Yukti Sharma

+91431 250 5062

yuktisharma@iimtrichy.ac.in

Marketing

Postdoctoral Research Fellow (IIM Calcutta), PhD in Marketing (Jamia Hamdard), M.Com (Delhi School of Economics), B.Com (Hons) (Delhi University)

Linkedin

Yukti Sharma is an Assistant professor in the marketing area at IIM Tiruchirappalli. She completed Post-Doctoral Research Fellowship at IIM Calcutta, expanding on her doctoral work in Marketing at the Subsistence Marketplace. Her research spans Food Marketing, Luxury Brand Marketing, Subsistence Marketplaces, and Developmental Research, with publications in leading journals such as the European Journal of Marketing, Journal of Consumer Marketing, Marketing Intelligence & Planning, Technological Forecasting and Social Change, Journal of Retailing and Consumer Services, Journal of Marketing Theory and Practice, and Health Marketing Quarterly.

Before joining IIM Tiruchirappalli, she taught at the Goa Institute of Management, SPJIMR, MDI, and the University of Delhi. Her teaching interests include Retail Marketing, Advertising Management, Integrated Marketing Communication, Marketing Research, and Experimental Research Method.

Journal Articles

Silal, P., and Sharma, Y. | Year – 2024
Silal, P., & Sharma, Y. (2024). E-government and economic governance for global environmental performance: An exploration of sustainability typologies and transitions. Technological Forecasting and Social Change (ABDC: A), 206, 123563. https://doi.org/10.1016/j.techfore.2024.123563

Eesley, D. T., Sharma, Y., Singh, R., and Sindhav, B. | Year – 2023
Eesley, D. T., Sharma, Y., Singh, R., & Sindhav, B. (2023). Customer development–product development dilemmas in startup firms: A qualitative investigation into founder's involvement. Journal of Research in Marketing and Entrepreneurship (ABDC: B), 25(3). https://doi.org/10.1108/JRME-02-2022-0014

Sharma, Y., and Jaikumar, S. | Year – 2023
Sharma, Y., & Jaikumar, S. (2023). Educational approaches to enable marketplace metacognition and social intelligence in subsistence consumers. Journal of Consumer Marketing (ABDC: A), 40(1), 44–55. https://doi.org/10.1108/JCM-10-2019-3454

Sharma, Y., and Silal, P. | Year – 2023
Sharma, Y., & Silal, P. (2023). Mapping the effect of healthy and unhealthy food and beverages marketing: Two decades of bibliometric analysis. European Journal of Marketing (ABDC: A*), 57(1), 149–184. https://doi.org/10.1108/EJM-09-2021-0717

Sharma, Y., Silal, P., Kumar, J., and Singh, R. | Year – 2022
Sharma, Y., Silal, P., Kumar, J., & Singh, R. (2022). From Pandemic to Prada: Examining online luxury-brand self-narrative. Marketing Intelligence and Planning (ABDC: A), 40(4), 527–541. https://doi.org/10.1108/MIP-05-2021-0153

Jaikumar, S. and Sharma, Y. | Year – 2021
Jaikumar, S., & Sharma, Y. (2021). Consuming beyond means: Debt trap of conspicuous consumption in an emerging economy. Journal of Marketing Theory and Practice (ABDC: B), 29(2), 233–249. https://doi.org/10.1080/10696679.2020.1816476

Sanyal, S. N., Mazumder, R., Singh, R., and Sharma, Y. | Year – 2021
Sanyal, S. N., Mazumder, R., Singh, R., & Sharma, Y. (2021). Uncertainty and affluent teenagers’ luxury buying-decision: The role of avoidance-related indecisiveness. Journal of Retailing and Consumer Services (ABDC: A), 58(1), 102305. https://doi.org/10.1016/j.jretconser.2020.102305

Jaikumar, S., Sharma, Y., and Silal, P. | Year – 2020
Jaikumar, S., Sharma, Y., & Silal, P. (2020). Impact of education on health-beliefs in an emerging economy: Understanding the role of urbanisation and social capital. Health Marketing Quarterly (ABDC: B), 37(4), 316–332. https://doi.org/10.1080/07359683.2021.1947077

Singh, R., Sharma, Y., and Kumar, J. | Year – 2020
Singh, R., Sharma, Y., & Kumar, J. (2020). A road less traveled in nostalgia marketing: Impact of spiritual wellbeing on effect of nostalgic advertisements. Journal of Marketing Theory and Practice (ABDC: B), 29(3), 289–307. https://doi.org/10.1080/10696679.2020.1836975

Sharma, Y., Nasreen, R., and Kumar, A. | Year – 2019
Sharma, Y., Nasreen, R., & Kumar, A. (2019). Role of social network in defining the impact of marketing-mix on satisfaction from food items at subsistence marketplace. Indian Journal of Marketing (ABDC: C), 49(2), 7. https://doi.org/10.17010/ijom/2019/v49/i2/141579

Retail Marketing

BoP Marketing

Advertising Management

Integrated Marketing Communication

Experimental Research Design

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