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Dr. Payel Das

Assistant Professor (Sl. Gd.), Marketing |Amrita School of Business, Amaravati

Qualification: B.Sc. (H), MA, MBA, PDF, Ph.D
payel.das@av.amrita.edu
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Research Interest: Integrated Marketing Communications (Branding, Advertising, Public Relations, Corporate Communications); Social Media Behaviour; New media and social media discourse, AI and digital technologies, Consumer Behaviour, Tourism; Fandom; Media Culture Society; Gender Studies and Development Communication

Bio

Dr. Das has a Master’s and Ph.D in Mass Communication and an MBA in Marketing. Further, Payel was a Post-Doctoral Fellow at the Indian Council of Social Science Research (ICSSR) in New Delhi, India. Previously, she has also worked at Symbiosis Institute of Media & Communication (SIMC), Lavale, Pune; St. Joseph’s Degree & PG College, Hyderabad; Amrita Vishwa Vidyapeetham, Coimbatore and XIM University, Bhubaneswar.

Additionally, Payel actively engages in theatrical work, particularly in rural areas, where she organised street plays and puppet shows centred around social themes; in this process, she also had the opportunity to work for the National Rural Health Mission (NRHM) Project, where she worked on promoting the governmental hygiene & health benefits and policies to the mothers along with educating them on child care practices.

Publications

Journal Article

Year : 2023

University students as early adopters of ChatGPT: Innovation Diffusion Study

Cite this Research Publication : Raghu Raman, Santanu Mandal, Payel Das, Tavleen Kaur, JP Sanjanasri, Prema Nedungadi, University students as early adopters of ChatGPT: Innovation Diffusion Study.

Year : 2023

Examining the Antecedent Role of Biosphere Value, Environmental Usefulness and Ecotourism Involvement: An Empirical Study

Cite this Research Publication : Mandal, S., Chandran, A., Kanakaraj, M., Rajeev, S., Das, P. (2023). Examining the Antecedent Role of Biosphere Value, Environmental Usefulness and Ecotourism Involvement: An Empirical Study. International Journal of Sustainable Economy

Publisher : Scopus

Year : 2023

Festive Nostalgia in COVID-19: An Empirical Conceptualization

Cite this Research Publication : Payel Das , Gunasekhar, S., Dubey, R. & Mandal, S. (2023). Festive Nostalgia in COVID-19: An Empirical Conceptualization. Leisure/Loisir.

Year : 2023

Street Food Nostalgia and COVID-19 Perceptions on Street Food Desire

Cite this Research Publication : Das, P., Mandal, S., Dubey, R., Nagra, T. & Dixit, S. (2023). "Street Food Nostalgia and COVID-19 Perceptions on Street Food Desire". Current Issues in Tourism, DOI: https://doi.org/10.1080/13683500.2023.2197197, 2023.

Publisher : Scopus Indexed

Year : 2023

Does technology make start-ups resilient amidst COVID-19? A qualitative enquiry

Cite this Research Publication : Tiwari, A., Das, P., Dubey, R.K., Kaur, T., Dixit, S.K. and Mandal, S. (2023), "Does technology make start-ups resilient amidst COVID-19? A qualitative enquiry", Qualitative Market Research, 2023. DOI: https://doi.org/10.1108/QMR-03-2022-0053

Publisher : Scopus Indexed

Year : 2023

Reconceptualizing destination image

Cite this Research Publication : Das, P., Mandal, S., Patra, S., Dixit, S. & Chandran, A. (2023). "Reconceptualizing Destination Image amidst COVID-19," Anatolia, An International Journal of Tourism and Hospitality Research, DOI: https://doi.org/10.1080/13032917.2023.2213713

Year : 2022

Journal of Hospitality, Leisure, Sport & Tourism Education

Cite this Research Publication : Dileep Menon, Sangeetha Gunasekar, Saurabh Kumar Dixit, Payel Das, Shantanu Mandal ,Journal of Hospitality, Leisure, Sport & Tourism Education,2022.

Year : 2022

Wine-experienscape and tourist satisfaction: through the lens of online reviews

Cite this Research Publication : Gunasekar, S., Das, P., Dixit, S. K., Mandal, S., & R Mehta, S. (2022). Wine-experienscape and tourist satisfaction: through the lens of online reviews. Journal of Foodservice Business Research, 25(6), 684-701

Year : 2022

I still feel lost……..in those wonderful event memories’: enablers of event and destination image

Cite this Research Publication : Mandal, S., Bhowmick, P., Panicker, D., Das, P. "I Still Feel Lost…….In Those Wonderful Event Memories’: Enablers of Event And Destination Image, International Journal of Tourism Policy." 12(2), pp. 179-202, 2022.

Year : 2022

Place attachment: developing measurement scale based on three destinations

Cite this Research Publication : Mandal, S., Das, P. , Chandran, A., Krishnaunni, Js, and Murali, H. (2022). Place attachment: developing measurement scale based on three destinations. Anatolia.

