Educational Qualification

• Ph.D.
• M.Phil.
• MBA

Work Experience (Research /Teaching)

• ​​​​Professor in Rajagiri Business School (April 1, 2025 onwards)
• Associate Professor in Rajagiri Business School, Cochin (July 01, 2021- March 31, 2025)
• Associate Professor in Rajagiri School of Management, Cochin (April 01, 2016 -June 30, 2021) 
• Asst. Professor at Rajagiri School of Management, Cochin, (June 2008 - March 31, 2016)
• Lecturer in KSR College of Arts and Science, Tiruchengode
• Lecturer in Vysya Institute of Management Studies, Salem
• Marketing Executive in Foreva – A Division of Unichem Laboratories
• Administrative Executive in Parenteral Drugs (I) Ltd, Indore M.P

Area of Interest (Research /Teaching)

• Marketing Management
• Advertising and Sales Promotion
• Consumer Behavior
• Retail Business Management

Research Projects

• Minor Research Project funded by RCSS under the FRP policy titled “An investigation of actual and perceived utility of online ratings and reviews of services”.
• Minor Research Project funded by UGC titled “Influence of Price in Purchase Decision Making of FMCG”, (May 2011 - August 2012)

Journal Publication

• Siji, S., & Parsad, C. (2023). Navigating the Stars: The Moderating Effect of Social Media Usage on the Admission Intention of B-schools. FIIB Business Review, 14(2), 233-246. https://doi.org/10.1177/23197145231185391. [Scopus - Q1, SJR-Q2]
• “Influencer marketing: role of paid communication and product congruency” in Academy of Marketing Studies Journal, 29(2), 1-15. ISSN: 1528-2678. [ABDC-B]
• "Navigating the Stars: The Moderating Effect of Social Media Usage on the Admission Intention of B-schools”  in the FIIB Business Review, 14(2), (September 2023), ISSN- 2455-2658 [SJR Q2]
• “Social Commerce of Indian Customers: The Role of Social Media Usage” in Indian Journal of Marketing, vol. 51, Issue.8. ISSN: 0973-8703 (Aug 2021)
• “Generational cohorts: An empirical investigation into the Indian millennial’s shopping characteristics” in the Journal of Contemporary Issues in Business and Government, Vol. 27 No. 1, ISSN. 1323-6903 (March 2021)
• “Social Media Analytics: Extracting and Visualising TripAdvisor Reviews, a Case of Taj Hotels in India” in Test Engineering and Management Journal, Volume 83, ISSN: 0193-4120. (May 2020)
• “The role of anticipated regret and promotional offers on online purchase intentions” in Sustainable Humanosphere Journal, Vol. 16, Issue 1, ISSN: 1880-6503 (March 2020)
• “Role of green marketing awareness on purchase intention of eco-friendly products” in the IPE Journal of Management, Vol-8, No.1, ISSN 2249-9040. (January- June, 2018)
• “A study on factors influencing customer’s attitude towards mobile marketing” in the conference proceedings of the National Conference on New Age Marketing organized by the School of Management Studies, CUSAT (March 14, 2018)
• “Economic Development in the Digital Age: The Role of Digital Marketing in the International Journal of Marketing Research Review, 5(1), ISSN: 2347-1670 (February, 2017)
• “Variance in factors influencing buyer behavior across various product categories in FMCGs” in the Indian Journal of Marketing, Vol-45, No. 3, ISSN: 0973-8703 (March 2015)
• “Impact of Social Media in Education” in the  International Journal of Applied Services Marketing Perspectives, Vol-4, No.1,ISSN- 2279-0977 (2015)
• “Linking customer Loyalty to Customer Satisfaction and Store Image” in the  Rajagiri Management Journal, Vol-8, N.2, ISSN – 0972-9968 (December, 2014)
• “Positive Influence of Price in FMCG Buying Decision” in the International Journal of Retailing and Rural Business Perspectives, Vol-3, No.2, ISSN (P) 2279-093“Factors Influencing Buyer Behaviour in FMCG” in the International Academic Research Journal of Buisness Management, Volume 2, Issue No. 4, August 2013-ISSN no - 2227-1287 (April-June, 2014)
• "Determinants of Online Apparel Shopping Intentions" in an edited volume book titled Marketing Dynamics published by Aruna Publications with ISBN no. 978 93 81790 93 9 (2013)
• "Negative Influence of Price in FMCG Buying Decision" in the Journal of Marketing Vistas, Volume 2, No. 2  (July-December, 2012)
• “Analysis of Generation Mix at workplace” published in Journal of Contemporary Research in Management” 3rd Volume, (July-December 2007)

