Who I Am
Prof. Varsha Jain is a global scholar of the digital age who works in the area of integrated marketing communications, primarily focusing on advertising, branding and consumer behavior.
Area of Interest: integrated marketing communication, political branding, luxury branding, place branding, destination branding, digital branding, digital natives, digital advertising and qualitative marketing research.
Publications: She has more than 120 publications in various categories such as A*, A journals, books, cases, book chapters and so on.
here we can categorize the publications here as CB, branding, and advertising.
Editorial Review Board Member: Journal of Advertising Research (ABDC - A), USA
International Advisory Board Member: Convergence 2020 - AIM-Parasuraman Centre for Service Excellence
Chairperson, AIM-Sheth Foundation Research Proposal with Grant
Visiting Guest: Goizueta Business School, Emory University, USA
Visiting Scholar: Medill School, Northwestern University, USA
From Theory to Reality
Consumer Behavior : A Digital Native
Opening and closing case studies in each chapter bring to light how major brands are embracing technology and connectivity to ease digital natives in their buying process.
Detailed explanations on how the perceptions of consumers are developed through the five senses. The book further explains their persuasive nature in the digital environment.
Detailed discussions on the influence of omnichannel on consumer behavior across various products, categories and services.