Yashmin Sofat

Dr. Yashmin Sofat has more than 15 years of experience in teaching. She has published more than 55 research papers at national and international level. She has published more than 15 text books at national level and published 5 reference books at international level. She has attended and participated in more than 75 seminars and conferences at national and international level. she has also contributed in more than 15 books as chapter and articles in books. she has also act as resource person. Presently, she is guiding two research scholars for Ph.D. She is also a life time member of PCMA and INSC. She is also act as member of editorial board in two international journals. or more details:

EDUCATION

Ph.D, M. Phil, M.Com, PGDBA, B.Ed, B.B.A, UGC- NET Cleared

RESEARCH INTERESTS

MARKETING AND HUMAN RESOURCE MANAGEMENT.

Scopus Publications

Balancing innovation and responsibility: AI in sustainable development
Roop Kamal, Shipra, Yashmin Sofat
Ethical Impacts of Using AI for Sustainable Development, 2025
This chapter focuses on the themes of innovation & responsibility in AI for sustainable development. It looks at the positive contribution towards sustainability by AI together with the resulting ethical questions. In the chapter, case examples from different fields are discussed with an emphasis and relevance of AI in improving resource efficiency, decreasing the adverse impact on the environment, and promoting socio-economic justice. It also responds to some of the threats that may limit these benefits such as bias, privacy issues, and the digital divide. In this regard, the chapter advocates for a holistic approach to everything to do with the ethical aspect of training to prevent the increase in promulgation of AI gadgets that may hamper sustainable practices. Finally, this chapter hopes to map out a way to the proper use of AI while at the same time pointing out the fact that there is always need for constant watch and adjustments in an attempt to foster sustainable development.
Neurological pathways to impulse buying in virtual reality
Roop Kamal, Yashmin Sofat, Shipra
Sensible Selling Through Sensory Neuromarketing, 2024
The objective of this chapter is to gain an understanding of how the immersive quality of virtual reality (VR) affects customer perception, emotional engagement, and brand memory. Furthermore, the chapter investigates the physiological responses that are triggered by virtual reality advertising. This chapter investigates the neurological correlates that are linked with virtual reality (VR) experiences. These correlates include activation patterns in regions of the brain that are involved in attention, memory encoding, and emotional processing. Additionally, this chapter addresses the potential for virtual reality (VR) advertising to elicit stronger emotional responses and boost brand memorability in comparison to traditional advertising forms. The ethical considerations are addressed. This chapter, in its entirety, makes a contribution to our understanding of the neurological mechanisms that are responsible for consumer responses to virtual reality advertising and offers insights into the consequences that this phenomenon has for both consumers and marketers.
Strategy of advertising agencies in india for evaluating advertising effectiveness across experience
Indian Journal of Marketing, 2011
Changing conditions in personnel department of advertising agencies in India
Yashmin Sofat
Prabandhan Indian Journal of Management, 2011
There has been a little effort to analyze the changing conditions of the workers working in the advertising agencies in India. In this paper, the author attempts to understand the context that how advertising agencies in India formulate their strategies, which helps to gain an insight into know the changing working conditions of the workers in the personnel department. The author tries to clarify that how the strategies of advertising agencies vary across their nature and experience. In this paper, the author has attempted to clarify the strategies that advertising agencies attain, maintain, retain and develop for their human resources, which helps in the reduction of the employees' turnover.

