Vasudevan Moorthy

@christuniversity.in

Assistant Professor and School of Business and Management
Christ University

Vasudevan Moorthy


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https://researchid.co/vasudevan.m

RESEARCH INTERESTS

Retail Management, Consumer Behaviour, Digital Marketing
20

Scopus Publications

154

Scholar Citations

7

Scholar h-index

6

Scholar i10-index

Scopus Publications

  • The role of service customisation and process innovation in enhancing customer satisfaction and engagement in pet care services: Evidence from India and the UAE
    Subburaj Alagarsamy, Vasudevan Moorthy, Jayanta Banerjee
    Quality Management Journal, 2025
    This study examines the impact of pet care service quality on customer satisfaction and engagement, with a focus on the moderating effects of service customization and process innovation in India (Study 1) and the UAE (Study 2). Using an adapted SERVPERF model, data was collected from 221 Indian and 238 UAE pet owners and analyzed through PLS-SEM and multi-group analysis (MGA). Findings reveal that in India, assurance, reliability, and responsiveness significantly influence customer satisfaction, which enhances engagement, but service customization and process innovation showed no significant moderating effect. In the UAE, reliability is the sole driver of satisfaction, while service customization and process innovation significantly moderate the satisfaction-engagement relationship. The PLS-MGA results confirmed that the moderating effect of service customization and process innovation was significantly stronger in the UAE than in India, suggesting that UAE consumers place greater value on personalized and technology-driven services, while Indian consumers prioritize fundamental service quality dimensions. These findings provide theoretical contributions by extending SERVPERF’s applicability in the pet care industry and managerial implications for service providers aiming to optimize customer experience, engagement, and retention in emerging markets.
  • Nudging children towards a sustainable toy story
    Jayanta Banerjee, Prabha Kiran, M. Vasudevan, V Krishna Kishore
    Perspectives in Agile Sustainable Practices and Business Value, 2025
    In a world which is under a huge environmental strain, choosing sustainable products can be a significant way to correct the delicate balance. Population explosion and rapid industrialization with low concern about sustainability are affecting our environment faster than anticipated. The present study explores if children can be nudged to choose a sustainable product. A pre-test, post-test experiment design was used to observe the preference of children towards wooden toys and their packaging materials’ eco-friendliness. An experimental research approach is chosen in the present study, as the main motive for this study is to examine the cause-effect relationships between communications nudge and an increased preference towards wooden toys. The experiment reveals that after gaining knowledge about the benefits of sustainable toys, children preferred wooden toys over the plastic ones. The experiment was conducted on 36 children after taking their parents’ consent. It was concluded that persuasive communication used as nudge can help children make better choice.
  • Influence of advertisement’s controversial element and emotional appeal on customer intention to buy
    Prabha Kiran, Jayanta Banerjee, M. Vasudevan, S.V. Krishna Kishore
    International Journal of Business and Globalisation, 2025
    This paper studies the influence of an advertisement's controversial element and emotional appeal on the customer intention to buy. The research paper is both exploratory and conclusive. S-O-R model was used for the study. Convenience sampling was used to draw a sample of 264 respondents. The data were tested for reliability, correlation and regression. The advertisement's controversial element and emotional appeal significantly influence the customer's intention to buy. The controversial element and the emotional appeal are positively correlated with the customer intention to buy. The research was done within a limited time and resources. The future research paper can include more moderators in the research model. The research paper provides a better understanding of the emotional appeal and the controversial element of an advertisement on customer intention to buy.
