Our Faculty

Education

• Research interests

  Sustainability and Consumer Behaviour

  Online Consumer Behaviour

• Selected publications

  Chandrasekaran, S., & ShabbirHusain, R. V. (2025). Artificial intelligence in tourism: An enhanced tourist journey framework. Tourism Review International, Cognizant Communication Corporation. https://doi.org/10.3727/194344225X17315216888989

  Chandrasekaran, S., Annamalai, B., Yoshida, M., R.V., S., & Pathak, A. A. (2025). Engaging head and heart: effect of marketer-generated content on social media engagement. Behaviour & Information Technology, 1–21. https://doi.org/10.1080/0144929X.2025.2486586

  ShabbirHusain, R. V., Kamath, R., and Moorthy, J. (2025), Navigating the Sustainability–Luxury Paradox: Bibliometric Insights and Research Directions. Journal of Consumer Behaviour, Wiley-Blackwell Publishing. https://doi.org/10.1002/cb.2469

  Chandrasekaran, S., ShabbirHusain, R. V., and Annamalai, B. (2024). Social media content strategy for DMOs: Examining linguistic style in times of crisis. Asia Pacific Journal of Tourism Research, 29(5), 559–576. https://doi.org/10.1080/10941665.2024.2339297

  Balamurugan, A., Shabana, C., ShabbirHusain, R. V., and Yoshida, M. (2024). Driving digital consumer engagement for sponsor brands: The case of FIFA World Cup 2022. Event Management. Cognizant Communication Corporation. https://doi.org/10.3727/152599524X17265263360485

  Biswas, J., Husain R.V., S., Varshney, S., (2024). Medical tourism motivations: An integrated framework encompassing source and destination characteristics. Rutgers Business Review (2024), Vol. 9, No. 1, pp.40-57. Rutgers Business School. https://rbr.business.rutgers.edu/article/medical-tourism-motivations-integrated-framework-encompassing-source-and-destination

  Tawde, S. G., and RV, S. (2024). How does green consumers’ self‐concept promote willingness to pay more? A sequential mediation effect of green product virtue and green perceived value. Journal of Consumer Behaviour. doi: https://doi.org/10.1002/cb.2328

  R.V., S., Annamalai, B. and Chandrasekaran, S. (2024), What to say: Demystifying tourism content marketing strategy, Tourism Review International, Cognizant Communication Corporation. https://doi.org/10.3727/194344224X17065495994341

  R.V., S., Annamalai, B. and Chandrasekaran, S. (2024), Consumer behavior in Islamic banking: a systematic literature review and agenda for future research, Journal of Islamic Marketing, Vol. ahead-of-print. Emerald Publishing Limited. https://doi.org/10.1108/JIMA-06-2023-0195

  ShabbirHusain, R.V., Annamalai, B. and Chandrasekaran, S. (2023), Global multi-sport events: content strategy for driving fan engagement on Twitter, Sport, Business and Management, Emerald Publishing Limited. https://doi.org/10.1108/SBM-10-2022-0094

  ShabbirHusain, R.V., Pathak, A.A., Chandrasekaran, S. and Annamalai, B. (2023), The power of words: driving online consumer engagement in Fintech, International Journal of Bank Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJBM-11-2022-0519

  S Tawde, R Kamath, R.V. ShabbirHusain. (2023). Mind will not mind–Decoding consumers’ green intention-green purchase behaviour gap via moderated mediation effects of implementation intentions and self-efficacy. Journal of Cleaner Production. Elsevier ScienceDirect. https://doi.org/10.1016/j.jclepro.2022.135506

  S Chandrasekaran, RV ShabbirHusain, B Annamalai (2022). Social media and Tourism: a cross-platform study of Indian DMOs. Current Issues in Tourism. Taylor and Francis Online. https://doi.org/10.1080/13683500.2022.2142098

  Biswas, J., Husain R.V., S. (2022). Role of Celebrity Image-Congruence in Predicting Travel Behaviour Intention. ASEAN Journal on Hospitality and Tourism. https://doi.org/10.5614/ajht.2022.20.1.05

  A Ghosh, S Varshney, Husain R.V. (2022). Social Word of Mouth valence and role of moderators: An integrated model of consumer decision making. Journal of International Technology and Information Management. https://scholarworks.lib.csusb.edu/jitim/vol31/iss1/1/

  B Annamalai, RV ShabbirHusain, S Chandrasekaran, S Varshney. (2022). Cultural differences in sports fan engagement on Facebook: a comparison of Australian and Indian cricket league. International Journal of Sport Management and Marketing. https://doi.org/10.1504/IJSMM.2022.121251

  R.V., S. and Varshney, S. (2022), Investigating combined effect of WOM and eWOM: role of message valence, Journal of Consumer Marketing, Vol. 39 No. 2, pp. 180-190. https://doi.org/10.1108/JCM-08-2020-4047

  Husain R.V., S., Varshney, S. (2022). Green offering: More the centrality, greater the scepticism. International Review on Public and Nonprofit Marketing. https://doi.org/10.1007/s12208-021-00324-0

