School of Management Faculty

Prof. (Dr.) Deepti Wadera

Professor, Marketing Area Chair, School of Management, GD Goenka University, Gurgaon

Qualification: BSc. (H) Microbiology, PGDM(Marketing), M.Phil (Business Administration-Retail), Ph.D (Commerce & Management-Retail) Executive Programme: Artificial Intelligence Powered Marketing(IIM Calcutta)

College/University: IIM Calcutta, Institute of Home Economics, Delhi University, Amity Business School, Noida, Annamalai University, VMOU Kota University

Introduction:

Dr. Deepti Wadera is an avid researcher, teacher, trainer and consultant in marketing area. She is currently Professor and Area Chair- Marketing at GD Goenka University, School of Management.

She has over twenty two years of experience which includes industry (2 years)and academia(20 years) experience.

Her areas of expertise include, consumer behavior, brand management, strategic marketing, digital marketing, service marketing, advertising and retail management. Her latest interest is Artificial Intelligence Powered Marketing and She recently completed her Executive Programme in Advanced Programme in Artificial Intelligence Powered Marketing from IIM Calcutta and is now an alumna of IIM Calcutta.

She has taught at universities such as GD Goenka University |Lancaster University (United Kingdom), IILM-Bradford University (United Kingdom), Sushant University (Gurgaon) and Rai University (Delhi). Prior to the role of teaching, she has worked in sales and marketing department at Mitsubishi Electricals and Parle Agro Ltd.

She is Departmental Research Committee member at School of management and has been guiding doctoral scholars under her and one of them has been awarded Doctorate under her. She is also Board of studies member and has been the convener for 2nd and 3rd editions of Marketing meet 2022 on “Building brands in a digital age” and “The Big Reset:AI Driven Marketing. She organised first edition of Rahul Bajaj Memorial lecture series and took FDP session on Understanding Business Research on Mastering essentials of New Age Marketing, Research and Beyond. She was also the convener for international conference held on 20th March 2021on “The Entrepreneurial Ecosystem: Enabling and Nurturing sustainable ventures”. She is the School of management in charge for the university magazine Unibuzz and has been a moderator for various webinars. She is also social media team head at School of management.

She has presented and has been the convener of international and national conferences and has publications in various ABDC and Scopus indexed journals. She is also serving as a reviewer in renowned ABDC Journals. She has been an active writer in business magazines and newspapers of repute. She conducted MDPs in marketing at PHD Chamber of commerce and is an AMT Accredited Management Teacher from AIMA. She has been engaged in taking corporate training sessions.

She recently took sessions on “Digitalization” for the Welspun Group employees and a session on “Personal Branding” for Leeds Sports employees. She has also authored a book on Marketing of Services.

She was selected by GD Goenka University for award of Publication incentive for publication in ABDC indexed journal in July2022.

She was also selected by UNDP as Lead author for case study on “Skill Development Initiatives and Inclusion of Disadvantaged Groups: Role of Private Sector in India” by the Global Alliance for Sustainable Employment (GASTE) supported by UNDP India Can Education Pvt Limited, Delhi, India. She also undertook “Social policy research” as a research consultant with Global Path fields, Delhi, India.

