User profiles for Aditya Shankar Mishra

Dr. Aditya S. Mishra

Assistant Professor, Marketing Area, IIM Ranchi
Verified email at iimranchi.ac.in
Cited by 1174

Antecedents of consumers' engagement with brand-related content on social media

AS Mishra - Marketing Intelligence & Planning, 2019 - emerald.com
Purpose The purpose of this paper is to investigate the effect of brand’s social media
marketing efforts and individual’s online social interaction propensity on various levels of …

Exploring COBRAs, its antecedents and consequences in the context of banking brands

AS Mishra - International Journal of Bank Marketing, 2021 - emerald.com
Purpose Brands have started investing heavily in their social media pages. Especially for
banks having credence nature, the importance of engaging customers with the brand-related …

Response to social media influencers: Consumer dispositions as drivers

AA Bailey, AS Mishra… - International Journal of …, 2023 - Wiley Online Library
Brand managers use social media influencers (SMIs) to influence consumers' attitudes and
intentions. However, there is still ambiguity about the mechanisms by which SMIs influence …

Mobile payments adoption by US consumers: an extended TAM

AA Bailey, I Pentina, AS Mishra… - International Journal of …, 2017 - emerald.com
Purpose The purpose of this paper is to incorporate mobile payment (MP) self-efficacy, new
technology anxiety, and MP privacy concerns into the basic TAM to explore MP adoption, …

Implicit and explicit mixture of experts models for software defect prediction

A Shankar Mishra, S Singh Rathore - Software Quality Journal, 2023 - Springer
Accurately predicting defects in software modules helps the developers and testers to find
the defective modules quickly and save their efforts in other software development aspects. …

Exploring factors influencing US millennial consumers' use of tap-and-go payment technology

AA Bailey, I Pentina, AS Mishra… - … International Review of …, 2020 - Taylor & Francis
Although mobile payment (MP) represents a possibility for traditional brick-and-mortar US
retailers to enhance the quality of customer service, mobile payment adoption in the US has …

The dual entertainment theory in celebrity endorsements: The role of celebrity worship and profession

S Roy, AS Mishra - Journal of Advertising …, 2018 - journalofadvertisingresearch.com
This study builds on entertainment and transportation theories and empirically tests a model
that incorporates the effects of entertainment motives and attitudes. It examines …

Emojis: can it reduce post-purchase dissonance?

RG Indwar, AS Mishra - Journal of Strategic Marketing, 2023 - Taylor & Francis
Online food purchase over mobile apps is growing, and so is the competition between the
different apps. Any dissatisfaction from the mobile app causes dissonance and customer …

Celebrity co‐creator or celebrity endorser? Exploring mediating and moderating factors in Marcom decision

S Roy, AS Mishra, AA Bailey - Psychology & Marketing, 2024 - Wiley Online Library
The present research delves into the concept of celebrity co‐creation from the consumer
behavior perspective. It explores the impact of the degree of a celebrity's involvement with a …

Value-based nudging of ethnic garments: a conjoint study to differentiate the value perception of ethnic products across Indian Markets

A Banerjee, T Dutta, AS Mishra - Journal of Fashion Marketing and …, 2023 - emerald.com
Purpose Handloom products often fail to infiltrate the global or mainland market, resulting in
small localized markets, limited demand and profitability. Recent times have also witnessed …