FACULTY
Prof. Parth Salunke
Prof. Parth Salunke is an Assistant Professor of Marketing at FLAME School of Business, FLAME University. He holds an FPM (Equivalent to Ph.D.) in Marketing from MICA: The School of Ideas, where his doctoral research examined how social media influencers affect consumer well-being from the lens of consumer envy. In addition, he serves as a Visiting Faculty at the Indian Institute of Management (IIM) Sirmaur, where he teaches loyalty management to marketing students. Dr. Salunke earned his Master’s Degree in Management Studies from the University of Mumbai and a Bachelor’s Degree in Business Administration from Veer Narmad South Gujarat University. His academic trajectory reflects a sustained commitment to advancing scholarly inquiry at the intersection of consumer research and digital transformations in marketing.
During his doctoral journey, he was invited as a Visiting Scholar at the University of Washington’s Milgard School of Business in 2023, where he engaged in collaborative research at the intersection of consumer research and digital transformations. Before transitioning into academia, Dr. Salunke accumulated over three years of professional experience in marketing and market research roles. This industry exposure continues to inform his research perspective, pedagogical approach, and other professional engagements such as consulting for startups.
Prof. Salunke’s scholarly contributions have garnered international recognition. He is a recipient of the Research Excellence Award from MICA for three consecutive years and has received multiple Best Research Paper distinctions at leading international academic conferences. His work has been honoured at conferences organized by the American Marketing Association (AMA), including the Best Paper Award – Runner Up (2023). He has also received the Best Methodology Paper Award at the Marketing, Strategy and Policy Conference (UK) in 2023 and 2024. His doctoral research was further recognized through the American Marketing Association Doctoral Research Grant Award (2025) from the Higher Education Special Interest Group. His research has been published in leading international journals, including ABDC A* and A-ranked outlets. He has presented his work at globally reputed conferences such as the American Marketing Association, Academy of Marketing Science, and Association for Consumer Research, contributing to scholarly discourse on consumer behavior, digital influence, and emerging marketing technologies.
In addition to his research and teaching commitments, Dr. Salunke actively contributes to the academic community through editorial and peer-review service. He serves as an Editorial Review Board Member for the Journal of Consumer Behaviour and Journal of Global Marketing and was recognized with the Reviewer of the Year Award in 2024. He also reviews for several leading international journals across marketing and consumer research domains.
Beyond academia, He is deeply committed to mentoring aspiring management professionals and fostering a culture of rigorous research. He is frequently invited as a resource person for Faculty Development Programs at reputed institutions, where he shares insights on research methodology, academic publishing, and contemporary marketing scholarship. In his leisure time, he enjoys exploring new destinations and cultures, reflecting his curiosity about diverse markets and consumer experiences across the world.
Journal Publications
- Kashyap, S., Mishra, S. K., & Salunke, P. (2026). What drives smartphone users to click on in-app advertisements? An S–O–R model approach. Journal of Marketing Theory and Practice. (ABDC:B; Scopus Q1)
- Salunke, P., Jain, V., Eastman, J., Mishra, T., & Chakraborty, A. (2025). Decoding effectiveness of social media influencers endorsement on consumer behavior: An evidence-based Approach. Electronic Commerce Research, 1-37 (ABDC: A)
- Mkedder, N., Jain, V., & Salunke, P. (2024). Determinants of virtual reality stores influencing purchase intention: An interpretive structural modeling approach. Journal of Retailing and Consumer Services, 78, 103757. (ABDC: A)
- Jain, V., Wirtz, J., Salunke, P., Nunkoo, R., & Sharma, A. (2023). Luxury hospitality: A systematic literature review and research agenda. International Journal of Hospitality Management, 115, 103597. (ABDC: A*)
- Salunke, P., Salve, N., & Kedare (2021). Memes: An effective marketing tool for millennials. Global Challenges: India's Opportunities in Business Adversity, University of Mumbai. Allied Publisher, 88-93 (During Masters)
International Book Chapters
- Mehta, K., & Salunke, P. (2026). Personalization in digital marketing: Foundations, strategies, execution, and future opportunities. In Encyclopedia of Marketing. Elsevier.
- Salunke, P., Chaturvedi, A., & Hazarika, G. (2026, Forthcoming). The influence of social proof and fear of missing out (FOMO) in social media towards product experience. Springer International, U.K.
- Salunke, P., Chaturvedi, A., & Hazarika, G. (2025, Forthcoming). The influence of social proof and fear of missing out (FOMO) in social media towards product experience. Springer International, U.K.
