Mayanka Singh Chhonker

My ongoing research is exploring the role of marketing and its role in creative, cultural and heritage industries as sustainable social business and business models. Specifically, I am scrutinising their sustainable ecosystems and the marketing strategies they employ with purpose–driven visions. I am investigating the intricate interplay between these ventures and their dynamic role with stakeholders. My research contributions have aimed to advance the frontiers of technology adoption and marketing knowledge. My work has been published in reputable journals, with a focus on behaviour intention, motivation, perceived risk, and mobile application adoption.