Payal S. Kapoor

Assistant Professor
Faculty In-charge Outreach & Communication

[email protected]


Prof. Payal S. Kapoor is a PhD (FPM) from Indian Institute of Management Indore. She has earned her Post Graduate Diploma in Masters Program in Advertising and Communication Management from Symbiosis Institute of Business Management Pune.

Prof Payal S. Kapoor has a mix of both industry and academic work experience. Prior to earning her PhD, she has handled various sales and marketing roles in marquee organisations. Her last industry assignment was with Entertainment Network India Limited (Radio Mirchi). Before joining MDI, she has worked with XLRI School of Management and FORE School of Management. She has developed expertise in teaching subjects like Advertising and Promotion Management, Strategic Brand Management and Digital Marketing. Her research interests include green consumption behavior, sustainable tourism marketing, computer-mediated communication, health communication, social marketing and services marketing. Her research articles are published in leading marketing and business management journals, including European Journal of Marketing, Journal of Travel Research, International Journal of Contemporary Hospitality Management and Journal of Retailing and Consumer Services. During her masters, she was the recipient of ‘The Mike Davidson Shield for Leadership and Focused Approach’ by Dr. S.B Majumdar, Dean Symbiosis International Education Centre.


Core area of Teaching: Advertising and Sales Promotion Management, Strategic Brand Management, Digital Marketing, Services Marketing.

Journal publications

  • Kapoor, P. S., Balaji, M. S., & Jiang, Y. (2023). “Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption”. European Journal of Marketing, 57(2), pp. 533-561. (ABDC-A*)
  • Kapoor, P. S., Tagore, A., & Dua, S. (2023). “Social Media Influencer Promoted Sustainable Fashion: Effects of Sponsorship and Benefit Association”. Journal of Promotion Management, 29(4), pp. 461-490. (ABDC-B)
  • Kapoor, P.S., Balaji, M.S., Jiang, Y., & Jebarajakirthy. (2022), “Effectiveness of Social Media Influencers: A Case of Eco-friendly Hotels”. Journal of Travel Research, Vol. 61 No. 5, pp. 1138-1155 (ABDC-A*)
  • Sharma, A. & Kapoor, P.S. (2022), “Message sharing and verification behaviour on social media during the COVID-19 pandemic: a study in the context of India and the USA”, Online Information Review, Vol. 46 No. 1, pp. 22-39 (ABDC-B)
  • Kapoor, P. S., Balaji, M. S., Maity, M., & Jain, N. K. (2021), “Why consumers exaggerate in online reviews? Moral disengagement and dark personality traits”. Journal of Retailing and Consumer Services, 60, 102496. (ABDC-A)
  • Kapoor, P.S., Balaji, M.S. & Jiang, Y. (2021), “Effectiveness of sustainability communication on social media: role of message appeal and message source”, International Journal of Contemporary Hospitality Management, Vol. 33 No. 3, pp. 949-972. (ABDC-A).
  • Kapoor, P.S. & Singhal, V. (2021), “Perceived vulnerability to COVID-19, dispositional optimism and intention to adopt preventive health behaviour: an experiment with anti-smoking advertising”, Journal of Social Marketing, Vol. 11 No. 2, pp. 124-147. (ABDC-B)
  • Madan, S. K., & Kapoor, P.S. (2021). “Study of Consumer Brand Following Intention on Instagram: Applying the Uses and Gratification Theory”. International Journal of Online Marketing. Vol. 11 No. 2. pp. 32-51.
  • Kapoor, P.S., Jayasimha, K.R., Sadh, A, & Gunta, S. (2020). “eWOM via social networking site: source versus message credibility”. International Journal of Internet Marketing and Advertising, Vol. 14, No. 1, 2020, pp:19-47. (ABDC-C)
  • Kapoor, P. S., Jayasimha, K. R., Gunta, S., & Sadh, A. (2019). “Facebook eWOM: Self-Shared Versus System-Generated Credibility Cue”. International Journal of Online Marketing, Vol.  9 No. 3, pp. 23-48.
  • Kapoor P.S., Gunta S. (2016). “Impact of Anonymity and Identity Deception on Social Media eWOM”. In: Dwivedi Y. et al. (eds) Social Media: The Good, the Bad, and the Ugly. I3E 2016. Lecture Notes in Computer Science, vol 9844. Springer, Cham
  • Kapoor, P.S. (2013), “Exploring Celebrity Licensing as Opposed to Celebrity Endorsement : A Consumer Perspective”. Journal of Marketing & Communication, Vol. 9 No. 1, pp. 13-19.
  • Kapoor, P.S., Jayasimha, K.R. & Sadh, A. (2013), “Brand-related, Consumer to Consumer, Communication via Social Media”. IIM Kozhikode Society & Management Review, Vol. 2 No. 1, pp. 43-59. (ABDC-C)
  • Sadh,A., Kapoor, P.S. ( 2012), “Save the Girl Child Initiatives in India: A Social Marketing Perspective”. Indore Management Journal, Vol. 4 No. 3, pp. 18-34

Select Newspaper Articles

  • Why do advertisments offend us? Hindustan Times, 4th Oct 2022.
  • Covid: Our outcomes are contingent to our actions. Hindustan Times, 12th March 2022.
  • Cognitive bias explains the inconsistent citizen response to Covid-19. Hindustan Times, 29th July 2021.
  • For adoption, centrality of due process. Hindustan Times, 13th June 2021.
  • In a pandemic, the power of technology-enabled rumour. Hindustan Times, 27th May 2021.
  • In India, frame appropriate policies for adoption. Hindustan Times, 22nd May 2021.
  • When citizens act against their interest. Hindustan Times, 22nd November 2020.
  • India does not have clear social distancing rules. Citizens must chip in. Hindustan Times, 15th September 2020.
  • Covid-19: The daredevils who defy scientific advice, Hindustan Times, 30th August 2020.

  • Conducted open Management Development Programs titled “Social Media Marketing and Social Listening”, “Digital Communication” for middle and senior-level executives
  • Facilitated several other MDPs and Executive Education Programs by taking sessions on Digital Commuication and Brand Leadership: Ultratech Cement- Accelerated Leadership Program; Customer Management in Digital Space- Jubiliant FoodWorks; Towards Marketing Leadership- Rashtriya Ispat Nigam Ltd