FACULTY
Learning from some of the best minds in education and in the industry
Prof. Astha Singhal
Assistant Professor - Digital Marketing & Communications
Email: astha.singhal@flame.edu.in
Pursuing PhD in Marketing from Indian Institute of Management, Kozhikode; PGP from Indian Institute of Management, Lucknow; Bachelor’s Degree in Commerce from University of Lucknow.
BIO
Prof. Astha Singhal is Assistant Professor - Marketing in FLAME University and she is pursuing her Doctorate Degree in Marketing from IIM Kozhikode, has a PGP from IIM Lucknow and B.Com from University of Lucknow. She worked in a consulting firm, 3rd Eye Advisory, where she used to advise clients on their marketing strategy and handle their social media communication. She also worked in a startup under Swachh Bharath Abhiyan called EcomaxGo, where she was responsible for Sales and Marketing.
Her research interests are in the field of consumer expertise, consumers emotions, online reviews and consumer choice-making.
RESEARCH & PUBLICATIONS
Conference Papers:
Association for Consumer Research Conferences
- The impact of product review time on reviewer and consumer, Asia-Pacific Association for Consumer Research Conference (Asia-Pacific ACR), Bali, Indonesia, 2024. (with Praveen Sugathan, Krishnan Jeesha and Aravind Reghunathan) (Presented by Astha Singhal)
- Exploring an alternate view of co-creation, Association for Consumer Research Conference (ACR), Denver, 2022. (with Praveen Sugathan, Shivrinder Pal, Kumar Rakesh Ranjan and Sudeep Rohit) (Presented by Shivrinder Pal)
American Marketing Association Conferences
- The effect of consumer expertise on positive and negative emotions, American Marketing Association -Summer Academic Conference (Summer AMA), Boston, MA, 2024. (with Praveen Sugathan) (To be presented by Astha Singhal)
- A meta-analysis of positivity bias or negativity bias in online reviews, American Marketing Association –Winter Academic Conference (Winter AMA), St. Pete Beach, FL, 2024. (with Praveen Sugathan) (Presented by Astha Singhal)
- Effect of product use before review (PUBR) on consumer behaviour, American Marketing Association –Winter Academic Conference (Winter AMA), St. Pete Beach, FL, 2024. (with Praveen Sugathan) (Presented by Astha Singhal)
- The effect of product review time on reviewer and consumer, American Marketing Association –Winter Academic Conference (Winter AMA), Nashville, 2023. (with Praveen Sugathan, Krishnan Jeesha and Aravind Reghunathan) (Presented by Astha Singhal)
- The effects of virtual reality games on their users, American Marketing Association – Winter Academic Conference (Winter AMA), Nashville, 2023. (with Praveen Sugathan and Aravind Reghunathan) (Presented by Astha Singhal)
- Price fairness perceptions in video games, American Marketing Association –Winter Academic Conference (Winter AMA), Nashville, 2023. (with Praveen Sugathan and Shivrinder Pal) (Presented by Shivrinder Pal)
- Are online reviews going to be relevant? American Marketing Association –Winter Academic Conference (Winter AMA), Nashville, 2023. (with Praveen Sugathan) (Presented by Astha Singhal)
National Conferences
- On the relevance of online reviews in the tourism and hospitality sector: a critical review and research agenda, Ninth INDAM Conference, Goa, 2024. (with Praveen Sugathan, Shivrinder Pal and Meenu S) (Presented by Astha Singhal)
- Should I wait more before asking my customers to review my product? SPJIMR Chicago Booth India Quantitative Marketing Conference, Mumbai, India, 2023. (with Praveen Sugathan) (Presented by Astha Singhal)
- The differential effect of product review time for experiential versus material purchase. 3rd International Conclave on Globalizing Indian Thoughts - GIT 2022, Kozhikode, India. (with Praveen Sugathan) (Presented by Astha Singhal)
- The effect of product time usage on the usefulness of online customer reviews. 8th Pan IIM World Management Conference, Kozhikode, India, 2020. (with Praveen Sugathan) (Presented by Astha Singhal)