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Staff Profile

Dr Saurabh Bhattacharya

Reader in Digital Marketing

Background

Dr. Bhattacharya's scholarship is in the field of digital marketing. His research focuses on examining firms' digital marketing strategies and how the upper echelon influences firms' digitalization strategies. He has published in scholarly academic journals like Journal of World Business, Industrial Marketing Management, Journal of Business Research, International Marketing Review, Psychology & Marketing, Journal of Advertising Research, International Journal of Information Management, The International Journal of Human Resource Management, and Group & Organization Management.

 

Dr. Bhattacharya has also published business case studies with leading case publishing houses like Ivey Publishing and Sage Business Cases. Eighteen of his co-authored cases have received a badge of popularity on Harvard Business Publishing Education's website. Dr. Bhattacharya is the First Prize Winner of the 2022-2023 HEC Montreal AEMBA Corporate Social Responsibility Case Writing Competition and the First Prize winner of the 38th John Molson MBA International Case Writing Competition (2019). Dr. Bhattacharya is also the First Prize winner of The Case For Women Case Writing Competition (organized by Emerald Publishing, 2022). Business case studies co-authored by Dr. Bhattacharya has regularly received the Award for Best Case from Sage Business Cases (2020, 2021, 2022, and 2023). Dr. Bhattacharya is among the Top 50 Business Case Author in the world

 

Dr. Bhattacharya has taught at both the undergraduate and the postgraduate level a range of modules like Digital Marketing, Marketing Research, Research Methods for Business and Marketing, Retail Management, and International Marketing. He is also the module leader for Marketing Research and Digital Marketing. Dr. Bhattacharya is a Fellow of the Higher Education Academy, UK.


Dr. Bhattacharya is the Deputy Subject Group Head of Marketing (People & WAM) since March 2021. In between he also served as the Interim Subject Group Head of MOS (February 1, 2022 to August 31, 2022).

 

Dr. Bhattacharya has previously worked with IBS Hyderabad, India, as an Assistant Professor (2014-16) and with Axis Bank. He has a Ph.D. in Marketing and a post-graduation in Economics. He also holds an MBA degree. 

Research

Dr. Bhattacharya's research focuses on examining firms' digital marketing strategies and how the upper echelon influences firms' digitalization strategies. Focusing on digital marketing enables him to explore how firms can leverage social media, social media influencers, and artificial intelligence-based chatbots to influence social media users and consumer behaviour. Further, using cutting-edge statistical tools on text analysis and mining and structural models enables him to examine what attributes of online reviews make them helpful to readers or what digital message framing drives social media users to spread positive news, what aspects of chatbots enhance user satisfaction with service recovery efforts and also how upper echelons determine firms' digitalization strategy for services as they enter international markets.

Teaching

NBS8514: Marketing Research [PG] (Module Leader)

NBS8536: Digital Consumer Behaviour [PG] (Module Leader)

NBS8554: Research Designs in Management and Business Studies [Ph.D.]

Publications