FACULTY
Prof. Muhammad Vasil M
Prof. Muhammad Vasil M is Assistant Professor – Advertising and Branding at FLAME University. He is pursuing PhD in Marketing from the Indian Institute of Management Shillong. He holds a Master’s Degree in Commerce from Jamia Millia Islamia, New Delhi, and a Bachelor’s Degree in Commerce from the University of Calicut, Kerala.
His research focuses on the sharing economy, peer-to-peer accommodation, value co-creation, value co-destruction, and platform disintermediation. His work has been published in leading international journals, including Psychology & Marketing, Journal of Retailing and Consumer Services, International Journal of Tourism Research, and Journal of Hospitality Marketing & Management. He has also presented his research at various international conferences.
Published
- Sajid, M., Surira, M. D., & Vasil, M. (2026). Communal vs. exchange appeals: Relationality framing as a strategy to discourage platform bypassing. Journal of Retailing and Consumer Services, 91, 104770. https://doi.org/10.1016/j.jretconser.2026.104770. [ABDC - A].
- Vasil, M., Chopdar, P. K., Das, S. S., & Buhalis, D. (2025). Guests’ Value Co‐Creation Behavior in Airbnb: The Role of Light Triad Personality, Perspective‐Taking, and Host Incivility. International Journal of Tourism Research, 27(3), e70032. https://doi.org/10.1002/jtr.70032. [ABDC - A].
- Vasil, M., Chopdar, P. K., Das, S. S., & Buhalis, D. (2025). Value co-destruction behavior in peer-to-peer accommodation: Evidence of dark triad, moral disengagement, and host incivility. Journal of Hospitality Marketing & Management, 34(4), 499–525. https://doi.org/10.1080/19368623.2025.2449870. [ABDC - A].
- Vasil, M., Chopdar, P. K., Buhalis, D., & Das, S. S. (2024). Value co‐creation in the sharing economy: Revisiting the past to inform future. Psychology & Marketing, 41(7), 1443–1468. https://doi.org/10.1002/mar.21990. [ABDC - A].
Conference Presentations
- Vasil, M., Chopdar, P. K., & Das, S. S. (2025, December). Guest-host personality congruence and value co-creation behavior in peer-to-peer accommodation. [Conference presentation]. 3rd International Conference on Sustainability, Entrepreneurship, Equity and Digital Strategies (SEEDS, 2025), Prince of Songkla University, Thailand [Received best paper award in the General Management Track (Physical)].
- Vasil, M., Chopdar, P. K., & Das, S. S. (2024, January). Value co-creation in the peer-to-peer accommodation: What do we know and where should we be heading? [Conference presentation]. 3rd International Marketing Conference (iMarC-III), IIM Shillong, India.
- Sekhar, S., & Vasil, M., (2023, April). Influence of scarcity claims on impulsive buying intention: The role of FOMO and reversibility of decision [Conference presentation]. International Conference of Marketing on Consumer Experience in Digital Era, IIM Bodh Gaya, India.
- Vasil, M., & Chopdar, P. K. (2022, November). Are we ready for it? Exploring the barriers for mobility-as-a-service adoption [Conference presentation]. 2nd Pritam Singh Memorial (PRISM) Conference, IIM Nagpur, India.
Awards and Honors
UGC NET and JRF (July 2019)