Experienced Educationalist and Administrator with a demonstrated history of working in multiple industries like Pharma, FMCG, IT, and Management Education. Skilled in Product and Brand Management, Consumer Behavior, Consumer Psychology, Sales and Distribution Management, Rural Marketing, and Case studies. with a Doctor of Philosophy ( in Marketing from FMS , Vikram University, Ujjain, M.P.
EDUCATION
PhD(Marketing), MBA(Marketing and System), M., UGC-Net (Management), Microsoft Certified Educator.
RESEARCH, TEACHING, or OTHER INTERESTS
Marketing, Multidisciplinary, Business and International Management, Strategy and Management
8
Scopus Publications
Scopus Publications
AI, Ethics, and Engagement: Towards Responsible Personalization in Digital Marketing Pratik Shukla, Pramod Goyal Communications in Computer and Information Science, 2026 The rapid adoption of AI-driven personalized marketing has transformed how businesses engage with consumers. While personalization enhances customer experience and business performance, it also raises critical ethical concerns related to privacy, transparency, consent, and algorithmic manipulation. This study explores these issues in the context of the Indian digital landscape by analyzing three real-world case studies involving fake dating profiles, cloned government websites, and intrusive mobile application interfaces. Through thematic interpretation and conceptual modeling, the research highlights how unethical personalization practices negatively impact consumer trust and digital well-being. The paper proposes a strategic conceptual model that integrates ethical AI design, user privacy, regulatory enforcement, and transparency as foundational elements leading to trustworthy personalization It also attempts to make a comparison metrics for ethical concern and risk in a tabulation form. The findings emphasize the urgent need for ethical frameworks and user-centric design in AI-powered marketing strategies. This study contributes to academic discourse on responsible digital marketing and lays the groundwork for future empirical validation.
Influence of social media marketing on customer purchase intention in the fast-food sector in Uganda Philip Mubiru, Pramod Goyal British Food Journal, 2025 Purpose This study aims to explore the impact of three dimensions of social media marketing, interaction, trendiness and customisation, on customer purchase intention, mediated by customer engagement within Uganda’s fast-food sector. Design/methodology/approach A quantitative, cross-sectional survey was conducted, utilising purposive sampling to gather 469 valid responses from digitally active fast-food customers in Kampala. The analysis employed Smart PLS-SEM to evaluate the hypothesised relationships and mediation effects. Findings The findings reveal that customisation has a significant direct positive effect on customer purchase intention. In contrast, interaction and trendiness influence purchase intention indirectly through customer engagement. All three constructs of social media marketing influence customer engagement, which is a strong driver of purchase intention. While customer engagement fully mediates the relationship between interaction-trendiness and purchase intention, its role is partial between customisation and purchase intention. Practical implications For managerial practice, it is crucial to prioritise strategies centred on customisation by utilising consumer data analytics to create personalised offers. Moreover, deploying trend-driven content and interactive marketing campaigns can effectively increase consumer engagement and foster long-term brand loyalty. Originality/value This investigation stands as one of the pioneering empirical analyses of the multidimensional social media marketing–customer engagement–customer purchase intention framework within Uganda’s fast-food sector, integrating social identity theory and social presence theory to explain consumer behaviour mechanisms in emerging digital markets.
From process to outcome: An NGO’s role in developing FPO in agriculture sector Sitansu Panda, Yashvi Modi, Ramesh Safare, Divya Mathur, Pramod Goyal Environment and Social Psychology, 2025 Agriculture sector is vital for the Indian economy. This sector not only fulfills the food necessities of the people but also engages farmers and laborers. Farmers have a great role to play in agricultural development. Their understanding and involvement in agricultural activities, learning and adaptation to new tools & techniques of agriculture, and skills to manage their own farm-based activities drive towards agricultural development. The Government of India is emphasizing on the formation of Farmer Producer Organisations (FPOs) as an innovative measure to develop agriculture sector. Non-governmental organizations (NGOs) have also been involved in developing and enabling FPOs to enhance agricultural productivity and improve the socio-economic status of farmers in the overall development of the agricultural sector. In this context, NGOs play an imperative role in developing FPOs, guiding their members (farmers) to improve their agricultural knowledge, hone their skills, solve their group-level problems, and contribute to the overall development of the agricultural sector. This study addresses all these aspects in detail. The group development process followed by an NGO in developing an FPO and its impact on farmers’ development, contributing towards agricultural development, has been focused on in this study. The catalytic role played by an NGO in the developmental process of FPO is being highlighted. The importance of FPO in the development of farmers is enabling them to be financially literate, confident, and entrepreneurial, linking up their farm-based activities with the market, and honing their knowledge and technical skills are focused.
Reinforcement Learning-Guided Merchandising Optimization System for Digital Commerce Consumer Behavior Pramod Goyal, Karthikeyan Parthasarathy, Sharmila Ashraf, Niravkumar R Joshi, Ganesh Pathak, Nandan R Naresh Proceedings 2025 International Conference on Recent Innovation in Science Engineering and Technology Icriset 2025, 2025 This paper introduces a Reinforcement Learning Guided Merchandising Optimization System in digital commerce, which is targeted at improving consumer modeling and merchandising. The system is combined with Min-Max Scaling to normalize the data, providing an appropriate priority to aspects such as user engagement and pricing due to standardizing these aspects to build a better model. Centering on feature selection, it is proposed to use Recursive Feature Elimination (RFE) to be able to identify which variables can have important effects on customer interaction and sales. The essence of the system is a reinforcement learning based known as Q-Learning, which continuously begins to adjust product placements and more favourable prices depending on consumer reaction and feedback. The framework has been developed based on TensorFlow, and TensorFlow-Agents, which give it a stable platform to deploy and train reinforcement learning models. The practical considerations reveal that the proposed system is far superior to the traditional merchandising strategies in terms of customer retention and improvement of conversion rates and product recommendations. The system is scalable and flexible and has a huge potential of being used in real time in dynamic e-commerce environments.
