Dr. Tathagata Ghosh

Professor

Area: Marketing

Email: tathagata.g@greatlakes.edu.in

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Dr. Tathagata Ghosh is a Professor of Marketing with over sixteen years of combined academic and industry experience. He holds a Ph.D. in Marketing from ICFAI University and has held several academic leadership positions, including Chairperson – PhD Program, Associate Dean – Academics, and Head of the Marketing Area at T. A. Pai Management Institute (TAPMI), one of India's leading business schools.

His research focuses on consumer psychology, advertising, scale development, and interface of marketing and finance. His scholarly work has been published in leading international
journals

An accomplished educator and researcher, Dr. Ghosh has taught across MBA, Executive MBA, and Doctoral programs in areas such as Marketing Management, Marketing Analytics, Marketing Research, Consumer Behaviour, Customer Analytics, Pricing Strategy, Digital Marketing, Research Methods, and Econometrics. He has successfully supervised doctoral scholars and regularly conducts faculty development programs, research workshops, and executive education programs on experimental design and scale development.

Journal Articles

Ghosh, T., & Mandal, S. (2019). Medical tourism experience: Conceptualization, scale development, and validation. Journal of Travel Research, in (ABDC-A*) Category 58(8), 1288–1301. https://doi.org/10.1177/0047287518813469
Shamim, I., Ghosh, T., & Sreejesh, S. (2025). Human vs AI in checkout charity: How time pressure, persuasion knowledge, and ulterior motive shape donation and store patronage intentions. Journal of Consumer Behaviour in (ABDC-A) category. https://doi.org/10.1002/cb.70068
Gupta, A., Shamim, I., & Ghosh, T. (2025). The psychology of savings: How regulatory focus of financial ads and personal savings orientation drive saving intentions? In (ABDC-A) category Australasian Marketing Journal. https://doi.org/10.1177/14413582251362342
Ghosh, T., Kumra, R., Dsouza, M., Mitrega, M., Spacil, V., & Pfajfar, G. (2025). International marketing strategies leveraging country-of-origin effects in luxury market: A systematic review and research agenda. International Marketing Review in (ABDC-A) category. https://doi.org/10.1108/IMR-01-2025-0016
Sreejesh, S., & Ghosh, T. (2024). Winning the Ad Battle: Exploring the Influence of Subtle Design Elements and Gaming Platform on Consumer Attention and Brand Memory in In- Game Advertising. Australasian Marketing Journal in (ABDC-A) category, 33(1), 35–46.
Ghosh, T., Sreejesh, S., & Dwivedi, Y. K. (2022). Brands in a game or a game for brands? Comparing the persuasive effectiveness of in-game advertising and advergames. Psychology
& Marketing in (ABDC-A) category, 39(12), 2328–2348.
Ghosh, T., Sreejesh, S., & Dwivedi, Y. K. (2022). Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer
games. Journal of Business Research in (ABDC-A) category, 147, 222–235.
Sreejesh, S., Dwivedi, Y. K., & Ghosh, T. (2021). How does the psychological distance perceived during gameplay influence gamers’ advertisement persuasion? Journal of
Consumer Behaviour in (ABDC-A) category, 20(6), 1449–1465.
Sreejesh, S., Ghosh, T., & Dwivedi, Y. K. (2021). Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising. Journal of Business
Research in (ABDC-A) category, 132, 88–101.
Ghosh, T., Sreejesh, S., & Dwivedi, Y. K. (2021). Examining the deferred effects of gaming platform and game speed of advergames on memory, attitude, and purchase intention. Journal
of Interactive Marketing in (ABDC-A) category, 55, 52–66.
Ghosh, T., & Mandal, S. (2020). Webcare quality: Conceptualisation, scale development and validation. Journal of Marketing Management in (ABDC-A) category, 36(15–16), 1556–1590.
Ghosh, T. (2018). Predicting hotel visit intention: The interactive role of helpfulness and advocacy of online review. Journal of Hospitality Marketing & Management in (ABDC-A) category, 27(3), 299–322.
Ghosh, T., & Sarkar, A. (2016). To feel a place of heaven: Examining the role of sensory reference cues and imagination ability in destination marketing. Journal of Travel & Tourism
Marketing in (ABDC-A) category, 33(SI), 25–37.
Ghosh, T. (2020). How to make effective product review videos: The influence of depth, frame, and disposition on consumers. Journal of Electronic Commerce in Organizations in (ABDC-B) category, 18(4), 73–92.
Ghosh, T., & Raju, A. G. (2018). Gulping the poison: How webcare attributes reduce damages to brands caused by negative reviews. Journal of Internet Commerce in (ABDC-B) category, 17(3), 216–254.
Ghosh, T. (2017). Managing negative reviews: The persuasive role of webcare characteristics. Journal of Internet Commerce in (ABDC-B) category, 16(2), 148–173.
Sahoo, D., & Ghosh, T. (2016). Healthscape role toward customer satisfaction in private healthcare. International Journal of Health Care Quality Assurance in (ABDC-C) category, 29(6), 43–53.
Ghosh, T., & Rao, V. (2015). Should I win or should I not lose: A research framework exploring the role of motivation in processing brand-related information in advergames. Indian Journal of Marketing in (ABDC-C) category, 45(2), 47–58.
Ghosh, T., & Rao, V. (2014). Consumer confusion in mobile app buying: The moderating role of need for cognition. International Journal of E-Business Research in (ABDC-C) category, 10(4), 52–70.

