FACULTY
Prof. Parth Salunke
Prof. Parth Salunke is Assistant Professor - Marketing at FLAME University. He is pursuing his Doctorate Degree from MICA, India. He holds a Master’s Degree in Management Studies from University of Mumbai and has completed his Bachelor’s Degree in Business Administration from Veer Narmad South Gujarat University. His research interest lies at the intersection of consumer research and digital transformations in marketing. He was a visiting scholar (by invitation) at the University of Washington - Milgard School of Business, USA (2023). In the past, he has worked as a marketing executive and market research capacity for more than three years in his corporate career. He loves consulting startup businesses around his expertise in marketing.
Research piqued interest early in his career, and he embraces research as a blind date with knowledge. He has received the Research Excellence Award, MICA for two consecutive times (2022 & 2024), and 6-times Best Research Paper Award in International Research Conferences such as the prestigious American Marketing Association (AMA) Winter Conference, Best Paper Award -Runner Up, 2023 and Best Methodology Paper Award, 2023 & 2024 from Marketing, Strategy and Policy Conference, UK. Parth's doctoral work has also received the American Marketing Association (AMA) Doctoral Research Grant Award in 2024 from HigherEd Special Interest Group.
He also serves the Journal of Consumer Behaviour (ABDC - A Journal) as the Editorial Review Board Member and was awarded the Reviewer of the Year award in 2024. He has authored several global research papers in A* & A level journals, with some under review (ABDC listed) and book chapters published by renowned publishing houses. Parth has presented his research at prestigious conferences like the American Marketing Association (AMA), Academy of Marketing Science (AMS), and Association of Consumer Research (ACR), USA.
He loves connecting with budding management professionals with his research insights and industry experience. Additionally, he is frequently invited as a resource for conducting Faculty Development Programs at reputed institutes to foster a high-quality research environment. In leisure time, parth enjoys exploring new places and their cultures.
Journal Publications
- 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
- 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
- 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)