Mushtaq Ahmad Darzi

@kashmiruniversity.net

Professor, Department of Management Studies
University of Kashmir

Mushtaq Ahmad Darzi


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https://researchid.co/mushtaqad62

EDUCATION

M. Com; M. Phil (Commerce); Ph D (Management); FDPM (Management)

RESEARCH INTERESTS

Finance, Accounting, Marketing Management, Human Resource Management, Project Management
23

Scopus Publications

1364

Scholar Citations

14

Scholar h-index

19

Scholar i10-index

Scopus Publications

  • Analyzing the online public sentiments related to Russia-Ukraine war over Twitter
    Rahat Gulzar, Sumeer Gul, Manoj Kumar Verma, Mushtaq Ahmad Darzi, Farzana Gulzar, Sheikh Shueb
    Global Knowledge Memory and Communication, 2025
    Purpose Sharing and obtaining information over social media has enabled people to express their opinions regarding any event. Since the tweets regarding the Russia-Ukraine war were extensively publicized on social media, this study aims to analyse the temporal sentiments people express through tweets related to the war. Design/methodology/approach Relevant hashtag related to the Russia-Ukraine war was identified, and tweets were downloaded using Twitter API, which were later migrated to Orange Data mining software. Pre-processing techniques like transformation, tokenization, and filtering were applied to the extracted tweets. VADER (Valence Aware Dictionary for Sentiment Reasoning) sentiment analysis module of Orange software was used to categorize tweets into positive, negative and neutral ones based on the tweet polarity. For ascertaining the key and co-occurring terms and phrases in tweets and also to visualize the keyword clusters, VOSviewer, a data visualization software, was made use of. Findings An increase in the number of tweets is witnessed in the initial days, while a decline is observed over time. Most tweets are negative in nature, followed by positive and neutral ones. It is also ascertained that tweets from verified accounts are more impactful than unverified ones. russiaukrainewar, ukraine, russia, false, war, nato, zelensky and stoprussia are the dominant co-occurring keywords. Ukraine, Russia and Putin are the top hashtags for sentiment representation. India, the USA and the UK contribute the highest tweets. Originality/value The study tries to explore the public sentiments expressed over Twitter related to Russia-Ukraine war.
  • Impact of digital financial literacy on financial well-being: moderating role of gender and religiosity
    Umer Mushtaq Lone, Suhail Ahmad Bhat, Peerzada Shams Ul Irfan, Mushtaq Ahmad Darzi
    Journal of Financial Services Marketing, 2025
  • Understanding Millennials and Gen Z's organic food buying intentions: A mediation and segmentation study
    Peerzada Munaqib, Mushtaq Ahmad Darzi, Suhail Ahmad Bhat, Sheikh Basharul Islam, Nabila Mushtaq
    Cleaner Waste Systems, 2025
    Addressing environmental crises requires a shift in consumer behaviour towards more ecologically friendly options. Practicing organic conduct may improve psychological health. However, the desire to purchase health-conscious and ecologically friendly foods is struggling to gain traction. The study investigates the determinants shaping Millennial and Gen Z consumers intention to purchase organic food and segment them into categories based on their consumption motivation. Data from 340 Indian consumers were gathered via a structured questionnaire using a purposive sampling technique. To analyze the conceptual model and validate the hypotheses, structured equation modelling was employed. Green attitude, subjective knowledge, health consciousness and environmental concern have significant positive influence on purchase intention. Moreover, the impact of environmental concern and health consciousness on purchase intention were significantly mediated by green attitude and subjective knowledge. This study is pioneering in examining the influence of health