Rahul Sharma

Rahul Sharma
Lovely Professional University | LPU · Mittal School of Business

Doctor of Philosophy

About

44
Publications
22,568
Reads
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77
Citations
Introduction
With 14+ years of academic career producing powerful learning opportunities for advanced level post graduate courses, I am recognized for teaching excellence based on technical, research, and design fundamentals. I research, speak and advise about marketing in the digital era. It would be fair to say that I am avidly curious about how the digital marketing is evolving and try to contribute in this area through research.

Publications

Publications (44)
Article
Full-text available
This research paper aims to identify the factors motivating users to post reviews on online travel review platforms (OTRPs). A non-probabilistic sampling technique, purposive sampling, was employed for data collection. Exploratory Factor Analysis (EFA) was conducted on a dataset of 1,313 observations. This study highlights several pivotal factors e...
Article
Customers prefer to use various social media platforms to read reviews or share complaints/suggestions about offerings by the specific company. This research paper investigates user sentiments towards prominent online travel agencies (OTA's) offering their services in India, focusing on customer feedback shared on social media platforms like Twitte...
Article
Artificial intelligence (AI) has revolutionised social media marketing, offering both significant advantages and potential drawbacks. This paper delves into the dual facets of AI-driven social media marketing techniques, investigating both their advantageous and detrimental impacts. It shows that by leveraging AI, businesses can achieve unprecedent...
Chapter
In an era of rapidly changing technology and uncertain market conditions, the need for organizational resilience is very important. Organizational unlearning is one such capability that has become increasingly important for adaptability and innovation since it involves eliminating outdated knowledge to embrace new ideas. Despite its significance, l...
Article
This research paper seeks to understand the deficit arising from the generative AI and its potential in redefying various sectors and suggesting modification on the current laws. Generative AI systems can generate distinctive content which could be used in text, images, or music, among others, by training from the available data. It highlights how...
Chapter
The convergence of artificial intelligence with marketing not only promises to transform the field but also poses ethical and societal challenges. This study employs a scientific mapping technique of bibliometrics, to explore the intellectual evolution and collaborative trends in this domain. The finding shows the growing importance of ethical issu...
Article
The management of B2B interactions and the manifestation of their negative side effects can be influenced by new technologies such as artificial intelligence (AI), blockchain, and big data analytics. Additionally, despite numerous advancements in the study of the dark side of B2B connections, there have recently been questions expressed about the s...
Chapter
This study conducts a comprehensive bibliometric analysis using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) model to explore the convergence of e-commerce, customer experience, and virtual environments in the evolving metaverse. Utilizing Scopus database data from 2010 to 2023, this research aims to map the trend...
Article
This paper delves into the multifaceted marketing analytics compliance and regulation landscape across diverse business sectors and legal frameworks. It discusses a spectrum of norms with respect to overseeing data collection, processing and utilisation in marketing endeavours. Stringent global laws govern the handling of personal data, necessitati...
Article
This research paper aims to identify the effect of OTA’s (online travel agencies) web services quality on customer satisfaction and revisit intention. The present study tries to inspect the structural association between OTA’s web service quality, and customer satisfaction and revisit intentions based on separate constructs. Web service quality was...
Article
This comparative study delves into the intricate landscape of privacy and data protection risks associated with the integration of artificial intelligence (ai) applications within the framework of the brics nations-Brazil, Russia, India, China, and South Africa. As ai continues to revolutionize various sectors, concerns over the security of persona...
Article
The integration of Machine Learning (ML) into healthcare informatics holds immense promise, revolutionizing patient care and treatment strategies. However, as this technology advances, it brings forth ethical challenges crucial for careful navigation. ML offers unprecedented abilities to analyze vast healthcare data, leading to personalized medicin...
Chapter
In the fast-digital age, the constant influx of information, relentless social media engagement, and an unending stream of push notifications have become an integral part of our lives. While these technological advancements have undoubtedly brought convenience and connectivity, they have also raised concerns about their impact on productivity, heal...
Article
Generative pre-trained transformer (GPT) technology has become a revolutionary deep-learning tool for enabling businesses to generate coherent and contextually relevant text. With its versatile applications in content creation, customer interactions and social media marketing, GPT has redefined the way businesses engage with their audiences. This r...
Article
This research paper aims to provide an overview of machine learning and artificial intelligence in digital marketing. The current technological advancements have moved industries forward. Marketing has evolved to the point where it must now stay up with the most recent digital trends. While this may seem like a call to action for marketers, all aut...
Article
The growing use of artificial intelligence (AI) in marketing poses several ethical concerns. Marketers must ensure the secure and productive application of customer data when using artificial intelligence. Moreover, despite its supposed impartiality, they must acknowledge the probability of partiality within AI. To ensure ethical practice, engineer...
Article
With the Indian Premier League now one of the most popular sporting competitions in India, marketers looking to reach cricket fans must recognise and understand the many factors that influence their affinity towards their favoured team. This case study of Indian Premier League fans investigates the various factors that motivate fans to associate wi...
Chapter
Security, safety, and privacy are essential for anyone who uses the internet. Cyber security refers to the methods, strategies, and processes used to prevent computers, programs, networks, and data from being hacked, damaged, or accessed without permission. India has laid strong foundations to defend its population from cyber crimes, all while keep...
Research Proposal
In recent years, the Indian Premier League (IPL) — one of the biggest sporting competitions in India — has enjoyed significant growth in fan engagement across multiple social media platforms. As audience engagement is a vital metric for measuring the success of any venture or event, this article investigates in more detail how this has manifested...
Article
This paper aimed to identify customers’ preferred attributes when selecting an online travel agency’s platform. The use of online travel agency platforms is increasing rapidly among travelers to search for information related to holiday packages, availability of flights, hotel bookings, itinerary details, etc. The online travel business is forecast...
