Dr KAVITHA R
MCom, MPhil, PhD, PGDCA
ASSOCIATE PROFESSOR
MCom, MPhil, PhD, PGDCA
ASSOCIATE PROFESSOR
Articles in Journals
| Sl.No. | Title | Name of Journal / Vol. No. / Issue No. / Page Nos | ISSN No. | Date Published |
| 1 | Nouveau Shoppers Buying Behavior Pattern and Perception Towards Luxury Brands | Webology / 17 / 1 / 280 - 296 | 1735-188X | 19-Jun-2020 |
| 2 | Exploring the economy of creativity and culture in the light of Industry 5.0: a systematic literature review of the setup of creative industries | Journal of Strategy and Management / 4 / 17 / 1 - 34 | 1755-425X | 24-Jun-2024 |
| 3 | Contextual Marketing – Insights from Literature Review and Implications | International Journal of Accounting and Economics Studies / 12 / 3 / 186 - 191 | 2309-4508 | 28-Aug-2025 |
Books/ Book Chapter/Case Study
| Sl.No. | Title | Author Names(s) | ISBN No. | Month Year |
| 1 | Advances in Intelligent Systems and Computing | KAVITHA R ,KAVITHA R,JOY RAKESH, Y, JULIAN J, SATAPATHY S., ZHANG YD., BHATEJA V., MAJHI R | 978-981-15-5678-4 | / |
| 2 | Digital Teaching, Learning and Assessment The Way Forward | MANU K S ,KAVITHA R, SANGEETHA R,ANJU KALLUVELIL JANARDHANAN, SANGEETHA RANGASAMY3, CHENICHERI SID NAIR ,VIT, MELBOURNE, AUSTRALIA, SUSANA GONÇALVES, PIC, SUSANA GONÇALVES, UPASANA GITANJALI SINGH, KWAZULU-NATAL,SOUTH AFRIC | 978-0-323-95500-3 | / |
| 3 | Womens Empowerment Within the Tourism Industry | KAVITHA R,DONSY JOY,, HAVILAH PRARTHANA JOHNSON | 978-166848419-7, 978-166848417-3 | / |
| 4 | Intersecting Human Resource Management and Organizational Culture for Environmental Sustainability | KAVITHA R,MARY REMEENA R., NISHITHA K. | 979-836932700-5, 979-836932699-2 | / |
| 5 | Contributions to Finance and Accounting | KAVITHA R,SNEHA VENKATESH | 27306038 | / |
| 6 | Achieving Sustainable Business Through Ai, Technology Education And Computer | KAVITHA R | 9783031708558 | / |
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 Business Growth in Emerging Markets: Global Shifts and Local Effects. | CONFERENCES | Mobile Marketing | PRESENTER) | Institute of Public Enterprise & EGADE Business school, Mexico City, MexicoHyderabad | 15/12/2011 |
| 2 | seventh International seminar on Financial Markets: Issues and Challenges (FIM IC-2012) | SEMINARS | Financial Market: Its Types And Roles | PRESENTER) | Bharathidasan University,Department of commerce and financial studiesTiruchirappalli | 07/01/2012 |
| 3 | International conference on competency Building Strategies in Business and Technology for Sustainable Development | CONFERENCES | International accounting standards | PRESENTER) | Sri Ganesh School of Business Management,SalemSalem | 22/02/2013 |
| 4 | International conference on Contemporary Issues and Challenges of Indian Business in Global Scenario | CONFERENCES | International and Domestic Finance Market | PRESENTER) | SNR Sons College, Coimbatore.Coimbatore | 20/02/2015 |
| 5 | International conference on - Breaking New Ground towards Digital Era in Commerce, | CONFERENCES | Supply Chain Management in Electronic Environment | PRESENTER) | Hindusthan College of Arts and Science, Coimbatore.Coimbatore | 21/09/2016 |
| 6 | 4th International Conference on Business Research Faculty of Science and Humanities, | CONFERENCES | Corporate governance and Technology Innovation | PRESENTER) | SRM University, Kattankulathur.Kattankulathur | 26/09/2017 |
| 7 | International seminar on Financial Market: Issues and Challenges (FIMIC-2018) | SEMINARS | Growth of SMEs: Driving the Growth of Indian Economy | PRESENTER) | Bharathidasan University, Tiruchirapalli.Tiruchirapalli. | 06/01/2018 |
| 8 | International Conference on Information and Communication Technology For Business Turnaround: Sustainability, Growth and Innovation, | CONFERENCES | E-Business Virtual Worldwide | PRESENTER) | Tiruchengode, Namakkal Dt, Tamilnadu. | 01/02/2018 |
| 9 | National conference on India?s Foreign Policy With Neighbouring Countries. | CONFERENCES | Trends of Foreign Direct Investment in India | PRESENTER) | Tiruchengode, Namakkal Dt.Tamilnadu. | 24/01/2018 |
