FACULTY
Prof. Surbhi Choudhary is an Assistant Professor – Marketing at FLAME University and she is pursuing her Doctorate Degree in Management from the National Institute of Technology, Kurukshetra. She holds a Master’s Degree in Business Economics from Panjab University and a Bachelor’s Degree in Commerce from Delhi University.
Prof. Surbhi has a total work experience of over two years. She was associated with Delhi University. Prior to academia, she worked with uTrade Solutions Pvt Ltd. Mohali. She was associated actively in many educational NGOs supporting student mentorship and teaching (Can and Will, Shiksha).
Her research interest includes understanding innovative technology integration among consumer lives, deepfake technology and repercussions, consumer experience of immersive technologies and sustainable consumption among young generations. Also, she is acting as a reviewer for the Journal of Consumer Behaviour and the Journal of Cleaner Production.
Journal Publications
- Choudhary, S., Kaushik, N., Sivathanu, B., & Rana, N. P. (2024). Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants. Journal of Computer Information Systems, 1–18.
- Choudhary, S., Kaushik, N., & Sivathanu, B. (2023). Exploring The Critical Success Factors Of AI-based Voice Assistants: A Text Mining and Structural Topic Modelling Approach. Journal of Content, Community and Communication, 17, 96-105.
- Choudhary, S., Kaushik, N., & Sivathanu, B. (2022). Modelling the key enablers and barriers of AI-based conversational agents’ adoption: An ISM and MICMAC approach. Journal of Content, Community and Communication, 16(8), 161-180.
Book Chapter
- Choudhary, S., Mohindroo, U., & Kaushik, N. (2022). Online Learning and Academic Performance: Mapping Literature through Bibliometric Analysis. Proceedings of the International Conference on Best Innovative Teaching Strategies.
Conferences
- Bhandari, S., Kangoo, S., & Choudhary, S. (2024). Exploring the Ethical and Technical Issues of AI-Powered Devices: An Application of Critical Discourse Analysis at the International Marketing Conference (iMarC III), Indian Institute of Management Shillong & Sunway University Malaysia.
- Choudhary, S., & Kaushik, N. (2023). Identifying and exploring users’ behaviour and sentiments towards voice assistants: An application of the Netnography approach, at the International Conference on Reimagining Marketing with Technology, Indian Institute of Management Jammu, India & Deakin University, Australia. [Best Paper Award].
- Mohindroo, U., Mahajan, R., Choudhary, S., & Kaushik, N. (2021). Text analytics and sentiment analysis on customer reviews of iPhone 11 from e-commerce websites, at the Global Conference on Innovations in Management and Business, National Institute of Technology Warangal.
- Mohindroo, U., Mahajan, R., Choudhary, S., & Kaushik, N. (2021). A Meta-Analysis Study to Evaluate the Impact of Transformational and Transactional Leadership on Job Satisfaction at the Conference on Excellence in Research and Education, Indian Institute of Management Indore.
- Choudhary, S., Mohindroo, U., & Kaushik, N. (2021). Evaluating Product reviews on E-commerce websites: The interplay of Quantitative and Qualitative review content, at the National Conference on Achieving Competitive Advantage in Business through People, Process, System and Technology, at Sage University Indore.
- Sharma, U., Kaushik, N., Choudhary, S. & Kaushal., N. (2021). A Bibliometric Analysis of Stress on Performance: Status and Future Research Directions, at International Management Conference, Jamia Millia Islamia, New Delhi.