Soumya Singh

Soumya Singh

Assistant Professor
soumya.singh@mahindrauniversity.edu.in

My broad research areas of interest are in the consumer behavior domain such as better marketing for a better world and services marketing. More specifically, my research focuses on consumer wellbeing, prosocial consumption, service inclusion, subsistence marketplaces, and vulnerable populations. Research, I believe, is an ongoing journey wherein new interests and challenges connect dots with the knowledge distilled and accumulated over each passing project. I plan to apply my research experience to continue working on these domains with openness to new connecting dots.

Ph.D.

PhD. in Management Studies (Marketing), University of Hyderabad, Telangana, India
Dissertation: Customer Experience and Loyalty: The role of Wellbeing and Satisfaction in retaining Wellness service customers
Supervisor: Dr Sapna Singh
Committee Members: Prof. V. Sita, Prof. B. Raja Shekhar, Dr D V Srinivas Kumar

2022

Part-time Research Assistant, IIM Udaipur

2021

Entrepreneurship Development Trainer, AD Life Trust

2016

Assistant Professor, CPJ College, affiliated to Indraprastha University, New Delhi

Publications

2023

Singh, S., & Singh, S. (2023). Impulse buying and checkout donation: leveraging reparatory processes of purchase guilt. International Review on Public and Nonprofit Marketing, 19 (4), 1-24. (ABDC B)

2021

  • Nagaraj, S., Singh, S., & Yasa, V. R. (2021). Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India. Technology in Society, 65, 101-534. (ABDC C)
  • Singh, S. (2021). Valuing Wellbeing: A Step Closer to Optimum Customer Engagement. In Insights, Innovation, and Analytics for Optimal Customer Engagement (pp. 168-183). IGI Global. (Book Chapter)

    • 2020

  • Singh, S. & Satyavageeswaran, P. (2020). From Receiving to Giving: The role of Prosocial Signaling Interactions at Point-of-sales Donation. In EMAC Annual conference proceedings, Budapest.
  • Singh, S. & Singh, S. (2020). Wellness Consumers in India: An Attitude-based Segmentation Study. International Journal of Leisure and Tourism Marketing, 7 (1), 26-43.

    • Better marketing for a better world – Consumer Wellbeing, Prosocial Consumption,
    Subsistence Marketplaces, Vulnerable Populations
    Services literature – Service Captivity, Service Inclusion, Social Signaling