Our Faculty

T Sai Vijay

Assistant Professor
  • Ph.D. (Marketing) Indian Institute of Management Raipur
  • MBA from Sri Sathya Sai Institute of Higher Learning
  • M.Sc. from Sri Sathya Sai Institute of Higher Learning
  • B.Sc.(Hons) from Sri Sathya Sai Institute of Higher Learning

Prof. T Sai Vijay is presently working as assistant professor, at Indian Institute of Management Ranchi, in the department of Marketing. He has completed his Fellow Program (Ph.D.) in Marketing from Indian Institute of Management Raipur. He has done his MBA and MSc from Sri Sathya Sai Institute of Higher Learning. He is having More than ten years of academic and research experience.His teaching areas include Marketing Management, Marketing Research, Business Research Methodology, Retail Management, Rural Marketing and Integrated Marketing Communications. His research interest includes – E-WOM, online consumer behaviour, online consumer reviews, celebrity endorsement, mobile apps and impulse buying behaviour. He has published research papers in various journals like Marketing Intelligence and Planning, Journal of Strategic Marketing, Journal of Retailing and Consumer Services, Journal of Global Information Management, Journal of Consumer Marketing, Journal of Consumer Behaviour, Journal of Internet Commerce, Pacific Asia Journal of the Association for Information Systems, Journal of International Consumer Marketing, etc.

Teaching Areas

  • Marketing Management
  • Business Research Methods
  • Integrated Marketing Communications
  • Marketing Research
  • Retail Management
  • Consumer Behaviour
  • Advanced Retail Management (Doctoral Course)

Experience

  • Assistant Professor, IMT Nagpur
  • Assistant Professor, SSIPMT Raipur
  • Research Assistant, IBSCDC Hyderabad
  • Assistant Professor, SSGI Bhilai

Research Area

  • Online Consumer Reviews
  • Online Consumer Behaviour
  • Impulse Buying Behaviour
  • Consumer Mobile App Behaviour
  • Celebrity Endorsement