RECENT SCHOLAR PUBLICATIONS

Drivers of Electric Vehicle Adoption in Ludhiana: An Analysis of Determinants and Information Sources
M Goyal, V Vinayak, Y Sofat
2026
Balancing Innovation and Responsibility: AI in Sustainable Development
R Kamal, Y Sofat
Ethical Impacts of Using AI for Sustainable Development, 1-22 , 2025
2025
Neurological Pathways to Impulse Buying in Virtual Reality
R Kamal, Y Sofat
Sensible Selling Through Sensory Neuromarketing, 287-307 , 2024
2024
Citations: 2
Business Environment
VY Sofat, JN Singh
Kalyani Publishers, New Delhi , 2019
2019
Citations: 15
Determining employees attitude towards Performance Management System
KK Sharma, Y Sofat, S Arora
INTERNATIONAL JOURNAL OF ENGINEERING DEVELOPMENT AND RESEARCH 6 (1), 369-372 … , 2018
2018
Determination of effectiveness among employees regarding recruitment procedure
Y Sofat
Gian Jyoti E-Journal 7 (No.1) , 2017
2017
Study of employees welfare with special reference to Star Light Hosiery Mills, Ludhiana
Y Sofat, G Kaur
International Journal of Research in management, Economics and Commerce 7 (1 … , 2017
2017
Citations: 1
Performance Appraisal of Employees of Verka Milk Plant, Chandigarh* Dr. Yashmin Sofat
M Bhalla
IJEMR 6 (2), 1-6 , 2016
2016
Consumer buying behaviour regarding cookies with respect to product and price
Y Sofat
International Journal of Research in IT and Management 6 (3), 191-199 , 2016
2016
Training and Development and Quality of Work Life-A Case Study of Verka Milk Plant, Chandigarh
Y Sofat
International Journal of Research in Finance and Marketing 6 (9), 83-92 , 2016
2016
Feedback About Performance Measures Regarding Contribution in Value Creation in Indian Banking Sector
S Kumar, Y Sofat
International Journal of Research in Finance and Marketing 6 (5), 42-49 , 2016
2016
Analysis of Working Capital: A Case Study of Godrej Agrovet Limited
Y Sofat, D Kapoorb
International Journal of Trade and Commerce-IIARTC , 2016
2016
Citations: 1
Effect of brand likability on consumer decision making regarding bonn biscuits
Y Sofat, K Sharma
ACADEMICIA: An International Multidisciplinary Research Journal 6 (2), 32-41 , 2016
2016
Citations: 1
A Study on Consumer Buying Behaviour Towards Biscuits
Y Sofat, S Kumar, A Amandeep
International Journal in Management & Social Science 4 (6), 556-561 , 2016
2016
Citations: 2
Reasons for Client Turnover* Dr. Yashmin Sofat Vinayak
YS Vinayak
IJEMR 5 (4), 1-14 , 2015
2015
Satisfaction of Employees: A Case Study of Verka Company, Chandigarh.
Y Sofat, S Singla
International Journal of Research in IT and Management 5 (11), 41-47 , 2015
2015
Is agency's need to have account planning?
Y Sofat
International Journal in Management & Social Science 3 (3), 22-37 , 2015
2015
Strategies and status of research in the Indian advertising agencies
Y Sofat
ACADEMICIA: An International Multidisciplinary Research Journal 5 (4), 129-151 , 2015
2015
Changing Conditions in Personnel Department of Advertising Agencies in India
Y Sofat
Prabandhan: Indian Journal of Management, 34-44 , 2011
2011
Strategy of advertising agencies in India for evaluating advertising effectiveness across experience
Y Sofat
Indian Journal of Marketing, 62-72 , 2011
2011
Citations: 2