  • Privacy over instant messaging platforms: are users making the right decisions?
    Jayanta Banerjee, Prabha Kiran, S.V. Krishna Kishore, M. Vasudevan
    International Journal of Public Sector Performance Management, 2025
    This article explores the impact of perceived vulnerability, self-efficacy, resistance to change, and habit on users' perception of privacy over users' intention to use messaging platforms. The conceptual model includes perceived vulnerability, self-efficacy, resistance to change, habit, and its impact on users' perception of privacy over users' intention to use messaging platforms. A structural equation and hierarchical regression model were used for data analysis. The results show that age and profession affect people's decision of shifting to a different platform significantly. The study is based on a few specific instant messaging platforms at one particular point in time and is undertaken in India; hence, the findings cannot be extended/applicable to other countries. The paper discusses the factors impacting the user's sensitivity to data privacy while using a communication application through an electronic device, especially a mobile phone.
  • Optimising lead qualification through machine learning: A customer data-driven approach
    Helen Josephine V L, Vasudevan Moorthy, Chandana Sai, Bindhia Joji
    Applied Marketing Analytics, 2024
    Lead generation is the process of turning an outside person or business into a customer of the business. Traditionally, marketing personnel must conduct significant follow-ups in order to convert even one potential consumer. Converting bad client leads can cause businesses to burn through cash reserves. As a result of this, it is now necessary to develop an automated system that can correctly anticipate whether or not a lead should be explored (converted to a customer or not). In this study, an attempt is made to evaluate historical data for leads produced by other businesses in order to train and validate a machine learning (ML)/deep learning (DL) model and test it against real-world characteristics to categorise them as hot leads (convert to customers) or cold leads (failed leads). This can be achieved by employing ML algorithms, low code–no code libraries, such as PyCaret in Python, and can be used to make predictions regarding probable lead creation, propensity to convert generated leads and optimal actions on the leads by communications teams. Supervised ML algorithms such as logistic regression, decision trees, random forests and other models using a Python library were built to score leads for identifying potential conversions. With good and broad lead-scoring models in place, businesses can optimise their CTI actions on the basis of lead prioritisation and let go of non-prospect leads at the right time to cut costs and enable efficiency. The result of this study reveals that 52 per cent of the sample of 74,779 leads are cold leads and 48 per cent are hot leads that are sales qualified. The leads are qualified using the lead score matrix. This method can aid digital businesses to remove unqualified leads and manage leads better, and therefore improve the quality of the leads sent to clients. This, in turn, will improve conversion rates for individual customers. These increased conversion rates will enhance the business strategy of digital marketing firms.
  • Affiliate Marketing and the Symbiotic Relationship in the Pharma Industry
    Pharma Marketing and Pharmacoeconomics Opportunities Challenges and the Way Forward, 2024