consciousness and environmental concern on subjective knowledge towards organic food and also in examining the mediating effect of subjective knowledge in the relationship between environmental concern, health consciousness and the purchase intention of Millennials and Gen Z consumers within the Indian milieu. Further, millennials and Gen Z consumers are segmented into preventive and therapeutic consumers. • Organic food buying. • Gen-Z population. • Mediation Studies. • Segmentation. • Health consciousness. • Environmental concerns. • Green attitude. • Subjective norms. • Consumer needs. • Purchase intention.
  • Investigating patient revisit intention in community health centres: a mediational study
    Sheikh Basharul Islam, Suhail Ahmad Bhat, Mushtaq Ahmad Darzi, Syed Owais Khursheed
    International Journal of Pharmaceutical and Healthcare Marketing, 2025
    Purpose Community health centres (CHCs) play a vital role in healthcare service delivery in rural India and act as a crucial link between the primary and tertiary healthcare systems. The rural population in the union territory of Jammu and Kashmir primarily depends on CHCs for healthcare services due to the scarcity of private healthcare infrastructure and the lack of access to tertiary hospitals. The purpose of this study is to analyse the impact of management capability, staff competence, waiting time and patient satisfaction on revisit intention among patients visiting CHCs for care needs. It further examines the mediational role of patient satisfaction between antecedents of patient satisfaction and revisit intention. Design/methodology/approach A survey by questionnaire was used to collect data from 318 inpatients and outpatients visiting CHCs. Partial least square-structural equation modelling was performed with the help of SmartPLS 3 software to evaluate the causal relationships between variables. Findings The findings of the study ascertain that staff competence and waiting time are strong predictors of patient satisfaction while management capability was reported as an insignificant factor. Patient satisfaction significantly affects revisit intention and successfully mediates the impact of management capability, staff competence and waiting time on revisit intention. Originality/value CHCs play a significant role in bridging the gap between primary healthcare and tertiary healthcare and in delivering healthcare services to the vast rural population in India. This study necessitates the active participation of management to ensure the smooth functioning of CHCs. There is a need to provide adequate staff and necessary infrastructural facilities to reduce the treatment waiting time.
  • Antecedents of consumer purchase intention and behavior towards organic food: the moderating role of willingness to pay premium
    Peerzada Munaqib, Sheikh Basharul Islam, Mushtaq Ahmad Darzi, Mohd Abass Bhat, Essam Hussain Al Lawati, Shagufta Tariq Khan
    British Food Journal, 2025
    PurposeThis research aims to examine how health consciousness, social identity, self-identity, trust and willingness to pay premium impact individuals’ intention to make green purchases, which in turn influences organic purchasing behavior. Additionally, the study tried to examine the moderating effect of willingness to pay premium.Design/methodology/approachUtilizing a purposive sampling approach, a questionnaire survey was used to gather information from 452 customers in India. The conceptual model was assessed, and the research hypotheses were examined using partial least squares structural equation modeling.FindingsThe results of this study showed that the intention to make green purchases is strongly influenced by consumers health consciousness, social identity and trust. However, self-identity did not influence consumers green purchase intention. Furthermore, the moderating effect of willingness to pay premium was significant, except for self-identity, in the relationship of health