- Merchant, A., Jain, V., & Salunke, P. (2024). A conceptual framework of brand co-governance in the digital age. In The Routledge Handbook of Global and Digital Governance Crossroads (pp. 147-159). Routledge India.
- Roy, G., Jain, V., & Salunke, P. (2023). Data processing and AI-technology integration for personalized services. In Artificial Intelligence in Customer Service: The Next Frontier for Personalized Engagement (pp. 205-228). Springer International Publishing.
- Salunke, P., & Jain, V. (2022). Instagram marketing (2015–2021): A review of past trends, implications, and future research. Exploring the latest trends in management literature, 129-146. Emerald Publishing.
International Conference Papers
- Kumar, D., Jain, V., Salunke, P., & Mukherjee, P. (2026). Beyond the hype: Exploring dark facets of conversational artificial intelligence and its effect on consumer experiences. Paper presented at the American Marketing Association Conference 2026.
- Mishra, T., Vasavada-Oza, F., & Salunke, P. (2025). Navigating online trolling: Social media influencers maneuvering negativity and managing well-being. Paper presented at the American Marketing Association Conference 2025.
- Salunke, P., Jain, V., Eastman, J., Mishra, T. (February 2025). Uncovering Social Media Influencers Endorsement Effectiveness on Consumer Attitude and Behavior. Paper Presented at Technology and Societal Impact Conference organized by S P Jain Institute of Management Studies and Research, India. (Received Best Doctoral Paper Award)
- Jain, V., Salunke, P., Belk, R. & Mishra, T. (July 2024). Co-construction of online identities of consumers with social media influencers. Paper presented at Asia-pacific Association of Consumer Research Conference (AP-ACR), Bali, Indonesia
- Salunke, P., Rose, G., Merchant, A. & Mehta, K (February 2024). A review of parasocial theory application to social media influencers: An evidence-based approach. Paper presented at the American Marketing Association (AMA) Winter Conference, USA.
- Jain, V., Salunke, P., Belk, R., & Sinha, S. (March 2024). Social media influencers and their coping strategies to manage negative feedback. Paper presented at Marketing, Strategy, and Policy (MSP) Conference, UK, organized by New Castle University, UK, in association with Goa Institute of Management, India
- Soni, R., Jain, V., Salunke, P., Mehta, K, & Ganesh MP (March 2024). Beyond the buzz: exploring the effectiveness of moment marketing on consumer engagement. Paper presented at Marketing, Strategy, and Policy (MSP) Conference, UK, organized by New Castle University, UK, in association with Goa Institute of Management, India (Received Best Methodology Paper Award).
- Jain, V., Merchant, A., Salunke, P., Suryawanshi, J. & Mkedder, N. (May 2024). Effect of augmented reality usage by social media influencers influencing purchase behavior. Paper presented at Academy of Marketing Science Annual Conference, USA
- Salunke, P., & Jain, V. (February 2023). Consumer well-being (2001-2022): A systematic literature review and research agenda. Paper presented at American Marketing Association (AMA) Annual Conference, USA. (Received Best Paper Award – Runner Up)
- Salunke, P., Jain, V., Eastman. J., Mishra. T. (June, 2023). Decoding social media influencers and consumer behavior in the age of technological advancements. Paper presented at Marketing, Strategy, and Policy (MSP) Conference, UK (Received the Best Methodology Paper Award)
- Shin, H., Jain, V., Salunke, P., Sharma., P. (May 2023). Content creation by luxury travel influencers in times of crisis: An abstract. Paper presented at Academy of Marketing Science (AMS) Annual Conference, USA.
- Salunke, P., Jain, V., Merchant, A. (December 2022). Luxury experience: A systematic literature review and research agenda. Paper presented at the North American Society for Marketing Education in India (NASMEI) winter conference, India
- Attended Doctoral Consortium (November 2023) of Association of Consumer Research Conference, Seattle, USA
Global Academic Service
- Editorial Review Board Member (Since 2022- Present), Journal of Consumer Behaviour (ABDC: A)
- Ad-Hoc Reviewer (Since 2024- Present), Marketing Intelligence & Planning (ABDC: A)
- Ad-Hoc Reviewer (Since 2024- Present), Psychology & Marketing (ABDC: A)
- Ad-Hoc Reviewer (Since 2023- Present), International Journal of Contemporary Hospitality Management (ABDC: A)
- Ad-Hoc Reviewer (Since 2025- Present), Journal of Promotion Management (ABDC: B)
- Ad-Hoc Reviewer (Since 2023- Present), Journal of Creative Communications (Scopus: Q2)