Research Proposal
Full-text available
Football is one of the most followed sports in the entire world. Since the historical inception of football, it has been seen that the game is gaining popularity in almost every corner of the world. The FIFA football world cup and the other football leagues based in Europe and South America had influenced a significant amount of followers. There ar...
Chapter
Artificial intelligence (AI) is profoundly changing digital marketing by empowering brands to create distinctly personalized customer experiences and optimize marketing strategies with unrivalled precision. This book chapter investigates the integration of AI technologies such as predictive analytics, machine learning, and chatbots into digital mar...
Chapter
The purpose of this research is to analyze the impact of covid-19 impact in the travel industry and to explore the usefulness of virtual tourism in the present time. This research paper shows the current status of virtual tourism. This study reveals the application of virtual tourism in the travel industry in this covid-19 pandemic period. This pap...
Conference Paper
The objective of this paper is to identify effect of OTA’s (online travel agencies) web services quality on customer satisfaction and revisit intentions. The effect of web service quality on customer satisfaction and revisit intention was investigated by 5-points Likert scale questionnaire. The sample of this study used the convenience sampling tha...
Research
Full-text available
The Covid-19 Pandemic has significantly impacted multiple economies and its different sectors worldwide and others facing binary challenges to grapple up with the current market conditions. It is important, at this time to understand, how one could strengthen its business and keep learning from the challenges in different environment altogether. It...
Research
Full-text available
Sports League in India is becoming the trend and influence the corporates to invest in large scale and further extract small or long term benefits at regular intervals. Different sports leagues in India continue to take place around the year, it has now become practice and moreover a competitive strategy for most of the brands that deal with simila...
Chapter
Full-text available
Covid-19 Pandemic has drastically brought down multiple businesses worldwide and others facing numerous challenges to cope up with the current market conditions. It is important, at this time to understand, how one can stabilizes its business and keep learning from the challenges in different markets altogether. There is a drastic impact of Covid-1...
Article
The purpose this paper to identify the impacts and implications of global COVID-19 pandemic outbreak on travellers and travel Industry in India. There are few studies have been done on the impact of corona virus pandemic impact on tourism sector. This paper reviews the 25 research papers and found that there is huge loss of tourism industry due to...
Chapter
Covid-19 Pandemic has drastically brought down multiple businesses worldwide and others facing numerous challenges to cope up with the current market conditions. It is important, at this time to understand, how one can stabilizes its business and keep learning from the challenges in different markets altogether. There is a drastic impact of Covid-1...
Preprint
Full-text available
Consumers in India are experiencing different advertisements through different platforms being endorsed by different celebrities throughout the country. On the other hand, India is seeing an extraordinary transformation in the sports business. India had assumed an estimable job in presenting various games group in various fields. As the Indian spor...
Research
Full-text available
Consumers in India are experiencing different advertisements through different platforms being endorsed by different celebrities throughout the country. On the other hand, India is seeing an extraordinary transformation in the sports business. India had assumed an estimable job in presenting various games group in various fields.
Research
Full-text available
India had witnessed the birth and growth of many different sports leagues in the past decade. The sports sector is one of the emerging sectors in India and experienced numerous developments due to wholehearted acceptance by people in India. This increasing sports leagues' popularity and the regular organizing of different sports in India deliver ab...
Chapter
The purpose of this paper is to identify factors motivating individuals to post reviews on online travel review platforms. There are few studies on the motivating factor to post reviews on online travel review platforms. Some motivation factors are happiness and grief from the holiday tour packages which they have opted out of. Studies show that 97...
Research
The sports sector had experienced numerous developments in the past decade due to whole hearted acceptance by people in India. This increasing popularity of different sports leagues and regular organising large sporting events in India provide helps marketers exploring abundant opportunities in business. Though there are numerous literatures that f...
Research Proposal
Full-text available
The sports sector had experienced numerous developments in the past decade due to wholehearted acceptance by people in India. This increasing popularity of different sports leagues and regular organizing large sporting events in India provide helps marketers exploring abundant opportunities in business. Though there is numerous literature that focu...
Research Proposal
India had witnessed birth and growth of many different sports leagues in past decade. The sports sector is one of the emerging sector in India andexperienced numerous developments due to whole hearted acceptance by people in India.This increasing sports leagues' popularity and the regular organising ofdifferent sports in India deliver abundant oppo...
Article
Full-text available
In the ever growing era of digital technology, the world is advancing towards etransactions with a tremendously positive approach. The facilitating service available in the market is digital wallet which alludes itself to be the best possible medium of e-transactions. Digital wallet, being an intermediary between buyer and seller, proffers the requ...
Chapter
Online shopping is about people buying products/services over the internet, as a substitute of going to a traditional brick-and-mortar stores. Globally, an increasing number of people are buying over the Internet and India is also not untouched from this wave of online shopping. Ecommerce transactions grew by 53% in year 2014 in India. Due to the a...
Article
Online social network have become an integral part with most of Internet users. Improving internet connectivity coupled with enhanced smartphone usage is leading to increase in use of social media spearheaded by online social network websites. Today for marketers, an online social network based strategy is one of the prime parameters in deciding an...
Article
In a short period of time, online social networking has developed into a sensation, through which a massive number of people using internet are linked. Underlying this popularity of online social networks is a fact that as a media it encourages each member for response and influence. Online social networks have provided brands with target approach...
Article
Full-text available
The growth of the social networking phenomenon across the Internet – led by social networking sites like Facebook, Twitter and LinkedIn etc. – has altered the playing field for business and consumer marketers of all sorts. It is practically impossible to think of a comprehensive marketing strategy in the absence of social networking as one of the k...

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