Publications

Research Papers

• “Tomeito or Tomahto: Exploring consumer's accent and their engagement with artificially intelligent interactive voice assistants”, Journal of Consumer Behaviour, (PK Sattarapu, D Wadera, NP Nguyen, J Kaur, S Kaur., 2023) (ABDC A Category)
• ‘Sustainable consumption practices in Indian Households: A saga of environment management linked to Indian ethos and generational differences’ Society and Business Review,(Kaur,J.,Mogaji,E.,Wadera,D.and Gupta,S.,2022)(ABDC B category)
• ‘Voice Engagement Leading to Business Intelligence: A Systematic Review and Agenda for Future Research’. International Journal of Business Intelligence Research (IJBIR), (Sattarapu, P. K., Wadera, D., & Kaur, J., 2021)12(2), 1-23. http://doi.org/10.4018/IJBIR.294568)(ABDC C category)
• ‘Consumers’ decoding of corporate social responsibility dimensions: An application of CSR pyramid model in Indian context’. International Journal of Indian Culture and Business Management, (Sengupta, S. and Wadera, D., 2021) 22 (1), 110-136.
• ‘Impact of cause-affinity and CSR fit on consumer purchase intention. Society and Business Review, 16(1) (Sengupta, S. and Wadera,D.,2020) p.p.26-50)(ABDC B category)
• ‘A review paper on consumer behavior on chatbot adoption’. BULMIM Journal of management & research 5(2), (Wadera, D.,Ambawat,M.,2020)
• ‘Comparing sustainability practices in luxury brands: A conceptual model’, Journal of Asia Entrepreneurship and Sustainability. ( Wadera,D.,Kaur,J., 2019) p.p.151 )(ABDC C category)
• ‘Awareness and understanding of corporate social responsibility among Indian consumers’, International Journal of Research and Analytical Reviews, 6(2), pp. 570-587.( Sengupta, S., Wadera, D., 2019).
• 'Purchase intention survey of millennials towards online fashion stores, Academy of Marketing Studies Journal, 22(1). (Kaur, J., Wadera, D., and Sethi, R., 2018) (ABDC C category)
• 'Impulsive buying behavior in online fashion apparel shopping: An investigation of the influence of the internal and external factors among Indian shoppers, South Asian Journal of Management, 25(3). (Sharma,V., Wadera, D., 2018). ) (ABDC C category)
• ‘Service Innovations are a key to differentiate - A conceptual analysis of indian and international service organizations’, IFRSA Business Review, International Forum of Researchers Students and Academician, 5(3), pp. 112-117. (Wadera, D., 2015).

Scholarly Conference Proceedings

• “Alexa wants to be friends with you”-An empirical study of how voice enabled assistants(VEA)engage in the for -benefits initiatives.16th SIMSR, Global marketing Conference ,May2021, KJ Somaiya Institute of Management, Mumbai. (Sattarapu,P,& Wadera,D.,2021)
• 'Practices assumed to Social media in an organization and impacts of its contribution for employee engagement’, International Conference on Advances in Management Practices, Jagannath Institute of Management Studies, Delhi. (Ashu., Wadera, D.,2020)
• ‘Communication: Imperative component of social media in employee engagement’, Disruptive Paradigm Shift and Sustainability Revolution, International Management International Research Conference, Jaipuria Institute of Management, Noida. (Ashu.., Wadera, D., 2019).
• ‘Impact of CSR perceptions, CSR fit and cause affinity on purchase intention’, International Conference on Globalization Issues in Business, Management, Marketing & Social Sciences, Institute for Social Science Research and Education, Paris. (Sengupta, S., Wadera, D., 2019).
• ‘Social media-tool of employee engagement’, International Conference on Business and Management, Disruptions in Business, Delhi Technical University, Delhi. (Ashu.,Wadera, D., and 2019).
• ‘Setting the context for voice enabled assistants and literature review to develop TAM framework for VEA’, Facets of Business Excellence Conference, International Conference, Institute of Management Technology, Ghaziabad, India. (Sattapartu, P., Wadera, D., 2018).
• ‘Review of how augmented reality creates interest in online shopping’, Recent Innovations in Science, Engineering, Technology and Management, International conference, Amity University, Noida. (Malhotra, C., Wadera, D., 2018).
• ‘Luxury Brands and Sustainable Development’, Global Conference on Managing in Recovering Markets, ‘GCMRM 2015’, Management Development Institute Gurgaon. (Wadera, D., 2015).

