Niharika Gupta
  •  Niharika.sgupta@gmail.com

Niharika Gupta

Assistant Professor, Marketing

Niharika is an assistant professor in the marketing area at SPJIMR. She has a PhD. from the Faculty of Management Studies (FMS), University of Delhi, and a master’s degree from IIT Bombay. She also holds a PGP certification in Artificial Intelligence and Machine Learning from the University of Texas at Austin.

She has over six years of experience, having previously served as an assistant professor at IMI New Delhi and O.P. Jindal Global University. She has also worked with leading consulting firms such as Deloitte and Evalueserve, managing business research projects for Fortune 500 companies.

Niharika’s research has been recognised by the Indian Council of Social Science Research (ICSSR) in the form of a full-term doctoral fellowship and has been published in reputed ABDC and Scopus-listed journals. Her research primarily focuses on consumer psychology and emotions. She is particularly interested in developing innovative approaches for services marketing and product recommendation on digital platforms. She has also presented research papers at prestigious international conferences, including those organised by ORSI, PAN IIM, NASMEI, AIMS, and SKEMA Business School.

As an educator, she is passionate about fostering critical thinking and creativity in her students. She offers courses in marketing analytics, social media marketing, marketing research, healthcare marketing and consumer behaviour, leveraging her multidisciplinary expertise to prepare students for real-world marketing challenges.

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Education

Faculty of Management Studies, University of Delhi

Ph.D., 2022

Focus: Marketing

McCombs School of Business, The University of Texas at Austin

PGP, 2023

Specialisation: Artificial Intelligence and Machine Learning

IIT Bombay

M.Tech

Major: Biomedical Engineering

G.G.S. Indraprastha University

B.Tech

  • Research interests

    Service Marketing and Innovation

    Social Media Marketing

    Consumer Psychology and Decision Making

  • Selected publications

    Gupta, N., & Verma, H. V. (2024). Product recommendation in internet business: an integrated approach of fuzzy sets and multiple attribute decision making. Electronic Commerce Research, 24(4), 2665-2691. https://doi.org/10.1007/s10660-022-09644-7

    Gupta, N., & Verma, H. V. (2024). Other customers’ service failure and recovery encounters: qualitative exploration. Asia-Pacific Journal of Business Administration, 16(1), 148-169. https://doi.org/10.1108/APJBA-09-2021-0462

    Gupta, N., & Verma, H. V. (2021). Other customers in shared servicescape: A systematic review and future research agenda. Journal of Services Research, 21(2), 189-239. https://www.proquest.com/openview/efb656161c26cc563368d1095ca5725b/1?cbl=28391&pq-origsite=gscholar

    Link to Google Scholar

  • Conferences

    MADM for Recommender Systems in E-commerce – A Fuzzy Approach with Linguistic Information, 10th International Conference on Business Analytics and Intelligence & 2023-ORSI, IISc Bangalore, India (December 2023). https://mgmt.iisc.ac.in/orsi-ka/

    Multiple Attribute Decision Making under Fuzzy Environment – An application in Online Recommender System, 14th International Conference on Multiple Objective Programming and Goal Programming, SKEMA Business School, France (December 2021). https://easychair.org/cfp/MOPGP2021

    Third Party Customers’ Reactions to Service Failure and Recovery Encounters, 17th AIMS International Conference on Management, IIM Kozhikode, India (January 2020). https://www.aims-international.org/aims17/

    A Model of Third-Party Customers’ Reactions to Online Service Recovery via Social Media, Fifth PAN-IIM World Management Conference, IIM Lucknow, India (December 2017)

    Understanding Third Party Customers’ Justice Perceptions and Behavioural Reactions to Service Failure and Recovery, 11th NASMEI International Marketing Conference, Great Lakes Institute of Management, India (December 2017). https://www.greatlakes.edu.in/chennai/events/11th-great-lakes-nasmei-international-marketing-conference

    Factors Affecting Customer Willingness to Participate in a Co-Recovery, MARCON 2016, International Marketing Conference, IIM Calcutta, India (December 2016)

  • Working papers

    Gupta, N., & Verma, H. V. (2024). Witnessing Justice in Action: How Emotions, Moral Identity and Commitment Shape Third-Party Reactions to Service Recovery. Journal of Services Marketing, Accepted for Publication.

  • Teaching interest

    Marketing Analytics

    Social Media Marketing

    Marketing Technologies (MarTech)

    Services Marketing

    Consumer Behaviour

  • Awards and honours

    Awarded full-term doctoral fellowship from the Indian Council of Social Science Research (ICSSR), 2019-2020

  • Work experience

    Academic faculty

    Assistant Professor, International Management Institute (IMI) New Delhi, April 2024 – March 2025

    Assistant Professor, Jindal Global Business School, O.P. Jindal University, July 2022 – April 2024

  • Professional positions

    Evalueserve (March 2010 – March 2013)

    Senior Research Associate

    Deloitte Consulting India Pvt. Ltd. (July 2009 – January 2010)

    Business Technology Analyst

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