Designation:

Assistant Professor

Email:

Phone:

Qualifications:

PhD (Marketing)

Course Involvement:

1. Marketing Management
2. Social Media Marketing
3. Business Strategy
4. Consumer Behaviour
5. Business Organization
6. Strategy Management

Principal Publications:

1. Bohara, S.,Gupta,G., & Kumar,V .(2025). Integrating artificial intelligence and consumer behaviour: Insights and directions from a hybrid systematic literature review. Journal of Marketing Communication ,1–30. (Scopus, ABDC-B, Q1).
2. Bohara, S., Bisht, V., Suri, P., Panwar, D., & Sharma, J. (2024). Online marketing and brand awareness for HEI: A review and bibliometric analysis. F1000Research, 12, 76 (SCOPUS)
3. Panwar, D., Bhargava, A., Bohara, S. & Chaudhary, S.S., 2024. Neuromarketing insights for effective advertising strategies: A review and future research agenda. Neuroscience Journal. (SCOPUS)
4. Panwar, D., Sharma, S., Gangwar, N., Srivastava, N., & Bohara, S. (2023). Does word of mouth still hold relevance for brand equity and purchase intention? World Journal of Management and Economics, 1819(8643). (C category)
5. Bohara, S., Gupta, A., & Panwar, D. (2022). Relationship between factors of online marketing and student enrolment decisions in higher education: An analysis using structural modelling techniques. International Journal of Online Marketing, 12(1). (WOS)
6. Bohara, S., Suri, P., & Panwar, D. (2022). Impact of brand awareness on enrolment decision process moderated by students' gender for HEI. Journal of Content, Community & Communication, 15(8). (SCOPUS)
7. Bohara, S., Suri, P., & Panwar, D. (2022). Investigating the effect of tuition fees on students' choice of college mediated by household income: PLS-SEM. International Journal of Early Childhood Special Education (INT-JECS), 14(2). (WOS)
8. Bohara, S., & Suri, P. (2021). Determining the factors influencing parents’ involvement in the college decision-making process. International Journal of Mechanical Engineering, 6.

Book Publication:

1. Deepfakes and Their Impact on Business, IGI Global

Short Works and Book Chapters:

1. Bohara, S., & Gupta, G. (2025). Examining the perils of deepfake technology. In Industry 5.0: Pioneering business and management transformations (upcoming). Emerald Publishing.
2. Rani, S., Gupta, G., Bohara, S., Bhargava, A. (2025). Artificial Intelligence in Financial Technology: Challenges, Opportunities, and Global Trends. In: Zarifis, A., Cheng, X. (eds) Fintech and the Emerging Ecosystems. Financial Innovation and Technology. Springer, Cham. https://doi.org/10.1007/978-3-031-83402-8_12
3. Rani, S., Bohara, S., Gupta, G., Paruthi, M., & Ranjan, S. (2024). Shaping consumer perception through deepfake marketing: Ethics and implications. In [Editor(s)] (Ed.), Deepfakes and Their Impact on Business. IGI Global