Anupama Ambika is a marketing professional, educator and researcher with industry and academic work experience. Before joining academics, she spent about 12 years in the industry with multinational companies such as IBM and Capgemini, in marketing and managerial roles. Anupama is a PMI certified project manager (PMP) and an IBM certified design thinking practitioner. She has completed her doctoral studies focusing on digital marketing and consumer behaviour from MICA, Ahmedabad, India. Anupama has multiple research publications in highly ranked journals including the Journal of Consumer Behaviour, Journal of Service Management, Journal of Advertising Research, and the European Journal of Marketing.

1. Ahmed, K., Ambika, A., & Belk, R. (2022). Augmented Reality Magic Mirror in the Service Sector: Experiential Consumption and the Self. Journal of Service Management. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JOSM-12-2021-0484
2. Tripathi, S., Jain, V., Pandey, J., Merchant, A., & Ambika, A. (2021). When Consumers Tune Out Advertising Messages: Development and Validation of a Scale to Measure Advertising Disengagement. Journal of Advertising Research. 62(1), 3-17.
3. Sheth, J., Jain, V., & Ambika, A. (2020). Repositioning the customer support services: the next frontier of competitive advantage. European Journal of Marketing. 54(7), 1787-1804.
4. Jain, V., Belk, R. W., Ambika, A., & Pathak‐Shelat, M. (2021). Narratives selves in the digital world: An empirical investigation. Journal of Consumer Behaviour, 20(2), 368-380.
5. Jain, V., Ambika, A., & Sheth, J. N. (2022). Customer-Centric Service Ecosystem for Emerging Markets. In The Palgrave Handbook of Service Management (pp. 393-410). Palgrave Macmillan, Cham.

• Consumer Behaviour
• Digital Marketing
• Integrated Marketing and Communications
• Immersive Technologies (AR/VR/XR)
• Qualitative Research

• Ambika, A., Jain, V., Belk, R. (June, 2021). Augmented Reality Enabled Experiences and Consumer Self-Expression: An Exploratory Study. Presented at the Academy of Marketing Science, Annual Conference 2021, USA (virtual mode).
• Ambika, A., Jain, V., & Bose, P. (December, 2020). The intervention of Information Technology in Consumer Behaviour: An Interdisciplinary review and research agenda. Paper presented at the 4th International Conference on Marketing, Technology, and Society. Kerala, India: IIM
• Ambika, A., & Jain, V. (December 2020). Systematic review on Technology and Consumer Decision Marking. Paper presented at the North American Society for Marketing Education in India, NASMEI winter conference.
• Jain. V., Belk, R., Shelat, M., Ambika, A. (May, 2020). Discovering Interdependent Digital Self: A Multidimensional Perspective – Structured Abstract. Presented at the Academy of Marketing Science, AMS Annual Conference, 2020. Florida, USA.