Dr BRIJESH SIVATHANU
MBS, PGDBM, PhD
PROFESSOR
MBS, PGDBM, PhD
PROFESSOR
Articles in Journals
| Sl.No. | Title | Name of Journal / Vol. No. / Issue No. / Page Nos | ISSN No. | Date Published |
| 1 | Unveiling virtual interactive marketplaces: Shopping motivations in the Metaverse through the lens of uses and gratifications theory | Journal of Business Research / 190 / March 2025 / - 18 | 0148-2963 | 22-Jan-2025 |
| 2 | Cognitive and cultural factors in metaverse acceptance: A TAM-based meta-analysis | Acta Psychologica / 254 / April 2025 / 1 - 14 | 1873-6297 | 24-Feb-2025 |
| 3 | Generative AI: fuelling e-commerce revenue growth | Journal of Revenue and Pricing Management / / / - | 1476-6930 | 07-Aug-2025 |
| 4 | Reimagining Automotive Manufacturing with Generative AI: A Technology-Organization-Environment Perspective | Journal Of Computer Information Systems / / / 1 - 22 | 0887-4417 | 15-Sep-2025 |
| 5 | The Metaverse Marketplace: Exploring the Drivers of Consumer Purchase Behavior in Metaverse | Journal of Global Information Management / 33 / 1 / 1 - 26 | 1062-7375 | 26-Sep-2025 |
| 6 | The secret sauce: factors influencing the effectiveness of virtual influencer endorsements | International Journal of Advertising / / / 1 - 26 | 0265-0487 | 26-Nov-2025 |
| 7 | The talent compass: guiding workforce realignment at Vertex Engineering | Emerald Emerging Markets Case Studies / 16 / 1 / 1 - 7 | 2045-0621 | 13-Feb-2026 |
| 8 | Assessing the impact of Generative AI Use on Employee Job Performance: A Social Cognitive Theory Perspective | Journal of Global Information Management (JGIM) / 34 / 1 / 1 - 23 | 1062-7375 | 28-May-2026 |
| 9 | Consumer adoption of agentic-AI in hospitality: A mixed-method study on its facilitators and inhibitors | International Journal of Hospitality Management / 140 / January 2027 / 1 - 16 | 0278-4319 | 01-Aug-2026 |
Books/ Book Chapter/Case Study
| Sl.No. | Title | Author Names(s) | ISBN No. | Month Year |
| 1 | Transforming Education With Data Science in the AI Era | BRIJESH SIVATHANU,HELEN JOSEPHINE V L ,AJAY GARG, JEFFREY MOORE, MANJARI SHARMA, NASEEM ABIDI, RAJASSHRIE PILLAI, SHARAD GUPTA, SHATABDI NANNAWARE | 979-833732187-5, 979-833732185-1 | / |
Participation in Seminars/Conferences/Symposium
| Sl.No. | Name of the Conference /Seminar /Symposium | Type of Program | Title of the Article | Role | Venue/Place | Date |
| 1 | International Conference on New Age Technologies and Digital Transformation for Sustainable Market Development (NTSMD-2024) | CONFERENCES | MODERATOR) | Christ University, Bangalore Central Campus | 27/07/2024 | |
| 2 | 13th Annual Conference of Emerging Markets Conference Board (EMCB) and CMEE | CONFERENCES | Driving Forces Behind Rural India's Rooftop Solar Purchases: A Uses and Gratifications Perspective | PRESENTER) | IIM LucknowIIM Lucknow | 19/12/2024 |
| 3 | International Management Perspective Conference 2025 (Impec 2025) | CONFERENCES | The E-commerce and Metaverse: Examining the Potential Use of Metaverse and the Moderating Role of Sustainability Commitment | PRESENTER) | IIM SambalpurIIM Sambalpur | 30/01/2025 |
| 4 | International Conference on Sustainable Analytics and AI (SaaAI-2025) | CONFERENCES | Unlocking Sustainable Performance: The Role of AI and Advanced Analytics | PRESENTER) | CHRIST (Deemed to be University)Bengaluru | 04/07/2025 |
| 5 | National Seminar on Viksit Bharat 2047 | SEMINARS | Unplugging the Past: Consumer Switching Intention towards Electric Vehicles | PRESENTER) | G.B. Pant Social Science Institute, University of Allahabad, Prayagraj, Uttar PradeshPrayagraj, Uttar Pradesh | 06/08/2025 |