Publications

    Journals
  • Singh, S., & Vijay, T.S. (2024). Technology roadmapping for the e-commerce sector: A text-mining approach. Journal of Retailing and Consumer Services, 81, 103977. Doi: 10.1016/j.jretconser.2024.103977 (ABDC: A).
  • Sainaz, S., Vijay, T.S. & Sarkar, S. (2024). Examining the influence of source factors and content characteristics of influencers’ post on consumer engagement and purchase intention: A moderated analysis. Journal of Retailing and Consumer Services, 79(2), 1-13, Doi: 10.1016/j.jretconser.2024.103888 (ABDC: A).
  • Maru, C., & Vijay, T.S. (2024). The relationship between electronic word of mouth and brand: A systematic review and future research agenda. International Journal of Consumer Studies, 48(2), e13017. Doi: 10.1111/ijcs.13017 (ABDC: A).
  • Anantharaman, R., Prashar, S., & Vijay, T.S. (2023). Uncovering the role of consumer trust and bandwagon effect influencing purchase intention: an empirical investigation in social commerce platforms. Journal of Strategic Marketing, 31(6), 1199-1219. Doi: 10.1080/0965254X.2022.2070526 (ABDC: A).
  • Salagrama, R., Mattila, A. S., Prashar, S., & Vijay, T.S. (2022). Matching explanations with regulatory focus. Marketing Intelligence & Planning, 40(8), 958-972. Doi: 10.1108/MIP-08-2021-0253 (ABDC: A).
  • Vijay, T.S., & Srivastava, A. (2022). The distinctive agenda of service failure recovery in e-tailing: Criticality of logistical/non-logistical service failure typologies and e-tailing ethics. Journal of Retailing and Consumer Services, 64, 102837. Doi: 10.1016/j.jretconser.2021.102837 (ABDC: A).
  • Parsad, C., Prashar, S., Vijay, T.S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61, 102554. Doi: 10.1016/j.jretconser.2021.102554 (ABDC: A).
  • Arora, N., Prashar, S., Vijay, T.S., & Parsad, C. (2021). Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands. Journal of Consumer Marketing, 38(3), 251-261. Doi: 10.1108/JCM-02-2020-3634 (ABDC: A).
  • Vijay, T.S., Prashar, S., & Gupta, S. (2020). An examination of the role of review valence and review source in varying consumption contexts on purchase decision. Journal of Retailing and Consumer Services, 52, 101734. Doi: 10.1016/j.jretconser.2019.01.003 (ABDC: A).
  • Prashar, S., Vijay, T.S., Parsad, C., Banerjee, A., Sahakari, N., & Chatterjee, S. (2019). Clustering e-shoppers on the basis of shopping values and web characteristics. Journal of Global Information Management (JGIM), 27(2), 24-38. Doi: 10.4018/JGIM.2019040102 (ABDC: A).
  • Roy, V., Vijay, T.S., & Parsad, C. (2018). Consumer response to brand involved in food safety scandal: An exploratory study based on a recent scandal in India. Journal of Consumer Behaviour, 17(1), 25-33. Doi: 10.1002/cb.1666 (ABDC: A).
  • Salagrama, R., Prashar, S., & Vijay, T.S. (2023). Examining the influence of forgiveness and its antecedents on consumer behavior: the moderating role of service failure severity. International Journal of Emerging Markets, 18(10), 3973-3994. Doi: 10.1108/IJOEM-11-2020-1378 (ABDC: B).
  • Behera, R. K., Bala, P. K., Vijay, T.S. & Rana, N. P. (2023). Retail atmospherics effect on store performance and personalised shopper behaviour: a cognitive computing approach. International Journal of Emerging Markets, 18(8), 1948-1977. Doi: 10.1108/IJOEM-03-2021-0433 (ABDC: B).
  • Anantharaman, R., Prashar, S., & Vijay, T.S. (2023). Examining the influence of customer-brand relationship constructs and bandwagon effect on brand loyalty. Benchmarking: An International Journal, 30(2), 361-381. Doi: 10.1108/BIJ-06-2021-0365 (ABDC: B).
  • Gupta, P., Prashar, S., Parsad, C., & Vijay, T.S. (2023). Impact of video product presentation and scarcity claim on mobile-based impulse buying. Journal of Global Scholars of Marketing Science, 33(4), 577-601. Doi: 10.1080/21639159.2023.2238716 (ABDC: B).