consciousness, willingness to pay premium social identity and trust with green purchase intention.Practical implicationsThe research will help producers and marketers refine food and marketing tactics to promote a favorable perception of organic food products.Originality/valueThis study is pioneering in (1) investigating the moderating impact of willingness to pay premium (WLPP) in the relationship of health consciousness, social identity, self-identity and trust with green purchase intention and (2) investigating the influence of consumer identities on green purchase intention in the Indian context.
  • The organic path to holistic wellbeing: exploring the role of consumer self-Advocacy, perceived ease of access and perceived health benefits on organic food consumption
    Peerzada Munaqib Naseer, Sheikh Basharul Islam, Mushtaq Ahmad Darzi
    International Journal of Spa and Wellness, 2025
  • Financial risk propensity and investment decisions: An empirical analysis using behavioural biases
    Khalid Ul Islam, Suhail Ahmad Bhat, Umer Mushtaq Lone, Mushtaq Ahmad Darzi, Irshad Ahmad Malik
    Iimb Management Review, 2024
    The study is aimed at determining the influence of behavioural biases on financial risk propensity. It also attempts to examine the influence of financial risk propensity on investment decisions and the mediational role of financial risk propensity on the relationship between behavioural biases and investment decisions. A survey by questionnaire methodology is adopted to collect data from 203 respondents using the purposive sampling technique among the investors. The study has found that prospect, herding, and heuristics dimensions of behavioural bias have a significant impact on financial risk propensity, and in turn, financial risk propensity has a significant impact on investment decisions. The results of the study can help to develop more realistic investment valuation models in light of the revised risk-return expectations of investors who act contrary to the traditional concept of rational utility maximisers.
  • Macroeconomic State Variables and Stock Market Performance: A Systematic Review and Future Research Agenda
    Umer Mushtaq Lone, Mushtaq Ahmad Darzi, Suhail Ahmad Bhat
    Fiib Business Review, 2024
    The current study presents a systematic review of macroeconomic risk factors and stock market performance under the broader theme of multi-factor asset pricing or the Arbitrage Pricing Theory (APT). Based on the review of relevant literature, the study summarizes key findings of different research works and identifies significant research gaps that need to be addressed by future research. It assesses the state of published work in the domain of asset pricing by systematically analyzing 116 research articles. The research works whose focal point has been asset pricing have been retrieved from leading databases and journals related to financial economics for the period 1976–2019. The study provides a comprehensive look at the conceptual, theoretical, and methodological (or empirical) developments and patterns prevalent at the aggregate level. The implications of the study hold key importance for academia or future researchers, policy-makers and most importantly the investors for guiding their investment decisions efficiently.
  • “Alexithymia, Cognitive Distortion and internet Addiction: Moderating Role of Emotional Intelligence”
    Jyoti Rana, Shubhangi Gupta, Mushtaq Ahmad Darzi, Faseeh Amin, Irfan Ahmad Hakak, Shabana Khurshid
    Psychological Reports, 2024