| 6 | 10 PAN-IIM WORLD MANAGEMENT CONFERENCE (WMC) 2025 | CONFERENCES | AI-Driven Virtual Influencers: Shaping the Travelers? Destination Choices | PRESENTER) | IIM Ranchi, Ranchi, JharkhandIIM Ranchi, Ranchi, Jharkhand | 27/11/2025 |
Invited Talks
| Sl.No. | Titel of the Program | Name of the Program | Date | Name of the Institution |
| 1 | Advanced Tools and Techniques for Research Methodology: Overview of Advanced Research Tools and Techniques | Five Days National FDP on Advanced Tools and Techniques for Research Methodology | 08/09/2026 | Sheshadripuram First Grade College, PG Department of Commerce |
MPhil/PhD Guided/Adjudicated
| Sl.No. | Title | Name of Student | Institution | Role | Status | Month Year |
| 1 | LONGITUDINAL STUDY ON IMPACT OF SOCIAL MEDIA MARKETING ON PURCHASE DECISION IN SAURASHTRA REGION (WITH REFERENCE TO SELECTED PRODUCTS AND SELECTED SOCIAL MEDIA) | Vithlani Meera Bhaskar | GUJARAT TECHNOLOGICAL UNIVERSITY | EXAMINER |
Workshop/FDP/Training programme
| Sl.No. | Name of the Workshop/FDP/Training programme | Name of Organiser | Level | Role | Date |
| 1 | From Submission to Decision: A Live Peer Review Walkthrough | Editage, | Participant | 15/09/2026 | |
| 2 | AI Got Me Here, But My Editor Got Me Published | Editage, | Participant | 27/08/2026 | |
| 3 | Enterprise AI Adoption: Productivity, ROI & AIDLC | Bharati Vidyapeeths Institute of Computer Applications and Management BVICAM, New Delhi., | Participant | 01/08/2026 | |
| 4 | Build Your Research Workspace: Search, Organize & Cite with Paperpal Library | PaperPal, | Participant | 30/07/2026 | |
| 5 | Cracking the Publication Code: What Journals Look For | Editage, | Participant | 23/07/2026 | |
| 6 | 10 Things to Keep in Mind Before Submitting your Manuscript to a Journal | Editage, | Participant | 16/07/2026 | |
| 7 | AI Under the Hood: Agents, Myths, and the Art of Working with AI | Bharati Vidyapeeths Institute of Computer Applications and Management BVICAM, New Delhi., | Participant | 27/06/2026 | |
| 8 | AI Agents in the Real World: Architectures, Tools, Evaluation & Cost Optimization | Bharati Vidyapeeths Institute of Computer Applications and Management BVICAM, New Delhi., | Participant | 13/06/2026 | |
| 9 | Faculty Development Program | Christ University, Bengaluru , | Participant | 11/05/2026 | |
| 10 | What Journals Ask For vs What Authors Submit: Common Gaps and How to Close Them | Editage, | Participant | 24/02/2026 | |
| 11 | Workshop on Course Builder from Coursera | Office of Registrar (Academics), CHRIST UNIVERSITY, | Participant | 18/02/2026 | |
| 12 | Generative & Agentic AI - Tools & Demos | Department of CSE, SVNIT, IEEE Gujarat & Pantech , | Participant | 16/02/2026 | |
| 13 | Master Your Literature Review Workflow: From Analysis to Writing | PaperPal, | Participant | 12/02/2026 | |
| 14 | Inside an Editor’s First Read: A Live Manuscript Review | Editage, | Participant | 12/02/2026 | |
| 15 | “RESEARCH METHODOLOGY IN THE AGE OF AI” | Dayananda Sagar University, Bengaluru, | Participant | 11/02/2026 | |
| 16 | AI for Sustainable Development Goals | IEEE Pune Section, IEEE Consumer Technology Society, Vishwakarma Institute of Technology, IEEE Pune Section, IEEE Consumer Tech Society, VIT | International | Participant | 01/12/2025 |
| 17 | Emerging Frontiers in Generative AI and Deep Learning | MEASI Institute of Information Technology, Chennai, MEASI Institute of Information Technology, Chennai | International | Participant | 24/11/2025 |
| 18 | Give Wings to your Career through Generative AI | Thiagarajar School of Management, Madurai, Tamil Nadu, India and Tensor Learners, Thiagarajar School of Management, Madurai, TN | National | Participant | 08/11/2025 |
