Catherine

@srmist.edu.in

Assistant Professor, Management
SRM Institute of science and Technology Deemed to be University

Catherine


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https://researchid.co/catherinerex

EDUCATION

B.., MBA., Ph.D

RESEARCH, TEACHING, or OTHER INTERESTS

General Arts and Humanities, General Arts and Humanities, Multidisciplinary, General Arts and Humanities
31

Scopus Publications

Scopus Publications

  • Systematic Review on Online Brand Advocacy's (OBA) Antecedents and Consequences
    P. Shalini, R. Gokilavani, M. Durgarani, Deepa Manokaran, S. Catherine, K. Selvi
    Indian Journal of Information Sources and Services, 2026
    Objective: The primary objective of this study is to discern and synthesize the antecedents and consequences of online brand advocacy (OBA) through a systematic review of empirical studies that employ OBA as a measurable construct. In this study, the gap in our knowledge about the drivers and the effect of OBA is identified, with the synthesis of empirical evidence being made on a systematic level to determine the main antecedents and outcomes of OBA. Methodology: A total of 35 peer-reviewed articles were compiled from Web of Science, Taylor and Francis, Springer, and Sage databases. The search keywords included “OBA”, “Online brand advocacy,” and “brand advocacy.” Inclusion criteria were restricted to quantitative, survey-based empirical studies conducted between 2010 to 2021. Findings: The antecedents, consequences and theories of OBA were categorised into six themes: customer-brand relational factors were brand identification, brand equity, trust factors, brand loyalty, brand authenticity, customer satisfaction, individual factors were intrinsic and extrinsic motivations, personality congruence, brand experience, brand love, cognitive and affective image and social factors were community involvement, brand community attachment, social identity, firm performance, wealth creation. Based on theoretical foundations, we have the social identity theory and the social influence theory as the last theme. Originality/value: This review is novel in compiling and categorising the antecedents, consequences, and theories of OBA as used in empirical studies, providing a solid foundation for advancing research on OBA.
  • Deep reinforcement learning for real-time energy dispatch in smart grids with high renewable penetration
    Hayder M. Ali, Catherine Solomon, Mercy Beulah Edward, Kolluru Suresh Babu, Aseel Smerat, Tanweer Alam, Sardor Sabirov, Sudhakar Sengan
    Clean Energy Science and Technology, 2026
    The increasing penetration of Renewable Energy (RE) in modern Smart Grids (SG) introduces substantial variability and uncertainty, posing critical challenges to real-time energy dispatch. Traditional optimization and rule-based methods, while effective under deterministic conditions, exhibit limited adaptability to stochastic RE generation and fluctuating demand. This study develops a Deep Reinforcement Learning (DRL) model for real-time dispatch in renewable-dominated SG, formulating the problem as a constrained Markov Decision Process (MDP). Actor-critic networks—Deep Deterministic Policy Gradient (DDPG), Proximal Policy Optimization (PPO), and Soft Actor-Critic (SAC)—learn adaptive policies that jointly minimize operational costs, enhance renewable integration, and maintain grid reliability. A modified IEEE 33-bus distribution system with high RE diffusion is simulated using historical solar and wind profiles, storage dynamics, and realistic demand patterns. A comparative analysis of rule-based heuristics, deterministic Mixed-Integer Linear Programming (MILP), and two-stage stochastic optimization proves that DRL achieves superior performance across multiple dimensions. SAC delivers the best results, reducing operational costs by 20%, achieving 92.8% renewable application, and minimizing loss-of-load probability to 0.5%, while maintaining real-time computational feasibility (0.41 s per dispatch interval). Constraint satisfaction validation confirms 99.8% voltage compliance and 100% thermal limit adherence. Scalability analysis of the IEEE 123-bus network reveals sub-quadratic training-time scaling and effective model transferability under parameter variations. Sensitivity analyses confirm robustness under varying prediction errors, dispatch granularities, and storage configurations. These results establish DRL as a scalable, reliable, and cost-efficient model for next-generation SG dispatch under RE uncertainty.
  • Cyber-Physical Systems and Cloud Robotics for Global Supply Chain Resilience
    S. Catherine, M. Nasrin Sulthana, M. Manimaran, P. Praba Devi, R. Akila
