| Measuring Consumer Perception of Social Media Marketing Activities in E-commerce Industry: Scale Development & Validation M Yadav, Z Rahman Telematics and Informatics (SSCI, Impact Factor: 3.4, ABDC) 34 (7), 1294-1307, 2017 | 776 | 2017 |
| The Influence of Social Media Marketing Activities on Customer Loyalty: A Study of E-commerce Industry M Yadav, Z Rahman Benchmarking: An International Journal (Scopus, ABDC-B, ESCI and ABS) 25 (9 …, 2018 | 516 | 2018 |
| Mobile social media: The new hybrid element of digital marketing communications M Yadav, Y Joshi, Z Rahman Procedia-social and behavioral Sciences 189, 335-343, 2015 | 211 | 2015 |
| Social Media as a Marketing Tool: Opportunities and Challenges M Yadav Indian Journal of Marketing (Scopus & ABDC) 47 (3), 16-28, 2017 | 79 | 2017 |
| Social media marketing: literature review and future research directions M Yadav, Z Rahman International Journal of Business Information Systems (Scopus & ABDC) 25 (2 …, 2017 | 78 | 2017 |
| Customer co-creation through social media: The case of ‘Crash the Pepsi IPL 2015’ M Yadav, S Kamboj, Z Rahman Journal of Direct, Data and Digital Marketing Practice (Scopus & ABS) 17 (4 …, 2016 | 78 | 2016 |
| Modelling the predictors of young consumers' sustainable consumption intention Y Joshi, D Sangroya, AP Srivastava, M Yadav International Journal of Nonprofit and Voluntary Sector Marketing (Scopus …, 2019 | 57 | 2019 |
| Impact of social media and customer-centric technology on performance outcomes: the mediating role of social CRM capabilities S Kamboj, M Yadav, Z Rahman International Journal of Electronic Marketing and Retailing (Scopus & ABDC …, 2018 | 48 | 2018 |
| The social role of social media: the case of Chennai rains-2015 M Yadav, Z Rahman Social Network Analysis and Mining (ESCI & Scopus) 6 (1), 101, 2016 | 46 | 2016 |
| Impact of Social CRM Capabilities on Firm Performance: Examining the Mediating Role of Co-Created Customer Experience S Kamboj, M Yadav, Z Rahman, P Goyal International Journal of Information Systems in the Service Sector (Scopus …, 2016 | 29 | 2016 |
| Bharat to India: A case of connecting IFFCO brand with generation Y S Kamboj, M Yadav, Z Rahman International Journal of Business Excellence (Scopus and ABDC) 13 (4), 415-427, 2017 | 4 | 2017 |
| User adoption of digital currency: A systematic review and future agenda using TCCM approach V Singh, M Yadav Central Bank Review 25 (1), 100183, 2025 | | 2025 |
| Measuring the influence of consumer engagement on followership, consumer trust and purchase intention: a study of live streaming e-commerce in India (Scopus & ABDC-C) C Mahapatra, R Kukreti, M Yadav, Y & Joshi International Journal of Electronic Marketing & Retailing, 2025 | | 2025 |
| User adoption of digital currency: A systematic review and future agenda using TCCM approach (Scopus & ABDC C) M Yadav, V Singh Central Bank Review 25 (1), 1-16, 2025 | | 2025 |
| The Role of Green Marketing Orientation in building Trust, Green Image, and Purchase Intentions in AI-Driven Sharing Accommodation Platforms in India R Kukreti, M Yadav | | 2024 |
| Exploring The Role of Brand Nostalgia and Social Media Connectedness: An Influential Factor for Brand Page Engagement. C Mahapatra, M Yadav | | 2024 |
| The Influence of Green Marketing Orientation on Repurchase Intention: A Study of Travel and Tourism Sites R Kukreti, M Yadav | | 2024 |
| Anticipating Consumer’s Repurchase Intention Due to The Effect of Green Marketing Orientation: A Travel and Tourism Industry Perspective R Kukreti, M Yadav | | 2024 |
| The influence of brand personality on brand love, perceived quality and purchase intention: a study of e-retailing sites M Yadav, R Kukreti Global Knowledge, Memory and Communication (Scopus, ESCI, ABDC-B), 2023 | | 2023 |
| Effect of Social Media Marketing Activities on Customer Loyalty in E-Commerce Industry M Yadav IIT-Roorkee (Awarded), 2018 | | 2018 |
Zillur RahmanProfessor, Department of Management Studies, IIT RoorkeeAdresse e-mail validée de ms.iitr.ac.in