Varsha JAIN

Grants and awards

Publications from the last 5 years

Articles

JAIN, V., FORD, J., DUTT, A., SHARMA, H., AW, E.C.X. and TAN, G.W.H. (2026). The Intersection of Advertising and Politics: A Bibliometric Clustered Analysis of Four Decades of Political Advertising. International Journal of Advertising.

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, 25(3), pp. 1559-1590.

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.

Scholarly books

RAI, H. and JAIN, V. (2025). Brand India: Story of Bharat in a Changing World. National Book Trust. 1 ed. National Book Trust, India, 132 pages.

Conference proceedings

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. Proceedings - AMA, pp. 1397-1401.

KUMAR, D., JAIN, V., SALUNKE, P. and MUKHERJEE, P. (2026). Beyond the Hype: Exploring Dark Facets of Conversational Artificial Intelligence and Its Effect on Consumer Experiences. In: AMA Winter Academic Conference. Proceedings - AMA, pp. 333-337.

ADHINI, N.V., JAIN, V., PRASAD, C.V.V.S.N.V. and EASTMAN, J.K. (2024). Metaverse and consumer behaviour: a systematic literature review and research agenda. In: 2024 AMA Winter Academic Conference: Unlocking Our Potential February. St. Pete Beach: Proceedings - AMA.

GUPTA, D.G., JAIN, V. and MEHTA, K. (2024). Immersive technology & luxury consumers: a hybrid review and research agenda. In: 2024 AMA Winter Academic Conference. St. Pete Beach: Proceedings - AMA.

ROY, G. and JAIN, V. (2024). Gamification and consumer behaviour (2000-2023) a systematic literature review and future research. In: 2024 AMA Winter Academic Conference: Unlocking Our Potential. St. Pete Beach: Proceedings - AMA.

SHARMA, H. and JAIN, V. (2024). Consumer adoption of ai technologies: a hybrid review and research agenda. In: 2024 AMA Winter Academic Conference: Unlocking Our Potential. Pete Beach: Proceedings - AMA.

SALUNKE, P., JAIN, V., MERCHANT, A. and MEHTA, K. (2024). A review of parasocial theory application to social media influencers: an evidence-based approach. In: 2024 AMA Winter Academic Conference: Unlocking Our Potential. Proceedings - AMA.

Conference papers (with selection committee)

JAIN, V., KULKARNI, A. and SHARMA, P. (2026). AI-driven B2B firm practices and Stakeholder Well-being. In: 2026 AMS Annual Conference. Academy of Marketing Science (AMS). Savannah, GA.

SHARMA, H. and JAIN, V. (2026). Mapping the Landscape of Consumer AI Adoption: A TCM-ADO Guided Hybrid Review and Future Research Agenda. In: 2026 AMS Annual Conference. Academy of Marketing Science (AMS). Savannah, GA.

JAIN, V. and MEHTA, K. (2026). Reel emotions: The emotional science of reel formats. In: 8th Emerging Research Paradigms in Business and Social Sciences (ERPBSS) conference. Dubai.

HARRISON, K., FORD, J., JAIN, V., KARANDE, K. and MERCHANT, A. (2026). Small Moments, Big Identity: How Everyday Consumption Shapes Immigrant Acculturation. In: 2026 AMTP Conference. Myrtle Beach SC.

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.

MUKHERJEE, P., JAIN, V. and MEHTA, K. (2026). The Positive Effect of AI Companions' Affirmative Conversations on Consumer Emotional Well-Being. In: AMA Winter Academic Conference. Phoenix, AZ.

Books Editor

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. Palgrave Macmillan Singapore.

SHETH, J.N., JAIN, V., MOGAJI, E. and AMBIKA, A. [Eds] (2024). Customer-centric support services in the digital age: The next frontier of competitive advantage. 1 ed. Basingstoke: Palgrave Macmillan.

SHETH, J.N., JAIN, V., MOGAJI, E. and AMBIKA, A. [Eds] (2023). Artificial Intelligence in Customer Service. 1 ed. Basingstoke: Palgrave Macmillan.

Textbooks

SHETH, J.N. and JAIN, V. (2026). AI Marketing Essential: Concepts and Practice for the Digital Age. Abindgon: Routledge, United Kingdom.

SHETH, J.N. and JAIN, V. (2026). Digital Consumer Behavior. Abindgon: Routledge, United Kingdom.

SHAINESH, G., SHETH, J.N. and JAIN, V. (2025). Customer Relationship Management in the Digital Age. Abindgon: Routledge, United Kingdom.

MOGAJI, E., JAIN, V. and SHARMA, H. (2024). Qualitative Research for a Digital World: A Practical Guide. London: Sage publications.

Books chapters and other contributions

MEHTA, K., GUPTA, D.G. and JAIN, V. (2026). The Role of Immersive Technologies in Contemporary Luxury Consumer Behavior: The Conceptual Framework and Research Agenda. In: Varsha Jain, Githa S. Heggde, Russell Belk, George Spais eds. Marketing in a Digital World. 1 ed. Palgrave Macmillan Singapore, pp. 45-71.

KAPUR, I. and JAIN, V. (2026). Variability Driven Consumer Segmentation (VDCS) Framework A Novel and Dynamic Consumer Segmentation Framework Using Real-Time Data. In: Varsha Jain, Githa S. Heggde, Russell Belk, George Spais eds. Marketing in a Digital World. 1 ed. Palgrave Macmillan Singapore, pp. 303-320.

MEHTA, K., TIWARI, N. and JAIN, V. (2026). Towards the Understanding of Vibe Marketing: The Conceptualization & Conceptual Framework. In: Varsha Jain, Githa S. Heggde, Russell Belk, George Spais eds. Marketing in a Digital World. 1 ed. Palgrave Macmillan Singapore, pp. 255-275.

TIWARI, N. and JAIN, V. (2026). Branding in the Age of AI. In: Riadh Ladhari (ed.). Encyclopedia of Artificial Intelligence in Marketing. 1st ed. Springer Nature, pp. 1-11.

ROY, G. and JAIN, V. (2025). Developing the Framework to Understand the Process of Artificial Intelligence-Empowered Gamification in Global Firms. In: Abhishek Behl, Brinda Sampat, Vijay Pereira eds. Gamification and Global Business Management. 1 ed. World Scientific Publishing Co Pte Ltd, pp. 259-279.

BANSAL, A. and JAIN, V. (2025). Sustainable Luxury Brands Strategies for Base of the Pyramid Wellbeing. In: Ramendra Singh, Tahir Ahmad Wani eds. Marketing to the Base of the Pyramid. 1 ed. Cham: Springer Nature, pp. 153-169.

SHARMA, P. and JAIN, V. (2025). Role of Content and Narrative in Indian Political Leader's Political Communication: A Narrative Paradigm Theory Approach. In: P. Baines., P., Harris., D. Hejlova., & C. Panagopoulos eds. The Sage Handbook of Political Marketing. 1st ed. London: Sage publications.