    Excessive engagement in online activities, also known as Internet addiction can have detrimental impacts on the mental, social, and physical well-being of individuals. This research work aims to contribute to the existing body of knowledge on internet addiction and alexithymia to provide insights that may inform the development of targeted interventions to support university students at risk of internet addiction. With emotional intelligence as the moderator and cognitive distortion as the mediator, the study investigated the effect of alexithymia on internet addiction. The approach of this cross-sectional design allowed researchers to investigate intricate interactions among several elements influencing internet addiction among university students in northern Indian areas. For data collection, the study created a thorough English 53-item questionnaire. Initially, 600 surveys were distributed, and 508 useable surveys were used. All the study hypotheses have received adequate support from empirical evidence, thus offering significant insights. This study supported a direct positive correlation between alexithymia and internet addiction. Also, the findings revealed a positive relationship between alexithymia and cognitive distortions which further leads to internet addiction. Moreover, moderation results show that emotional intelligence acts as a significant moderator in this relationship between alexithymia and internet addiction. The study has added a unique antecedent of cognitive distortion of internet addiction, which is currently under-researched in previous works. This research adds to the knowledge of alexithymia as not only a personality characteristic but also a variable that should be taken into account regarding constituent processes of the regulation of emotions.
  • Occupational stress and coping strategies of library and information science professionals in Jammu and Kashmir, India
    Shohar Bano, Sumeer Gul, Suhail Ahmad Bhat, Manoj Kumar Verma, Mushtaq Ahmad Darzi
    Journal of Academic Librarianship, 2023
  • Internet of things in marketing: Applications and concerns
    Ratiba Riyaz, Mushtaq Ahmad Darzi, Romana Riyaz, Yusra Showkat Bakshi
    Global Applications of the Internet of Things in Digital Marketing, 2023
  • Macroeconomic variables and stock market performance: a PMG/ARDL approach for BRICS economies
    Umer Mushtaq Lone, Mushtaq Ahmad Darzi, Khalid Ul Islam
    Macroeconomics and Finance in Emerging Market Economies, 2023
  • The Relationship of Emotional Intelligence with Personality: A Systematic Review
    Scms Journal of Indian Management, 2023
  • Determining the Influence of Private Labels on Sales of National Brands: A Qualitative Approach
    Sheikh Basharul Islam, Suhail Ahmad Bhat, Mushtaq Ahmad Darzi
    Fiib Business Review, 2021
  • Phytopharmaceutical marketing: A case study of USPs used for phytomedicine promotion
    Sheikh Basharul Islam, Mushtaq Ahmad Darzi, Suhail Ahmad Bhat
    Phytomedicine A Treasure of Pharmacologically Active Products from Plants, 2021
  • Online Service Quality Determinants and E-trust in Internet Shopping: A Psychometric Approach
    Suhail Ahmad Bhat, Mushtaq Ahmad Darzi
    Vikalpa, 2020
  • Exploring the Influence of Consumer Demographics on Online Purchase Benefits
    Suhail Ahmad Bhat, Mushtaq Ahmad Darzi
    Fiib Business Review, 2019
  • Understanding Social Marketing and Well-being: A Review of Selective Databases
    Suhail Ahmad Bhat, Mushtaq Ahmad Darzi, Iqbal Ahmad Hakim
    Vikalpa, 2019
  • Personnel capability and customer satisfaction as predictors of customer retention in the banking sector: A mediated-moderation study
    Mushtaq Ahmad Darzi, Suhail Ahmad Bhat
    International Journal of Bank Marketing, 2018
  • Service, People and Customer Orientation: A Capability View to CRM and Sustainable Competitive Advantage
    Suhail Ahmad Bhat, Mushtaq Ahmad Darzi
    Vision, 2018
  • Antecedents of Customer Loyalty in Banking Sector: A Mediational Study
    Suhail A. Bhat, Mushtaq A. Darzi, Shakir H. Parrey
    Vikalpa, 2018
  • Antecedents of tourist loyalty to tourist destinations: a mediated-moderation study
    Suhail Ahmad Bhat, Mushtaq Ahmad Darzi
    International Journal of Tourism Cities, 2018
  • Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty
    Suhail Ahmad Bhat, Mushtaq Ahmad Darzi
    International Journal of Bank Marketing, 2016

