Qualification: 
Ph.D
Email: 
d_payel@cb.amrita.edu

Dr. Payel Das is currently an Assistant Professor in the Department of Mass Communication, Amrita Vishwa Vidyapeetham, Coimbatore.

Dr. Payel Das has completed her Masters in Mass Communication and Doctorate from the Department of Mass Communication, Assam University Silchar, Assam. She has been a Post-Doctoral Fellow, Indian Council of Social Science Research, New Delhi. She has an MBA in Marketing from ICFAI, Sikkim. She has keen interest in research and to excel in the same. Her research areas are new media studies, branding, tourism, corporate social responsibility, public relations, media culture and society; and gender studies. Cleared National Eligibility Test 2012 for Mass Communication.

She has more than 9 years of teaching and research experience. Prior to working in Amrita, she has worked for Symbiosis Institute of Media and Communication (SIMC-PG), Lavale, Pune and St. Joseph’s Degree & PG College, Hyderabad.

Apart from these she has been an active theatre worker. She organized and worked for many streets plays and puppet shows in the rural areas on social themes and in this process, she also had the opportunity to work for National Rural Health Mission Project where she propagated the governmental hygiene and health benefits and policies to the mothers and ways to take care of their child.

Adhoc Reviewer of Journals

  • Asia Pacific Journal of Tourism Research, Taylor & Francis
  • Tourism Review, Emerald Publishing
  • European Journal of Marketing, Emerald Publishing
  • South Asian Journal of Business Studies, Emerald Publishing

Publications

Publication Type: Journal Article

Year of Publication Title

2021

Arun Chandran, Santanu Mandal, Muthiah Shanmugeshwari, Gayathri Nair, Payel Das, Naveen Ramachandran, and Elza John, “Sustainable tourist behaviour: Developing a second order scale based on three destinations”, International Journal of Tourism Research, vol. n/a, 2021.[Abstract]


Abstract The current study develops a second order measurement instrument for sustainable tourist behaviour through confirmatory factor analysis from tourists' responses based on three prominent destinations in India namely, Goa, Munnar and Manali. Factorial validity, invariance analysis and nomological validity were also assessed. Results showed that STB is a second order reflective factor consisting of destination specific pro-environmental, socially responsible, environmental learning, cultural and economically favourable behaviours. Furthermore, while environmental engagement is a significant enabler for STB, the latter contributes significantly in the development of memorable experiences and tourist satisfaction.

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2021

Payel Das and Deepika Pradip, “Usability and effectiveness of new media in agricultural learning and development: a case study on the southern states of India”, Journal of Social Marketing, vol. ahead-of-print, no. ahead-of-print, 2021.[Abstract]


Purpose Despite a lot of agricultural initiatives by the government in a regionally diversified country like India, agriculture is poor, and farmer suicide cases are rampant. This study aims to socially transform and bring behavioural change among the farmers of southern India through the usage of new media. The research has gauged the factors that affect new media accessibility and usability, hindrances in the process and change of farmer’s behaviour through online social marketing bringing social transformation. Design/methodology/approach The study is action participatory in nature, and the data is triangulated by conducting a survey at the first level using the Delphi technique among 184 rural south Indian farmers who are smartphone users use new media, and at the next level, the farmers were requested to use WhatsApp for agricultural new sharing, and in the last stage, personal interview with entrepreneurs and farmers has been conducted to understand their new media adoption, e-learning and online social marketing. Findings New media is the best way to transform agricultural practices socially. It is a forum where all the farmers of the country can get together and address the issue of the agrarian crisis. Online social marketing (OSM) through WhatsApp is one of the best methods of behavioural change because different farmers can share their experiences and emotion for the crisis and give an appropriate solution to a problem. And, one of the most important features of OSM is it removes third parties from miscellaneous issues be it selling, buying or seeking and sharing information. Research limitations/implications Despite trying to cover different hindrances in the way of social marketing of agriculture, the study is not free without its limitations. Language was a barrier, and this study require a lot of time to perceive the changes and adoption. Also, due to time constraint, the authors have categorically clubbed innovators, early adopters and early majority in the same layer opinion leaders and adopters of innovation. These could be analyzed separately in five layers, as suggested by Rogers (1995). Practical implications From the managerial perspective, the government should extend services that teach the agriculturists, farmers the use of new media. The marketers and makers of apps and software can tap into this business for launching products for farmers. We need apps designed only for farmers, where agricultural and farming practitioners all over the country and globe can interact about their products, conditions of agriculture and give solution to issues arising in agriculture and farming. Originality/value The researchers posit that there are hardly any studies that provide strategies to the agricultural and farming sectors in a regionally diversified country like India. The study is one of its first kind to propose new media strategies to reach out to the farmers of different regions and segmentation for a behavioural change and adoption of new media for better and sustainable agriculture. It has gauged into the factors that affect new media accessibility and usability among farmers and simultaneously gave strategy for behavioural change.