CASE

• "Nukkad Tea Café: Combating the Taboo of Transgender Employees" in Ivey Cases with Product no. W36906
• “Midtown Medical Centre: Exploring Business Expansion Strategies”, Ivey ID: 9B19A025. London, Canada. Ivey Publishing.
• “Strategic Alliances and Joint Ventures in Civil Aviation” published in the conference proceedings of the conference on “Global Competition and Competitiveness of Indian Corporate” held at IIM-Kozhikode, India on 18th and 19th of May, 2007
• “Strategic Alliances and Joint Ventures in Civil Aviation – The Case of Air India and Lufthansa”

CHAPTER PUBLISHED

• Chapter titled “A study on shopper’s experience in shopping mall based on different age groups with reference to Lulu Mall, Kochi’ in the conference proceedings of NCIM 2020 with ISBN No. 978-93-5396-417-7 (2020)
• Chapter titled 'The changing face of rural market'  in the book 'Rural Development : Emerging Economic and Commercial Perspectives' ISBN 978-93-5258-565-6, (April 2016)

BOOK

• Book titled “Factors Influencing Buyer Behavior in FMCG – An Indian Perspective”LAMBERT Academic Publishing, ISBN: 978-3-659-97297-3 (2016)

Paper Presentation

• “Use of TAM and TPB Practices during Covid-19 with special reference to Online Shopping Behaviour” in the Interntaional Conference on Insights in Marketing with the theme ‘Sustainable Marketing for a Better world’ held at Rajagiri Business School (February 5, 2022)
• “The Queen…The Queer: A Study on How LGBTQ Imagery in Advertisements Influence the Ideology of the viewers towards a Brand” in the Interntaional Conference on Insights in Marketing with the theme ‘Sustainable Marketing for a Better world’ held at Rajagiri Business School (February 5, 2022)
• “Mobile Food Ordering Apps: An Empirical Study of the Factors Affecting Customer E-satisfaction and Customer Intention to Reuse Such Apps” at an international conference in IIM-Rohtak (January 8, 2022)
• “Extracting and Visualizing Shiksha.com reviews of top B-schools in India” at an international conference in MICA, Ahmedabad. (January 6, 2022)
• “Consumer Attitude towards Instagram advertisements: A snapshot” in the international conference in Marketing 2021 jointly organized by RBS, RCSS and Vives University, Belgium (February 5, 2021)
• ‘Maneuvering the stars: The moderating influence of social media usage on booking intention of hotels’ in the Rajagiri Management Conference organized (October 15, 2020)
• “A study on shopper’s experience in shopping mall based on the service quality factors” at the AU virtual international conference 2020 on Entrepreneurship and Sustainability in the digital era (October30, 2020)
• “A study on Air Passenger’s shopping motivation and commercial activities at the airport: The moderating effects of time pressure and impulse buying tendency” in 2019 IIM Indore Summer Marketing – IS Conference on the theme Smart Marketing in the Digital Age organized by IIM-Indore (July 26-28, 2019)
• “Generational Cohorts: An empirical investigation into the Indian Millennial’s Shopping characteristics” in 2019 IIM Indore Summer Marketing – IS Conference on the theme Smart Marketing in the Digital Age organized by IIM-Indore (July 26-28, 2019)
• “A study on factors influencing customer’s attitude towards mobile marketing” in the National Conference on New Age Marketing organized by the School of Management Studies, CUSAT (March 14, 2018)
• “How effective are promotional offers in the purchase intention of consumers – between India and Columbia” in the National Conference on Insights in Marketing organized at Rajagiri Centre for Business Studies, Kakkanad (February 4, 2017)
• “Economic development in the digital age: The role of digital marketing” in 7th international conference  on development policy organized at Avinashilingam School of Management and Technology,      Coimbatore (December 15-16, 2016)
• 'The Study of Customer Satisfaction, Customer Trust and Switching Barriers on Customer Retention of BSNL Landline Users' in the one day National conference on 'Insights in Marketing' organised by RCBS (Februray 6, 2016)
• "Alliteration alters:Phonetic overlap in promotional messages influences evaluations and choice" authored by Derick F Davis, Rajesh Bagchi, and Lauren G Block, published in the Journal of Retailing, 92, (2016)
• "Linking customer Loyalty to Customer Satisfaction and Store Image" at the 14th EBES Conference organised by the Eurasian Business and Economics Society, held at Barcelona, Spain (October 23-25, 2014)
• "Impact of Social Media in Education" in the TEQIP II Sponsored National Conference on Integrating Humanistic Values and Social Concerns with Technical Education (NCIHST-2014) (February 7-8, 2014)
• "Using the crowd as an innovation partner" authored by Kevin J Boudreau and Karim R Lakhani, published in HBR South Asia, (April 2013)
• “Factors Influencing Buyer Behavior in FMCG" at "International Conference on Applied Research in Business, Management, Economics and Finance-ARC 2013-Cochin-India" organised by Academic Research Publishers, UAE and New York Institute of Technology, Abu Dhabi Campus (July 5-6, 2013)
• "Determinants of Online Apparel Shopping Intentions" in a one day National Conference on "Recent Trends in Marketing - Opportunities and Challenges" organised at the National Institute of Technology, Thiruchirappally (February 20, 2013)
• "Value Consciousness and Le-agile Marketing" in a UGC sponsored National Conference on "Leveraging competitiveness through Lean and Agile Management" X2012 at Avinashilingam School of Management Technology, Coimbatore. (March 31, 2021)
• "Influence of Price Consciousness and Purchase Decision Involvement in Local Retailer Loyalty" at an International Conference on "Evolving Frontiers Business-society-Nation Interfaces" organised at Indus Business Academy, Bangalore (March 10-12, 2011)
• “Indian Thought on Business Ethics” in an International Conference titled “Emergent Business Models and Strategies for the knowledge economy: Impact on Society, Business, and Government: organized by Indian Business Academy, Bengaluru (November 19-21, 2009)
• “Indian Ethos and Management: Towards a New Managerial Vision” at an International conference on “Expanding Horizons of Indian Business and Indian Management” held at IBA, Bangalore (January 15-16, 2008)

