Research Excellence Award
| Mamta Sambyal |
| Affiliation |
Lovely Professional University |
| Country |
India |
| Google Scholar |
Kof0Uh8AAAAJ |
| Documents |
3 |
| Citations |
3 |
| h-index |
1 |
| Subject Area |
Digital Marketing and Consumer Behaviour |
| Event |
Indian Scientist Awards |
Mamta Sambyal
Lovely Professional University, India
Mamta Sambyal is a Research Scholar affiliated with Lovely Professional University, Punjab, India, specializing in digital marketing, social media marketing, influencer marketing, and consumer behaviour studies. Her academic contributions primarily focus on understanding consumer engagement and purchase intentions within digitally mediated environments. Through scholarly publications and interdisciplinary marketing research, she has demonstrated growing involvement in contemporary marketing analytics and social media influence studies.[1]
Abstract
Mamta Sambyal is engaged in emerging research areas within marketing and consumer behaviour studies, with a primary emphasis on digital marketing ecosystems and influencer-driven communication strategies. Her scholarly interests include social media marketing, content marketing, product marketing, and consumer psychology. Through her research, she aims to bridge academic understanding with practical business applications, particularly concerning online consumer engagement and purchasing behaviour in digitally connected environments.
Keywords
Digital Marketing, Influencer Marketing, Consumer Behaviour, Social Media Marketing, Purchase Intention, Marketing Analytics, Consumer Psychology, Content Marketing.
Introduction
The increasing role of social media platforms in influencing consumer decisions has generated significant academic interest in digital consumer behaviour and online engagement strategies. Research scholars working in this area contribute to understanding how digital communication channels affect purchasing decisions, brand perception, and consumer interaction. Mamta Sambyal’s academic work contributes to this evolving field through studies examining influencer marketing and social media engagement within marketing contexts.
Research Profile
Mamta Sambyal is currently pursuing doctoral research at the Mittal School of Business, Lovely Professional University, Punjab, India. She completed her undergraduate and postgraduate education in commerce and subsequently focused her research activities on contemporary marketing disciplines. Her research profile demonstrates involvement in digital consumer studies and social media communication frameworks.[1]
Her documented research activities include three completed research projects and two ongoing projects. She has contributed scholarly publications in peer-reviewed and indexed journals, including Scopus-indexed publications related to digital marketing and influencer behaviour analysis.
Research Contributions
The research contributions of Mamta Sambyal primarily involve examining the influence of social media personalities and digital content on consumer purchasing intentions. Her work explores behavioural patterns associated with influencer marketing and evaluates how online interactions shape consumer trust, engagement, and decision-making processes.
Her academic work also includes analytical studies involving structural equation modelling approaches for understanding digital marketing phenomena. In addition to marketing studies, she has contributed to interdisciplinary discussions concerning artificial intelligence trends in education and evolving technological transformations in communication environments.
Publications
- Assessing the impact of social media influencers on purchase intentions: a PLS-SEM and IPMA approach in the health and fitness sector, International Journal of Pharmaceutical and Healthcare Marketing, 2025.
- Artificial Intelligence in Education: A Review of Emerging Trends, Challenges, and Opportunities, 2025.
- A Study on Impact of Social Media Influencer Characteristics on Consumer Purchase Intention: A SEM Approach, 2025.
Research Impact
The research output of Mamta Sambyal contributes to emerging academic discussions concerning digital marketing effectiveness and consumer engagement in online environments. Her Google Scholar profile indicates citation activity and early-stage scholarly recognition in areas related to social media influence and consumer psychology.[1]
Her work is particularly relevant to evolving business environments where organizations increasingly rely on digital platforms and influencer-based communication strategies to engage consumers. The application-oriented nature of her studies supports both academic inquiry and practical marketing considerations.
Award Suitability
Mamta Sambyal’s academic activities and research contributions demonstrate alignment with the objectives of the Research Excellence Award under the Indian Scientist Awards framework. Her research interests in digital marketing, influencer engagement, and consumer behaviour represent contemporary and socially relevant domains within business and commerce research.
Her ongoing doctoral work, indexed publications, completed research projects, and emerging scholarly contributions indicate continued academic development and engagement with current research trends in marketing studies. These contributions support recognition within the category of research excellence for early-career academic researchers.
Conclusion
Mamta Sambyal represents an emerging academic researcher within the fields of digital marketing and consumer behaviour. Her scholarly work reflects an interest in understanding the evolving relationship between digital communication technologies and consumer purchasing behaviour. Through research publications, project involvement, and interdisciplinary inquiry, she continues to contribute to marketing scholarship and contemporary business research discussions within academic and professional environments.[1]
External Links
References
- Assessing the impact of social media influencers on purchase intentions: a PLS-SEM and IPMA approach in the health and fitness sector.
https://www.emerald.com/ijphm/article-abstract/19/4/1164/1250878/
- ARTIFICIAL INTELLIGENCE IN EDUCATION: A REVIEW OF EMERGING TRENDS, CHALLENGES, AND OPPORTUNITIES
https://www.nrjitis.in/images/paper_pdffiles/ART-68e4c6c1bc666.pdf
- A STUDY ON IMPACT OF SOCIAL MEDIA INFLUENCER CHARACTERISTICS ON CONSUMER PURCHASE INTENTION: A SEM APPROACH
https://nrjsmm.in/images/paper_pdffiles/A%20S-68ce8e61e1a6a.pdf