  Husain R.V., S., Varshney, S., Venugopal, P., Thakur, M. (2021). Understanding consumer preference between bundled and unbundled green offerings. Journal of Nonprofit and Public Sector Marketing. https://doi.org/10.1080/10495142.2021.1941497

  Biswas, J., Husain R.V., S. (2020). Role of Variety Seeking and Perceived Monetary Value on Tourist Intention – a Developing Country Perspective. ASEAN Journal on Hospitality and Tourism, 18(2), pp. 74-83. http://journals.itb.ac.id/index.php/ajht/issue/view/944

  Husain R.V., S. (2020). Review of literature on green consumer behaviour over 25 years (1994- 2018). The Marketing Review, 20(1-2), 45-61(17). Westburn Publishers Ltd. https://doi.org/10.1362/146934720X15929907504085

  Husain R.V., S. (2018). Sales Force Structure: A Review. The Marketing Review, 18(3), 227-242. Westburn Publishers Ltd. https://doi.org/10.1362/146934718X15434305916826

  Husain, S. R., Varshney, S. (2018). Is current way of promoting sustainability, sustainable? Journal of Non-profit and Public Sector Marketing, 31(1), 84-113. Taylor and Francis Online. https://doi.org/10.1080/10495142.2018.1526735

  Husain R.V., S. (2018). Sales control and performance: Moderating effects of salesperson and supervisor characteristics. The Marketing Review, 18(1), 55-69. Westburn Publishers Ltd. https://doi.org/10.1362/146934718X15208754808216

  Link to Google Scholar

• Case studies

  Kamath, R., Husain R.V., S. (2023). Captain Fresh: Value fishing across segments (pp.12 pages). Ivey Publishing.

  Kamath, R., Husain R.V., S. (2022). CavinKare’s Indica Easy: Launching Shampoo Hair Colour (pp.12 pages). Ivey Publishing.

  Pathak, A. A., Husain R.V., S. (2017). Udaipur Times: Strategy of a Hyperlocal News Website (pp.12 pages). Ivey Publishing.

• Books/Book chapters

  Biswas, J., Husain, S. R. (2019). Role of Self-Congruity in Predicting Travel Intention. Methodological Issues in Management Research: Advances, Challenges, and the Way Ahead, Emerald Publishing Limited (pp. 261-267). https://doi.org/10.1108/978-1-78973-973-220191015

• Conferences

  Tawde, S., Sharma, R. W., Kamath, R., HusainS., R. V., “Exploring green consumers’ skepticism –perceived value association: What lowers green consumers’ negative evaluations?'”, 17th Great Lakes NASMEI Marketing Conference at Chennai (December 2023).

  HusainS., R. V., Kamath, R., “Consumer behavior in the metaverse: a review, synthesis and research agenda”, 11th International Conference on Contemporary Marketing- Island of Corfu (July 2023).

  HusainS., R. V. (Author and Presenter), International Conference on Responsible Marketing, “Painting the world green, but not greenwashing,” Centre for Global Management and Responsible Leadership at XLRI, Jamshedpur organised in collaboration with La Trobe University, Australia. (January 24, 2017).

• Courses

  Marketing Management

  Business to Business Marketing

  Digital Marketing

  Markstrat – Marketing Simulation

  Marketing Capstone Project

  Critical Thinking

• Awards and honours

  InsideIIM’s Best Professor at SPJIMR in 2020-2021

  InsideIIM’s Best Professor at IIM Raipur in 2019-2020

• Teaching interest

  Marketing Management

  Digital Marketing

  Business-to-Business Marketing

• Work experience

  S. P. Jain Institute of Management and Research, Mumbai (March 2020 – present)

  Associate Professor (January 2024 – present)

  Assistant Professor – Marketing (March 2020 – January 2024)

  Administrative Assignments

  Chairperson, Post Graduate Executive Management Programme (PGEMP) and
  Post Graduate Programme in Marketing and Business Management (PGP-MBM) (January 2024 – present)

  Deputy Programme Chairperson, Post Graduate Programme in General Management (June 2023 – January 2024)

  Associate Programme Head, PGPM, Programme, SPJIMR (April 1, 2020 – April 30, 2022)

  Indian Institute of Management Raipur (June 2019 – February 2020)

  Assistant Professor – Marketing

  Indian Institute of Management, Udaipur (July 2013 – May 2019)

  Manager, Corporate Relations

  Phoenix International Business School (January 2009 – June 2013)

  Founder, Director

  Tata AIA Life (February 2008 – December 2008)

  Manager, Corporate Planning

  Boston Consulting Group (July 2006 – January 2008)

  Senior Associate

  Tata Consultancy Services (July 2001 – May 2004)

  Assistant Systems Engineer

• MDPS/FDPS

  Conducted MDP sessions for Abbott, Alkem, Bosch, Tata Power, GSK, Merck Group, MSD, Pidilite etc.

  Digital Marketing: Programme Manager and Delivery partner for Open MDP

• Board memberships

  Board Member, The Udaipur Urban Cooperative Bank Ltd. (July 2011 – August 2022)