Sita Mishra on Muck Rack

Sita Mishra

Ghaziabad
As seen in: Wiley Online Library, Elsevier, Taylor & Francis Online, Business Today (India), Emerald Publishing, International Journal of Electronic Business, International Journal of Event and Festival Management, International Journal of Retail and Distribution Management, BW Marketing World
Ph.D. (Kurukshetra Univ.) Associate Professor Marketing Management
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Articles

From Scrolling To Spending: The New Psychology Of Digital Shopping Among Gen Z

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By Sita Mishra
| BW Marketing World
For decades, marketers viewed shopping as a goal-directed activity. Consumers identified a need, searched for information, evaluated alternatives, and finally made a purchase. Increasingly, however, shopping is becoming an outcome of entertainment rather than a planned activity. For Gen Z consumers, products are often discovered while watching videos, scrolling through social media feeds, following creators, or engaging with online communities. This transformation is particularly visible in India.
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AI & Modern Consumer Behaviour: The New Age Of Personalised Consumption

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By Sita Mishra
| BW Marketing World
Artificial intelligence is no longer a futuristic experiment sitting quietly inside technology companies. It has become deeply embedded in the way brands communicate, recommend products, solve problems, and even predict consumer emotions. Over the last year, some of the world’s biggest companies have rapidly integrated AI into their products and services, changing not only how businesses operate but also how consumers think, search, shop, and make decisions.
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Why Brands Push Boundaries Yet Risk Diluting Identity

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By Sita Mishra
| BW Marketing World
Brands pushing beyond their traditional boundaries is often framed as bold and necessary. Yet beneath this narrative lies a more provocative reality. Reinvention is rarely smooth. It exposes a tension between consistency and change, between what a brand stands for and what it seeks to become. In a rapidly evolving environment shaped by shifting consumer expectations, digital acceleration, and AI-led disruption, brands are increasingly compelled to adapt.
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See all 12 licensed articles (29 Total)

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