Dr. Mayank Yadav

Dr. Mayank Yadav

Assistant Professor - Senior Scale

BSc (Mathematics),  Dr. Bhimrao Ambedkar University Agra, Uttar Pradesh.

MBA (MARKETING), Uttar Pradesh Technical University, Lucknow 

Ph.D, IIT-ROORKEE

NET/JRF: UGC NET-2011, UGC NET & JRF-2012 

Area of Specialization

Marketing, Social Media Marketing, Digital Marketing

Awards and Achievements

Research Papers Published/Accepted for Publication (Scopus/ABDC/ABS/ESCI/SSCI)

Yadav, M., & Rahman, Z. (2018). The influence of social media marketing activities on customer loyalty: a study of e-commerce industry. Benchmarking: An International Journal. (Scopus, ESCI, ABDC-B Ranked, ABS Ranked) (Emerald) (Accepted for Publication)

Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307. Elsevier, (SSCI, Impact factor: 3.398, ABDC Ranked & Scopus Indexed).

Yadav, M., & Rahman, Z. (2017). Social media marketing: literature review and future research directions. International Journal of Business Information Systems, 25(2), 213-240. Inderscience Publishers, US. ISSN: 1746-0972 (Scopus Indexed & ABDC Ranked).

Kamboj, S., Yadav, M., & Rahman, Z. (2017). Bharat to India: a case of connecting IFFCO brand with generation Y. International Journal of Business Excellence, 13(4), 415-427. Inderscience Publishers, US. ISSN: 1756-0055 (Scopus Indexed & ABDC Ranked).

Kamboj, S., Yadav, M., & Rahman, Z. (2018). Impact of social media and customer-centric technology on performance outcomes: the mediating role of social CRM capabilities. International Journal of Electronic Marketing and Retailing, 9(2), 109-125. Inderscience Publishers, US. ISSN: 1741-1033 (Scopus Indexed & ABDC Ranked).

Yadav, M. (2017). Social media as a marketing tool: Opportunities and challenges. Indian Journal of Marketing, 47(3), 16-28. Associated Management Consultants Private Limited Publishers, US. ISSN: 0973-8703 (Scopus Indexed, Indian Citation Index, NAAS Score-4.24). 

Yadav, M., & Rahman, Z. (2016). The social role of social media: the case of Chennai rains-2015. Social Network Analysis and Mining, 6(1), 101. Springer-Publishers, UK. ISSN: 1869-5450 (Emerging source Citation Index (ESCI) & Scopus Indexed).

Yadav, M., Kamboj, S., & Rahman, Z. (2016). Customer co-creation through social media: The case of ‘Crash the Pepsi IPL 2015’. Journal of Direct, Data and Digital Marketing Practice, 17(4), 259-271. Springer-Palgrave Publishers, UK. ISSN: 1746-0166 (Scopus Indexed & ABS Ranked).

Kamboj, S., Yadav, M., Rahman, Z., & Goyal, P. (2016). Impact of social CRM capabilities on firm performance: Examining the mediating role of co-created customer experience. International Journal of Information Systems in the Service Sector (IJISSS), 8(4), 1-16. IGI Global Publishers, US. ISSN: 1935-5688 (Emerging source Citation Index (ESCI) & Scopus Indexed).

Yadav, M., Joshi, Y., & Rahman, Z. (2015). Mobile social media: the new hybrid element of digital marketing communications. Procedia-Social and Behavioral Sciences, 189, 335-343. Elsevier Publishers, US. ISSN: 1877-0428 (Scopus Indexed).

Research Papers Published/Presented in International Conferences

Yadav, M., & Rahman, Z. (2016). “Impact of Brand Page Commitment on Purchase Intention: Evidence from DZire on Facebook”, in the International Conference on Global Trends in Business & Sustainability Research (ICGTBSR-2016), at IIT-Roorkee, Noida Campus on 02-04 December, 2016.

Kamboj, S., Yadav, M., Rahman, Z., & Goyal, P. (2016). “A Capability Based View on Social Media Technologies and Firm Performance Relationship: A Study on Mediating Role” in the conference proceedings of international conference ICEBM 2015, at BITS Pilani campus on 20-21 March, 2015. Vol. 2, pp.289-297, Excellent Publishing House, ISBN: 978-93-84935-18-4.