Publisher : Scopus-Q2

Year : 2022

Enablers of work from home culture: an integrated empirical framework

Cite this Research Publication : Mandal, S., Das, P., Menon, G.V. and Amritha, R. (2022), "Enablers of work from home culture: an integrated empirical framework", Benchmarking: An International Journal, ISSN: 1463-5771. DOI: https://doi.org/10.1108/BIJ-08-2021-0476

Year : 2021

Influence of Social Media on Medical Chain Agility and Resilience: An Empirical Investigation

Cite this Research Publication : Mandal, S., Korasiga, V. R. & Das, P. (2020). Influence of Social Media on Medical Chain Agility and Resilience: An Empirical Investigation. International Journal of Enterprise Network Management. Inderscience Publishers.

Year : 2021

Sustainable Tourist Behavior: Developing a Second Order Scale based on Three Destinations

Cite this Research Publication : Chandran, A., Mandal, S., Shanmugeshwari, M., Nair, G., Ramachandran, N., John, E. & Das, P. (2021). Sustainable Tourist Behavior: Developing a Second Order Scale based on Three Destinations. International Journal of Tourism Research. John Wiley & Sons Ltd. ISSN:1522-1970.

Year : 2021

Gastro-Nostalgia: Towards A Higher-Order Measurement Scale Based on Two Gastro Festivals

Cite this Research Publication : Mandal, S., Gunsekhar, S, Dixit, S, Das, P. (2021). Gastro-Nostalgia: Towards A Higher-Order Measurement Scale Based on Two Gastro Festivals. Tourism Recreation Research, Volume 47, 2022 - Issue 3: Gastronomic Tourism Experiences and Experiential Marketing, Pages 293-315, Taylor & Francis. ISSN: 02508281, 2021. DOI: https://doi.org/10.1080/02508281.2021.1951589

Publisher : Scopus-Q2, ABDC-A

Year : 2021

Usability and Effectiveness of New Media in Agricultural Learning and Development: A Case Study on the Southern States of India

Cite this Research Publication : Das, P. & Pradip, D. (2021). Usability and Effectiveness of New Media in Agricultural Learning and Development: A Case Study on the Southern States of India. Journal of Social Marketing. Emerald Publishing. DOI: 08/JSOCM-11-2019-0203. ISSN: 2042-6763

Year : 2021

Present and prospective research themes for tourism and hospitality education post-COVID19: A bibliometric analysis

Cite this Research Publication : Menon, D., Gunasekar, S., Dixit, S., Das, P. & Mandal, S. (2021). "Present and prospective research themes for tourism and hospitality education post-COVID19: A bibliometric analysis". Journal of Hospitality, Leisure, Sport & Tourism Education, Volume 30, 100360, DOI: https://doi.org/10.1016/j.jhlste.2021.100360

Year : 2021

Wine Tourism through the lens of online reviews

Cite this Research Publication : Gunasekar, S., Das, P., Dixit, S., Mehta, S. & Mandal, S. (2021). Wine Tourism through the lens of online reviews. Journal of Foodservice Business Research. Taylor & Francis. ISSN-15378039.

Publisher : Scopus, ABDC-C

Year : 2017

Evolution of mobile news applications: App’ealing side of news consumption

Cite this Research Publication : Pallavi Dewan, Payel Das, Evolution of Mobile News Applications: App’ealing Side of News Consumption.

Publisher : Media Watch

Year : 2016

Corporate social responsibility and its impact on consumer behaviour-a consumer’s perspective

Cite this Research Publication : Unmana Barkakati, Raj Kishore Patra, Payel Das ,Corporate social responsibility and its impact on consumer behaviour-a consumer's perspective, International Journal of Sustainable Society.

Publisher : nderscience Publishers (IEL)

Year : 2016

Evaluating the influence of social media on brand sacralization: An empirical study among young online consumers

Cite this Research Publication : Payel Das, Santanu Mandal,Evaluating the influence of social media on brand sacralization: An empirical study among young online consumers,South Asian Journal of Global Business Research,

Year : 2016

Corporate social responsibility and its impact on consumer behaviour – a consumer’s perspective

Publisher : International Journal of Sustainable Society

Year : 2015

Mass Media Exposure and Gender Awareness: A Study on the Post Graduate Students

Publisher : The International Journal Of Humanities Social Studies (IJHSS)

Year : 2014

A Comparative Study on the Coverage of Women Issues in Meghalaya

Publisher : International Journal of Experimentation and Innovation in Education (IJEIE)

Year : 2013

Media and its Role in Education and Women Empowerment

Publisher : Satpathy, Chandra, K. and Biswas, Behari, N. (ed) Vistas of Education

