Areas of research
- Consumer behavior
- Luxury Marketing
- AI & Immersive Technology
- Influencer Marketing
- Sustainability
Areas of teaching
- Luxury Marketing
- Digital Marketing
- Advertising
- Consumer Behaviour
- Branding
Grants and awards
Mentored Divyanshu Kumar and Nishtha Khurana won the best graduate dissertation awards,
MICA, School of Management, Shela, Gujarat, India
Parth Salunke (Prof. Varsha’s Doctoral Scholar) Research Grant Higher Ed Special Interest Grou
American Marketing Association (AMA), Chicago, United States of America
ICMC 2025 Best Paper Award in Marketing Analytics Track. Ishaan Kapoor and Varsha Jain. Variability Driven Consumer Segmentation (VDCS) Framework: a Novel and Dynamic Consumer-Segmentation Framework Using Real-time Data
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Publications from the last 5 years
Articles
ADHINI, N.V., JAIN, V., PRASAD, C.V.V.S.N.V. and EASTMAN, J.K. (2026). A Multi‐Study Examination of Metaverse and Consumer Behaviour: A Systematic Literature Review and Research Agenda. Journal of Consumer Behaviour.
SHADANGI, S., MAHAPATRA, D., JAIN, V. and SINDHWANI, R. (2026). Sweet Spot or Sour Note: Mapping the Curvilinear Effects of AI and Gamification on Consumer Engagement. Journal of Consumer Behaviour.
ROVAI, S. and JAIN, V. (2026). Uncovering Generation Z (Gen Z) Shoppers’ Expectations in Luxury Immersive Virtual Reality (IVR) In-store Experience: The Role of Sustainability. Journal of Consumer Behaviour, 25(2), pp. 816-837.
BANSAL, A., SISODIA, S. and JAIN, V. (2026). Making a Brand Inclusive with Consumers (End-users) and Non-consumers (Suppliers) for Stakeholder Well-being. Journal of Product and Brand Management, 35(2), pp. 203–221.
MUKHERJEE, P. and JAIN, V. (2026). How lack of choice to opt-out of generative artificial intelligence in traditional search engines drives consumer switching intentions: The mechanism of empowerment. Journal of Retailing and Consumer Services, 88, pp. 104506.
AMBIKA, A., SHIN, H. and JAIN, V. (2025). Immersive technologies and consumer behavior: A systematic review of two decades of research. Australian Journal of Management, 50(1), pp. 55-79.
BHARDWAJ, S., JAIN, V., MAHAPATRA, D. and SINDHWANI, R. (2025). Exploring the Dark Side of and its Influence on Consumer Emotion. Journal of Consumer Behaviour, 24(2), pp. 529-544.
Conferences and other contributions
RASHID, A. and JAIN, V. (2026). Reflected Identity and Cultural Storytelling: Meaning-Making Through Heritage, Authenticity and Second-Hand Fashion Among Second-Generation Consumers in the UK. In: Academy of Marketing Conference. Manchester.
SHETH, J.N. and JAIN, V. (2026). AI Marketing Essential: Concepts and Practice for the Digital Age. 1 ed. Abindgon: Routledge, 224 pages.
JAIN, V., HEGGDE, G., BELK, R. and SPAIS, G. [Eds] (2026). Marketing in the Digital Age, Insights into Consumer Decisions, Social Influence, and Responsible Marketing. 1 ed. Palgrave Macmillan Singapore.
JAIN, V., HEGGDE, G., BELK, R. and SPAIS, G. [Eds] (2026). Marketing in a Digital World, Exploring Immersive Experiences, Innovation, and Cultural Dynamics of Consumption. 1 ed. Cham: Springer Nature.
VISWANATHAN, V., JAIN, V. and AMBIKA, A. (2026). Does AI Drive Firm Performance? A Dynamic Capability Perspective. In: Marketing Analytics Symposium. Sydney.
JAIN, V., ASSAF, C., KUMAR, R. and SHAH, P. (2026). When Luxury Meets Responsibility: Uncovering the Role of ESG-Driven Luxury Attributes in Engaging Consumers of Next-Gen Automobiles. In: 2026 AMS Annual Conference. Academy of Marketing Science (AMS), Savannah, GA.
ACHARYA, A.R., JAIN, V. and PADHI, S. (2026). Human with AI in Decision Making: a Multi Study Investigation of Agency and Action. In: AMA Winter Academic Conference. Phoenix, AZ.