THE SEAT OF
KNOWLEDGE
THE HEART OF
TRANSFORMATION

Marketing

Pragha P

Assistant Professor, Ph.D., NIT Tiruchirappalli

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Contact:

Email : pragha@iimshillong.ac.in

Office Ph.: +91 364 2308000

Research Interests/ Areas
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Biography

Dr Pragha is working at Indian Institute of Management Shillong as faculty in the area of Marketing. Priorly, she was working in Bharathidasan Institute of Management, Tiruchirappalli, Tamil Nadu, India. She obtained her PhD from the Department of Management Studies, National Institute of Technology, Tiruchirappalli. She obtained her PGDM from Thiagarajar School of Management, Tamil Nadu, India. She is UGC NET JRF (Jan 2022) qualified in Management. Her research areas are Metaverse Adoption, Virtual Reality, Consumer Stickiness, Sustainability, Tourism, and Branding. She has publications in some reputed journals in ABDC and Scopus indexed Journals.

Worked as Assistant Professor, Marketing at Bharathidasan Institute of Management (BIM), Tiruchirappalli from Dec 2024 to Oct 2026

  • Kabila, R., Sivakumar, V., Selvalakshmi, M., & Pragha, P. (In press). Towards Inclusive Healthcare: Pregnant Women in BoP and the Promise of Wearable Devices. Information Technology for Development. https://aisel.aisnet.org/itd/vol32/iss3/12 (ABDC-A)
  • Pragha, P., K Dhalmahapatra (2025). Exploring decision making on metaverse adoption using opportunities, challenges, and threats (OCT): a force field analysis theory. Journal of Information, Communication and Ethics in https://doi.org/10.1108/JICES-12-2024-0181 (ABDC-B)
  • Pragha, P., & Dhalmahapatra, K. (2025). How Do Cognitive And Affective Factors Affect Impulsive Buying In Metaverse Retailing?. Journal of Global Marketing. https://www.tandfonline.com/doi/full/10.1080/08911762.2025.2567965?src=https://doi .org/10.1080/08911762.2025.2567965 (ABDC-B)
  • Pragha, P., Dhalmahapatra, K., (2025). Smart technologies as nudges: shaping intentions to embrace sustainable tourism. Tourism Recreation Research. https://doi.org/10.1080/02508281.2025.2498972; Taylor & Francis (ABDC-A)
  • Natarajan, T., Pragha, P., Dhalmahapatra, K., & Veera Raghavan, D. R. (2024). Exploring tourist’s metaverse experience using destination spatial presence quality & perceived augmentation: metaverse exploration, physical expedition (MEPE). Current Issues in Tourism, 1-23. https://doi.org/10.1080/13683500.2024.2372652
    ; Taylor & Francis (ABDC-A)
  • Pragha, P., Dhalmahapatra, K., & Natarajan, T. (2025). Determinants of switching intention towards metaverse shopping: a PPM approach. Journal of Marketing Theory and Practice, 1–18. https://doi.org/10.1080/10696679.2025.2449903; Emerald Publishing (ABDC-B)
  • Pragha, P., Dhalmahapatra, K. and Natarajan, T. (2025), “The future of human experience: the drivers of user adoption of the metaverse”, Online Information Review, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/OIR-09 2023-0449; Emerald Publishing (ABDC-B)
  • Pragha, P., Natarajan, T. and Dhalmahapatra, K. (2024), “Adoption of NFT transaction in metaverse platform: a trust transfer approach to leverage trust among users”, Digital Policy, Regulation and Governance, Vol. ahead-of-print No. ahead-ofprint. https://doi.org/10.1108/DPRG-08-2024-0178; Emerald Publishing
    (ABDC-B)
  • Pragha, P., Dhalmahapatra, K., Sambasivan, M., Rathore, P. and Saha, E. (2024), “Understanding students’ switching intentions from cash payment to mobile payment in education sector”, Journal of Applied Research in Higher Education, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JARHE-11-2023
    0522 (SCOPUS)
  • Natarajan, T., Pragha, P., Dhalmahapatra, K., Ramanan V D., “Unveiling Metaverse Sentiments Using Machine Learning Approaches” Kybernetes (2024), Emerald (SCOPUS) DOI 10.1108/K-11-2023-2268
  • Balasubramanian, N., Dhalmahapatra, K., Pragha, P., & Sambasivan, M. (2024). Sustainable transportation in developing countries: uncovering factors influencing electric vehicle purchase intention in India. Transportation Planning and Technology, 126. https://doi.org/10.1080/03081060.2024.2313138; Taylor &
    Francis (ABDC-B)