| 10 | National Seminar on changing Dimensions of Human Resources in the Globalised Scenario, | SEMINARS | Issues Of Employment In Unorganized Sector | PRESENTER) | Gobi Arts &Science College, Gobichettipalayam, Erode.Gobichettipalayam, Erode. | 20/02/2009 |
| 11 | National Conference on The role of Green Banks in India, | CONFERENCES | Role Of Green Marketing | PRESENTER) | Maharaja Arts And Science College, Coimbatore.Coimbatore. | 24/09/2010 |
| 12 | National Seminar on Rising of Indian Brands, | SEMINARS | Brand Resonance | PRESENTER) | SRM University, Chennai.Chennai | 08/09/2011 |
| 13 | National Level Seminar on Role of Banking Sector in Rural Economic Development, | SEMINARS | Farm Loan Facilities &Its Issues To Farmers | PRESENTER) | Dr.NGP Arts and Science College,Coimbatore. | 23/09/2011 |
| 14 | National Conference on Emerging Trends in Global Business, | CONFERENCES | Medical Tourism | PRESENTER) | RVS Institute of Management Studies, Coimbatore.Coimbatore | 15/09/2012 |
| 15 | National Level Seminar on Human Resource Management practices in Higher Educational Institutions(HEJ)-Perspective and Challenge | SEMINARS | Academic Leadership | PRESENTER) | St Joseph college of Commerce, Bangalore.Bangalore. | 18/09/2014 |
| 16 | National Seminar on Problems and Prospects of Rural Banking and its Impact on Empowerment of Rural Households | SEMINARS | Problems of Banking in Rural Areas | PRESENTER) | Dr. NGP Arts and Science College. Coimbatore.Coimbatore | 18/12/2014 |
| 17 | National conference on strategies for sustainable development practice in Indian Industries | CONFERENCES | Strategies of sustainable Development practices in Green productivity | PRESENTER) | Sri Kaliswari college. Sivakasi.Sivakasi | 17/02/2015 |
| 18 | National Conference on Tax reforms in India-Opportunities and Challenge, | CONFERENCES | Tax Evasion and Black Money | PRESENTER) | Sri Kaliswari college (Autonomous).Sivakasi.Sivakasi | 24/07/2015 |
| 19 | Achieving business Excellence: Through the Convergence of Globalization, Technology & Innovation | CONFERENCES | Digital Marketing | PRESENTER) | GRD Institute of Management, Dr. G R Damodaran College of Science, Coimbatore.Coimbatore | 04/02/2016 |
| 20 | Management & Information Technology 2016 | CONFERENCES | The perception of Customer Towards E-Commerce and E-Payment | PRESENTER) | MAEER?s MIT School of Management, Pune,Pune | 18/02/2016 |
| 21 | MSMEs in India: Challenges & Opportunities | SEMINARS | Women Entrepreneurship In Micro, Small & Medium Scale Enterprises | PRESENTER) | Bharathidasan university constituent Arts & Science College, Navalurkuttapattu, Srirangam, TiruchirappalliTiruchirappalli | 11/03/2016 |
| 22 | Growth strategies for Business development in India | CONFERENCES | Sustainable Banking Strategies Adopted by Indian Banks | PRESENTER) | Jamal Mohamed College(Autonomous),ThirichirapalliTiruchirappalli | 28/09/2016 |
| 23 | National level seminar on Nandha Arts and Science College | SEMINARS | Pros and Cons of Currency Eradication in Banking and Real Estate | PRESENTER) | Nandha Arts and Science College, Erode.Erode | 10/02/2017 |
| 24 | Digitalization in Service Sector-Today & Tomorrow | CONFERENCES | Corporate Governance and Tech Innovation | PRESENTER) | Sri Ramakrishna College of Arts and Science College, CoimbatoreCoimbatore | 27/09/2017 |
| 25 | India?s Foreign Policy With Neighbouring Countries | CONFERENCES | Trends of Foreign Direct Investment in India | PRESENTER) | Vivekanandha College of Arts and Science for WomenTiruchengode | 24/01/2018 |
| 26 | One Day National Level Conference on U-Commerce and Indian Economy | CONFERENCES | Flash Sale Strategy: A Sustaining Technique of ChineseSmartphones In The Indian Market | PRESENTER) | Salem Sowdeswari CollegeSalem | 10/01/2019 |
