Her area of specialization is marketing and her research interest revolves around consumer behavior and brand management. She is equipped with both qualitative and quantitative social research skills. She has various national and international research publications to her credit.

• PhD , 2021 , Amity University, NOIDA
• MBA , 2001 , IGNOU
• B.SC , 1996 , University of Delhi
• PGDM , 1997 , YMCA

Assistant Professor in Department of Commerce, PGDAV College, University of Delhi.

Total 25 years of experience in corporate and in academics.

• Working with Delhi University since Sept 2014 to till date and teaching Management subjects with Marketing Specialization.
• Worked with management institute from July 2009 to Sept 2014 and taught Management subjects.
• Worked with corporate in Managerial capacity from Jan 1998 to July 2009 in the field of marketing.

Taught Management Principles and applications, Personal selling and salesmanship, Advertising and personal selling, organizational behaviour, entreprenuership 

“Impact of brand anthropomorphism in determining the consumer brand relationship: A study of smart phones.”

PUBLICATIONS

Authors:          Ritu Gupta, Isha S. Jajodia, Dr. Kokil Jai

Title:                The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM

Journal:            Journal of Asia Business Studies (Scopus indexed)

Volume:          ISSN 1558-7894, July 2021(article) and June 2022(issue)

http://dx.doi.org/10.1108/JABS-10-2020-0423

Authors:          Ritu Gupta, Dr. Kokil Jain, Isha S. Jajodia

Title:                Determinants of smart speaker adoption intention: extending the theory of planned behavior

Journal:            International Journal of Technology Marketing (Scopus indexed)

Volume:          Vol.15 No 2/3, pp. 181-202, Sep 2021

DOI: 10.1504/IJTMKT.2021.118216

Authors:          Ritu Gupta

Title:                Impact of green anthropomorphic advertisement on environment concerns in young minds

Journal:            Futuristic Journal of Commerce and Management (Refereed journal)

Volume:          Vol.III,  No 2, pp. 1-14, July – Dec 2021

ISSN : 2582-1105

Authors:          Ritu Gupta, Dr. Kokil Jain

Title:                The Impact of Anthropomorphism on purchase intention of smart phones: A study of Young Indian Consumers.

Journal:            Indian Journal of Marketing (Scopus indexed)

Volume:          volume 49, issue 5, May 2019

Authors:          Ritu Gupta, Nitesh Kumar Yadav

Title:                Business Potential of Jatropha Biodiesel

Journal:            MaruVyvsay Chakra

Volume:          April- June. 2015

Authors:          Nitesh Kumar Yadav ,Ritu Gupta, Ravi Kumar

Title:                Developing Rural India through Agriculture growth

Journal:            UNI Journal of Research

Volume:         II, issue 4, April 2015.

Authors:          Nitesh Kumar Yadav,RekhaKashyap,Ritu Gupta

Title:                Shifting Trend from Retailer to online Purchases: Indian Perspective

Journal:            MaruVyvsay Chakra

Volume:          July-Sept. 2015

Paper Presentation:

• Presented paper in INBUSH ERA world summit 2019 with the title: “Role of anthropomorphic tendency in defining brand hate.”

• Presented paper in INBUSH ERA world summit 2018 with the title: “Conceptualization of anthropomorphism and its effect on consumer brand relationship”.

• Presented paper in conference: Sustainable Development and Business: Managing organizations of tomorrow held on August 2020 with the title:  “Impact of Green anthropomorphic advertisement on Environment concerns in young minds.”

• Presented paper in INBUSH ERA world summit 2021 with the title:  “Brand Anthropomorphism: An Emotional Trigger for Behavioral Response”.

• Attended 1 week Faculty development programme on Acedemic Writing held between 18th Feb, 2021 – 24th Feb 2021 at teaching learning centre,  Ramanujan College.
• Attended 2 weeks Refresher Course on Data Analysis with Statistical Methods held between 21st Dec, 2020 and 3rd January2021 at teaching learning centre, Ramanujan College.
• Attended 14 days faculty development program on Data Analysis for research in social sciences held between 17th – 30th June, 2020 at teaching learning centre,  Ramanujan College.
• Participated in one week Faculty Development Program on Research Methodology held in Oct 2018 at PGDAV College, University of Delhi.
• Participated in UGC sponsored Orientation Program in May-June 2017 at Jamia Millia Islamia.
• Participated in Faculty Development Program on Use of Electronic Resources in Humanities held in January 2017 at PGDAV College, University of Delhi
• Participated in Capacity Building Workshop on e-content creation in disability access held in Nov 2016 at Institute of Lifelong Learning, University of Delhi.