معرفی
Reetika Gupta is an Associate Professor at ESSEC Business School, Singapore, with a career spanning institutions such as Lehigh University (College of Business and Economics) and City University of New York – Baruch College. Her research focuses on Marketing, Consumer Behavior, and Digital Marketing, particularly in areas like Interactive Marketing, Bottom-of-the-Pyramid Consumers, and Augmented Reality in Marketing.
- PhD in Marketing (City University of New York – Baruch College, 2005)
- PGDPC (Mudra Institute of Communications, 1996)
- BA (Honors) in Economics (St. Stephen's College, 1994)
Her research explores:
- Psychological factors in ethical consumption and sustainable marketing
- Design of digital platforms to enhance consumer revisits and engagement
- Impact of social relationships on consumer behavior in emerging markets
- Political ideology's influence on product preferences
Recent publications analyze Bottom-of-the-Pyramid Consumers, Mobile Marketing, and Healthcare Challenges. Awards include Fond de Recherche ESSEC grants and the Alfred Noble Robinson Faculty Award (2012). She has served as Editor-in-Chief of the Journal of Consumer Marketing (2020–2022) and currently as Associate Editor.
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