FACULTY
Prof. Shikha Gupta
Ms. Shikha Gupta is an Assistant Professor - Digital Marketing & Communication at FLAME University. She is pursuing PhD from Indian Institute of Technology Jodhpur. She holds a Master's Degree in Business Administration (MBA) with specialization in Marketing & Operations from Aligarh Muslim University, and a Bachelor's Degree in Business Administration (BBA) from Beacon Institute of Technology.
Prior to her doctoral journey, she has gained diverse industry experience across organizations including BYJU'S, Verifit, and Dr. Oetker India, where she was involved in business development, digital marketing, social media management, label design, and marketing strategy planning and implementation. In addition to her industry experience, she has served as an active Teaching Assistant at IIT Jodhpur across a broad range of programmes spanning Marketing Management, Digital Marketing, Digital Product Management, Social Media Analytics, Data Visualization, AI for Business, and Technology Lab. She has also delivered guest lectures at several reputed institutions and universities.
Her research work has been widely recognized through publications in leading journals, book chapters, and presentations at prestigious national/international conferences. Notable works include studies on social media influencer video content and its impact on consumer behavior, short-form video and impulsive buying, and virtual influencer strategies for brands. Her research interests include Digital Marketing, Social Media Marketing, Consumer Behaviour, Business Analytics, Information Systems, and Immersive Technologies. She is also a recipient of the AIM–AIB Sheth Foundation Marketing Research Grant, selected among the Top 6 proposals globally.
Published
- Gupta, S., Singh, A., & Kapoor, A. (2026). Crafting Influence: A Systematic Review on Social Media Influencers Video Content. Journal of Consumer Behaviour.
- Gupta, S., Singh, A., & Kapoor, A. P. (2026). Addicted to scrolling: Does short-form video drive your purchases?. Journal of Global Scholars of Marketing Science, 36(2), 208-241.
- Ray, R. K., Singh, N. K., Gupta, S., Singh, A., & Dash, D. P. (2025). Beyond technology: A multi-theoretical examination of immersive technology adoption in Indian healthcare. Communications of the Association for Information Systems, 57(1), 12.
Book Chapters
- Gupta, S., Singh, A., & Kapoor, A. P. (2025). Practical Strategies for Brands Using Virtual Influencers: A Brand's Guide to Success. In Redefining the Future of Digital Marketing With Virtual Influencers (pp. 253-282). IGI Global Scientific Publishing.
- Gupta, S., Ray, R. K., Singh, A., & Kapoor, A. P. (2026). Building Adaptive Digital Immune Systems: A Framework for Large‐Scale Organizational Resilience. Digital Immune System: Principles and Practices, 305-321.
Conference Presentations
- India Conference on Information Systems (INCIS), IIM Ahmedabad, 2026
- Scholarship in the AI Age, CSITM, IIM Bangalore, 2026
- Academy of Marketing Association, Winter Academic Conference, USA, 2025
- Academy of Marketing Science, World Marketing Congress, Dijon, France, 2025
- International Communication Management Conference (MICA ICMC), 2025
- India Conference on Information Systems (INCIS), IIM Calcutta, 2025
- Annual International Research Conference (AIRC), IIM Lucknow, 2025
- VIPNAN, IIM Visakhapatnam, 2025
- International Conference on Industrial Engineering & Analytics (ICONIEA), IIT Kharagpur, 2024
- AIM-AMA Sheth Foundation Doctoral Consortium, 2023
Awards and Honors
- Recipient of the Academy of Indian Marketing (AIM) - Academy of International Business (AIB) Sheth Foundation Marketing Research Grant, selected among the Top 6 proposals globally under the theme "Marketing in the Age of Artificial Intelligence (AI) and Sustainability."
- Secured 1st Position and received a Merit Scholarship during the 2nd and 3rd year of her undergraduate studies.
- Recipient of the Appreciation Award for Best Student during her undergraduate studies.