| IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS’PURCHASE INTENTION R Gupta, N Kishore, DPS Verma Australian Journal of Business and Management Research 5 (3), 2015 | 109 | 2015 |
| Application of AI technology in modern digital marketing environment K Nair, R Gupta World Journal of Entrepreneurship, Management and Sustainable Development 17 …, 2021 | 96 | 2021 |
| Impact of COVID-19 crisis on stocking and impulse buying behaviour of consumers R Gupta, K Nair, L Radhakrishnan International Journal of Social Economics, 2021 | 71 | 2021 |
| Construction and validation of a five-dimensional celebrity endorsement scale: introducing the pater model R Gupta, N Kishor, DPS Verma British Journal of Marketing Studies 5 (4), 15-35, 2017 | 66 | 2017 |
| Impact of celebrity endorsements on consumers' ad perception: a study of Indian consumers R Gupta, N Kishore, DPS Verma British Journal of Marketing Studies 3 (8), 34-49, 2015 | 47 | 2015 |
| Advertising Principles and Practice G Ruchi S. Chand Publishing, 2012 | 31 | 2012 |
| Ai-enabled chatbot to drive marketing automation for financial services K Nair, S Anagreh, A Sunil, R Gupta Journal of Management Information and Decision Sciences 24, 1-17, 2021 | 17 | 2021 |
| A CONCEPTUAL MODEL FOR PROMOTION ON DIGITAL PLATFORMS R Gupta, K Nair Academy of Entrepreneurship Journal 27, 1-21, 2021 | 17 | 2021 |
| Celebrity endorsement on Instagram: impact on purchase intention R Gupta, KS Nair Academy of Strategic Management Journal 20, 1-11, 2021 | 15 | 2021 |
| Adoption and impacts of generative artificial intelligence: Theoretical underpinnings and research agenda R Gupta, K Nair, M Mishra, B Ibrahim, S Bhardwaj International Journal of Information Management Data Insights 4 (1), 100232, 2024 | 14 | 2024 |
| The beginning of ChatGPT–a systematic and bibliometric review of the literature H Baber, K Nair, R Gupta, K Gurjar Information and Learning Sciences, 2023 | 14 | 2023 |
| Try-on with AR: impact on sensory brand experience and intention to use the mobile app R Gupta, KS Nair J. Manage. Inf. Decision Sci 24, 1-16, 2021 | 12 | 2021 |
| Food delivery apps: Intention to use during Covid-19 R Gupta, K Nair Academy of Entrepreneurship Journal 27, 1-9, 2021 | 7 | 2021 |
| CUSTOMER ENGAGEMENT AND BRAND COMMUNICATION STRATEGIES DURING COVID-19 R Gupta, K Nair International Journal of Entrepreneurship 25, 1-6, 2021 | 7 | 2021 |
| MASSTIGE VALUE OF SMARTPHONE BRANDS: IMPACT ON EGOISTIC VALUE ORIENTATION OF INDIAN CONSUMERS R Gupta, KS Nair Academy of Strategic Management Journal 20, 1-11, 2021 | 5 | 2021 |
| Time for sustainable marketing to build a green conscience in consumers: Evidence from a hybrid review M Yadav, R Gupta, K Nair Journal of Cleaner Production, 141188, 2024 | 1 | 2024 |
| Sustainability Unleashed: Pioneering Carbon Removal Solutions for a Net-Zero Future M Yadav, R Gupta, K Nair, M Mishra, C Tawk Journal for ReAttach Therapy and Developmental Diversities 6 (9s), 946-961, 2023 | 1 | 2023 |
| IMPACT OF CELEBRITY ENDORSEMENT IN ADVERTISEMENTS ON BRAND AWARENESS AND BRAND ASSOCIATION. R Gupta NICE Journal of Business 12 (2), 2017 | 1 | 2017 |
| How Social Media Influencers Impact Consumer Behaviour? Systematic Literature Review S Bhardwaj, N Kumar, R Gupta, H Baber, A Venkatesh Vision, 09722629241237394, 2024 | | 2024 |
| Understanding Blockchain's Role in Social Media Marketing: A Review of Academic Literature and Social Media Discussions AP Ramlakan, R Gupta, SMN Islam, Y Miao The Rise of Blockchain Applications in Customer Experience, 1-43, 2024 | | 2024 |
