Profile

Dr. Bhattacharya's scholarship is in the field of digital marketing. His research focuses on examining firms' digital marketing strategies and how the upper echelon influences firms' digitalization strategies. He has published in scholarly academic journals like Journal of World Business, Industrial Marketing Management, Journal of Business Research, International Marketing Review, Psychology & Marketing, Journal of Advertising Research, International Journal of Information Management, The International Journal of Human Resource Management, and Group & Organization Management.

Dr. Bhattacharya has also published business case studies with leading case publishing houses like Ivey Publishing and Sage Business Cases. Eighteen of his co-authored cases have received a badge of popularity on Harvard Business Publishing Education's website. Dr. Bhattacharya is the First Prize Winner of the 2022-2023 HEC Montreal AEMBA Corporate Social Responsibility Case Writing Competition and the First Prize winner of the 38th John Molson MBA International Case Writing Competition (2019). Dr. Bhattacharya is also the First Prize winner of The Case For Women Case Writing Competition (organized by Emerald Publishing, 2022). Business case studies co-authored by Dr. Bhattacharya has regularly received the Award for Best Case from Sage Business Cases (2020, 2021, 2022, and 2023). Dr. Bhattacharya is among the Top 50 Business Case Author in the world

Dr. Bhattacharya has taught at both the undergraduate and the postgraduate level a range of modules like Digital Marketing, Marketing Research, Research Methods for Business and Marketing, Retail Management, and International Marketing. He is also the module leader for Marketing Research and Digital Consumer Behavior. Dr. Bhattacharya is a Fellow of the Higher Education Academy, UK.

Dr. Bhattacharya was the Deputy Subject Group Head of Marketing (People & WAM) between March 2021 and July 2024. In between he also served as the Interim Subject Group Head of MOS (February 1, 2022 to August 31, 2022).

Dr. Bhattacharya has previously worked with IBS Hyderabad, India, as an Assistant Professor (2014-16) and with Axis Bank. He has a Ph.D. in Marketing and a post-graduation in Economics. He also holds an MBA degree. 

Dr. Bhattacharya's research focuses on examining firms' digital marketing strategies and how the upper echelon influences firms' digitalization strategies. Focusing on digital marketing enables him to explore how firms can leverage social media, social media influencers, and artificial intelligence-based chatbots to influence social media users and consumer behaviour. Further, using cutting-edge statistical tools on text analysis and mining and structural models enables him to examine what attributes of online reviews make them helpful to readers or what digital message framing drives social media users to spread positive news, what aspects of chatbots enhance user satisfaction with service recovery efforts and also how upper echelons determine firms' digitalization strategy for services as they enter international markets.

NBS8514: Marketing Research [PG] (Module Leader)

NBS8536: Digital Consumer Behaviour [PG] (Module Leader)

NBS8554: Research Designs in Management and Business Studies [Ph.D.]

• Articles

  • Agnihotri A, Bhattacharya S, Sakka G, Vrontis D. Driving metaverse adoption in the hospitality industry: An upper echelon perspective. International Journal of Contemporary Hospitality Management 2025, 37(4), 1199-1230.
  • Agnihotri A, Bhattacharya S. Chatbots' Effectiveness in Service Recovery. International Journal of Information Management 2024, 76, 102679.
  • Agnihotri A, Bhattacharya S, Yannopoulou N, Thrassou A. Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions. International Marketing Review 2023, 40(4), 561-584.
  • Agnihotri A, Bhattacharya S, Yannopoulou N, Liu MJ. Examining social media engagement through health-related message framing in different cultures. Journal of Business Research 2022, 152, 349-360.
  • Agnihotri A, Bhattacharya S. The Relative Effectiveness Of Endorsers: The Identity Badge of CEOs and Founders Versus the Attractiveness of Celebrities. Journal of Advertising Research 2019, 59(3), 356-369.
  • Agnihotri A, Bhattacharya S. The Market Value of Celebrity Endorsement: Evidence From India Reveals Factors That Can Influence Stock-Market Returns. Journal of Advertising Research 2018, 58(1), 65-74.
  • Agnihotri A, Bhattacharya S. Online Review Helpfulness: Role of Qualitative Factors. Psychology & Marketing 2016, 33(11), 1006-1017.
  • Agnihotri A, Bhattacharya S. Determinants of export intensity in emerging markets: An upper echelon perspective. Journal of World Business 2015, 50(4), 687-695.

• Book Chapter

  • Crinnion F, Yannopoulou N, Bhattacharya S. Fake news inside ideological social media echo chambers. In: Hartshorne R; Benson V, ed. Handbook of Social Media in Education Consumer Behavior and Politics. Amsterdam: Elsevier, 2024, pp.139-187.

• Conference Proceedings (inc. Abstracts)

  • Agnihotri A, Bhattacharya S. Relative Advertising- Antecedents and Consequences. In: 2022 AMA Summer Academic Conference: Light in the Darkness: Marketing’s Role in Driving Positive Change. 2022, Chicago, Illinois: American Marketing Association.
  • Gorton M, Bhattacharya S. The impact of prior price dispersion and basket size on the effectiveness of retailer’s obfuscation strategies. In: 40th Annual ISMS Marketing Science Conference. 2018, Philadelphia, USA: Society of Marketing Science.