Area of Expertise: Business Analytics & Marketing
Education:
- Ph.D. in Management, Pondicherry University (2015)
- MBA, Pondicherry University (2010)
- B.Tech. in Chemical Engineering, Pondicherry Engineering College (2007)
- UGC-JRF (Management) (2011)
- UGC-NET (Management) (2011)
BIO:
Dr. R. Anbumathi is an Associate Professor at VIT University, Chennai, with over 12 years of academic experience across VIT University, Great Lakes Institute of Management, and Achariya School of Business & Technology. Her academic and research expertise lies at the intersection of Marketing, Business Analytics, Data Science, Consumer Behaviour, and Talent & Knowledge Management.
She holds a Ph.D. in Management from Pondicherry University, with her doctoral research focusing on Smart Talent Management and the integration of Talent and Knowledge Management practices in Higher Education Institutions in India. Her research employed SmartPLS-based conceptual modelling and empirical analysis.
Dr. Anbumathi has extensive teaching experience in Business Analytics, Marketing Analytics, Data Science, Statistical Analysis and Modelling, Marketing Management, Consumer Behaviour, New Product Development, Deep Learning, Data Warehousing, and Spreadsheet Applications for Business. She has also contributed to the development of online course content in Marketing Analytics and Statistical Analysis & Modelling.
Her research interests span consumer engagement, brand love and brand evangelism, marketing analytics, talent management, knowledge management, and technology-enabled consumer behaviour. Her work has been published in reputed peer-reviewed journals, including the Journal of Retailing and Consumer Services and Vision: The Journal of Business Perspective. She has also contributed a book chapter published by IGI Global.
She has presented research at leading academic conferences, including the 15th NASMEI International Conference and the IIM Kozhikode Marketing Conference. She has also undertaken professional development programmes in Machine Learning, Systematic Literature Review, Meta-Analysis, Qualitative Data Analysis using NVivo, and Bibliometric Analysis.
Dr. Anbumathi is also actively engaged in academic reviewing and serves as a reviewer for journals including the Asia Pacific Journal of Marketing and Logistics (ABDC-A) and Employee Relations (ABDC-B). Her technical and research toolkit includes Python, NVivo, SmartPLS, LISREL, AMOS, Tableau, and SPSS.
AREAS OF EXPERTISE:
- Business Analytics
- Marketing Analytics
- Data Science
- Consumer Behaviour
- Marketing Management
- Talent & Knowledge Management
- Customer Engagement
- Brand Management & Brand Love
- Statistical Analysis & Modelling
- Deep Learning
SUBJECT TAUGHT / STUDENT PROJECT MENTOR:
- Business Analytics
- Introduction to Data Science and Business Analytics
- Marketing Analytics
- Statistical Analysis and Modelling
- New Product Development
- Spreadsheet for Business
- Marketing Management
- Consumer Behaviour
- Deep Learning
- Data Warehousing
- Online Course Content Development – Marketing Analytics
- Online Course Content Development – Statistical Analysis and Modelling
EXPERIENCE:
ACADEMIC EXPERIENCE:
- February 2024 – Present: Associate Professor, VIT University, Chennai Campus
- November 2015 – January 2024: Junior Faculty, Great Lakes Institute of Management
- July 2010 – July 2011: Lecturer, Achariya School of Business & Technology, Pondicherry
- Total Academic Experience: 12+ years
RESEARCH & PUBLICATIONS:
Refereed Journal Articles:
- Anbumathi, R., Sriram, D. & Umayal, P. — “Evaluating the Role of Technology and Non-Technology Factors Influencing Brand Love in Online Food Delivery Services”, Journal of Retailing and Consumer Services, Elsevier, 2023. ABDC-A Category.
- Anbumathi, R. & Chitra Sivasubramanian, R. — “Amalgamation of Talent & Knowledge Management Practices – A Conceptual Research Model”, Vision: The Journal of Business Perspective, Sage Publications, 2016. ABDC-C Category.
Book Chapter:
- Anbumathi, R. & Sriram, D. — “Friendship to Kinship: Evaluating the Role of Consumer Brand Engagement to Promote Brand Evangelism”, in Handbook of Research on the Impact of Fandom in Society and Consumerism, IGI Global, 2020.
Research Under Review / Working Papers:
- A Meta-analytical Study of the Antecedents of Customer Engagement — under review in Global Business Review (ABDC-C).
- Do Brand Engagement Promote Brand Evangelism? A Study Across Products and Services in Emerging Market Context — targeted at Journal of Product and Brand Management (ABDC-A).
- Does Smartphone Addiction Lead to Online Impulsive or Compulsive Buying? — data collection stage.
- Masstige Marketing — data collection stage.
CONFERENCES & WORKSHOPS:
- Presented “Loyalty Better than Royalty: Manifestation of Restaurant Loyalty as a Function of Storescape in an Indian Context” at the 15th NASMEI International Conference, 2021.
- Presented “Exploring the Cognitive and Affective Relationship Influencing Brand Love in Online Food Delivery Services” at the IIM Kozhikode Marketing Conference, 2020.
ACADEMIC DEVELOPMENT & CERTIFICATIONS:
- Faculty Development Programme on Machine Learning with Business Applications, IIM Bangalore.
- Faculty Development Programme on Systematic Literature Review & Meta-Analysis.
- Faculty Development Programme on Qualitative Data Analysis using NVivo.
- Faculty Development Programme on Systematic Literature Review & Bibliometric Analysis.
- Certifications in Excel, Data Science in Python, Neural Networks & Deep Learning, Neuromarketing, and Natural Language Processing through Coursera.
REVIEWER / ACADEMIC CONTRIBUTIONS:
- Reviewer, Asia Pacific Journal of Marketing and Logistics – ABDC-A.
- Reviewer, Employee Relations – ABDC-B.
- Academic expertise in SmartPLS, LISREL, AMOS, SPSS, Tableau, NVivo and Python.