Ministry of Education
SUBHASHINI DURAI
VIDWAN ID: 705522

Dr SUBHASHINI DURAI

Female Doctor of Philosophy
Assistant Professor | Department of Business Administration
LEAD COLLEGE OF MANAGEMENT, DHONI
Expertise: Management
ORCID 0000-0002-8061-2781 Scopus 57739643600 Google Scholar 9dNkiKAAAAAJ
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39 Publications
0 Projects
661 Scopus Citations
547 CrossRef
1 Year 8 Months Total Experience
Publications
39 Total
Articles
2
Chapters
27
Proceedings
10
Activity

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Scopus Scopus
661 Citations
16 h-index
CrossRef CrossRef
547 Citations
15 h-index
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Personal Details

Doctor of Philosophy
2020
N/A
Assistant Professor
Jan 2025 – Present
LEAD COLLEGE OF MANAGEMENT, DHONI | Department of Business Administration
Social Sciences
Management

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Scholarly Work

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Scholarly Publications

Quantifying the impacts of artificial intelligence implementations in marketing

Book Chapter
Year: 2024. Pages: 120-144 .
Authors: Durai, S.; Manoharan, G.; Priya, T.S.; Jayanthi, R.; Razak, A.; Ashtikar, S.P.
DOI 10.4018/979-8-3693-1339-8.ch008 Crossref Crossref: 40 Scopus Scopus: 54

Social Media Addiction and Compulsive Buying Behaviors: Investigating the Mediating Role of Social Comparison Using Structural Equation Modeling

Open Access
Journal Article
Journal of Intelligent Decision Making and Information Science. Year: 2026. Volume: 3 , Issue: 4S , Pages: 1375-1390 .
Authors: Kiruthika Murali
DOI 10.59543/jidmis.v3.1167

Artificial intelligence in marketing applications

Book Chapter
Year: 2023. Pages: 40-70 .
Authors: Geetha Manoharan; Subhashini Durai; Sunitha Purushottam Ashtikar; Neelam Kumari
DOI 10.4324/9781003358411-4 Crossref Crossref: 40 Scopus Scopus: 58

Social value influencing entrepreneurial intention among postgraduate students

Conference Paper
AIP Conference Proceedings. Year: 2024. Volume: 2971 , Issue: 1 .
Authors: M. Saranya; Subhashini Durai; Geetha Manoharan; Sunitha Purushottam Ashtikar; Gunaseelan Alex Rajesh; Abdul Razak
DOI 10.1063/5.0195847 Crossref Crossref: 1 Scopus Scopus: 1

The impact of information technology enabler and organizational learning on performance: A systematic literature review

Conference Paper
AIP Conference Proceedings. Year: 2024. Volume: 2971 , Issue: 1 .
Authors: Dipti Singh; Sandhya Makkar; Geetha Manoharan; Subhashini Durai; Sunitha Purushottamashtikar; Gunaseelan Alexrajesh
DOI 10.1063/5.0195945 Crossref Crossref: 9 Scopus Scopus: 13

Human resource information system applications in small and medium enterprises: A study (SMEs)

Conference Paper
AIP Conference Proceedings. Year: 2024. Volume: 2971 , Issue: 1 .
Authors: Dipti Singh; Sandhya Makkar; Subhashini Durai; Geetha Manoharan; Sunitha Purushottamashtikar; Gunaseelan Alexrajesh
DOI 10.1063/5.0195944 Crossref Crossref: 6 Scopus Scopus: 5

An Examination of How AI Technologies are Being Utilized to Enhance Green Energy Solutions

Book Chapter
Year: 2026. Pages: 139-168 .
DOI 10.1201/9781998511174-9

A Study on the Application of Natural Language Processing Used in Business Analytics for Better Management Decisions A Literature Review

Book Chapter
Year: 2023. Pages: 249-261 .
Authors: Manoharan, G.; Durai, S.; Rajesh, G.A.; Ashtikar, S.P.
DOI 10.1201/9781003328414-21 Crossref Crossref: 23 Scopus Scopus: 27
Showing 1 to 8 of 39 publications