| 27 | International Conference on Redefining Human Resource & Marketing Management Perspectives | CONFERENCES | Impact of brand equity of fast food chains on purchase intention among Generation Z | PRESENTER) | School of Commerce, JAIN (Deemed To Be University)Bangalore | 28/02/2020 |
| 28 | National Conference On Metamorphosis Of Modern Management And Research (3mr) | CONFERENCES | Using The Capability Approach In Social Enterprise Practice | PRESENTER) | School of management, bannari amman institute of technology.Sathyamangalam, erode. | 06/03/2020 |
| 29 | Mastering the Mind for Conquering the World | SEMINARS | PARTICIPANT) | Nehru Institute of Management Studies (NIMS)Coimbatore | 17/06/2020 | |
| 30 | Exclusive interaction on bridging the gap between the Industry and Academics | SEMINARS | PARTICIPANT) | PRACTICO (Educational Management)Bangalore | 30/04/2020 | |
| 31 | Relaxation Techniques for Stress Management | SEMINARS | PARTICIPANT) | St.Mary's College- thootukudiThoothukudi | 28/06/2020 | |
| 32 | Self Reliant Entrepreneurs in the Fourth Industrial Revolution Era | CONFERENCES | A conceptual study on the impact of UPI technology on payment systems. | PRESENTER) | Valluvar college of Science and ManagementKarur | 12/03/2021 |
| 33 | International Conference on Sustainable Development: Challenges, Opportunities and the Future | CONFERENCES | GREEN SHEEN THE HOODWINK PRACTICE TO LURE EXORBITANT PROFIT | PRESENTER) | RAJAGIRI BUSINESS SCHOOLKochi | 09/04/2021 |
| 34 | Advances in Management and Technological Innovation : Impacting Industries | CONFERENCES | GREEN SHEEN THE HOODWINK PRACTICE TO LURE EXORBITANT PROFIT | PRESENTER) | Motilal Nehru National Institute of Technology Allahabad, Prayagraj School of Management StudiesAllahabad | 20/04/2021 |
| 35 | 'Building Resilience for Sustainable Industry 4.0: A Sociological, Economic, Technological and Managerial Integration' | CONFERENCES | The Role Of Electric Shared Mobility Service In Being Enablers To Employment Pportunities In The Food Delivery Sector Bengaluru | PRESENTER) | JAIN (Deemed to be University)Kochi, India. | 06/05/2022 |
| 36 | Business Resilience : Revolution: To Re--Evolution . | CONFERENCES | Strategic content marketing as a Reinforcement tool to boost higher Resilience in the creative economy - A conceptual Study. | PRESENTER) | Loyola College (Autonomous), Chennaibrrr 2023Chennai | 01/03/2023 |
| 37 | lnternational Conference on "Business, lnnovation and Sustainability in Digital Era", | CONFERENCES | Activated retargeting ads through device id and cookies: a strategic approach to generate leads from niche audiences in the creative economy | PRESENTER) | Alliance Ascent College, Alliance University, Bangalore, India.Bangalore, India. | 26/05/2023 |
| 38 | International Conference of Business and Innovative Technology (ICBIT2024) | CONFERENCES | Developing a Model of Content Marketing in Creative Economy Marketing Strategies to influence Consumer Purchase Intentions | PRESENTER) | university college of bahrainManama - Bahrain | 29/03/2024 |
| 39 | ?Global Conference on Information Systems, Management, and Marketing 2025? (GCISMM-25) | CONFERENCES | Machine Learning Algorithms and Intrusive Marketing: Assessing Their Combined Effect on Consumer Buying Decisions | PRESENTER) | Confab 360 Degree in collaboration with Vijay Patil School of Management and Cursos Internacionales, University of Salamanca,University of Salamanca, Spain. | 10/06/2025 |
Invited Talks
| Sl.No. | Titel of the Program | Name of the Program | Date | Name of the Institution |
| 1 | Social Entrepreneurship | Guest Lecture | 13/03/2021 | Sri Krishna Arts and Science college |
MPhil/PhD Guided/Adjudicated
| Sl.No. | Title | Name of Student | Institution | Role | Status | Month Year |
| 1 | Analyzing fight for customer attention via interruption method of Marketing as a platform for advertising, and its effectiveness on consumer purchase behavior with special reference to what motivates and annoys customers in FMCG sector concentrating on Karnataka | NEELAM SHARMA | Christ University | SUPERVISOR | Ongoing | July 2021 |
