Aditi Mudgal - RV University

Aditi Mudgal

Assistant Professor

  • About
  • Publication & Works
  • Research Summary
  • Awards & Achievements

Always a curious academic researcher.

Completed Fellow Programme in Management – Marketing area from Birla Institute of Management Technology (BIMTECH), Delhi NCR. Defended thesis titled ‘Developing Lexicon for mapping Consumer Perception of Indian Brands using Online Narrative Campaigns’. Pursued PGDM focused in Marketing from Institute of Management Technology, Nagpur (IMT-N).

Research interests gravitate around the area of online consumer behaviour and psychology. With inclination towards trends spotting.

Subject Areas of Expertise : Digital Marketing, Digital Campaign Designs, E-commerce management and Exploring the new Consumer Behavior paradigm

Golden divider

With the new day, comes new strength and new thoughts

Mapping movie genre evolution (1994 – 2019) using the role of cultural and temporal shifts: A thematic analysis - Research article published in F1000Research (2022)

Online Video Narratives-Striking the Right Chords? - Research Article published in Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678) · Mar 1, 2020

This article aims to study emotional response by viewers of online narrative advertisements. It compares the advertisement content and viewer’s emotional response to it.

Beyond Ranking : A Methodological Approach to Benchmarking B-schools Bloomsbury Publication; Chapter in book "Quality, Accreditation & Ranking - A silent revolution in the offing in Indian Higher Education" by Dr. Harivansh Chaturvedi.

Case study titled "INDIGO: STANDING AT CROSSROADS'" published in Case Centre

  • Core area revolves around online advertising, studying brands online for trend spotting and implying it towards understanding the online consumer behaviour and psychology.
  • Research Interests: Online advertising; online consumer behaviour and psychology in changing new paradigms
  • Recipient of Academy of Indian Marketing - Jagdish Sheth Proposal Grant Received a Research grant for research proposal submitted to AIM Jagdish Sheth Proposal Grant

  • 5-day Online FDP on the theme “Inculcating Universal Human Values in Technical Education” organized by All India Council for Technical Education (AICTE) from 16th January to 20th January 2023.

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