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

Dr. Payel Das is currently an Assistant Professor in the Department of Mass Communication, Amrita Vishwa Vidyapeetham, Coimbatore. She is a doctorate and NET qualified faculty. She has a Masters in Mass Communication and MBA Marketing. She is also a recipient of ICSSR Post-Doctoral Fellowship, New Delhi.

Her areas of Interest are Fandom, New Media & Branding, Media Culture Society, Public Relations, Corporate Communications, Gender studies and Development Communication.

Publications

Publication Type: Book Chapter

Year of Publication Title

2018

A. Sen and Payel Das, “Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market”, in Holistic Approaches to Brand Culture and Communication Across Industries, USA: IGI Global, 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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2018

Payel Das, “Does Social Media Enhance Brand Fandom?: An Empirical Exploration”, in Optimizing Millennial Consumer Engagement With Mood Analysis , 2018, pp. 157-178.[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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Publication Type: Journal Article

Year of Publication Title

2017

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

2017

P. Dewan 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

S. 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

R. Kishore Patra, Payel Das, and Barkakati, U., “Corporate social responsibility and its impact on consumer behaviour - a consumer's perspective”, International Journal of Sustainable Society, vol. 8, pp. 278-301, 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 Sonowal, R. Rani, “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 R., S., “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 and G.P., 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 J., U., “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 and G.P., 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, G.P., P., and C., J., “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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Edited Book

  • Das, P., Pandey, G.P., &Joshi, C. (2014). Media and Women: Emerging Perspectives (ed.). ISBN-978-93-80966-35-9, Sunrise Publications, New Delhi.

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.