Thangaraja Arumugam
Assistant Professor, Marketing analytics and Consumer Psychology
thangaraja-arumugam
Chennai, Tamil Nadu, India
Joined April 2026
Network
922 connectionsPSDCDK
DANRSG
DCDASR
DSSRDS
DBSMSB
PLJJ
AKVKSP
Network
922 connectionsSummary
Applied researcher in marketing analytics and consumer behavior who integrates data analytics and psychological perspectives to study consumer decision-making and AI-driven personalization. nih+2
Experienced academic instructor and research coordinator at VIT Chennai with responsibilities spanning teaching, research supervision, and outreach/leadership roles within the business school. ac+2
Pursues continuous professional development via executive education and certifications (University of Texas PGP-BABI, IIM Kozhikode analytics program, MICA digital marketing), applying these skills in teaching and research. google+2
Active scholarly publisher with contributions to peer-reviewed journals, book chapters and working papers, and holds patents in areas such as social mining, image processing and deep learning. igi-global+2
Work
Education
Projects
Writing
Transforming data to delight: AI-led campaign personalization shapes digital natives’ intention to accept over a TAM-VAM approach
February 1, 2026Empirical study integrating the Technology Acceptance Model (TAM) and Value-based Adoption Model (VAM) to explain digital natives' intention to accept AI-led campaign personalization in cause-related marketing.
Key Drivers of Shopping Intention Revealed Through Necessary Condition Analysis
July 1, 2025Working paper exploring necessary conditions of key predictors for shopping intention.
Portraying Women in Advertisements: An Analogy Between Past and Present Portrayals
March 1, 2022Examination of how women are portrayed in advertisements comparing historical and contemporary representations (journal article).
Unlocking the Power of Artificial Intelligence and Machine Learning in Transforming Marketing as We Know It
Book chapter discussing the role of AI and machine learning in transforming marketing practices and analytics.