  • Visual encoding of nudge influencers and exploring their effect on sustainable consumption among children
    Jayanta Banerjee, Vasudevan Moorthy, Prabha Kiran, S.V. Krishna Kishore, Erdogan Ekiz, Ravi Chatterjee
    Cleaner and Responsible Consumption, 2023
    With the growing number of nuclear families that have a higher disposable income, and a willingness to spend for disparate reasons possibly on the only child in the family, children are unquestionably emerging as a critical market segment that marketers would do well to target. However, while marketing to children is necessary, given the current focus on sustainability, encouraging responsible consumption seems to be a prerequisite. Making children environmentally literate would thereby, significantly help in the ongoing efforts to save our planet from environmental degradation. Based on this backdrop, this study investigates the significance of encouraging children to consume ‘sustainably’. Drawing upon Richard H Thaler and Cass R Sunstein's Nudge theory, along with the United Nation's Sustainable Development Goals (UNSDG -12), we employ a novel methodology to visually encode information gleaned from the extant literature. Specifically, we discuss the significance of developing sustainable habits in children and analyze the ‘nudges’ that motivate children to adopt sustainable habits. Additionally, we specify different nudge elements derived from the extant literature and plot them in a RADAR chart. We observe that 'simplified process' and 'ease of access' nudging have the greatest effect when delivered in school. This study has academic, managerial, and societal implications. The findings of the study would help managers to focus on the nudges in their campaigns. Research scholars and academicians could understand the significance of using the ‘RADAR’ chart methodology and can expand their studies in various other domains. The present study also helps to understand the extant literature and plan for future research in the domain of sustainable consumption. The findings of the study would help schools and parents understand the effective nudges that result in creating responsible consumers that would largely benefit society.
  • The use of self-protective measures to prevent COVID-19 spread: an application of the health belief model
    Vasudevan Moorthy, Subburaj Alagarsamy, Sangeeta Mehrolia, S. Jeevananda
    Psychology Health and Medicine, 2023
    This study uses a health belief model to examine the preventive behavioral orientation or self-protective measures adopted by people in the face of the current COVID-19 pandemic. A total of 603 participants were selected from the city of Bangalore, India. The data was collected through an online survey with participants' age varying between 17 and 54 and mean as 23 years (SD = 4.32). The findings revealed that perceived barrier has significant negative impact, while perceived threat, perceived consequences, perceived benefits, community and individual self-efficacy, and general health cues have a positive influence on an individual's intention to follow self-protective measures against COVID-19. Based on the constructs of the health belief model, this study proposes multiple health-related interventions to reduce the spread of COVID-19.
  • Predicting Intention to Buy Organic Food during the COVID-19 Pandemic: A multi-group analysis based on the Health Belief Model
    Subburaj Alagarsamy, Sangeeta Mehrolia, Vasudevan M., Jeevananda S.
    Journal of International Food and Agribusiness Marketing, 2023
    The ongoing COVID-19 pandemic has deeply affected physical and psychological health of people. It also had a huge impact on their dietary choices. This study specifically attempts to determine the impact of the constructs of health belief model on consumer purchase intention of organic food in the pandemic scenario. A survey was conducted among 413 Indian organic food consumers. The proposed hypotheses are tested by employing structural equation modeling. The findings highlight those perceived benefits is an important predictor of consumers’ behavioral intention to buy organic food, followed by cues to action and perceived threats. It is also found that consumers’ age moderates the impact of perceived threat and perceived barrier on consumers’ purchase intention, with a 22% difference in model prediction. In conclusion, the health belief model is found to be one of the most suitable models to predict consumer intention toward organic food purchase during the COVID-19 pandemic.