Book & Chapters

• “Marketing of Services” Global Vision Publishing House (Wadera.D., Kaur.J.,2013)
• Affiliate marketing strategy of Amazon India”,Driving Traffic and Customer Activity through Affiliate Marketing, IGI global book, E-editorial discovery (Wadera.D., Kaur.J.,2017)

Contribution to Profession and Awards

Consultancies

• India Can - Educating Empowering and Employing Youth, How the Private Sector Develops Skills:
  Lessons from India. UNDP-IICPSD. (Wadera, D., and Tiwari, A., 2017).
• Research Project for Ministry of Rural Development Research, Global Path fields, India. (Wadera, D.,
  and Kaur, J., 2017).
• Social Policy Research Project, Global Path fields, India. (Wadera, D. 2015).
• Industry speaker at ‘Skills for inclusive markets in India: Leveraging the role of the private sector’,
  Case study - Building an inclusive ecosystem on skills development in India’, Federation of Indian
  Chambers of Commerce and Industry, New Delhi, India, 29 July 2015.
• Lead author at UNDP for case study on “Skill Development Initiatives and Inclusion of Disadvantaged
  Groups: Role of Private Sector in India” by the Global Alliance for Sustainable Employment (GASTE)
  supported by UNDP India Can Education Pvt. Limited, Delhi, India, 2015.
• Membership in Professional Body: Accredited Management Teacher, AIMA (All India Management
  Association) (India)
• Best faculty award by IILM Institute of Higher Education, Gurgaon.

Trade Journals & Popular Press

• Data Driven Marketing: New vistas for Marketing graduates, Education Jagat,16th August(2022) http://www.educationjagat.com/NewsDetail.aspx?Article=845
• Crystal Gazing into the world of marketing, Education Jagat,1st March(2022) http://www.educationjagat.com/NewsDetail.aspx?Article=785
• Saga of Online Education, Education Jagat, 1 Aug (2020) http://educationjagat.com/NewsDetail.aspx?Article=651
• Careers in Digital Marketing-Road ahead! Education Jagat 16 Sep (2019) http://www.educationjagat.com/NewsDetail.aspx?Article=574
• Boost in Marketing, Education Jagat, pp6(2018)
• Changing facets of Marketing-Trends ahead!, Education Jagat, pp 6(2018)
• India’s Skill Development Corporation: Lessons in delivering vocational training through public-private partnership’, UNDP Newsletter, (2015)
• "Art of writing a winning resume" in Business and Management Chronicle magazine issue on “Job fair- A Plethora of Opportunities”, Volume 18,No5,pp7(2014)
• "Online versus Brick & Mortar Start-ups” in Business and Management Chronicle magazine issue on “Entrepreneurship gaining momentum” Volume 18,No.4,pp 6(2014)
• “Engineering-MBA: A Bet for Corporate Success “in Business and Management Chronicle magazine of Chronicle Publishing Pvt Ltd, Volume18,June-July( 2014)
• “Career Prospects in FMCG Sector” in Business and Management Chronicle magazine of Chronicle Publishing Pvt Ltd Volume17, Jan(2014)
• “ROI & Management Education” in Business and Management Chronicle magazine of Chronicle Publishing Pvt Ltd,Dec(2013)
• “Green marketing at its best”, “De Facto”, newsletter of Ansal University, Gurgaon, September issue( 2013)
• “The changing role of technology-from being an enabler to controller”, “De Facto”, newsletter of Ansal University ,Gurgaon ,Volume II, Issue II June(2013)
• Book Review on “Jugaad Innovation: A Frugal and flexible approach to innovation for 21st century” ,Ansal University Business Review ,an International Bi-Annual Refereed Journal,Volume1,Issue1,Jan-June(2013)

Online credentials

https://scholar.google.com/citations?user=ZU5j2PgAAAAJ&hl=en 
https://www.researchgate.net/profile/Deepti-Wadera 
https://www.linkedin.com/in/dr-deepti-wadera-bb629924  
https://www.gdgoenkauniversity.com/school-of-management/dr-deepti-wadera