Biography
Dr. Yuvika Gupta is currently an Assistant Professor of Digital Marketing at Heriot-Watt University Dubai Campus. Previously, she served as an Assistant Professor of Digital Marketing at the University of Southampton Malaysia Campus. She holds a Ph.D. in Business Administration and brings over fifteen years of academic experience across reputed universities in India and Malaysia.
As an academic, she has taught multiple courses at both undergraduate and postgraduate programmes, including modules such as Marketing in the Digital Age, Digital Marketing Applications, Contemporary Marketing Practice, and Entrepreneurial Marketing. Dr. Gupta has also been honored with the Excellence Award for outstanding teaching at the University of Southampton Malaysia in 2023.
Dr Gupta’s research primarily focuses on digital marketing, technology-enabled consumer behaviour, and sustainable tourism, exploring how technological innovations and digital strategies influence consumer engagement, decision-making, and sustainable practices. Her work investigates the intersections of digital transformation, immersive technologies, and community participation, with a particular emphasis on the tourism and service sectors. Dr. Gupta employs advanced methodologies, including systematic literature reviews (SLR), meta-analysis, structural equation modeling (SEM), and qualitative interviews analyzed using NVivo, to advance both theoretical understanding and practical applications. She has conducted recent studies examining the impact of artificial intelligence, big data analytics, and digital labour on consumer experiences and organizational performance. Notably, she led research on the role of community engagement in achieving sustainable tourism development, funded by the University of Southampton Malaysia’s Seed Fund (2023–24), and the development of Tracid: Enhanced Management System for Dementia and Intellectual Disabilities, supported through the UoSM Sustainable Development Goals (SDG) Fund (2024–25).
Her contributions have been recognized through multiple research awards, including the Best Researcher Award at Uttaranchal University, India (2022) and IMS Unison University, India (2019–2021), highlighting her consistent dedication to research excellence. She has published in top-tier journals listed in ABDC, ABS, and SSCI, including Current Issues in Tourism, Marketing Intelligence & Planning, and The International Journal of Logistics Management, amongst others.
Actively engaged in the international academic community, she serves as a reviewer for leading journals, chairs sessions at international conferences, participates in global research networks. She also serves on the editorial board of the Journal of AI & Immersive Marketing. Her work bridges theoretical rigor and practical relevance, advancing knowledge in digital marketing, tourism, and sustainable consumer practices while addressing real-world challenges.
Qualifications:
- PhD in Business Administration from MJP Rohilkhand University, India in 2021.
- MBA from Uttar Pradesh Technical University, India in 2004.
- Bachelor of Science from MJP Rohilkhand University, India in 2001.
Publications:
- Evolution of rebranding: a structured literature review and research agenda. Marketing Intelligence & Planning, 1-41.
- Mapping the current and future issues of tourism entrepreneurship research: a systematic review of key themes and research gaps. Current Issues in Tourism, 1- 21.
- Role of artificial intelligence in customer engagement: a systematic review and future research directions. Journal of Modelling in Management, 19(5), 1535-1565.
- Digital labour: a systematic literature review and bibliometric analysis. International Journal of Organizational Analysis, 32(5), 967-1007.
- Mobilising big data analytics capabilities to improve performance of tourism supply chains: the moderating role of dynamic capabilities. The International Journal of Logistics Management, 35(2), 649-679.
- Analysing customers' reviews and ratings for online food deliveries: A text mining approach. International Journal of Consumer Studies, 47(3), 953-976.
Link to full publications: https://orcid.org/0000-0001-8284-2049