RECENT SCHOLAR PUBLICATIONS

  • The organic path to holistic wellbeing: exploring the role of consumer self-Advocacy, perceived ease of access and perceived health benefits on organic food consumption
    P Munaqib Naseer, SB Islam, MA Darzi
    International Journal of Spa and Wellness, 1-24 , 2025
    2025
  • Analyzing the online public sentiments related to Russia-Ukraine war over Twitter
    R Gulzar, S Gul, MK Verma, MA Darzi, F Gulzar, S Shueb
    Global Knowledge, Memory and Communication 74 (5-6), 1638-1654 , 2025
    2025
    Citations: 7
  • Impact of digital financial literacy on financial well-being: moderating role of gender and religiosity
    UM Lone, SA Bhat, PSU Irfan, MA Darzi
    Journal of Financial Services Marketing 30 (2), 16 , 2025
    2025
    Citations: 8
  • Understanding Millennials and Gen Z’s organic food buying intentions: A mediation and segmentation study
    P Munaqib, MA Darzi, SA Bhat, SB Islam, N Mushtaq
    Cleaner Waste Systems 11, 100294 , 2025
    2025
    Citations: 11
  • Investigating patient revisit intention in community health centres: a mediational study
    SB Islam, SA Bhat, MA Darzi, SO Khursheed
    International Journal of Pharmaceutical and Healthcare Marketing 19 (2), 228-248 , 2025
    2025
    Citations: 6
  • The Impact of Organisational Commitment and Employee Empowerment on Organisational Performance: Examining the Mediating Role of Marketing Innovation in the Banking Sector
    A Ahmad, AA Naveeda, MA Darzi, SF Dar
    Cuestiones de Fisioterapia 54 (3), 525-544 , 2025
    2025
    Citations: 1
  • Antecedents of consumer purchase intention and behavior towards organic food: the moderating role of willingness to pay premium
    P Munaqib, SB Islam, MA Darzi, MA Bhat, EH Al Lawati, ST Khan
    British Food Journal 127 (2), 779-800 , 2025
    2025
    Citations: 29
  • Challenging the norm: Organizational oversight and firm value in China's growth paradox
    MSMAD Abid Jahangir
    International Journal of Financial Management and Economics 8 (1), 275-280 , 2025
    2025
  • E-marketing effectiveness and consumer behaviour: An empirical study in rural Kashmir
    MAD Naveeda
    International Journal of Research in Marketing Management and Sales 7 (1), 1-6 , 2025
    2025
  • Alexithymia, cognitive distortion and internet addiction: moderating role of emotional intelligence
    J Rana, S Gupta, MA Darzi, F Amin, IA Hakak, S Khurshid
    Psychological Reports, 00332941241287429 , 2024
    2024
    Citations: 4
  • Financial risk propensity and investment decisions: An empirical analysis using behavioural biases
    KU Islam, SA Bhat, UM Lone, MA Darzi, IA Malik
    IIMB Management Review 36 (3), 213-229 , 2024
    2024
    Citations: 38
  • How true is the truth? A study of the factors affecting honest response behaviour of patients in hospital settings
    MA Darzi, SB Islam, SA Bhat, SO Khursheed
    Rajagiri Management Journal 18 (2), 125-136 , 2024
    2024
  • Macroeconomic state variables and stock market performance: A systematic review and future research agenda
    UM Lone, MA Darzi, SA Bhat
    FIIB Business Review 13 (2), 172-191 , 2024
    2024
    Citations: 9
  • EXPLORING THE INFLUENCE OF E-MARKETING ON RURAL CUSTOMER BUYING PATTERNS: A CASE STUDY OF KASHMIR VALLEY
    MA DARZI
    ASIAN JOURNAL OF MANAGEMENT 5 (2), 438-443 , 2024
    2024
  • Enhancing Healthcare Delivery: The Perception of Healthcare Professionals towards mHealth Applications in India
    S Batool, MA Darzi
    The Academic: International Journal of Multidisciplinary Research 2 (1), 204-218 , 2024
    2024
  • CORPORATE SOCIAL RESPONSIBILITY AND CROSS-BUYING IN BANCASSURANCE: MODERATING ROLE OF BANK TYPE
    DRTA AIJAZ KHAN,PROF. MUSHTAQ AHMAD DARZI
    INTEGRATED RESEARCH JOURNAL OF MANAGEMENT, SCIENCE AND INNOVATION 11 (3), 94-107 , 2024
    2024
  • You are What You Eat: Unveiling the Role of Consumer Psychographics in Shaping Intention towards Organic Food
    MPM Naseer, SB Islam, MA Darzi
    Innovation and Sustainability in Business Development, 124-125 , 2024
    2024
  • Materialism as barrier to Green Purchase Intention: Exploring through the lenses of an Extended Theory of Planned Behavior
    YS Bakshi, SB Islam, MA Darzi, R Riyaz
    South Asian Journal of Management 30 (4), 150-171 , 2023
    2023
    Citations: 5
  • Service quality in the healthcare sector: a systematic review and meta-analysis
    MA Darzi, SB Islam, SO Khursheed, SA Bhat
    LBS Journal of Management & Research 21 (1), 13-29 , 2023
    2023
    Citations: 126
  • Occupational stress and coping strategies of library and information science professionals in Jammu and Kashmir, India
    S Bano, S Gul, SA Bhat, MK Verma, MA Darzi
    The Journal of Academic Librarianship 49 (5), 102765 , 2023
    2023
    Citations: 7