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2020

Santanu Mandal, Venkateswara Rao Korasiga, and Payel Das, “Influence of social media on medical chain agility and resilience: an empirical investigation”, International Journal of Enterprise Network Management, vol. 11, pp. 347-371, 2020.[Abstract]


Social media has been dominant in shaping competition and business performance. However, the importance of social media in the development of medical supply chain capabilities is still unexplored. Our research investigates the role of social media as a prominent enabler of medical supply chain agility and resilience. To this end, the study explores the importance of social media interaction and social media usability on medical chain agility and resilience. Furthermore, the study examined the moderating role of social media orientation on the above linkages. The responses were collected using online survey and were analysed using structural equation modelling. Based on 276 completed responses, the study found positive influences of social media interaction and social media usability on both medical chain agility and medical chain resilience. The study contributes to the emerging literature of social media by undersigning the importance of social media interaction, usability and orientation in services supply chain.

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2019

Payel Das, “Does Social Media Enhance Brand Fandom?: An Empirical Exploration”, Optimizing Millennial Consumer Engagement With Mood Analysis , pp. 157-178, 2019.[Abstract]


In the present day, social media has highly affected the fan culture and fandom for brands. Brands have their fandom, especially luxury brands. The current study aims to explore the influence of social media in enhancing brand fandom through two factors under social media: interaction and usage. Further, the study also seeks to explore the influences of brand fandom on brand loyalty and online purchase intention. The study will undersign the importance of interactions on social media sites to understand the influence of social media on in shaping and reshaping the perception of brands in their mindsets and developing a love for them. Perceptual responses will be gathered from 232 undergraduate and postgraduate students (aged 17-27 years) studying in an Indian private university and subsequently analyze using partial least square. The study seeks to find a relationship between the influence of social media interaction and social media usability on brand fandom. The proposed relationships have been tested using SPSS 17 for Windows.

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2018

Ankita Sen and Payel Das, “Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market”, Holistic Approaches to Brand Culture and Communication Across Industries, 2018.[Abstract]


One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.

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2017

Payel Das, Chatterjee C., Patra R. K., Dasgupta S., and Ghosh M., “Holistic Industry Interaction (Focusing on Industry - Academia Linkage)”, Enhancing B-School Competitiveness. InSinghvi, S.R. and Agnihotri, A. (Ed.)., pp. 43-49, 2017.

2017

Dewan P. and Payel Das, “Evolution of mobile news applications: App'ealing side of news consumption”, Media Watch, vol. 8, no. 1, pp. 86-99, 2017.

2017

Santanu Mandal, Venkateswara Rao Korasiga, and Payel Das, “Dominance of Agility in Tourism value Chains: Evidence from India”, Tourism Review, vol. 72, pp. 133-155, 2017.[Abstract]


This study examines the concept of agility to Indian tourism supply chains (SCs) and its enablers revealing that the tourism SC agility enhances the competitive advantage with relationship development, shared vision, inter-firm integration and technology perception as significant enablers.

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2016

Payel Das and Santanu Mandal, “Evaluating the influence of social media on brand sacralization”, South Asian Journal of Global Business Research, vol. 5, no. 3, pp. 424 - 446, 2016.[Abstract]


Purpose The purpose of this paper is to reveal the influence of social media in the development of brand sacralization in young consumers in emerging Asian market. Brand sacralization is the phenomenon where consumers (especially young) become an adherent of brands and consider brands as sacred entities. The paper specifically explores the influence of social media interaction and social media usability on brand sacralization and consequently its influence on online purchase intention (PI) and brand loyalty. Design/methodology/approach Perceptual responses were gathered from 232 undergraduate and postgraduate students (age: 17-27 years) studying in an Indian private university and is subsequently analyzed using structural equation modeling. The young population is chosen as the target sample as they possess majority stake in final product purchase decision nowadays and also contribute as a dominant consumer category in online market places. Findings The researcher found a strong positive influence of social media interaction and social media usability on brand sacralization. Further, brand sacralization is found to have a positive and significant influence on online PI and brand loyalty of young consumers. However, social media interaction does not contribute significantly to usability of social media. The researcher has also found a significant influence of brand loyalty on online PI for these young shoppers. Originality/value The study is the foremost to investigate the influence of social media in developing brand sacralization and its influence on online PI and brand loyalty. Further the study is the first to develop a measurement instrument for brand sacralization. The study is the foremost in developing measures for social media interaction and social media usability.