    Methodologies and Applications of Intelligent Motion Control Systems, 2025
    Geopolitical, environmental, and technological uncertainty is becoming a growing disruptive factor within global supply chains, and resilience beyond conventional efficiency models is increasingly important. This chapter discusses the roles of Cyber-Physical Systems (CPS) and cloud robotics to achieve resilience through greater visibility, flexibilities, redundancy, and recovery. Descriptive statistics, ANOVA and structural modelling are employed to interpret the findings of adoption using collected empirical data of 650 respondents by industry. Findings confirm that CPS is superior to cloud robotics in monitoring and recovery, and adaptability and redundancy. Recommendations on technological integration, organisational preparedness, regulatory frameworks and future research directions are given towards the end of the chapter
  • Evolving Critical Themes in Advanced Human Resource Management: Navigating Change in the Modern Workplace
    R. Swadhi, Palanivel Rathinasabapathi Velmurugan, K. Gayathri, Revanth Kumar A., S. Catherine
    Critical Aspects in Advanced Human Resource Management, 2025
    This explores the transformative trends shaping AHRM in the contemporary workplace. As organizations navigate rapid technological advancements, shifting workforce demographics, and evolving employee expectations, HRM has evolved from a transactional function to a strategic driver of organizational success. The chapter emphasizes the importance of agility, human-centric practices, and ethical governance in managing modern workforces. It also highlights the integration of advanced technologies such as AI and predictive analytics in enhancing decision-making and employee engagement. Through a holistic analysis of these critical aspects, the chapter provides actionable insights for HR professionals seeking to foster resilient, inclusive, and future-ready organizations. Ultimately, it argues that the evolution of HRM requires a balanced approach that aligns business objectives with the well-being and empowerment of employees
  • Strategies, best practices, and pitfalls in the era of digital transformation: Mastering mobile marketing
    R. Vettriselvan, Palanivel Rathinasabapathi Velmurugan, N. V. Suresh, S. Catherine
    Impact of Digital Transformation on Business Growth and Performance, 2025
    Mobile marketing has become a vital component of business strategies in the digital age, offering unique opportunities to engage customers through personalized, real-time experiences. This chapter explores effective strategies, best practices, and common pitfalls associated with mobile marketing in the era of digital transformation. It delves into key techniques such as leveraging mobile apps, optimizing mobile websites, and harnessing location-based services to boost customer engagement and brand loyalty. Additionally, the chapter highlights how businesses can adopt an agile marketing approach to stay competitive in an ever-evolving mobile landscape. Best practices, including targeted content, responsive design, and data-driven decision-making, are outlined to help marketers create impactful campaigns. It identifies common pitfalls, such as privacy concerns and the misuse of mobile notifications, which can damage user experience. By understanding these elements, businesses can maximize the potential of mobile marketing while navigating the challenges of today's digital world.
  • Leveraging machine learning for enhanced patient engagement and outcomes: Revolutionizing healthcare marketing
    R. Swadhi, K. Gayathri, N. V. Suresh, S. Catherine, Palanivel Rathinasabapathi Velmurugan
    Impact of Digital Transformation on Business Growth and Performance, 2025
    As healthcare becomes increasingly digitized, machine learning technologies such as predictive analytics and natural language processing enable more personalized marketing strategies, offering patients tailored healthcare solutions. The chapter examines how these innovations help healthcare organizations engage with patients more effectively, optimize marketing campaigns, and predict treatment outcomes. Additionally, it addresses the challenges of integrating machine learning into medical marketing, including data privacy, algorithmic bias, and ethical concerns. By leveraging machine learning, healthcare providers can not only improve patient-centered care but also revolutionize marketing strategies to better meet patient needs and preferences. The chapter concludes by discussing the potential future directions for machine learning in healthcare, with an emphasis on ethical practices and sustainable technological growth.