| 2 | The Impact of Contextual Marketing to Analyse the Buying Behavioural Pattern of Online Impulsive Shoppers Acquiring Indispensable Products | MONICA JANET CLIFFORD | Christ University | SUPERVISOR | Ongoing | January 2021 |
| 3 | INVESTIGATING THE ROLE OF INFLUENCER MARKETING ON CUSTOMER ENGAGEMENT AND PRE-PURCHASE COGNITIVE DISSONANCE | MRINMOYEE GHOSH | Christ University | SUPERVISOR | Ongoing | June 2022 |
| 4 | THE IMPACT OF CONTENT MARKETING STRATEGIES ON CUSTOMERS PURCHASE INTENTION WITH REFERENCE TO CREATIVE BUSINESS UNITS | SNEHA V | Christ University | SUPERVISOR | Notification Issued |
Patents
| Sl.No. | Title of Invention | Inventor(s) | Filing Date |
| 1 | AI AND BLOCKCHAIN-BASED CONTENT MARKETING SYSTEM TO INFLUENCE CONSUMER PURCHASE INTENTIONS | KAVITHA R | 01-Nov-2024 |
| 2 | AI-Powered computer device chatbot for customer service | AROKIA PAUL RAJAN R, KAVITHA JAYAKUMAR, KAVITHA R, KIRUBANAND V B, ROHINI V, SANGEETHA G, THIRUNAVUKKARASU V | 19-Jul-2025 |
| 3 | Cybersecurity network monitoring device | KAVITHA JAYAKUMAR, KAVITHA R, KIRUBANAND V B, RAMKUMAR S, ROHINI V, SATHYA P, SHILPI ROY CHOWDHURY | 13-Jan-2026 |
Research Project
| Sl.No. | Name of the Research Project | Investigator(s) | Sponsors | Internal/External |
| 1 | Exploring the Best Practices of Mentoring in HEIs: Towards Enhancing its Effectiveness | SMITA KAVATEKAR,KAVITHA R,VIJAYA R ,VIJAYALAYA SRINIVAS T | Internal |
Workshop/FDP/Training programme
| Sl.No. | Name of the Workshop/FDP/Training programme | Name of Organiser | Level | Role | Date |
| 1 | Case Studies, Simulation, and Gamification | Teaching Learning Enhancement cell (TLEC), | Institutional | Participant | 21/02/2025 |
| 2 | Enhancing research paper and case study writing for top tier publications | K.S.Rangasamy College of Technology-, K.S.Rangasamy College of Technology | National | Participant | 21/05/2024 |
| 3 | ?Empowering Management Scholars: Fostering Research Competencies? | Assam downtown University, Department of Commerce, Assam downtown University. | National | Participant | 19/09/2023 |
| 4 | Curriculum Design and Revision with specific focus on OBE | Staff Development College, | Institutional | Participant | 05/12/2022 |
| 5 | OUTCOME BASED EDUCATION | SHRI KRISHNASWAMY COLLEGE FOR WOMEN, SKC FOR WOMEN, Department of commerce | National | Participant | 08/08/2022 |
| 6 | Faculty Development Programme | The Center for Education Beyond Curriculum (CEDBEC) and Internal Quality Assurance (IQAC), | Institutional | Participant | 06/07/2022 |
| 7 | 30M Training on Mail Merge Using Word Processor | Media Studies & IT Services, | Institutional | Participant | 17/02/2022 |
| 8 | Analyzing Market Attractiveness Using Creately | Coursera, University of Illinois at Urbana-Champaign | International | Participant | 29/07/2021 |
| 9 | Data Analysis using SPSS for Research Projects | Research Shiksha, Research Shiksha, Data Science consultancy, India | International | Participant | 05/07/2021 |
| 10 | Learning to Teach Online | Coursera, UNSW Sydney (The University of New South Wales) | International | Participant | 19/04/2021 |
| 11 | Quality Improvement Program | Staff Development College, | Participant | 02/03/2021 | |
| 12 | ?Meta Analysis and Multiple Correspondence Analysis? | Research Shiksha, Research Shiksha, Data science consultancy, India. | National | Participant | 01/08/2020 |
| 13 | ?Statistical Analysis using SPSS? | Research Shiksha, Research Shiksha, Data Science consultancy, India | National | Participant | 24/07/2020 |
| 14 | 30M Training on Microsoft Teams, | Media Studies & IT Services, | Institutional | Participant | 10/07/2020 |
| 15 | ?Structural Equation Modelling using AMOS and SMART PLS? from | Research Shiksha., Research Shiksha, Data Science consultancy, India. | National | Participant | 01/07/2020 |
| 16 | Digital Media and Marketing Principles | Coursera, University of Illinois at Urbana-Champaign | International | Participant | 07/06/2020 |
