressors arising in online shopping. Adopting a multi-phase, mixed-method approach, this research engaged a total of 9…
Unveiling dark tourism
Adoption of online degree programs in higher education in India
The progress of a country can be directly related to the education level of its countrymen. Over a time period, the internet has become a game changer for the world of disseminating education. From 2000 onwards, the scale of online courses has increased manyfold. The main reason for this growth in online learning can be attributed to the flexibility in course delivery and scheduling. Through this study, the authors analyzed the challenges in adop…
No prominent works on this page.
Adoption of online degree programs in higher education in India
The progress of a country can be directly related to the education level of its countrymen. Over a time period, the internet has become a game changer for the world of disseminating education. From 2000 onwards, the scale of online courses has increased manyfold. The main reason for this growth in online learning can be attributed to the flexibility in course delivery and scheduling. Through this study, the authors analyzed the challenges in adop…
Do Social Media Marketing Activities Help Create Masstige Brand Value of Fashion Brands Among Upper-middle-class Working Women
Upper-middle-class working women, due to their aspirational consumption behaviour, social mobility and high engagement in fashion trends, are a key segment for masstige brands. Their high involvement in social media makes it the right platform for masstige fashion brands to interact with them for elevated engagement. This study examines the impact of social media marketing activities like entertainment, interaction, trendiness, advertisements and…
How do we measure online shopper stress? A scale development study
This study develops and validates the online shopper stress scale (OSSS), a comprehensive instrument designed to measure stress-inducing factors experienced by consumers in online shopping environments. While previous research has examined shopper stress in physical retail settings, limited attention has been given to the unique stressors arising in online shopping. Adopting a multi-phase, mixed-method approach, this research engaged a total of 9…
Unveiling dark tourism
Consumer Retail Behavior Studies (2 works) · Digital Marketing and Social Media (2 works) · Psychology (2 works) · Brand awareness (1 works) · Brand equity (1 works) · Brand Loyalty (1 works) · Brand management (1 works) · Business (1 works) · Cartography (1 works) · Computer Science (1 works)