Brief Profile

Dr. Vivek Mishra is a faculty in the area of Marketing. Having completed Ph.D. from KIIT School of Management, KIIT D/U Bhubaneswar, he has 9 years of teaching and research experience coupled with over 9 years of industry exposure, in sales and business development. He has published impactful research papers in journals of national and international repute. His area of research interests falls in brand management and Generation Z consumer behaviour research.

• Academic Qualification
  

  Ph.D. :

  KIIT School of Management (KIIT D/U).

  Masters :

  Marketing & HR (Regional College of Management).

• Teaching and Research Interest
  

  Work Experience

  • Academics – 10 years
  • Industry – 9 years

  Teaching Interests

  • Marketing Management
  • Consumer Behavior
  • Sales and Distribution Management

  Research Interest

  • Online Brand Advocacy
  • Gen Z Consumer Research
• Publications
  
  • Mishra V., Gupta P. (2026). Digital Nudging in Online Food Delivery Systems Using Recommender Systems Expanding the Digital Frontiers of Business with AI, Gamifcation, and Metaverse Marketing, pp. 87 – 99. DOI: 10.1201/9781003560104-5
  • Mishra V., Gupta P. (2025). Drivers of consumer brand advocacy in the metaverse (2025). Journal of Fashion Marketing and Management. DOI: 10.1108/JFMM-04-2024-0145
  • Bisoyi B., Mishra V., Das B., Satpathy I. (2024) Role of E-Business Driven OTT Platforms in Influencing Consumer’s Intention to Cut the Cable Cord. Management and Labour Studies, 49 (1), pp. 82 – 96 DOI: 10.1177/0258042X231179580
  • Gupta P., Sachan A., Mishra V. (2024). Perceived service process in e-service delivery system: B2C online retailer’s performance ranking by TOPSIS. International Journal of Services Technology and Management, 29 (1), pp. 1 – 17. DOI: 10.1504/IJSTM.2024.138237
  • Gupta P., Mishra V., Sahu A.A., Jindal P. (2024). Metaverse Marketing: A Guide to Reaching the Next Generation of Consumers. Review of Management Literature, 3, pp. 97 – 113. https://doi.org/10.1108/S2754-586520240000003006
  • Mishra V. (2024). Promoting healthy lifestyle by influencing consumers’ online food choices: The use of digital nudging. Digital Influence on Consumer Habits: Marketing Challenges and Opportunities, pp. 171 – 188. DOI: 10.1108/978-1-80455-342-820241011
  • Mishra V., Das B. (2024. What drives Generation Z to advocate for a brand online? International Journal of Internet Marketing and Advertising, 20 (1), pp. 1 – 25. DOI: 10.1504/IJIMA.2024.136800
  • Gupta P., Sachan A., Mishra V. (2024). Nightmarish Waiting Time at Sarokar Hospital: A Case Study. Operations Management Education Review, 18, pp. 49 – 70
  • Mishra V., Gupta P. (2024). Role of online trust, motivation, and social media usage behaviour on fake news sharing of Zoomers: moderating role of media literacy. International Journal of Technology Marketing, 18 (3), pp. 269 – 288. DOI: 10.1504/IJTMKT.2024.139732
  • Gupta P., Mishra V., Rana S. (2024). An exploratory study of the impact of perceived fake news on brand attachment: mediating role of brand trust and consumer-brand identification. International Journal of Technological Learning, Innovation and Development, 15 (3), pp. 329 – 346. DOI: 10.1504/IJTLID.2024.137485
  • Mishra V., Bisoyi B., Das B., Satpathy I., Gupta A. (2023). Supply Chain Transformation Through Digital Servitization in Manufacturing Sector. Lecture Notes in Mechanical Engineering, pp. 571 – 579. DOI: 10.1007/978-981-19-4388-1_48
  • Mishra V., Das B. (2019) Facilitators of e-tail patronage behavior among generation z consumers. Indian Journal of Marketing, 49 (4), pp. 20 – 36. DOI: 10.17010/ijom/2019/v49/i4/142974