Isha Sharma

Dr. Isha Sharma is an Assistant Professor of Marketing at the School of Administrative Studies, York University. Her research focuses on new technology adoption, consumer engagement with AI, consumer brand relationships, and online consumer culture. She holds a Ph.D. in Management from Amity University (2021), an MBA from ICFAI Business School (2010), and a B.A. in English from Delhi University (2008).

Her recent work explores topics like chatbot usage, sentiment reversal in social media, and celebrity activism outcomes. She has received the AIM Sheth Foundation grant (2021) for research on service inclusivity for differently-abled consumers. Teaching interests include Digital Marketing and Consumer Behavior.

Key research themes include brand hate dynamics, political deepfake motivations, and gamification strategies in crowdsourcing platforms. Her articles address emerging technologies' societal impacts and consumer response mechanisms in digital spaces.