MOST CITED SCHOLAR PUBLICATIONS

  • Customer relationship management: An approach to competitive advantage in the banking sector by exploring the mediational role of loyalty
    SA Bhat, MA Darzi
    International Journal of Bank Marketing 34 (3), 388-410 , 2016
    2016
    Citations: 325
  • Antecedents of customer loyalty in banking sector: a mediational study
    SA Bhat, MA Darzi, SH Parrey
    Vikalpa 43 (2), 92-105 , 2018
    2018
    Citations: 161
  • Service quality in the healthcare sector: a systematic review and meta-analysis
    MA Darzi, SB Islam, SO Khursheed, SA Bhat
    LBS Journal of Management & Research 21 (1), 13-29 , 2023
    2023
    Citations: 126
  • Personnel capability and customer satisfaction as predictors of customer retention in the banking sector: A mediated-moderation study
    MA Darzi, SA Bhat
    International journal of bank marketing 36 (4), 663-679 , 2018
    2018
    Citations: 123
  • Antecedents of tourist loyalty to tourist destinations: a mediated-moderation study
    SA Bhat, MA Darzi
    International Journal of Tourism Cities 4 (2), 261-278 , 2018
    2018
    Citations: 102
  • Go green with green human resource management practices.
    R Khurshid, MA Darzi
    Clear International Journal of Research in Commerce & Management 7 (1) , 2016
    2016
    Citations: 80
  • Online service quality determinants and e-trust in internet shopping: A psychometric approach
    SA Bhat, MA Darzi
    Vikalpa 45 (4), 207-222 , 2020
    2020
    Citations: 78
  • Service, people and customer orientation: a capability view to CRM and sustainable competitive advantage
    SA Bhat, MA Darzi
    Vision 22 (2), 163-173 , 2018
    2018
    Citations: 44
  • Financial risk propensity and investment decisions: An empirical analysis using behavioural biases
    KU Islam, SA Bhat, UM Lone, MA Darzi, IA Malik
    IIMB Management Review 36 (3), 213-229 , 2024
    2024
    Citations: 38
  • Antecedents of consumer purchase intention and behavior towards organic food: the moderating role of willingness to pay premium
    P Munaqib, SB Islam, MA Darzi, MA Bhat, EH Al Lawati, ST Khan
    British Food Journal 127 (2), 779-800 , 2025
    2025
    Citations: 29
  • Understanding social marketing and well-being: A review of selective databases
    SA Bhat, MA Darzi, IA Hakim
    Vikalpa 44 (2), 75-87 , 2019
    2019
    Citations: 29
  • Macroeconomic variables and stock market performance: a PMG/ARDL approach for BRICS economies
    UM Lone, MA Darzi, KU Islam
    Macroeconomics and finance in emerging market economies 16 (2), 300-325 , 2023
    2023
    Citations: 22
  • Managing Talent for Competitive Advantage
    R khurshid, MA Darzi
    International Journal of Applied Research 2 (2), 569-571 , 2016
    2016
    Citations: 20
  • Exploring the influence of consumer demographics on online purchase benefits
    SA Bhat, MA Darzi
    FIIB Business Review 8 (4), 303-316 , 2019
    2019
    Citations: 16
  • Kashmir Pashmina - A journey of Standardization through Geographical Indication
    MY Ahmad, DM Ahmad
    International Journal of Applied Research 3 (5), 1-4 , 2017
    2017
    Citations: 13
  • Exploring the role of gender on customer satisfaction: A customer relationship perspective from banking sector
    SA Bhat, MA Darzi
    The Business Review 18 (1/2), 44-51 , 2014
    2014
    Citations: 13
  • Green Marketing: A Driver for Green Brand Equity and Sustainable Development
    SA Bhat, MA Darzi, SH Parrey
    The International Journal of Humanities & Social Studies 2 (12), 331-337 , 2014
    2014
    Citations: 12
  • Understanding Millennials and Gen Z’s organic food buying intentions: A mediation and segmentation study
    P Munaqib, MA Darzi, SA Bhat, SB Islam, N Mushtaq
    Cleaner Waste Systems 11, 100294 , 2025
    2025
    Citations: 11
  • Understanding the impact of situational factors on green purchase intention in retailing: a study of young consumers
    SB Islam, MA Darzi
    Asian Journal of Economics, Business and Accounting 22 (23), 273-286 , 2022
    2022
    Citations: 10
  • Macroeconomic state variables and stock market performance: A systematic review and future research agenda
    UM Lone, MA Darzi, SA Bhat
    FIIB Business Review 13 (2), 172-191 , 2024
    2024
    Citations: 9