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Dr. Krithika P

Assistant Professor

Department Of MBA

Contact Information

Email : krithikp1@srmist.edu.in

Ph.D Degree –

  • Area or Subject – Marketing
  • University – Vels Institute of Science and Technology
  • Awarded Year – 2024

PG Degree –

  • Area or Subject – Marketing & Finance
  • University – SRM University, Kattankulathur
  • Awarded Year – 2016

UG Degree –

  • Area or Subject – B. Tech Textile Technology
  • University – Anna University
  • Awarded Year – 2014

  • Digital marketing
  • Bibliometric analysis
  • Artificial Intelligence tools used in the research
  • Customer Analytics
  • Data visualization for Managers

  • Marketing & Analytics

  • Krithika P, Vasantha S (2024) Evaluating the quality of website design aspects and its effect on functional perspectives using Smart-PLS in Web-based apparel shopping environment. Salud, Ciencia y Tecnología – Serie de Conferencias. (Scopus Indexed).
  • Krithika, P., Vasantha, S., & Kiruba, A. S. (2023). Emerging Patterns of E-Commerce Apparel Attributes: A Bibliometric Analysis. Calitatea, 24(194), 409-418 (Scopus Indexed).
  • Krithika P, S. Vasantha (2023) How Functional and Psychosocial Benefits Impact Customer Value in Internet Shopping using Means-End Chain Approach (IRO Journals) 

  • Krithika Pandurangan, Vasantha Shanmugam (2024); Aspects of instrumental, terminal (human values), and artificial intelligence methods on websites. AIP Conf. Proc. 3 June 2024; 3112 (1): 020007. https://doi.org/10.1063/5.0211423.
  • Krithika, P., & Vasantha, S. (2023, October). Impacts of Website Design Attributes and Functional Benefits on Consumer-Instrumental Value in Electronic Commerce Apparel Websites. In The International Conference on Recent Innovations in Computing (pp. 471-481). Singapore: Springer Nature Singapore.
  • Krithika, P., & Vasantha, S. (2023, May). Performance Analysis on Electronic Service Quality Apparel Attributes in E-commerce Industry Using Bibliometric Analysis. In International Conference on Emerging Trends in Business and Management (ICETBM 2023) (pp. 178-192). Atlantis Press.
  • Presented a paper titled “Fifty years (1972-2022) Bibliometric analysis on Instrumental and terminal value concept (Springer)” in the International Conference on Artificial Intelligence and Digital Twin Technology 2023 during 26-28, April 2023.
  • Presented a Research Paper titled “Environmental Sustainability in Apparel E-Retailing Context” in the 10th International Conference in the series Youth 2025 on Netritva 4.0: Leadership in The Era of Connection and Collaboration organized by Jaipuria Institute of Management, Jaipur on February 16th -18th, 2023.
  • Presented a paper titled “Shortcomings and potential possibilities in electronic commerce learning environment” in the International Conference on Reforms and Transformation in Indian Higher Education Towards Global Standards organized by School of Education, Vels Institute of Science, Technology & Advanced Studies (VISTAS) on January 24th -25th, 2023
  • Presented and published a paper titled “E-commerce Shopping Behavior Patterns during COVID 19 Pandemic Curfew” at the International Webinar “Recent Trends in Online Marketing” on December 17th, 2022 by MWN Publications.

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  • Online Workshop on Multivariate Analysis and Its Interpretation organized by Inspire Softech Solutions, Chennai India from September 23-25,2023.
  • Five Days Workshop on Structural Equation Modelling using SMART-PLS 4 organized by EdMaestro Private Limited, India from July 17-21,2023.
  • Participated on IPR awareness/training program under the special mission called “National Intellectual Property Awareness Mission (NIPAM)” at Vels Institute of Science, Technology & Advanced Studies (VISTAS) on December 31st, 2023 
  • International Online workshop on “SEM and CFA using AMOS software” from October 16th -18th, 2022  organized by Global Institute of Statistical solutions.
  • Three Days course on “Structural Equation Modelling Using AMOS and Process Macro” organized by Koach Scholar, New Delhi from 21 January to 23 January, 2022.
  • Participated in Virtual International E- Conference on “Application of Analytics in Managerial Decisions”, conducted by MBA department, School of Management Studies, Vels Institute of Science Technology and Advanced Studies, Chennai -117 on 18th February 2022.
  • One Month Weekend Course on “Art of Doing Effective Literature Review” organized by Koach Scholar, New Delhi from 20 February to 20 March, 2021.
  • Successfully completed One Week workshop on “Recent Trends in Research Article Writing” (online mode) from 22 March, 2021 to 27 March, 2021 organized by REST Society for Research International (RSRI), Krishnagiri, Tamil Nadu, India
  • Successfully completed and Qualified the Exam of one-week workshop on “Multi Criteria Decision making” from 19′h April, 2021 to 23 April, 2021 organized by REST Society for Research International (RSRI), Krishnagiri, Tamil Nadu, India.
  • Successfully completed five days in the Virtual FDP on Fundamentals of Research Writing and Publications held between the 29th June and 3rd of July ,2020 at Reva University, Bengaluru
  • Participated in National level webinar titled How to write research papers and publish in International Journals on 9th July 2020 at Dr.Ambedkar Institute of Technology ,Bengaluru
  • Completed online training session on Research Methodology on EBSCO Host (APS & BSE)-VISTAS promoted by EBSCO on 19th May,2020
  • Successfully completed the one-week workshop on “Advanced Research Methodology” from 11′h May, 2020 to 15 May, 2020 organized by REST Society for Research International (RSRI), Krishnagiri, Tamil Nadu, India

Skill Development

  • Biblioshiny, Tawk, HubSpot, Zohobooks, MS-Office, Talisma, Finacle, Data analytics, SPSS, R studio, IBM Amos 28, Smart- PLS 4

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Professional Experience:

  • MIS Executive, Arcos Skills Management Services Pvt. Ltd, Bangalore
  • Senior Administrative officer, Sree Gayathri Packers and Traders, Chennai

  • Best paper award for the article titled “Aspects of Instrumental and Terminal (Human values), and artificial intelligence methods on websites (AIP proceedings)” at the International Conference on Contemporary Challenges in Science and its Engineering Applications (IC3SEA 2023) to be held at Study World College of Engineering, Coimbatore, Tamil Nadu, India on 05th -06th May 2023

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Work in Progress –

Working on a paper titled “Science Mapping of E service Quality Apparel Attributes in E commerce website using Artificial Intelligence tool using R Studio Package” which is accepted for publication in AIP Conference Proceedings

Working on a paper titled “Determining the Moderating Effect of Psychosocial Benefits between Functional Benefits and Consumer Value in Electronic Commerce Websites” which is accepted for publication in SSRG International journal of engineering trends and technology