  • Enhancing patient engagement and outcomes through digital transformation: Machine learning in medical marketing
    J. S., S. Catherine, Nidhi Gupta, E. S. Gopi, R. Swadhi
    Impact of Digital Transformation on Business Growth and Performance, 2025
    The chapter provides an in-depth exploration of ML applications such as patient segmentation, predictive analytics, and content personalization, illustrating how these techniques can optimize marketing efforts and improve patient outcomes. The chapter also examines real-world case studies where ML has been successfully implemented, offering insights into practical applications and measurable benefits. Challenges such as data privacy, system integration, and algorithmic bias are discussed, alongside strategies for addressing these issues. Additionally, the chapter considers future directions for ML in medical marketing, including emerging trends and opportunities for innovation. By offering practical recommendations for healthcare organizations, the chapter aims to guide the effective adoption of ML technologies and contribute to the ongoing digital transformation in medical marketing.
  • Innovative intercultural communication training in translator education: Cultivating cultural competence
    Palanivel Rathinasabapathi Velmurugan, S. Catherine, R. Vettriselvan, John E. P., Deepa Rajesh
    Cutting Edge Approaches in Translator Education and Pedagogy, 2025
    This chapter explores the critical role of intercultural communication training in translator education, emphasizing its significance in cultivating cultural competence among future translators. As globalization increases the demand for effective communication across diverse cultures, it is essential for translators to not only master linguistic skills but also to understand the cultural contexts that shape language use. This chapter outlines innovative pedagogical approaches that integrate intercultural communication into translator training programs, highlighting case studies and best practices. By fostering an awareness of cultural nuances, biases, and communication styles, this training equips translators to navigate complex intercultural interactions successfully. Ultimately, the chapter advocates for a transformative educational framework that enhances the cultural proficiency of translators, preparing them for the challenges of a multicultural world.
  • Roots, routes, and identity: How culture shapes heritage travel
    S. Catherine, G. Ramasundaram, Meena Rani Nimmagadda, N. V. Suresh
    Multiple Criteria Decision Making Mcdm Techniques and Statistics in Marketing, 2025
    Tourism's industry raised as an economic engine. Diverse tourist attractions, offers a wealth of experiences categorized into Cultural and Heritage Tourism, Eco and Sustainable Tourism, Religious/Pilgrimage Tourism, Wildlife and Nature-Based Tourism, Leisure and Beach Tourism, (MICE) Meetings, Incentives, Conferences, and Exhibitions Tourism to engage in unique cultural experiences. This article investigates the relationships between levels of experience towards the preferred experiences of diaspora with a leisure travel motivation. Several institutions are responsible for the conservation and protection activities related to the island's geology, biology and cultural heritage. These were created in order to protect the natural and cultural values at par Qualitative research allows for a exploration of how local communities perceive cultural heritage tourism. Through interviews and focus groups, researchers can gather nuanced opinions and feelings that quantitative surveys might overlook. It helps for the author to grasp the cultural significance of heritage sites to local residents.
  • Bridging academia and industry through technology and entrepreneurial innovation: Enhancing supply chain efficiency
    R. Vettriselvan, R. Deepa, Rashmi Gautam, N. V. Suresh, S. Cathrine
    Bridging Academia and Industry Through Cloud Integration in Education, 2025
    This chapter explores how technology and entrepreneurial innovation enhance supply chain efficiency. It highlights the transformative impact of advanced technologies such as cloud computing, data analytics, and IoT on supply chain operations, improving responsiveness and reducing costs. The entrepreneurial orientation is emphasized as a key driver of innovation, enabling organizations to adapt to changing market conditions. Through case studies, the chapter illustrates successful collaborations between academia and industry, demonstrating how theoretical insights translate into practical solutions. Challenges in technology integration, such as data security and the need for skilled personnel, are also addressed. By bridging the gap between academia and industry, this work aims to inspire future research and applications that enhance supply chain management, underscoring the importance of fostering a culture of innovation to maintain competitiveness in the global marketplace.