Yadav, M., Kamboj, S., & Rahman, Z. (2015). “Traditional and Social Media in Global Marketing Arena: The Power of Socio-Traditional Media Mix” in the international conference SIIBICON-2015, at Symbiosis Institute of International business, Pune on 20-21 February, 2015.

Kamboj, S., Yadav, M., & Rahman, Z. (2015). “Social media capability: A new perspective for corporate sustainability promotion”, in the international conference SIIBCON-2015 at Symbiosis Institute of International business, Pune on 20-21 February, 2015.

Joshi, Y., Yadav, M., & Rahman, Z. (2014). “Sustainable Behavior: Measuring the influence of fear appeal on behavioral intentions toward adopting water saving practices” in the third International Marketing Conference (MARCON-14) held at IIM-Kolkata from 18-20 December, 2014.

Gupta, A. & Yadav, M.  (2011). “Corporate needs corporate governance: Cases from Indian market” in the proceedings of international conference on Organizations in the New Millennium-Challenges and Opportunities organized by Ajay Kumar Garg Institute of Management, Ghaziabad, from 14-15 October, 2011. Vol. 1, pp.159-164. Macmillan Publishers, ISBN: 978-935-059-007-2.

Gupta, A. & Yadav, M.  (2011). “Viral Marketing: A Modern Marketing Approach”, in the National Conference on Contemporary issues in Marketing & Intellectual Property Rights, at University School of Management Studies (Guru Gobind Singh Indraprastha University), Delhi on 26th March 2011.

Gupta, A. & Yadav, M.  (2011). “Children’s role in family purchase decision: A study from Indian market”, in the proceedings of international conference on Management and Computing Science, organized by Society of Management and Behavioral Science, Delhi, 24th July 2011. Vol. 5, pp.261-268. Wisdom Publishers, ISBN: 978-81-89547-52-3.

Gupta, A. & Yadav, M.  (2011). “Paradigm shift of the Indian market: Growth of retail market in India”, in the proceedings of, 2nd international conference on Management and Behavioral Science organized by Society of Management and Behavioral Science, Haridwar, from 4-5 June, 2011. Vol. 4, pp.20-28. Wisdom Publishers, ISBN: 978-81-89547-99-8.

FDPs & Workshops Attended

Attended a twenty-three day Faculty Induction Training Program organized by Faculty Development Institute, SGI, Agra from June 14 2010 to July 6, 2010. Scored 774/100 and was awarded “A” grade.

Attended a seven-day Faculty Development Program on “Human Values and Professional Ethics” organized by Gautam Buddh Technical University, Lucknow (Now UPTU) at IIT-Kanpur, from December 15-21, 2010.

Completed a ten-day training program on research methodology organized by Dayalbagh Educational Institute, from 16-25 January, 2013 of 5 credits and was awarded grade ‘A’.

Attended a Seven Day workshop/FDP on “Digital & Social Media Marketing in Emerging Markets” organized under MHRD-GIAN initiative by Dr. Hari Singh Gour Central University, Sagar (M.P.) from 14-20 October, 2016.

Trainings Programs Organized

Organized an eight-day training program titled, “Self and Organizational Development”, for Agra Police Personnel as a co-trainer from 26 September, 2011 to 03 October, 2011 at Hindustan Institute of Management and Computer Studies.

Organized one-day training program titled, “Conflict Management and Competency Building”, for the Judicial Officers of Agra as a co-trainer, on 08 January, 2012 at Hindustan Institute of Management and Computer Studies.

Organized one-day training program for the drivers and conductors of UPSRTC, Agra as a co-trainer on 18 August, 2012 at Hindustan Institute of Management and Computer Studies.

Organized one-day training program for the supporting staff of India Post, Agra as a co-trainer, on 10 February, 2013 at Head Post Office, Agra.

Other Extra Co-Curricular achievements

NCC “C” certificate in Army Wing, at the rank of Under Officer in 1-UP BN NCC Agra (2006).