Conferences / MDPs Attended / FDPs Attended

• Session chair at the Research Colloquium organised by SCMS (December 2, 2023)
• International Conference on "Innovative Practices for Business Excellence" at Rajagiri Centre for Business Studies (January 14, 2013)

Conferences / MDPs Organised / FDPs Organised

• ​​​​​​One-day International Conference on Insights in Marketing with the theme Sustainable Marketing for a better World (February 5, 2022)
• One-day Pre-conference workshop on Qualitative and Quantitative Research Techniques as part of the International Conference on Insights in Marketing (February 4, 2022)
• Webinar titled "Beyond the Pandemic: Opportunities for the FMCG sector” (July 24, 2020)
• One-day National Conference on Insights in Marketing with the theme “Marketing in the 21st Century: Contributing towards a better world, Rajagiri College of Social Sciences. (February 2, 2019)
• One-day workshop on “Qualitative Research Methods” Rajagiri College of Social Sciences. (February 1, 2019)
• One-day National Conference on Insights in Marketing with the theme “Marketing Management in Changing Times” Rajagiri College of Social Sciences. (February 3, 2018)
• One day workshop on “Academic Writing”,Rajagiri College of Social Sciences. (February 2, 2018)
• One-day National Conference in Marketing titled “Traditional Concepts of Marketing in Today’s context”, Rajagiri College of Social Sciences. (January 24, 2013)

Workshops / Training Attended

RESOURCE PERSON

• ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS, (February 11-13, 2025)
• ‘Pragati – The capability building workshop’ held for Bharat Gas Distributors designed and developed by RBS and RCSS, (February 4-6, 2025)
• ‘Pragati – The capability building workshop’ held for Bharat Gas Distributors designed and developed by RBS and RCSS, (January 28-30, 2025)
• ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS (January 21-23, 2025)
• ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS (November 21-23, 2024)
• ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS (October 8-10, 2024)
• ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS (September 3-5, 2024)
• ‘Pragati– The capability building workshop’ held for Bharatgas Distributors designed and developed by RBS and RCSS (March 25-27, 2024)
• ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS (March 12-14, 2024)
• ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS (January 23-25, 2024)
• ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS (December 5-7, 2023)
•  ‘Utkarsh – The capability building workshop’ held for Bharat Petroleum Dealers designed and developed by RBS and RCSS (November 22-24, 2023)
•  Session on ‘Time Management” as part of the Induction program of Batch 2022-25 of Rajagiri College of Social Sciences (September 13, 2022)
• "Technology based Entrepreneurship Development Programme (TEDP) on IT/ITES support services" conducted by KITCO at Kalamassery, (December 2012)