Year : 2011

Education, Media and Women Empowerment from Feminist Perspective

Publisher : University News Journal

Year : 2011

Different Feminist Perspective and the Role of Media: An Overview

Publisher : International Journal of Communication Development

Year : 2011

Patterns of Social Advertising in Print Media

Publisher : Communication Today

Conference Proceedings

Year : 2016

An (R)evolution of the ‘app’-ealing side of News Consumption

Cite this Research Publication : Payel Das, ‘An (R)evolution of the ‘app’-ealing side of News Consumption’, in a Two Day ‘International Conference on Media and Communication: Prospects and Challenges (ICMAC-2016), Organized by Symbiosis Institute of Media and Communication - PG, Lavale, Pune

Year : 2016

Fan No. 1: A Study of Celebrity Fandom in India

Cite this Research Publication : Payel Das, ‘Fan No. 1: A Study of Celebrity Fandom in India’ in a Two Day ‘International Conference on Media and Communication: Prospects and Challenges (ICMAC-2016), Organized by Symbiosis Institute of Media and Communication - PG, Lavale, Pune

Year : 2016

Exploring the Influence of Social Media on Brand Equity and Brand Evangelism of Young Consumers

Publisher : 4th International Marketing Conference, IIM Calcutta

Year : 2015

Media Advocacy and Human Rights

Cite this Research Publication : Payel Das, ‘Media Advocacy and Human Rights’ in a Two Day International Seminar sponsored by Indian Council of Social science Research, New Delhi on “Media and Human Rights: Problems and Prospects” organized by the Department of Mass Communication Studies, Assam University Silchar, Assam.

Year : 2013

Media and its role in Education from Feminist Perspective

Cite this Research Publication : Payel Das, ‘Media and its role in Education from Feminist Perspective’ in a Two Day National Conference sponsored by Indian Council of Social Science Research, New Delhi on “Media and Women: Different Emerging Perspectives in the Way of Development” organized by the School of Communication Studies and Creative Arts, Assam University Silchar, Assam.

Year : 2012

Media and its Content in the Role of Women Empowerment and Education from Feminist Perspective

Publisher : Issues of Communication Development and Society

Year : 2012

Effectiveness of Health Awareness among the Daily Paid Women Workers: A case Study in the Cachar District of Assam

Publisher : International Journal of Human Development and Sustainabilit

Year : 2011

Bihu: Its changing trends and Sustainability

Cite this Research Publication : Payel Das, ‘Bihu: Its changing trends and Sustainability’ in a National Seminar on Folk Media and Sustainable Development in the North-East organized by the Gandhi Smriti and DarshanSamiti, New Delhi and Gurudev Rabindranath Tagore Foundation, New Delhi.

Year : 2011

Empowering People through access to information and Knowledge

Cite this Research Publication : Payel Das, ‘Empowering People through access to information and Knowledge’ in a Two Day National seminar on “Collection Development in Academic, Public and Special Libraries and Information Centers in Digital Era with special reference to North East India” sponsored by Ministry of Culture, jointly organised by Department of Library and Information Science, Assam University Silchar and Central Reference Library, Ministry of Culture, Govt. of India, Kolkata.

Year : 2010

Role of Media in Curbing Naxalism

Cite this Research Publication : Payel Das, ‘Role of Media in Curbing Naxalism’ In a National Seminar on “Media and Naxalism” organised by All India Journalist Association.

Book Chapter

Year : 2018

Does Social Media Enhance Brand Fandom?: An Empirical Exploration

Publisher : Optimizing Millennial Consumer Engagement With Mood Analysis

Year : 2018

Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

Publisher : Holistic Approaches to Brand Culture and Communication Across Industries

Year : 2017

Holistic Industry Interaction (Focusing on Industry – Academia Linkage)

Publisher : Enhancing B-School Competitiveness. InSinghvi, S.R. and Agnihotri, A. (Ed.).

Book

Year : 2014

An Appraisal: Press in the North-east

Cite this Research Publication : Das, P. (2014). ‘An Appraisal: Press in the North-east’, Communication Today, Vol.16, No.2, April-June, 2014 issue in pp. 151-154: ISSN No: 0975-217X.

Year : 2014

Media and Women: Emerging Perspectives (ed.)

Cite this Research Publication : Das, P., Pandey, G.P., & Joshi, C. (2014). Media and Women: Emerging Perspectives (ed.). ISBN-978-93-80966-35-9, Sunrise Publications, New Delhi.

Publisher : Sunrise Publications

Research

Worked on

  • Consumer Behaviour
  • Branding
  • Tourism
  • CSR
  • Corporate Communications
  • Social Media Discourse
  • Sustainability
  • Fandom
  • Gender
  • Street Food

Currently Working in

  • Body Aesthetics & Social Media
  • Tourism
  • Sustainabilty
  • SDG
  • LGBTQ
  • Advertising & PR
  • Sentiment Analysis
  • Self Help Leadership

Future Plans

  • AI
  • Augmented Reality
  • Sustainability
  • Consumer Behaviour
  • Digital Culture
  • Social Media Discourse
  • Sentiment Analysis
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