Dr. Jisha Vijay

Dr. Jisha Vijay is an Assistant Professor of Marketing and a researcher with expertise in consumer behavior, sustainable consumption and customer experience. She earned her PhD in Marketing from Amrita Vishwa Vidyapeetham and holds both a Master of Business Administration (Pondicherry University) and a Master of Commerce (University of Calicut). With over five years of academic experience, she has taught and mentored undergraduate and postgraduate management students at leading institutions across India.

Currently serving at Vivekanand Education Society Institute of Management & Research, Mumbai, Dr. Jisha is recognized for integrating research-driven pedagogy with practical industry insights. Throughout her academic career, she has mentored students in research projects, internships, conference presentations, and career development initiatives, consistently fostering innovation and critical thinking in the classroom.

In addition to her teaching and research responsibilities, she serves as a reviewer for the Journal of Retailing and Consumer Services (ISSN: 0969-6989), contributing to the advancement of high-quality research in the fields of retailing, consumer behavior, and service management. She has contributed to scholarly literature through book chapters and journal publications, with recent works focusing on minimalist consumption trends, expectation confirmation theory, digital transformation in customer experience, and the impact of emerging technologies on e-commerce.

Dr. Jisha has qualified both the UGC-NET and Kerala SET examinations and is committed to advancing knowledge through interdisciplinary research and academic collaboration. Passionate about bridging the gap between academia and industry, she actively engages in curriculum development, thought leadership, and scholarly activities that promote meaningful learning and contribute to the evolving field of marketing and management.

2022: Doctoral Degree, Amrita Vishwa Vidyapeetham University
2024: MBA (Marketing), Pondicherry University
2018: MCOM (Finance), University of Calicut

Secured Top Position in PhD Coursework at Amrita Vishwa Vidyapeetham, demonstrating outstanding academic performance and research aptitude, 2020.
Awarded the Proficiency Award for securing outstanding academic performance during the Bachelor of Commerce (B.Com.) degree program, 2015.
Qualified the University Grants Commission National Eligibility Test (UGC-NET) in Commerce,2018.
Qualified the State Eligibility Test (SET), demonstrating eligibility for collegiate-level teaching,2018.

Book Chapters

Vijay, J., & Nair, A. (2025). Escaping consumerism and exploring the future of the minimalist trend among adults. In T. Tarnanidis & M. Vlachopoulou (Eds.), Cultural sensitivity, cross-border logistics, and e-commerce in global marketing (pp. 169–180). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3373-0528-8.ch008
Vijay, J., & Priyanka, U. (2025). Digital transformation in customer experience and behavior. In S. Maravilhas & R. Ladeira (Eds.), Digital transformation initiatives for agile marketing (pp. 251–274). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-4466-8.ch010
Vijay, J., & Priyanka, U. (2024). Entrepreneurial insights: Super intelligence revolutionizing the e-commerce landscape. In S. Salman & A. Bhaumik (Eds.), Entrepreneurship innovation and education for performance improvement (pp. 562–576). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-7903-5.ch022c) Books published.

Books Published

NEP 2020: A Roadmap to Future Education, ISBN 978-81-955580-4-9
Indirect Tax Laws and Practices, 2021, ISBN 101-68-55461-9-6
Aatmanirbhar Bharat: A Digital Challenge, Yuvakshetra Publications, 2021, ISBN: 978-81-952569-0-7
Significance of E-Commerce in the dynamic world, Yuvakshetra Publications, 2022,ISBN: 978-81-955580-5-6 (Edited)

Research Paper published in Journals

The Expectation Confirmation Theory: A service perspective, 2025.
Digitally connecting mental health and behavior amid pandemic, Review of International Geographical Education Online(RIGEO) ISSN:2146-0353,2022.

Research papers presented in Conferences

Presented research paper on “Innovative Practices to Improve Impulse Buy: Exploration To Phygital Experience” at 3rd International Conference on Management organised by LEAD College of Management.
Presented research paper on the topic “Using an Extended Technology Acceptance Model to Explore Digital Marketing and Consumer Buying Behavior,” Proceedings of the 36th International Business Information Management Association (IBIMA), ISBN: 978-0-9998551-5-7, 4-5 November 2020, Granada, Spain, p 6950-6960.

Resource Person

Invited as Guest Speaker for the “Commerce Day” celebration organized by the Department of Commerce, Institute of Human Resources Development (IHRD), Vadakkenchery, Kerala.
Served as Resource Person for a session on “Sustainable Development and Its Strategies” organized by the PG Department of Commerce, for the students of Chinmaya Vidyalaya, Kerala,India.

Faculty