  • Will Users Continue Using Banking Chatbots? The Moderating Role of Perceived Risk
    Sangeeta Mehrolia, Subburaj Alagarsamy, Vasudevan Moorthy, Jeevananda S.
    Fiib Business Review, 2023
    AI-powered chatbots have become game-changers for the financial industry. They enable banks to boost customer engagement and improve operational efficiency by lowering the traditional cost of customer support. This study analyses the impact of perceived service quality dimensions on user confirmation, satisfaction and use continuance. The present study also analyses the moderating effect of perceived risk on the relationship between user confirmation, satisfaction and chatbots use continuance. A total of 447 customers, all residing in the Indian city of Bengaluru and having recently used banking chatbot services, were surveyed. Partial least squares structural equation modelling is used to examine the relationships between the variables used in the study. Findings from the study show that all five chatbot service quality dimensions (reliability, interactivity, assurance, responsiveness and understandability) significantly impact the user’s post-use confirmation, influencing their satisfaction and continuance behaviour. Perceived risk negatively moderates the relationship between user confirmation and user satisfaction. Chatbot service developers and e-service providers can leverage these findings to understand user expectations from chatbots. They will also be helpful to other service sectors, such as insurance, travel and tourism, hospitality and healthcare.
  • Investigating Factors in Quality of Work-life in Indian Garment Industry at Bangalore
    Thailand and the World Economy, 2022
  • Investigating the Impact of Emotional Contagion on Customer Attitude, Trust and Brand Engagement: A Social Commerce Perspective
    Vasudevan Moorthy, Prabha Kiran, Jayanta Banerjee, Krishna Kishore S V
    International Journal of Electronic Commerce Studies, 2022
  • Post pandemic school reluctance – Do children require attention, support, and intervention?
    Jayanta Banerjee, Vasudevan M, Krishna Kishore S V, Prabha Kiran
    Asian Journal of Psychiatry, 2022
  • Moderation of Income and Age on Customer Purchase Intention of Green Cosmetics in Bangalore
    S. V. Krishna Kishore, Prabha Kiran, Jayanta Banerjee, M. Vasudevan
    Springer Proceedings in Business and Economics, 2022
  • Battle fatigue of Covid 19 warriors – Heal the healers
    Vasudevan M, Sangeeta Mehrolia, Subburaj Alagarsamy
    Journal of Affective Disorders, 2021
  • Can bot be my mental health therapist? – A pandemic panorama
    M. Vasudevan, Subburaj Alagarsamy, Sangeeta Mehrolia, S. Jeevananda
    Journal of Psychiatric Research, 2021
  • Factors Influencing Association of Intermediaries in the Supply Chain of Consumer Healthcare Brands
    A. Suresh, M. Vasudevan, Sharma Vinod
    Journal of Distribution Science, 2021
  • Work from home in the pandemic era: Loss of mental equilibrium?
    Vasudevan M, Sangeeta Mehrolia, Subburaj Alagarsamy, Athul K. Balachandran
    Asian Journal of Psychiatry, 2021
  • Value co-creation through search efforts and customer involvement impacting purchase intention of smart phones
    Prabha Kiran, Jayanta Banerjee, M. Vasudevan
    International Journal of Recent Technology and Engineering, 2019
  • Brand awareness of 'generation y' customers towards doughnut retail outlets in India
    M. Vasudevan, , V.M. Senthilkumar, and
    Journal of Business and Retail Management Research, 2017