PARTICIPANT

• 5-day FDP on Statistics for Data Analytics (August 3-7, 2021)
• A one-day workshop on ‘Assurance of Learning’ conducted by Dr. Arun Periera (February 15, 2020)
• Workshop on “Conducting Meaningful Research” organized by IIM-Indore (July 26, 2019)
•  Three-day IAA World Congress on the theme “Brand Dharma” at Grand Hyatt Bolgatty, Kochi (February 20-22, 2019)
• One-day National Seminar on “Disaster Risk Mitigation: Technology Recipes for Kerala” organized by the Dept. of Computer Science at Rajagiri College of Social Sciences, Kalamassery (November 30, 2018)
• FDP on “Simulations” organized by Rajagiri Centre for Business Studies (January 2-3, 2018)
• FDP on “Write and Cite” organized by Rajagiri Centre for Business Studies (November 7, 2017)
• Seminar on “Case Method Teaching” organized by Harvard Business Publishing and IIMA Case Centre at Symbiosis Institute of Business Management, Bengaluru. (July 7-8, 2017)
• Three-day seminar on “Strategic Innovations in Higher Education” at Christ University, Bangalore (May10-12, 2017)
• Three-day seminar on “Strategic Innovations in Higher Education” at Christ University, Bangalore (May10-12, 2017)
• “Marketing and Brand Conclave” organized by CII at Hotel Crown Plaza (November 2, 2016)
• FDP on “Teaching Methods to strengthen decision making skills” conducted by Dr. Ranjeet Nambudiri of IIM-Indore (September 20, 2016)
• FDP on “Case Method in Management Education” conducted by Dr. Simon George of TAPMI (August 20, 2016)
• FDP Symposium on 'Sentimental Marketing. # Next is here' held at SCMS Cochin School of Business, Cochin, Kerala (July 29, 2016)
• FDP on “Innovative Approaches in Management Teaching” (April 28-30, 2016)
• One-day Faculty development Programme on Bloom’s Taxonomy organised by Rajagiri Centre for Business Studies (January 5, 2016)
• One-day training programme on Meta Analysis organised by Rajagiri Centre for Business Studies (June 02, 2015)
• One-day workshop on "Employment Laws in the IT sector: Myth and Reality" at Rajagiri Centre for Business Studies (March 7, 2014)
• Two-day UGC sponsored Conference on “Inclusive Innovation and Sustainable Growth: The Millennium Challenges” organized by Rajagiri College of Social Sciences (August 30-31, 2013)
• Three-day national workshop on "Reseacrh Methodology and Statistical Analysis: New Trends" held at RCBS, Kochi (July 16-18, 2013)
• UGC sponsored one day National Conference on "Information Systems: Emerging Trends and Technologies" organised at Rajagiri College of Social Sciences (February 13, 2013)
• Two-day Training Program on "Information Delivery Systems for Academic and Research Institutions (IDSARI 1.0) organised by ICFOSS Technopark, Trivandrum and Rajagiri College of Social Sciencs, Kalamassery.(September 24-25, 2012)
• One-day FDP on “Indian Ethos and Values” at PSGIM, Coimbatore (September 25, 2010)
• One-day International Conference on “Human Resource Management in 21st Century: The Strategic Focus” organized by Rajagiri Centre for Business Studies (January 22, 2010)
• One-day National Conference on “Communication in Global Business…the changing spectrum” organized by the Rajagiri School of Management (September 25, 2009)
• One-day workshop on “Teaching CSR in Management Schools” organized by IIM-B Centre for Corporate Governance and Citizenship in association with SCMS-Cochin at SCMS Campus. (24th July, 2009)
• One-day workshop on “Data Analysis using SPSS”, conducted by Dept of Computer Applications, CUSAT and SPSS South Asia Pvt Ltd Bangalore (June 25, 2009)
• workshop on “Research methodology – application of Contemporary Statistical Techniques for Research in Business” at Rajagiri School of Management (October 13-17, 2008)
• Seminar and workshop titled “Enhancing Organizational Effectiveness through Managing Change” at Rajagiri School of Management (July17-19, 2008)
• One-day workshop on “Building Creativity Looking Beyond Limits” organized by Kerala Management Association (November 24, 2007)

Awards And Achievements

• Article titled “Consumer Attitude Towards Mobile Advertising in India: The role of personalization” at Assumption University and got the best paper award. (October 19, 2021)
• Case titled “Cycle Pure Agarbathies: Branding Fragrance Across the World” at ICRC-AIMA case competition organized. The case was awarded the Certificate of Excellence for being selected among the top 5 cases. (March 31, 2021)

Administrative Roles

• Programme Chair - PGDM (& Invited Member - BOG) (2022- ‘25)
• Presiding Officer – Internal Complaints Committee (2022-‘25)
• Faculty-in-charge of Student Success Centre (April 2017 - June 2021)
• Area Chair – Marketing (June 2015- June 2021)
• Staff Secretary of the Faculty Council (June 2015-June 2021)

Other Details

• Peer Reviewer- The Case Journal [SCOPUS Q4]
• Peer Reviewer- Journal of Economics, Management and Trade
• Completed a ARPIT course on “Pedagogical Innovations and Research Methodology” with a ‘A’ grade (February 16, 2020)
• Completed a ARPIT course on “Curriculum Pedagogy and Evaluation for Higher Education” with a ‘B’ grade  (2021)
• Part of the research team involved in identifying the “Top Twenty Brands in Kerala” for the Dhanam Magazine for the year 2008