• Doctor of Philosophy (Ph.D.) in Management

Thesis title: An Empirical Investigation to Study the Pathos and Logos on Online Purchasing Behaviour (With Special Reference to the Online Consumers of Uttar Pradesh) 

Supervisor: Prof. Kushendra Mishra, School of Management & Commerce, Department of Management Studies, Babasaheb Bhimrao Ambedkar University (A Central University), Lucknow, Uttar Pradesh, India.

Salient features :

My thesis proposes "Out of three Aristotle's rhetorical appeals- Ethos, Pathos & Logos, the two appeals Pathos and Logos, are used as the psychological behaviours in this study that influence the online consumer's purchase decision. This research presents the mediation and moderation effects of Pathos and Logos on online purchasing behavior (OPB). It contributes to the existing literature of the online consumer's purchase decision"

• Qualified UGC-National Eligibility Test for Assistant Professor.

• Master of Business Administration from Mahatma Gandhi Kashi Vidyapith, Varanasi, 2000.

• B.Sc. (Physics, Chemistry) from Deen Dayal Upadhyaya Gorakhpur University, Gorakhpur, 1997.