Ministry of Education
Neha Sharma
VIDWAN ID: 651282

Dr Neha Sharma

Male Doctor of Philosophy
Assistant Professor (Grade-III) | Department of Marketing and Retail
BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY
Uttar Pradesh
Expertise: Business
ORCID 0000-0002-4818-1758 Scopus 57218407607 Google Scholar 1PitO6sAAAAJ
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10 Publications
0 Projects
127 Scopus Citations
123 CrossRef
2 Years 2 Months Total Experience
Publications
10 Total
Articles
7
Chapters
2
Proceedings
1
Activity

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Scopus Scopus
127 Citations
5 h-index
CrossRef CrossRef
123 Citations
5 h-index
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Personal Details

Doctor of Philosophy
N/A
Assistant Professor (Grade-III)
Dec 2024 – Present
BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY | Department of Marketing and Retail
Assistant Professor (Grade-III)
Jul 2024 – Dec 2024
GALGOTIAS UNIVERSITY | Department of Management
Social Sciences
Business

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Scholarly Work

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Scholarly Publications

Why omnichannel shoppers adopt – or resist – AR try-on: a behavioural reasoning perspective

Open Access
Journal Article
Spanish Journal of Marketing - ESIC. Year: 2026. Pages: 1-32 .
Authors: Neha Sharma; Muhammed Sajid; Nirankush Dutta
DOI 10.1108/SJME-01-2025-0031 Scopus Scopus: 1

Why consumers disengage from DTC brands: A stressor–strain perspective on mental fatigue and purchase avoidance

Journal Article
Journal of Retailing and Consumer Services. Year: 2027. Volume: 94 , Pages: 104972 .
Authors: Neha Sharma; Himanshu Sharma; Pratibha Singh
DOI 10.1016/j.jretconser.2026.104972

Identifying the drivers of ‘loyal showrooming’: a systematic literature review

Journal Article
The International Review of Retail, Distribution and Consumer Research. Year: 2025. Volume: 35 , Issue: 3 , Pages: 237-259 .
Authors: Amit Sharma; Pankaj Priya; Nirankush Dutta; Neha Sharma
DOI 10.1080/09593969.2024.2380336 Crossref Crossref: 5 Scopus Scopus: 5

Showrooming: a retrospective and prospective review using the SPAR-4-SLR methodological framework

Journal Article
International Journal of Retail & Distribution Management. Year: 2023. Volume: 51 , Issue: 11 , Pages: 1588-1613 .
Authors: Sharma, N.; Sharma, A.; Dutta, N.; Priya, P.
DOI 10.1108/IJRDM-12-2022-0513 Crossref Crossref: 34 Scopus Scopus: 34

Generational dynamics of omnichannel customers: analysing shopping preferences across diverse product types

Journal Article
International Journal of Retail & Distribution Management. Year: 2025. Volume: 53 , Issue: 4 , Pages: 312-330 .
Authors: Neha Sharma; Nirankush Dutta
DOI 10.1108/IJRDM-04-2024-0173 Crossref Crossref: 17 Scopus Scopus: 14

A tale of stores and screens: Unveiling consumer behaviour in omnichannel retailing through the lens of behavioural reasoning

Open Access
Journal Article
Electronic Commerce Research and Applications. Year: 2025. Volume: 70 .
Authors: Neha Sharma; Emiliano Acquila-Natale; Nirankush Dutta; Ángel Hernández-García
DOI 10.1016/j.elerap.2025.101480 Crossref Crossref: 7 Scopus Scopus: 10

Exploring Consumer Cynicism: A Systematic Literature Review

Book Chapter
Year: 2024. Volume: 29 , Pages: 181-196 .
Authors: Neha Sharma; Nirankush Dutta
DOI 10.1007/978-3-031-62719-4_10 Crossref Crossref: 1 Scopus Scopus: 1

Omnichannel retailing: exploring future research avenues in retail marketing and distribution management

Review
International Journal of Retail & Distribution Management. Year: 2023. Volume: 51 , Issue: 7 , Pages: 894-919 .
Authors: Neha Sharma; Nirankush Dutta
DOI 10.1108/IJRDM-05-2022-0166 Crossref Crossref: 56 Scopus Scopus: 60
Showing 1 to 8 of 10 publications