RECENT SCHOLAR PUBLICATIONS

  • Nudging children towards a sustainable toy story
    J Banerjee, P Kiran, M Vasudevan, VK Kishore
    Perspectives in Agile Sustainable Practices and Business Value, 25-32 , 2025
    2025
  • Privacy over instant messaging platforms: are users making the right decisions?
    J Banerjee, P Kiran, SVK Kishore, M Vasudevan
    International Journal of Public Sector Performance Management 16 (3), 367-385 , 2025
    2025
  • Influence of advertisement's controversial element and emotional appeal on customer intention to buy
    P Kiran, J Banerjee, M Vasudevan, SVK Kishore
    International Journal of Business and Globalisation 39 (3-4), 415-441 , 2025
    2025
  • Affiliate Marketing and the Symbiotic Relationship in the Pharma Industry
    J Banerjee, P Kiran, M Vasudevan, SVK Kishore
    Pharma Marketing and Pharmacoeconomics, 53-70 , 2024
    2024
    Citations: 1
  • The use of self-protective measures to prevent COVID-19 spread: an application of the health belief model
    V Moorthy, S Alagarsamy, S Mehrolia, S Jeevananda
    Psychology, Health & Medicine 28 (10), 2977-2992 , 2023
    2023
    Citations: 7
  • Visual encoding of nudge influencers and exploring their effect on sustainable consumption among children
    J Banerjee, V Moorthy, P Kiran, SVK Kishore, E Ekiz, R Chatterjee
    Cleaner and Responsible Consumption 9, 100111 , 2023
    2023
    Citations: 10
  • Will users continue using banking chatbots? The moderating role of perceived risk
    S Mehrolia, S Alagarsamy, V Moorthy, S Jeevananda
    FIIB Business Review, 23197145231169900 , 2023
    2023
    Citations: 51
  • Investigating the Impact of Emotional Contagion on Customer Attitude, Trust and Brand Engagement: A Social Commerce Perspective.
    V Moorthy, P Kiran, J Banerjee, KK SV
    International Journal of Electronic Commerce Studies 13 (3) , 2022
    2022
    Citations: 15
  • Moderation of Income and Age
    SVK Kishore, P Kiran, J Banerjee, M Vasudevan
    Achieving $5 Trillion Economy of India: Proceedings of 11th Annual … , 2022
    2022
  • Moderation of income and age on customer purchase intention of green cosmetics in Bangalore
    SV Krishna Kishore, P Kiran, J Banerjee, M Vasudevan
    Achieving $5 Trillion Economy of India: Proceedings of 11th Annual … , 2022
    2022
    Citations: 10
  • Post pandemic school reluctance–Do children require attention, support, and intervention?
    J Banerjee, M Vasudevan, KK SV, P Kiran
    Asian Journal of Psychiatry 67, 102940 , 2021
    2021
    Citations: 8
  • Battle fatigue of Covid 19 warriors–Heal the healers
    M Vasudevan, S Mehrolia, S Alagarsamy
    Journal of Affective Disorders 294, 477 , 2021
    2021
    Citations: 4
  • Can bot be my mental health therapist?-A pandemic panorama
    M Vasudevan, S Alagarsamy, S Mehrolia, S Jeevananda
    Journal of psychiatric research 134, 30-31 , 2021
    2021
    Citations: 3
  • Factors influencing association of intermediaries in the supply chain of consumer healthcare brands
    AS Suresh, M Vasudevan, S VINOD
    Journal of Distribution Science 19 (1), 105-113 , 2021
    2021
    Citations: 2
  • Work from home in the pandemic era: Loss of mental equilibrium?
    M Vasudevan, S Mehrolia, S Alagarsamy, AK Balachandran
    Elsevier Science , 2021
    2021
    Citations: 14
  • WITHDRAWN: An empirical observation of factors leading to subscription of EdTech services
    P Kiran, SVK Kishore, J Banerjee, M Vasudevan
    Materials Today: Proceedings , 2020
    2020
    Citations: 5
  • Influence Of Antecedents Of Restaurant Authenticity On Customer Perception Towards Ethnic Restaurants
    KKSV Vasudevan M, Prabha Kiran, Jayanta Banerjee
    International Journal of Advanced Science and Technology 29 (11), 682-689 , 2020
    2020
  • The Mediating effect of brand equity on the relationship between social media marketing and consumer response
    JB VASUDEVAN M, PRABHA KIRAN
    JOURNAL OF XI'AN UNIVERSITY OF ARCHITECTURE & TECHNOLOGY 7 (3) , 2020
    2020
    Citations: 5
  • Investigating the Antecedents of Customer Citizenship Behaviour.
    JB VASUDEVAN M, PRABHA KIRAN
    Adalya Journal 8 (10), 178-184 , 2019
    2019
  • Impact of promotional strategies of hypermarkets
    M Vasudevan, VM Senthilkumar
    Asian Journal of Management 8 (3), 531-534 , 2017
    2017
    Citations: 5