| 19 | Preparing the Manuscript for Submission & Handling Rejections | R-Space & Research Centre, Thiagarajar School of Management, Madurai, Tamil Nadu, India, Thiagarajar School of Management, Madurai, TN | National | Participant | 23/10/2025 |
| 20 | Agentic AI: Empowering educators and Learners | Mohandas College of Engineering and Technology, Trivandrum, Mohandas College of Engineering and Technology | National | Participant | 12/08/2025 |
| 21 | Deep Learning, Gen AI and their applications in Agriculture | Tezpur University with Pantech E-learning, Tezpur University with Pantech E-learning | International | Participant | 11/08/2025 |
| 22 | Case Writing | School of Business and Management, Christ University, | National | Participant | 07/08/2025 |
| 23 | Emerging Trends in Research Methodology and Artificial Intelligence | JB KNOWLEDGE PARK, FARIDABAD, JB KNOWLEDGE PARK, FARIDABAD | National | Participant | 15/07/2025 |
| 24 | Generative AI with LLM | STEP-National Institute of Technology Karnataka with Pantech E-learning, STEP-National Institute of Technology Karnataka | International | Participant | 07/07/2025 |
| 25 | Public Relations Today: Strategies & Opportunities | Nodal Office, CHRIST (Deemed to be University), Thiruvananthapuram, | National | Participant | 27/06/2025 |
| 26 | Mastering the Art of Creating Online Course | Centre for Digital Learning, Christ University, | National | Participant | 16/06/2025 |
| 27 | Generative AI for Academic Workflow Automation | Amity University, Noida, Amity University, Noida | National | Participant | 09/06/2025 |
| 28 | Teaching & Research for Tomorrow: Innovation, Impact and Global Readiness | School of Business and Management (MBA), Christ University, | Institutional | Participant | 13/05/2025 |
| 29 | GenAI in education: Design, Implement and Research | Department of Management, BITS Pilani, Department of Management, BITS Pilani | National | Participant | 05/05/2025 |
| 30 | Short Term Course on Research Methodology | UGC-MMTTC, Sambalpur University , UGC-MMTTC, Sambalpur University | National | Participant | 24/03/2025 |
| 31 | Generative AI | E&ICT Academy, IIT Kanpur (A Joint initiative of MeitY & IIT Kanpur), E&ICT Academy, IIT Kanpur | National | Participant | 03/02/2025 |
| 32 | Data Science (ML&AI) | E&ICT Academy, IIT Kanpur (A Joint initiative of MeitY & IIT Kanpur), E&ICT Academy, IIT Kanpur | National | Participant | 27/01/2025 |
| 33 | Potential Use Cases of Private 5G | Bharati Vidyapeeths Institute of Computer Applications and Management BVICAM, New Delhi., Bharati Vidyapeeth Institute of Computer Applicatn | International | Participant | 25/01/2025 |
| 34 | The Disruption called Gen AI | Bharati Vidyapeeths Institute of Computer Applications and Management BVICAM, New Delhi., Bharati Vidyapeeth Institute of Computer Applicatn | International | Participant | 11/01/2025 |
| 35 | The Power of Storytelling: Enhancing Communication and Innovation Across Careers | Bharati Vidyapeeths Institute of Computer Applications and Management BVICAM, New Delhi., Bharati Vidyapeeth Institute of Computer Applicatn | International | Participant | 28/12/2024 |
| 36 | FDP on "Mastering AI Tools for Faculty Excellence" | Dept. of CSE-AI & CSE-AIML VIIT, Pune with IEEE Computer Society Pune Chapter., VIIT, Pune with IEEE Computer Society Pune Chapter | International | Participant | 23/12/2024 |
| 37 | Faculty Development Program on Case Method: Teaching, Writing & Simulation | CENTRE FOR CASE RESEARCH & DEVELOPMENT(CCRD), CHRIST UNIVERSITY, | National | Participant | 28/11/2024 |
| 38 | Short Term Course on Research Methodology | UGC - MMTTC, Guru Ghasidas Vishwavidyalaya (A Central University), Bilaspur (CG) , UGC - MMTTC, Guru Ghasidas Vishwavidyalaya (A Cent | National | Participant | 04/11/2024 |