  • Arora, N., Prashar, S., Vijay, T.S., & Parsad, C. (2023). Exploring the effect of personality congruencies on brand identification and purchase intentions. Journal of Global Scholars of Marketing Science, 33(2), 186-209. Doi: 10.1080/21639159.2022.2080093 (ABDC: B).
  • Arora, N., Prashar, S., Parsad, C., & Vijay, T.S. (2022). Impact of antecedents of celebrity-product congruence on value transfer and purchase intention: moderating effect of cognitive strength and over-endorsement. International Journal of Strategic Communication, 16(4), 663-683. Doi: 10.1080/1553118X.2022.2033978. (ABDC: B).
  • Salagrama, R., Prashar, S., & Vijay, T.S. (2021). Do customers exhibit gratitude after service recovery? Understanding the moderating role of relationship type. Service Business, 15, 757-779. Doi: 10.1007/s11628-021-00468-3 (ABDC: B).
  • Vijay, T.S., Prashar, S., & Parsad, C. (2021). Typology of online reviewers based on their motives for writing online reviews. Journal of Electronic Commerce in Organizations (JECO), 19(2), 74-88. Doi: 10.4018/JECO.2021040105 (ABDC: B).
  • Vijay, T.S., Prashar, S., & Parsad, C. (2021). Intention to write reviews: influence of personality traits, attitude and motivational factors. Journal of Systems and Information Technology, 23(2), 218-242. Doi: 10.1108/JSIT-05-2020-0071 (ABDC: B).
  • Gupta, P., Prashar, S., Parsad, C., & Vijay, T.S. (2021). Role of shopping app attributes in creating urges for impulse buying: An empirical investigation using SEM and neural network technique. Journal of Electronic Commerce in Organizations (JECO), 19(1), 43-64. Doi: 10.4018/JECO.2021010103 (ABDC: B).
  • Vijay, T.S., Prashar, S., & Parsad, C. (2020). Examining the influence of satisfaction and regret on online shoppers’ post-purchase behaviour. Benchmarking: An International Journal, 28(6), 1987-2007. Doi: 10.1108/BIJ-06-2020-0332 (ABDC: B).
  • Vijay, T.S., Prashar, S., & Sahay, V. (2019). The influence of online shopping values and web atmospheric cues on e-loyalty: Mediating role of e-satisfaction. Journal of theoretical and applied electronic commerce research, 14(1), 1-15. Doi: 10.4067/S0718-18762019000100102 (ABDC: B).
  • Vijay, T.S., Prashar, S., & Parsad, C. (2019). Shoppers’ intention to provide online reviews: The moderating role of consumer involvement. Journal of Electronic Commerce in Organizations (JECO), 17(3), 35-53. Doi: 10.4018/JECO.2019070103 (ABDC: B).
  • Vijay, T.S., Prashar, S., & Gupta, S. (2018). Intention to provide online reviews: An expectation-confirmation model with review involvement. Pacific Asia Journal of the Association for Information Systems, 10(2). Doi: 10.17705/1pais.10202. (ABDC: B).
  • Vijay, T.S., Prashar, S., & Parsad, C. (2017). Role of shopping values and web atmospherics in e-satisfaction and repurchase intention. Journal of Internet Commerce, 16(1), 32-52. Doi: 10.1080/15332861.2016.1261544 (ABDC: B).
  • Vijay, T.S., Prashar, S., Parsad, C., & Kumar, M. (2017). An empirical examination of the influence of information and source characteristics on consumers’ adoption of online reviews. Pacific Asia Journal of the Association for Information Systems, 9(1). Doi: 10.17705/1pais.09104. (ABDC: B).
  • Prashar, S., Parsad, C., & Vijay, T.S. (2017). Segmenting young Indian impulsive shoppers. Journal of International Consumer Marketing, 29(1), 35-47. Doi: 10.1080/08961530.2016.1219897. (ABDC: B).
  • Vijay, T.S., Prashar, S., & Parsad, C. (2024). Influence of shoppers’ attitude and satisfaction with smart-gadgets on intention to provide reviews: moderating role of fear of technological advances. International Journal of Business Information Systems, 45(3), 324-342. Doi: 10.1504/IJBIS.2021.10038844 (ABDC: C).
  • Thakur, C. K., Vijay, T.S., & Chatterjee, T. K. (2022). A Study on Travelers’ Motivation to Provide Online Reviews. Indian Journal of Marketing, 52(2), 8-22. Doi: 10.17010/ijom/2022/v52/i2/164156 (ABDC: C).