| 17 | Finding Purpose and Meaning In Life: Living for What Matters Most | Coursera, University of Michigan | International | Participant | 01/06/2020 |
| 18 | Moralities of Everyday Life | Coursera, Yale University | International | Participant | 16/05/2020 |
| 19 | Quality Improvement Program | Academic Staff College, | Participant | 22/04/2020 | |
| 20 | Digital Media and Marketing Principles. | Coursera (University of Illinois at Urbana-Champaign), (University of Illinois at Urbana-Champaign) | International | Participant | 15/04/2020 |
| 21 | Marketing in a Digital World | Coursera, University of Illinois at Urbana-Champaign | International | Participant | 14/04/2020 |
| 22 | LaTeX for Research and Document Preparation | 30M Training, and powered by Media Studies & IT Services, | Institutional | Participant | 03/09/2019 |
| 23 | Innovative Pedagogic Practices | ACADEMIC STAFF COLLEGE, | Participant | 20/05/2019 | |
| 24 | Orientation Program | Academic Staff College, | Participant | 14/01/2019 | |
| 25 | Rubric integration in Google Classroom, | 30M Training, and powered by Media Studies & IT Services, | Institutional | Participant | 12/12/2018 |
| 26 | SPSS : Examining Data, Missing Data and Outliers | Center for Advanced Research & Training, | Institutional | Participant | 18/07/2018 |
| 27 | Basic Introduction to SPSS | Center for Advanced Research & Training, | Institutional | Participant | 20/06/2018 |
| 28 | Frontier areas in commerce and curriculum updation | ACADEMIC STAFF COLLEGE, | Participant | 21/05/2018 | |
| 29 | GOAL SETTING | SRI KRISHNA ARTS AND SCIENCE COLLEGE, Sri Krishna Arts and Science College | Institutional | Participant | 23/01/2016 |
| 30 | ETHICAL HACKING | WEGILANT SINI IIT BOMBAY, Sri Krishna Arts and Science College | Institutional | Participant | 11/07/2014 |
| 31 | TRAIN THE TRAINERS | Infosys BPO Ltd, Infosys BPO Ltd | National | Participant | 03/01/2013 |
| 32 | OFFICE AUTOMATION & NET ACCESS | SRI KRISHNA ARTS AND SCIENCE COLLEGE, SRI KRISHNA ARTS AND SCIENCE COLLEGE | Institutional | Participant | 20/10/2009 |
| 33 | TRAVERSING AND FINE - TUNING OF RESEARCH PROCESS | PSG College of Arts and Science, PSG College of Arts and Science | Regional | Participant | 12/02/2009 |
Awards/Achievements/Others
| Sl.No. | Name of the Awards/Achievements/Others | Description | Organisation | Month/ Year |
| 1 | BOS Member | Sri Krishna Arts and Science College | 06 May 2017 | |
| 2 | Life member | Indian Commerce Association | 27 December 2017 | |
| 3 | Conference Coordinator | National conference on Viral Marketing of Financial services | Sri Krishna Arts and Science College | 05 January 2017 |
| 4 | Staff Sports and Games | Second Place in Throw ball | Department of Physical Education,Christ. | 20 December 2018 |
| 5 | BOS EXTERNAL EXPERT | Syllabus Reviewer for MBA Programme (8 Papers in Operations Management and Strategic Management Specializations) | Bannari Amman Institute of Technology (BIT) | 16 February 2019 |
| 6 | BOS EXTERNAL EXPERT | Syllabus Reviewer for MBA Programme (9 Papers in Human Resource Management Specializations) | Bannari Amman Institute of Technology (BIT) | 12 February 2020 |
| 7 | BOS External Expert | Syllabus reviewer for MBA Programme (revising the syllabus of Advertising and Sales Promotion) | Bannari Amman Institute of Technology (BIT) | 09 September 2020 |
| 8 | Best Paper Award | 'Building Resilience for Sustainable Industry 4.0: A Sociological, Economic, Technological and Managerial Integration' | JAIN (Deemed to be University) | 06 May 2022 |
| 9 | Best Paper Award | Business, lnnovation and Sustainability in Digital Era | Alliance Ascent College, Alliance University, | 27 May 2023 |
| 10 | Best Paper Award | Machine Learning Algorithms and Intrusive Marketing: Assessing Their Combined Effect on Consumer Buying Decisions. | Confab 360 Degree in collaboration with Vijay Patil School of Management and Cursos Internacionales, University of Salamanca, | 11 June 2025 |