Parvinder Arora - RV University

Parvinder Arora

Assistant Professor

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

Parvinder Arora is currently an Assistant Professor at School of Business. She is pursuing her Ph.d at MICA Ahmedabad with a research focus on digital marketing and integrated marketing communications. Her thesis revolves around digital video advertising, and she is fascinated by its potential to enhance brand visibility and engagement. She was a visiting scholar at Medill School of Journalism, Northwestern University USA.

Throughout her academic journey, she demonstrated a keen interest in exploring the intersection of technology and marketing.Her research work has primarily focused on social media communities, AR, and influencer marketing, which has resulted in three published papers in ABDC- A and B category. She has also presented her work in various international Conferences like Academy of Marketing Science, USA, ACRA – USA, NASMIE winter conference.

Golden divider

“All glory comes from daring to begin.” —Eugene F. Ware

1. Research Paper Tittle- The effect of augmented reality in mobile applications on consumers' online impulse purchase intention: The mediating role of perceived value Link- 2. Research Paper Tittle- The effect of social media communications on travellers’ brand switching intention: an Ecotel's perspective Link- 3. Research Paper Publication- Tittle-Effect of Influencer Marketing on Traveler's' Destination and Hotel Choice: The Moderating Role of Advertising Duration Link- 4. Conference Extended Abstract publication- Green Hotel Re-Patronage Intention: A BRT Perspective: An Abstract Developments in Link- Marketing Science: Proceedings of the Academy of Marketing Science

  • Digital Video Advertising social media Based Online Communities Technology and Consumer Behaviour
  • MICA FPM Research Excellence Award- 2022

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