  • Arora, N., Prashar, S., Vijay, T.S., & Parsad, C. (2022). A consumer typology based on celebrity endorsement factors. FIIB Business Review, 23197145221112749. Doi: 10.1177/23197145221112749 (ABDC: C).
  • Gupta, P., Prashar, S., Parsad, C., & Vijay, T.S. (2021). Segmenting utilitarian-based mobile app users: an empirical study using SEM and clustering techniques. International Journal of Technology Marketing, 15(2-3), 126-142. Doi: 10.1504/IJTMKT.2021.118227 (ABDC: C).
  • Gupta, P., Prashar, S., Vijay, T.S., & Parsad, C. (2021). Examining the influence of antecedents of continuous intention to use an informational app: the role of perceived usefulness and perceived ease of use. International Journal of Business Information Systems, 36(2), 270-287. Doi: 10.1504/IJBIS.2021.112829 (ABDC: C).
  • Vijay, T.S., Prashar, S., & Sahay, V. (2020). Ola acquired TaxiForSure: post-takeover dilemma. Vikalpa, 45(1), 42-50. Doi: 10.1177/0256090920917052 (ABDC: C).
  • Parsad, C., Prashar, S., & Vijay, T.S. (2019). Comparing between product-specific and general impulse buying tendency: does shoppers’ personality influence their impulse buying tendency? Asian Academy of Management Journal, 24(2), 41-61. Doi: 10.21315/aamj2019.24.2.3 (ABDC: C).
  • Arora, N., Prashar, S., Parsad, C., & Vijay, T.S. (2019). Mediating role of consumer involvement between celebrity endorsement and consumer evaluation: Comparative study of high and low involvement product. Asian Academy of Management Journal, 24(2), 113-142. Doi: 10.21315/aamj2019.24.2.6 (ABDC: C).
  • Parsad, C., Prashar, S., Vijay, T.S., & Sahay, V. (2019). Role of in-store atmospherics and impulse buying tendency on post-purchase regret. Journal of Business & Management, 25(1), 1-24. Doi: 10.6347/JBM.201903_25(1).0001. (ABDC: C).
  • Prashar, S., Vijay, T.S., Singh, H., & Parsad, C. (2017). Typology of Indian e-buyers: clustering on the basis of online shopping motives. World Review of Science, Technology and Sustainable Development, 13(1), 3-17. Doi: 10.1504/WRSTSD.2017.083697. (ABDC: C).
  • Prashar, S., Gupta, S., Singh, H., Vijay, T.S., & Parsad, C. (2016). Clustering Shoppers by Mall Experience for Emerging Indian City. Asian Academy of Management Journal, 21(2), 53-73. Doi: 10.21315/aamj2016.21.2.3. (ABDC: C).
  • Prashar, S., Vijay, T.S., & Parsad, C. (2016). Segmenting online shoppers: A study of consumers’ web portal selection motivations for e-shopping, Asian Academy of Management Journal, 21 (1), 27-46. (ABDC: C).
  • Prashar, S., Vijay, T.S., & Parsad, C. (2016). Predicting Online Buying Behavior Among Indian Shoppers Using a Neural Network Technique. International Journal of Business & Information, 11(2). (ABDC: C).
  • Prashar, S., Parsad, C., Vijay, T.S., & Sahay, V. (2015). Impulsive buying structure in retailing: an interpretive Structural modeling approach. Journal of Marketing Analytics, 3(4), 215-233. Doi: 10.1057/jma.2015.17. (ABDC: C).
  • Arora, N., Prashar, S., Parsad, C., & Vijay, T.S. (2019). Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression. Decision, 46(3), 179-195. Doi: 10.1007/s40622-019-00208-7.
  • Prashar, S., Gupta, P., Parsad, C., & Vijay, T.S. (2019). Examining the impact of mobile app features on impulsiveness: the moderating role of ‘pay-more-get-more’ promotion. International Journal of Mobile Communications, 17(5), 560-578.
    • Cases
  • Vijay, T.S., Prashar, S., & Sahay, V. (2020). Ola Acquired TaxiForSure: Post-Takeover Dilemma, Vikalpa: The Journal for Decision Makers, 45(1), 42-50.
  • Vijay, T.S., Prashar, S., & Sahay, V. (September, 2016). KAPS Ice Cream: Should it Enter the Premium Segment?, Ivey Publishing, HBR Product no: W16559-PDF-ENG.
    • Book
  • Mishra, A., & Vijay, T.S. (2023). Integrated Advertising, Promotion, and Marketing: Communicating in a Digital World. Taylor & Francis. 10.4324/9781003458593