| 39 | Smart Manufacturing and Industry 4.0: The Future of Production | Asian Business School, Noida, Delhi NCR, Asian Business School, Noida, Delhi NCR | International | Participant | 21/10/2024 |
| 40 | Workshop on Econometrics | Symbiosis School of Economics, Centre for Sustainability and Management Research, Symbiosis School of Economics | International | Participant | 19/10/2024 |
| 41 | Workshop on Tableau | Dr. D Y Patil Institute of Management Studies, Pune, Dr. D Y Patil Institute of Management Studies,Pune | National | Participant | 19/10/2024 |
| 42 | Short Term Course on Entrepreneurship and Startup | MALAVIYA MISSION TEACHER TRAINING CENTRE DEVI AHILYA VISHWAVIDYALAYA, INDORE, DEVI AHILYA VISHWAVIDYALAYA, INDORE | National | Participant | 03/10/2024 |
| 43 | One week International Faculty Development Program titled AI for Sustainable Development | VIIT, Pune, IEEE Region 10 Humanitarian Technology activities, IEEE Pune Section, IEEE Pune Section SIGHT group, IEEE Pune section SIG on Energy and Environmental Engineering, VIIT Pune, IEEE Region 10, IEEE Pune Section | International | Participant | 05/08/2024 |
| 44 | Five Days International Virtual FDP | MEASI Institute of Information Technology, Royapettah, Chennai, | International | Participant | 29/07/2024 |
| 45 | 58th SPSR Webinar on 'AI tools for Scientific Writing & Publishing? | Society of Pharmaceutical Sciences and Research (SPSR), Society of Pharmaceutical Sciences and Research | International | Participant | 28/07/2024 |
| 46 | One Week International Faculty Development Program | School of Business, Sushant University, Gurugram, School of Business, Sushant University, Gurugram | International | Participant | 22/07/2024 |
Awards/Achievements/Others
| Sl.No. | Name of the Awards/Achievements/Others | Description | Organisation | Month/ Year |
| 1 | Best Paper Award | Best Paper Award for research paper presented at SaaAI-2025 | Christ University, Bengaluru | 05 July 2025 |
| 2 | Reviewer Recognition Certificate | Certificate of reviewing from the Editors of International Journal of Hospitality Management (ABDC-A*, Scopus, WoS, SSCI, ABS) journal of Elsevier | The Editors of International Journal of Hospitality Management (ABDC-A*, Scopus, WoS, SSCI, ABS) journal of Elsevier | 31 July 2025 |
| 3 | Reviewer Recognition Certificate | Certificate of reviewing from the Editors of International Journal of Hospitality Management (ABDC-A*, Scopus, WoS, SSCI, ABS) journal of Elsevier | The Editors of International Journal of Hospitality Management (ABDC-A*, Scopus, WoS, SSCI, ABS) journal of Elsevier | 07 August 2025 |
| 4 | Reviewer Recognition Certificate | Certificate of reviewing from the Editors of Humanities and Social Sciences Communications (Q1-Scopus) journal of Springer Nature | The Editors of Humanities and Social Sciences Communications (Q1-Scopus) journal of Springer Nature | 25 August 2025 |
| 5 | Reviewer Certificate | Certificate of reviewing from the Editors of Discover Artificial Intelligence (Q1-Scopus) journal of Springer Nature | Certificate of reviewing from the Editors of Discover Artificial Intelligence (Q1-Scopus) journal of Springer Nature | 26 August 2025 |
| 6 | Top 2% Scientist by Stanford University | Top 2% Scientist by Stanford University in Business and Management in 2025 | Stanford University and Elsevier | 19 September 2025 |
| 7 | Top Cited Young Scholar 2026 | The Scilit–MDPI Top Cited Young Scholar 2026 recognition is significant mainly because it is a citation-impact recognition: it highlights early-career researchers whose published work has attracted comparatively strong scholarly attention within their field. | Scilit-MDPI | 16 September 2026 |