Dr Durga Nagarajan

  • Lecturer in Marketing and Analytics (Management)

Biography

Durga Nagarajan is Lecturer (Assistant Professor) in Marketing and Analytics at the University of Glasgow Adam Smith Business School. Prior to joining the Adam Smith Business School, she worked at the University of Southampton as an Assistant Professor of Marketing where she was a Senior Tutor for the Undergraduate Marketing Program and has been nominated and won various teaching and rising star awards. She has a PhD in Marketing from Middlesex University, UK. She holds a BA (Hons) in Advertising, PR, and Media from Middlesex University, Dubai, and an MA in Marketing Communications from Middlesex University, UK. Prior to her academic career, she ran a digital marketing consultancy in Dubai, UAE and Chennai. She is also a member of the Academy of Marketing and The British Academy of Management. She is a Fellow of the Higher Education Academy (FHEA), UK.

Research interests

Durga is a member of the School's Marketing research cluster.

Areas of expertise:

  • Media and communications
  • Consumer behaviour
  • Behavioural economics
  • Technology-driven innovation for strategic marketing

Durga's teaching and research interests span multiple interrelated areas, including consumer behavior, behavioral economics, and technology-driven innovation for strategic marketing. Her work is marked by a diverse range of research and publications, reflecting a holistic approach to strategic problem-solving. She specialises in applying concepts from communications, consumer psychology and artificial intelligence to explore the evolving role of technology, crisis management, and Diversity, Equity, and Inclusion (DEI) in strategic marketing and organisational behavior. A key aspect of her research involves integrating customer-focus and market-focus principles into other functional areas, including the management of the value network and human resource functions, to drive cross-functional alignment and organisational growth. Durga's research aims to drive meaningful "technovation" across ecosystems, fostering enhanced reliability, accessibility, and adoption for all stakeholders.

Publications

Prior publications

Article

Jing (Daisy) Lyu, Yan Danni Liang, Durga Vellore Nagarajan (2024) Optimizing live streaming engagement through store atmospheric cues: exploring prosocial behavior and social comparison—insights from streamers and viewers Crossref. (doi: 10.1108/INTR-01-2024-0073)

Durga Nagarajan (2024) Zoomers and healthcare choices: a study of mental processes of consumer decision-making in the digital age University of Southampton. (doi: 10.1002/cb.2382)

Rebecca Balasundaram, Gayathri Karthick, Durga Nagarajan, R. Arivazhagan, Earnest Pradeep , Surjadeep Dutta (2024) Social Media Monitoring Of Airbnb Reviews Using AI: A Sentiment Analysis Approach For Immigrant Perspectives In The UK University of Southampton. (doi: 10.59670/ml.v21iS7.8919)

Constantinos-Vasilios Priporas, Durga Vellore-Nagarajan (2023) New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19 Crossref. (doi: 10.1108/IMR-12-2021-0363)

Constantinos-Vasilios Priporas, Durga Nagarajan, Irene Kamenidou (2023) A technology-people-integrated toolkit for retail care management during a crisis University of Southampton. (doi: 10.1016/j.jretconser.2023.103304)

Constantinos-Vasilios Priporas, Durga Nagarajan, Irene (Eirini) Kamenidou (2022) Stressful eating indulgence by generation Z University of Southampton. (doi: 10.1108/EJM-06-2021-0386)

Conference Proceedings

Jing Lyu, Danni Liang, Durga Nagarajan (2023) Will typical store atmospheric cues trigger more online engagement and sales performance? A preliminary investigation of streamers and users’ insights in live streaming marketing University of Southampton.

Durga Nagarajan, Constantinos-Vasilios Priporas, Mark McPherson (2021) Pre-decisional cognitive dissonance shaping consumer behaviour within Generation Z: preliminary evidence University of Southampton.

Book Section

Durga Nagarajan, Constantinos-Vasilios Priporas, Mark McPherson (2021) Sustainable branding in healthcare within Generation Z in a developing economy University of Southampton. ISBN 9780367855703

Supervision

  • Shi, Jiafan
    Women’s leadership in quantum computing: challenges and opportunities in addressing disruptive innovation

Teaching

  • Marketing research
  • Business intelligence for practice
  • UX design 

Additional information

CV: Durga V. Nagarajan


Durga Nagarajan standing for profile photo outside the Adam Smith Building, University of Glasgow