Conference Proceedings

Ghosh, T. (2025). Ready too soon? The paradoxical effects of premature consumption cues on consumer satisfaction. Presented in 19 th NASMEI (North American Society for Marketing
Education in India) International Conference. Great Lakes Institute of Management, Chennai, India, December 16-17.
Ghosh, T., & Shamim, I. (2024). AI vs human: Optimizing checkout charity appeals. Presented in the Australian and New Zealand Marketing Academy Conference (ANZMAC). University of Tasmania, Hobart, Australia, December 2-4.
Ghosh, T. (2024). Roboto AltruMoto or Ashley? Comparing the efficacy of human and anthropomorphised AI solicitors in checkout charities. Presented in the 12 th International Research Symposium on Service Management. Welcome Group Graduate School of Hotel Administration and T A Pai Management Institute, Manipal, August 6-9.
Ghosh, T., & Gupta, A. (2024). From rags to riches: Examining the role of marketing interventions in enhancing healthy financial behaviour. Presented in the 10th IBS Conference on Marketing and Business Strategy. ICFAI Business School, Hyderabad, March 14-16.
Ghosh, T., & Gupta, A. (2023). From rags to riches: Examining the role of marketing interventions in enhancing healthy financial behaviour. Presented in the 17 th NASMEI (North American Society for Marketing Education in India) International Conference. Great Lakes Institute of Management, Chennai, India, December 16-17.
Datta, S., & Ghosh, T. (2022). Exploring service quality-satisfaction-loyalty relationship in the context of video-on-demand service. Presented in the 16th NASMEI (North American
Society for Marketing Education in India) International Conference. Great Lakes Institute of Management, Chennai, India, December 18-19.
Ghosh, T. (2022). Pictures vs. words: How logos and names of brands embedded in computer games differentially affect consumers? Presented in the 9 th IBS Conference on Marketing and
Business Strategy. ICFAI Business School, Hyderabad, India, January 21-22.
Ghosh, T. (2020). Examining the effect of platform and game characteristics of advergames on consumers’ immediate and delayed brand memory. Presented in the 4 th International Conference on Marketing, Technology, and Society. Indian Institute of Management, Kozhikode, India, December 7-9.
Ghosh, T. (2019). Examining the role of platform and brand characteristics on consumers’ memory about brands placed in digital games. Presented in the 8 th IBS Conference on Marketing and Business Strategy. ICFAI Business School, Hyderabad, December 15-16.
Ghosh, T. (2018). Is my review valuable: Exploring the factors affecting the success of product review videos in YouTube. Presented in the 12th NASMEI (North American Society
for Marketing Education in India) International Conference. Great Lakes Institute of Management, Chennai, India, December 22-24.
Ghosh, T. (2018). Investigating the effectiveness of advergame outcome and messages on players’ memory, brand attitude, game attitude, and emotions, Presented in the Management in 21st Century: A Paradigm Shift. ICFAI Business School, Kolkata, India, January 19-20.
Ghosh, T. (2018). Measuring the quality of management responses to negative reviews: A conceptual framework. Presented in the Management in 21st Century: A Paradigm Shift. ICFAI Business School, Kolkata, India, January 19-20.
Ghosh, T., & Raju, A. G. (2017). Fair or unfair: The persuasive role webcare attributes in handling negative reviews. Presented in the 11th NASMEI (North American Society for Marketing Education in India) International Marketing Conference. Great Lakes Institute of Management, Chennai, India, December 22-23.
Raju, A. G., & Ghosh, T. (2017). Managing negative reviews: The persuasive role of webcare characteristics. Presented in the International Conference on Management Challenges and Trends in the Digital Era. Narsee Monjee Institute of Management Studies, Hyderabad, India, January 27-28.
Ghosh, T., & Raju, A. G. (2016). Managing the detrimental effects of negative reviews: The persuasive role of webcare characteristics. Presented in the MARCON 2016. Indian Institute
of Management, Calcutta, India, December 22-24.
Sahoo, D., & Ghosh, T. (2016). Exploring the emerging role of healthscape in determining patient satisfaction: An empirical study in the Indian private healthcare industry. Presented in
the INBUSH Era World Summit. Amity International University, Noida, India, February 3-5.
Ghosh, T. (2015). How healthscape affects patient satisfaction? Presented in the National Conference on Emerging Trends in Management Research. Narsee Monjee Institute of
Management Studies, Hyderabad, India, November 27-28.
Ghosh, Tathagata (2014). Should I win or should I not lose: Investigating the role of motivation in processing brand-related information in advergames. Presented in the 8th NASMEI (North American Society for Marketing Education in India) International Marketing Conference. Great Lakes Institute of Management, Chennai, India, December 28-30.
Ghosh, T. (2013). Get in the game: The influence of regulatory focus on advergame effectiveness. Presented in the 5 th IBS Conference on Marketing and Business Strategy. ICFAI Business School, Hyderabad, India, August 8-10.
Ghosh, T. (2011). Psychological characteristics of market mavens impacting the propensity to word-of-mouth. Presented in the 5th NASMEI (North American Society for Marketing Education in India) International Marketing Conference. Great Lakes Institute of Management, Chennai, India, December 28-30.

