Thangaraja Arumugam
Assistant Professor, Marketing analytics and Consumer Psychology
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983 connectionsSummary
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.
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