MOST CITED SCHOLAR PUBLICATIONS

Business Environment
VY Sofat, JN Singh
Kalyani Publishers, New Delhi , 2019
2019
Citations: 15
Neurological Pathways to Impulse Buying in Virtual Reality
R Kamal, Y Sofat
Sensible Selling Through Sensory Neuromarketing, 287-307 , 2024
2024
Citations: 2
A Study on Consumer Buying Behaviour Towards Biscuits
Y Sofat, S Kumar, A Amandeep
International Journal in Management & Social Science 4 (6), 556-561 , 2016
2016
Citations: 2
Strategy of advertising agencies in India for evaluating advertising effectiveness across experience
Y Sofat
Indian Journal of Marketing, 62-72 , 2011
2011
Citations: 2
Study of employees welfare with special reference to Star Light Hosiery Mills, Ludhiana
Y Sofat, G Kaur
International Journal of Research in management, Economics and Commerce 7 (1 … , 2017
2017
Citations: 1
Analysis of Working Capital: A Case Study of Godrej Agrovet Limited
Y Sofat, D Kapoorb
International Journal of Trade and Commerce-IIARTC , 2016
2016
Citations: 1
Effect of brand likability on consumer decision making regarding bonn biscuits
Y Sofat, K Sharma
ACADEMICIA: An International Multidisciplinary Research Journal 6 (2), 32-41 , 2016
2016
Citations: 1
Drivers of Electric Vehicle Adoption in Ludhiana: An Analysis of Determinants and Information Sources
M Goyal, V Vinayak, Y Sofat
2026
Balancing Innovation and Responsibility: AI in Sustainable Development
R Kamal, Y Sofat
Ethical Impacts of Using AI for Sustainable Development, 1-22 , 2025
2025
Determining employees attitude towards Performance Management System
KK Sharma, Y Sofat, S Arora
INTERNATIONAL JOURNAL OF ENGINEERING DEVELOPMENT AND RESEARCH 6 (1), 369-372 … , 2018
2018
Determination of effectiveness among employees regarding recruitment procedure
Y Sofat
Gian Jyoti E-Journal 7 (No.1) , 2017
2017
Performance Appraisal of Employees of Verka Milk Plant, Chandigarh* Dr. Yashmin Sofat
M Bhalla
IJEMR 6 (2), 1-6 , 2016
2016
Consumer buying behaviour regarding cookies with respect to product and price
Y Sofat
International Journal of Research in IT and Management 6 (3), 191-199 , 2016
2016
Training and Development and Quality of Work Life-A Case Study of Verka Milk Plant, Chandigarh
Y Sofat
International Journal of Research in Finance and Marketing 6 (9), 83-92 , 2016
2016
Feedback About Performance Measures Regarding Contribution in Value Creation in Indian Banking Sector
S Kumar, Y Sofat
International Journal of Research in Finance and Marketing 6 (5), 42-49 , 2016
2016
Reasons for Client Turnover* Dr. Yashmin Sofat Vinayak
YS Vinayak
IJEMR 5 (4), 1-14 , 2015
2015
Satisfaction of Employees: A Case Study of Verka Company, Chandigarh.
Y Sofat, S Singla
International Journal of Research in IT and Management 5 (11), 41-47 , 2015
2015
Is agency's need to have account planning?
Y Sofat
International Journal in Management & Social Science 3 (3), 22-37 , 2015
2015
Strategies and status of research in the Indian advertising agencies
Y Sofat
ACADEMICIA: An International Multidisciplinary Research Journal 5 (4), 129-151 , 2015
2015
Changing Conditions in Personnel Department of Advertising Agencies in India
Y Sofat
Prabandhan: Indian Journal of Management, 34-44 , 2011
2011

Publications

1.IMPACT OF BEHAVIORAL PATTERN OF CONSUMERS TOWARDS DIGITAL PAYMENT SYSTEM, The International journal of analytical and experimental modal analysis Volume 13, Year 2021, Pages 17-26,
2. IMPACT OF SALES PROMOTION TECHNIQUES ON CONSUMER BUYING BEHAVIOR WITH SPECIAL REFERENCE TO READYMADE GARMENTS: AN EMPIRICAL STUDY IN LUDHIANA DISTRICT OF PUNJAB, International Journal of Emerging Technologies and Innovative Research (, ISSN:2349-5162, Vol.8, Issue 9, page , September-2021, Available :
3. Study of Employees Welfare with Special Reference to Star Light Hosiery Mills, Ludhiana, International Journal of Research in Management, Economics and Commerce Volume 7, Year 2017, Pages 71-75,
4.CHANGING CONDITIONS OF WORKERS AND PROCESSES OF WORK IN ADVERTISING AGENCIES IN INDIA, International Journal of Research in Commerce and Management Volume 2, Year 2015, Pages 115-122,
5. Fast Food Habits of People Living In Ludhiana, IJEMR Volume 5, Year 2015, Pages 1-12,
6.EFFECT OF BRAND LIKABILITY ON CONSUMER DECISION MAKING REGARDING BONN BISCUITS,