Vandana Ahuja

Vandana Ahuja has over 24 years of experience across the corporate sector and academia. She is presently working as Director and Professor of Marketing at Symbiosis Institute of Business Management, Noida. She is the author of the book on Digital Marketing - published by Oxford University Press and is the proud recipient of the ILDC-AMP women achiever's award for excellence in Management Teaching. She has published several manuscripts in International and National journals and also serves on the Editorial Board of several International Journals. She has organised and chaired several National and International conferences and has guided PhD. students in the domain of Management. Prior to working at Symbiosis, she has worked with Jaipuria Institute of Management as Dean-Academics, Amity Business School as Professor, IILM Graduate School of Management as Dean-Research and faculty at Jaypee Business School. Her strengths include Teaching, Research and Academic Administration.

Publications

Role of Social Media to Enhance Brand Engagement and Brand Perception in the Textile, Apparel, and Fashion Industry
Role of Social Media to Enhance Brand Engagement and Brand Perception in the Textile, Apparel, and Fashion Industry
Vandana Ahuja, Pooja Sehgal Tabeck. © 2023. 13 pages.
The growth of the apparel industry in India is taking place at a brisk pace, and significant growth in private consumption is expected to create strong domestic demand for...
Multidisciplinary Perspectives Towards Building a Digitally Competent Society
Multidisciplinary Perspectives Towards Building a Digitally Competent Society
Sanjeev Bansal, Vandana Ahuja, Vijit Chaturvedi, Vinamra Jain. © 2022. 311 pages.
The world is undergoing a transformation as technology enters every ecosystem. Subsequently, there is a need to develop higher-order digital skills to ensure one's...
Leveraging Social Media Tools for Business Purposes
Leveraging Social Media Tools for Business Purposes
Vandana Ahuja, Shirin Alavi. © 2022. 18 pages.
Human beings are increasingly social, and the growth of social media is a function of increased urbanisation, internet penetration, and digitisation, which have witnessed an...
Drivers of Social Media Content Marketing in the Banking Sector: A Literature Review
Drivers of Social Media Content Marketing in the Banking Sector: A Literature Review
Aastha Sawhney, Vandana Ahuja. © 2022. 23 pages.
Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the...
Using Social Media to Manage Customer Expectations and Quality Perceptions in the Hospitality Industry
Using Social Media to Manage Customer Expectations and Quality Perceptions in the Hospitality Industry
Vandana Ahuja, Shirin Alavi. © 2022. 21 pages.
The hospitality sector is a big contributor to the Indian economy. According to a recent report by KPMG, the Indian hospitality industry is projected to grow at 16.1% CAGR to...
Role of Social Media in the Indian Banking Sector
Role of Social Media in the Indian Banking Sector
Aastha Sawhney, Vandana Ahuja, Poonam Sharma. © 2022. 20 pages.
With the upsurge of innovation, transformation, and digitization in the Indian banking sector there has been a paradigm shift in banking operations. The evolution of mobile...
Drivers of Social Media Content Marketing in the Banking Sector: A Literature Review
Drivers of Social Media Content Marketing in the Banking Sector: A Literature Review
Aastha Sawhney, Vandana Ahuja. © 2021. 19 pages.
Due to technological advancement, the economy is shifting from market-driven stature to a network-oriented economy, and social media has captured prime IT trends of the...
Impact of Consumer Internet Self-Efficacy and User Friendliness of Websites on E-Commerce Adoption
Impact of Consumer Internet Self-Efficacy and User Friendliness of Websites on E-Commerce Adoption
Shirin Alavi, Vandana Ahuja. © 2021. 15 pages.
The e-commerce market has grown tremendously in India over the last few years across all product categories and industry verticals. In this chapter, an attempt has been made to...
Transforming the Media and Entertainment Industry: Cases From the Social Media Marketing World
Transforming the Media and Entertainment Industry: Cases From the Social Media Marketing World
Vandana Ahuja. © 2021. 17 pages.
Technology is the mast that keeps the flag of the entertainment industry flying high. As technology evolves and the mode and quality of entertainment changes vigorously, India...
Managing Social Media Practices in the Digital Economy
Managing Social Media Practices in the Digital Economy
Shirin Alavi, Vandana Ahuja. © 2020. 312 pages.
Social media platforms are powerful tools that can help organizations to gather user preferences and build profiles of consumers. These sites add value to business activities...
Promotion of Tourism Using Social Media
Promotion of Tourism Using Social Media
Vandana Ahuja. © 2020. 20 pages.
The tourism industry in India represents a booming sector. This is because of the advent of a large number of foreign tourists every year as well as the demographic dividend of...
Measuring Consumer Brand Perception for Green Apparel Brands
Measuring Consumer Brand Perception for Green Apparel Brands
Jasmine S. Dixit, Shirin Alavi, Vandana Ahuja. © 2020. 19 pages.
This research article examines how green consumers form perceptions about green brands by creating a frame of reference for such consumers in the apparel category. A research...