MOST CITED SCHOLAR PUBLICATIONS

  • Will users continue using banking chatbots? The moderating role of perceived risk
    S Mehrolia, S Alagarsamy, V Moorthy, S Jeevananda
    FIIB Business Review, 23197145231169900 , 2023
    2023
    Citations: 51
  • Investigating the Impact of Emotional Contagion on Customer Attitude, Trust and Brand Engagement: A Social Commerce Perspective.
    V Moorthy, P Kiran, J Banerjee, KK SV
    International Journal of Electronic Commerce Studies 13 (3) , 2022
    2022
    Citations: 15
  • Work from home in the pandemic era: Loss of mental equilibrium?
    M Vasudevan, S Mehrolia, S Alagarsamy, AK Balachandran
    Elsevier Science , 2021
    2021
    Citations: 14
  • Brand awareness of ‘generation y’customers towards doughnut retail outlets in India
    VMS MVasudevan
    Journal of Business and Retail Management Research 11 (4) , 2017
    2017
    Citations: 11
  • Visual encoding of nudge influencers and exploring their effect on sustainable consumption among children
    J Banerjee, V Moorthy, P Kiran, SVK Kishore, E Ekiz, R Chatterjee
    Cleaner and Responsible Consumption 9, 100111 , 2023
    2023
    Citations: 10
  • Moderation of income and age on customer purchase intention of green cosmetics in Bangalore
    SV Krishna Kishore, P Kiran, J Banerjee, M Vasudevan
    Achieving $5 Trillion Economy of India: Proceedings of 11th Annual … , 2022
    2022
    Citations: 10
  • Post pandemic school reluctance–Do children require attention, support, and intervention?
    J Banerjee, M Vasudevan, KK SV, P Kiran
    Asian Journal of Psychiatry 67, 102940 , 2021
    2021
    Citations: 8
  • The use of self-protective measures to prevent COVID-19 spread: an application of the health belief model
    V Moorthy, S Alagarsamy, S Mehrolia, S Jeevananda
    Psychology, Health & Medicine 28 (10), 2977-2992 , 2023
    2023
    Citations: 7
  • WITHDRAWN: An empirical observation of factors leading to subscription of EdTech services
    P Kiran, SVK Kishore, J Banerjee, M Vasudevan
    Materials Today: Proceedings , 2020
    2020
    Citations: 5
  • The Mediating effect of brand equity on the relationship between social media marketing and consumer response
    JB VASUDEVAN M, PRABHA KIRAN
    JOURNAL OF XI'AN UNIVERSITY OF ARCHITECTURE & TECHNOLOGY 7 (3) , 2020
    2020
    Citations: 5
  • Impact of promotional strategies of hypermarkets
    M Vasudevan, VM Senthilkumar
    Asian Journal of Management 8 (3), 531-534 , 2017
    2017
    Citations: 5
  • Battle fatigue of Covid 19 warriors–Heal the healers
    M Vasudevan, S Mehrolia, S Alagarsamy
    Journal of Affective Disorders 294, 477 , 2021
    2021
    Citations: 4
  • Can bot be my mental health therapist?-A pandemic panorama
    M Vasudevan, S Alagarsamy, S Mehrolia, S Jeevananda
    Journal of psychiatric research 134, 30-31 , 2021
    2021
    Citations: 3
  • Factors influencing association of intermediaries in the supply chain of consumer healthcare brands
    AS Suresh, M Vasudevan, S VINOD
    Journal of Distribution Science 19 (1), 105-113 , 2021
    2021
    Citations: 2
  • MARKETING MIX: A REVIEW ON THE ‘P’S OF MARKETING
    DVMS m.vasudevan
    INTERNATIONAL JOURNAL OF RESEARCH IN COMMERCE, IT & MANAGEMENT 3 (09), 37-39 , 2013
    2013
    Citations: 2
  • Affiliate Marketing and the Symbiotic Relationship in the Pharma Industry
    J Banerjee, P Kiran, M Vasudevan, SVK Kishore
    Pharma Marketing and Pharmacoeconomics, 53-70 , 2024
    2024
    Citations: 1
  • Customer Perception on out of Home Advertisements
    M Vasudevan, VM Kumar
    Asian Journal of Research in Business Economics and Management 7 (5), 53-58 , 2017
    2017
    Citations: 1
  • Nudging children towards a sustainable toy story
    J Banerjee, P Kiran, M Vasudevan, VK Kishore
    Perspectives in Agile Sustainable Practices and Business Value, 25-32 , 2025
    2025
  • Privacy over instant messaging platforms: are users making the right decisions?
    J Banerjee, P Kiran, SVK Kishore, M Vasudevan
    International Journal of Public Sector Performance Management 16 (3), 367-385 , 2025
    2025
  • Influence of advertisement's controversial element and emotional appeal on customer intention to buy
    P Kiran, J Banerjee, M Vasudevan, SVK Kishore
    International Journal of Business and Globalisation 39 (3-4), 415-441 , 2025
    2025