Awards and Recognitions

2025: Research grant of INR 100,000, Conference: 19th NASMEI International Marketing Conference, Great Lakes Institute of Management, Chennai.
2024: Best research paper, Society of Marketing Advances (SMA) Conference, Tampa, Florida, USA.
2024: Best research presentation, 12 th International Research Symposium of Service Management. Welcome Group Graduate School of Hotel Administration and T A Pai Management Institute, Manipal.
2023: Best research paper and research grant competition winner of INR 75000, FIIB Research Conference, Fortune Institute of International Business, New Delhi.
2022: Director’s commendation for significant contribution toward management research, T A Pai Management Institute, Manipal.
2020: Best research paper, Conference: 4th International Conference on Marketing, Technology, and Society, IIM Kozhikode.
2019: Director’s commendation for significant contribution toward management research, T A Pai Management Institute.
2018: Best research paper, Conference: Management in 21st Century: A Paradigm Shift, ICFAI Business School Kolkata.
2017: Research grant of INR 50000, Conference: 11th NASMEI International Marketing Conference, Great Lakes Institute of Management, Chennai.
2016: Best research paper, Conference: MARCON 2016, Indian Institute of Management Calcutta.

Journal Reviewer

Reviewer of the following journals:

Journal of Interactive Marketing
Journal of Business Research
Australasian Marketing Journal
Internet Research
Journal of Service Theory and Practice
International Journal of Consumer Studies
Journal of Strategic Marketing
Journal of Hospitality Marketing & Management
International Journal of Emerging Markets
Journal of Consumer Marketing

Guest Lectures & Management Development Programs (MDPs)

Conducted a five-day workshop on Experimental Design for High Impact Research at Service Setu Academics (January 2026).
Conducted a one-day Faculty Development Programme on Experimental Design in Management Research at XIME, Bangalore (November 2025).
Conducted a three-day Open Faculty Development Programme on Experimental Design in Management Research (October 2025).
Conducted a two-day workshop on Experimental Design for Koach Scholar (June 2025).
Conducted a five-day Open Faculty Development Programme on Experimental Design in Management Research (February 2025).
Delivered a faculty development programme on Conducting Impactful Research and
Publishing in Top-Tier Journals at Justice K. S. Hegde Institute of Management, NITTE University (January 2025).
Conducted a one-day management development programme on Measuring Customer Lifetime Value for Regional Managers of Canara Bank (April 2023).
Delivered a research seminar on Conducting Experiments in Management Research and Their Potential for Publication in Top-Tier Journals for faculty members at TAPMI, Manipal (July 2022).
Conducted a faculty development programme on Developing a Conceptual Model, Scale Development, and Validity for faculty members and research scholars at the Department of Commerce, Manipal Academy of Higher Education (February 2020).
Conducted a management development programme on Digital Marketing, Marketing Analytics, and Customer Relationship Management for Management Trainees at Mu Sigma, Bangalore (September 2019).
Conducted a management development programme on Marketing Analytics for Senior Marketing Executives of Indian Oil Corporation Limited (April 2017).
Conducted a management development programme on Marketing Analytics for Senior Marketing Executives of Bharat Petroleum (March 2017).