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Mr Abhisek Dutta
- Assistant Professor & Area Director (Acting)
- Area: Management
Abhisek Dutta is Assistant Professor of Marketing at NIIT University (NU). He is pursuing his PhD in the area of Technology Adoption. After his MBA from IBS Hyderabad, he worked for IDBI Capital Market Services for a short while before switching to academics.
With more than a decade of teaching experience, Prof Dutta combines research and experiential learning in his lectures. He has published many research papers in ABDC, and Scopus indexed international journals and has been a consultant for several major telecom and beverage company projects.
Academic qualifications
- Pursuing PhD (Technology Adoption)
- MBA (Marketing)
- BSc (Physics)
Experience
- 15 years
Courses taught
- Digital Marketing
- Marketing Research
- Marketing Management
- Selling Skills
- Financial Planning
- Wealth Management
Research areas
- Technology Adoption
- Electronic Servicescape
- Physical Servicescape
Consulting areas
- Market Research
Selected publications
- A., Dutta, R. K. Kovid and P. Ranjan, “Factors affecting adoption of cloud-based services: evidence from an emerging market,” International Journal of Technology Marketing, vol. 16, no. 1/2, 2022.
- A. Dutta, “Impact of Electronic Servicescape of Online Gaming on Customer Engagement,” Journal of Electronic Commerce in Organizations (JECO), vol. 18, no. 2, pp. 49-63, 2020.
- A. Dutta and P. Ranjan, “A qualitative study on understanding the trustworthiness of online reputation management,” International Journal of Qualitative Research in Services, vol. 3, no. 2, pp.125-140, 2019.
- G. Taneja A. Dutta and R .Girdhar, “Enhancing personal selling skill of management students through experiential learning,” International Journal of Management, vol. 4, no. 4, pp.193-199, 2013.
- A. Dutta, “Technology acceptance of IOT in India: An initial trust perspective,” 2nd research clinic and doctoral consortium, 2021.
Conference papers
- Malhi, and A. Dutta, “Using Multi-Theory model to investigate behavioural intention to use cloud-enabled games,” International Conference on Digital Marketing Experiences, 2021.
- A Malhi, A. Dutta, R. K. Kovid and R. Sijariya, “What drives adoption of cloud-based online games in an emerging market? An Investigation Using Flow Theory.” International Conference on Machine Intelligence and Data Science Applications (MIDAS-2021), 2021.
- Dutta, A. “Technology Adoption for Tourism in India: An application of UTAUT2 Model,” Conclave on Redefining Management Research in India, 2020.
- P. Madhusudhan, A. Khanna, J. C. Ninawe, S. Kwatra and A. Dutta, “Adoption of Travel Related Smart Phone Applications in India: An Application of the UTAUT2 Model,” NASMEI, 2019, pp. 175.
- J. Gupta, S. Upadhyay and A. Dutta, “Brand Reputation and its Impact on Adoption of IoT Services in India: An Empirical Study,” 2019, NASMEI, 2019, , pp. 179.
Book/book chapters
- Dutta, G. Jain and S. Kalyani, “Understanding effective use of colors in print and social media advertisement- Pre & Post COVID scenario,” in COVID-19: Implications for Commerce & Management, Economy and Information Technology, A. Singh and H. Singh Eds., Germany : Weser Books, 2021, ch. 6, pp. 59-69.
- A., Sharma, A. Dutta and A. Verma, “Effect of smartphone technology on students' learning,” in Emerging Contours of Business and Management, India : SVDES Book Series, 2021, pp. 130-139.
Other interests
- Photography and travelling