Recent Research & Publication

Dr. Yukti Ahuja

• A Savvy Fashion Brand Poised to Stay Buoyant, Emerald Emerging Markets Ase Studies in National Journal; ISSN: 2045-0621; Dec-23
• Uni Style Image – a savvy fashion brand poised to stay buoyant | Emerald Insight
• What Influence Purchase Intention and How Influence Strategy Moderates Response: A Study of Urban Indian Teenagers in European Economic Letters; ISSN: 2323-5233; 2023 https://eelet.org.uk/index.php/journal/article/view/692/590
• Relationship Between Asakti and Organizational Commitment in Journal of Informatics Education and Research; ISSN: 1526-4726; Jun-24 https://jier.org/index.php/journal/article/view/1107
• Tinder in India: Striking the “Sanskari” Chord in International Journal of Creative Research Thoughts (IJCRT); ISSN: 2320-2882; Feb-23
• https://ijcrt.org/papers/IJCRT2302283.pdf
• Story-Telling in The Digital Space - A Ploy to Communicate with Millennials in International Journal of Business and Globalisation, Inderscience Enterprises Ltd.; ISSN: 1753-3635; Apr-22
• https://ideas.repec.org/a/ids/ijbglo/v30y2022i1p3-13.html
• Story-Telling in The Digital Space - A Ploy to Communicate with Millennials in International Journal of Business and Globalisation; ISSN: 1753-3635; Mar-22 https://www.inderscienceonline.com/doi/epdf/10.1504/IJBG.2022.122279
• Nuances, Challenges, And Impact of Influencer Marketing in India-A Qualitative Investigation in Journal for Global Business Advancement; ISSN: 1746-9678; Feb-21 https://www.inderscience.com/info/inarticle.php?artid=112824

• MILAP Cosmetics- Expanding Horizons and Exploring New Markets in Journal of Management and Public Policy; ISSN: 0976-0148; Jan-20 http://www.indianjournals.com/ijor.aspx?target=ijor:jmpp1&volume=11&issue=1&article=005
• A Review of Content Marketing with Respect to Social Media in GHS-IMR; ISSN: 2231-1467; Dec-19
• https://www.ghsimr.ac.in/wp-content/uploads/2022/06/IMR-Vol-12-No-1-2-2019.pdf
• Discovering Binge Watching & Audience Engagement Through Sentiment Analysis in International Journal of Advanced Science & Technology; ISSN 2005 4238; Jun-20 http://sersc.org/journals/index.php/IJAST/article/view/24622
• Leveraging Digital Learning Platforms for Competitive Advantage In Higher Education in International Journal of Information Communication Technology & Digital Convergence; ISSN 2005 4238; Jun-20 http://ijictdc.kasdba.or.kr/journal/article.php?code=74330&vol=5
• Luxury Fashion Brands Embracing The Digital: An Exploratory Study to Unfold The Success Strategy in MANTHAN: Journal of Commerce & Management; ISSN: 2395-2601; Jun-20 https://www.researchgate.net/publication/342424483_Luxury_Fashion_Brands_Embracing_the_Digital_An_Exploratory_Study_to_Unfold_the_Success_Strategy
• Unravelling The Brand 'Patanjali' – Study of A Flourishing Ayurvedic Brand in India in International Journal of Business and Globalisation; ISSN: 1753-3635; Feb-20 https://ideas.repec.org/a/ids/ijbglo/v24y2020i1p39-56.html