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2016

Raj Patra, Payel Das, and Unmana Barkakati, “Corporate social responsibility and its impact on consumer behaviour - a consumer's perspective”, International Journal of Sustainable Society, vol. 8, no. 4, p. 278, 2016.[Abstract]


Of late, corporate social responsibility (CSR) has become the edict for most businesses. However, there is no thorough measurement available on the impact of CSR initiatives on business performance yet, CSR is believed to have a positive relationship with a company's goodwill and thereby have a positive impact on consumer's behaviour. This empirical exploration embarks on investigating the influence of CSR practices on a company's image and reputation with special reference to fast moving consumer goods (FMCG) companies and, in turn, on public opinion relating to the business. Further, the study empirically examines the influence of CSR practices on a consumer's buying decision process and also validates if customers react to CSR activities in a similar way or does it vary as per different demographics.

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2015

Payel Das, “Mass Media Exposure and Gender Awareness: A Study on the Post Graduate Students”, The International Journal Of Humanities & Social Studies (IJHSS), vol. 3, no. 4, pp. 9-18, 2015.

2014

Payel Das and Rupa Rani Sonowal, “A Comparative Study on the Coverage of Women Issues in Meghalaya”, International Journal of Experimentation and Innovation in Education (IJEIE), vol. 3, no. 3, 2014.[Abstract]


In media, the discrimination against woman has a different perception. Often, women are showcased in a stereotyped image and there is absence of balanced portrayal of women’s contribution to the society. There are very minimalist illustrations of women that could be found in the different columns of the newspapers.
The core purpose of the study is to find out how women related stories or news are represented in two newspapers of Meghalaya and what is the significant of these news reports. The study also employs the coverage of front page news and the editorials which portrayed the woman.

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2013

Payel Das and Sonowal R., “Media and its Role in Education and Women Empowerment”, Satpathy, Chandra, K. and Biswas, Behari, N. (ed) Vistas of Education, pp. 266-282, 2013.

2012

Payel Das, “Social background mass media exposure and awareness of gender issues among the post graduate students in Silchar”, 2012.

2012

Payel Das and Pandey G. P., “Media and its Content in the Role of Women Empowerment and Education from Feminist Perspective”, Issues of Communication Development and Society, pp. 214-223, 2012.

2012

Payel Das and Upadhyay J., “Effectiveness of Health Awareness among the Daily Paid Women Workers: A case Study in the Cachar District of Assam”, International Journal of Human Development and Sustainabilit, vol. 5, no. 1, pp. 23-31, 2012.

2011

Payel Das, “Patterns of Social Advertising in Print Media”, Communication Today, pp. 20- 29, 2011.

2011

Payel Das, “Impact of Mass Media on Health Awareness among the Rural Agricultural Women: A Case Study in the Sonabarighat and Mashimpur village”, HarendraSinha (ed) Health and Development in Rural NE India, pp. 66-75, 2011.

2011

Payel Das and Pandey G. P., “Different Feminist Perspective and the Role of Media: An Overview”, International Journal of Communication Development, vol. 2, pp. 10-15, 2011.

2011

Payel Das, Pandey G. P., and Joshi C., “Education, Media and Women Empowerment from Feminist Perspective”, University News Journal, vol. 49, no. 35, pp. 14 -26, 2011.

Publication Type: Conference Proceedings

Year of Publication Title

2016

Payel Das, “Exploring the Influence of Social Media on Brand Equity and Brand Evangelism of Young Consumers”, 4th International Marketing Conference, IIM Calcutta. 2016.

Publication Type: Book

Year of Publication Title

2016

Payel Das, Social Background, Mass Media Exposure and Awareness of Gender Issues. Germany: Lambert Academic Publishing, 2016, p. 272.[Abstract]


The book is basically aimed at assessing the socio-background of the respondents, patterns of mass media exposure of the respondents, the relationship between the social background and awareness about gender issues among the respondents, the relationship between social background and mass media exposure of the respondents and degree of awareness about gender issues through mass media among the Post-Graduate students.The study is both qualitative and quantitative. It has been studied on a sample size of 450 respondents. The data has been analyzed with simple nominal scale, frequencies and percentage.The study revealed, though the respondents are from a good social background, are economically sound and have exposure to mass media such as newspaper and TV, still their level of awareness on gender issues is an average. The study has vital importance not only from the academic point of view but also from development policy point of view. The book would be useful in determining the possible impact of mass media on gender issues in the society.