  • Adapting to Generation AI: Navigating the Future of Business and Technology
    T. Mangaiyarkarasi, S. Catherine, K. Kalaiselvi
    Navigating Data Science in the Age of AI Exploring Possibilities of Generative Intelligence, 2025
  • Unveiling the Enigma of Shadow: Ethical Difficulties in the Field of AI
    S. Catherine, N. V. Suresh, T Mangaiyarkarasi, Leena Jenefa
    Navigating Data Science Unleashing the Creative Potential of Artificial Intelligence, 2025
  • The Next Wave in Marketing: Data Science in the Age of Generative AI
    Mani Kalaivani, V. Suganya, N. V. Suresh, S. Catherine
    Navigating Data Science Unleashing the Creative Potential of Artificial Intelligence, 2025
  • Transparency and accountability in big data analytics: Addressing ethical challenges in decision-making processes
    N. V. Suresh, S. Catherine, Ananth Selvakumar, Gajalakshmi Sridhar
    Digital Transformation and Sustainability of Business, 2025
  • The Application of Artificial Intelligence and Robotics in Healthcare Services
    Revolutionizing Healthcare Services Unleashing Innovation Through Generative AI, 2025
  • Leveraging IoT in Digital Marketing Campaigns for Enhanced Customer Engagement and ROI
    Jagbir Singh Kadyan, Catherine. S, E. Rushit Gnanaroy, M. Jayakumar, Leena Jenefa, Ambika Bhuvaneswari
    2025 2nd International Conference on Computing and Data Science Iccds 2025, 2025
  • Green manufacturing and human resource management: Towards sustainable and ethical practices in industry
    Kiruthiga Velmurugan, Catherine Solomon
    Aip Conference Proceedings, 2024
  • Artificial intelligence in advertising: Transforming strategies, enhancing targeting, and redefining consumer engagement
    Catherine Solomon, Kiruthiga Velmurugan, Narapa Reddy Venkatram Suresh
    Aip Conference Proceedings, 2024
  • Machine learning applications in healthcare: Improving patient outcomes, diagnostic accuracy, and operational efficiency
    N. V. Suresh, Jayashree Sridhar, Ananth Selvakumar, S. Catherine
    AI Healthcare Applications and Security Ethical and Legal Considerations, 2024
  • Ethical considerations in AI implementation for patient data security and privacy
    N. V. Suresh, Ananth Selvakumar, Gajalaksmi Sridhar, S. Catherine
    AI Healthcare Applications and Security Ethical and Legal Considerations, 2024
  • Operational efficiency and cost reduction: The role of ai in healthcare administration
    N. V. Suresh, Ananth Selvakumar, Gajalaksmi Sridhar, Catherine S.
    Revolutionizing the Healthcare Sector with AI, 2024
  • Unveiling the economic tapestry: Statistical insights into India's thriving travel and tourism sector
    B. Jeyaprabha, S. Catherine, M. Vijayakumar
    Managing Tourism and Hospitality Sectors for Sustainable Global Transformation, 2024
  • An epitome shift in consumer experience: The impact of metaverse on the retail sector
    V. Kiruthiga, S. Catherine
    Omnichannel Approach to Co Creating Customer Experiences Through Metaverse Platforms, 2024
  • Effective brand building in metaverse platform: Consumer-Based Brand Equity in a virtual world (CBBE)
    S. Catherine, V. Kiruthiga, Suresh N. V., Reena Gabriel
    Omnichannel Approach to Co Creating Customer Experiences Through Metaverse Platforms, 2024
  • The metaverse economy: Transforming money with digital currency
    S. Catherine, Meena N. Rani, N. V. Suresh
    Creator S Economy in Metaverse Platforms Empowering Stakeholders Through Omnichannel Approach, 2024
  • Rethinking sustainable-oriented pilgrimage tourism in Tamilnadu
    S. Catherine, S. Joyce, Meena Rani
    Management and Practices of Pilgrimage Tourism and Hospitality, 2023
  • A STUDY ON IMPULSIVE BUYING BEHAVIOUR IN ONLINE SHOPPING
    N. Meena Rani, S. Catherine
    International Journal of Professional Business Review, 2023
  • Shoppers' propensity on supermarket chain store attributes in grocery retailing
    International Journal of Management and Business Research, 2019
  • Cherry picking: Shopper behaviour to choose a store
    Journal of Advanced Research in Dynamical and Control Systems, 2018
  • A study on consumer perception on store choice of branded grocery supermarket
    International Journal of Applied Business and Economic Research, 2016
  • Shopping behaviour and consumer choice in branded vegetarian food restaurants
    International Journal of Economic Research, 2015