With the shift in marketing communication from mass media to digital media and more recently, interactive media, the role of consumer as a participant in communication process is increasing. Marketers are seeking ways to harness consumers creativity to develop engaging content for viral marketing. Therefore, a research on exploring the antecedents and consequences of consumer creativity would be of particular interest to management practitioners
Amrita School of Business, Amrita Vishwa Vidyapeetham, Coimbatore
Understanding of Digital marketing, consumer behaviour and proficient in analytics
Dr. Ashish Bollimbala has joined as Assistant Professor in the area of marketing at Amrita School of Business, Coimbatore. He holds a Ph.D. degree in management studies from TAPMI, a research center of Manipal Academy of Higher Education, Manipal. His doctoral research was a multidisciplinary study that investigated the impact of physical activity on individual’s creativity. His research articles are published in reputed international journals that are ABDC listed and SCOPUS indexed such as Acta Psychologica (ABDC-A), American Journal of Psychology (ABDC-B), and Perceptual and Motor Skills (ABDC-C, till 2019). His research interests are broadly in the area of behavioral science, especially in understanding creative behavior in different contexts like consumer creativity, entrepreneurial creativity, and team creativity. Prior to his doctoral research journey, Dr. Ashish worked as an assistant manager-marketing in Indian Overseas Bank for some time. He handled marketing responsibilities of more than 30 branches of IOB in Ludhiana region. He has done MBA in marketing specialization from St. Aloysius Institute of Management and Information Technology (AIMIT), Mangalore
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