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2014

Payel Das, Pandey G. P., and Joshi C., Media and Women: Emerging Perspectives . New Delhi: Sunrise Publications, 2014.

 

Reviewed Book 

  • • Das, P. (2014). ‘An Appraisal: Press in the North-east’, Book Review, Pandey, G.P. (2013) ‘Press in the North East’, Communication Today, Vol.16, No.2, April-June, 2014 issue in pp. 151-154: ISSN No: 0975-217X.

Papers Presented in Seminars/Conferences/ Workshops/ Training Programs

  1. December 22-24, 2016. ‘Exploring the Influence of Social Media on Brand Equity and Brand Evangelism of Young Consumers’ in a Three Day4th International Marketing Conference, MARCON, organized by Indian Institute of Management, Calcutta. 
  2. October 6-7, 2016. ‘Fan No. 1: A Study of Celebrity Fandom in India’ in a Two Day ‘International Conference on Media and Communication: Prospects and Challenges (ICMAC-2016), Organized by Symbiosis Institute of Media and Communication - PG, Lavale, Pune.
  3. October 6-7, 2016. ‘An (R)evolution of the ‘app’-ealing side of News Consumption’, in a Two Day ‘International Conference on Media and Communication: Prospects and Challenges (ICMAC-2016), Organized by Symbiosis Institute of Media and Communication - PG, Lavale, Pune
  4. March 11-12, 2015. ‘Media Advocacy and Human Rights’ in a Two Day International Seminar sponsored by Indian Council of Social science Research, New Delhi on “Media and Human Rights: Problems and Prospects” organized by the Department of Mass Communication Studies, Assam University Silchar, Assam.
  5. March 15-16, 2013. ‘Media and its role in Education from Feminist Perspective’ in a Two Day National Conference sponsored by Indian Council of Social Science Research, New Delhi on “Media and Women: Different Emerging Perspectives in the Way of Development” organized by the School of Communication Studies and Creative Arts, Assam University Silchar, Assam.
  6. June 28-30, 2012. ‘Media and its Content in the Role of Women Empowerment and Education from Feminist Perspective’, in a Three Day National Seminar on “Issues of Content & Technology in Contemporary Media-ICT CM” organised by College of Journalism and Mass Communication, TeerthankarMahaveer University, Moradabad.
  7. March 26- 28, 2012. ‘Effectiveness of Health Awareness among the Daily Paid Women Workers: A case Study in the Cachar District of Assam’ in a UGC sponsored National Seminar on “Why Development Matters: Capture better the complexity of Human Life” at Ananda Chandra College of Commerce, Jalpaiguri, West Bengal.
  8. March 14-15, 2012. ‘Impact of Mass Media on Health Awareness among the Rural Agricultural Women: A Case Study in the Sonabarighat and Mashimpur village of Cachar, Assam’ in a UGC sponsored National Seminar on “Development Constraints in North East India”, Govt. J. Buana College, Lunglei, Mizoram.
  9. Feb, 2011. ‘Empowering People through access to information and Knowledge’ in a Two Day National seminar on “Collection Development in Academic, Public and Special Libraries and Information Centers in Digital Era with special reference to North East India” sponsored by Ministry of Culture, jointly organised by Department of Library and Information Science, Assam University Silchar and Central Reference Library, Ministry of Culture, Govt. of India, Kolkata.
  10. February 17- 18, 2011. ‘Bihu: Its changing trends and Sustainability’ in a National Seminar on Folk Media and Sustainable Development in the North-East organized by the Gandhi Smriti and DarshanSamiti, New Delhiand Gurudev Rabindranath Tagore Foundation, New Delhi.
  11. June 20, 2010. ‘Role of Media in Curbing Naxalism’ In a National Seminar on “Media and Naxalism” organised by All India Journalist Association.

Participation 

  1. 2011: Participated and acted in more than 90 rural awareness programme as ‘Aasha’ in National Rural Health Mission (NHRM) rural awareness campaign of ‘Mamoni’ and ‘Aasha’ scheme awareness and benefit for under the banner of Bhabikaal, an active Theatre Production House of Silchar, Cachar District of Assam in different places of Cachar.
  2. 2011: Participated as an active member in Children’s workshop organized by National School of Drama (NSD) in collaboration with Bhabikaal.
  3. 2011 (July): Acted for a big budget theatre production “Monosa- the Struggle for Recognition” and played the Title Character ‘Monosa’, telecasted at North East Doordarshan.
  4. 2010: Wrote editorials in The Sentinel newspaper.