Dr. Jyotsna Rai
Associate Professor & Director

About Me

Teaching & Academic research with 16 years of experience.

  • Research Head for PGDM & BBA Programs.
  • Editor of In-house quarterly Newsletter “Prabodhan”.
  • Incorporating Experiential Learning approach for PGDM.
  • Faculty Mentor for CED Patna (Center for Entrepreneurship Development, IIBM).
  • Education: B.C.A., PGDBM, MBA, Ph.D.

Research Publications

1. Rai, J, Yadav, R.K. & Shakeel M (2022) “A Study of Factors that Affect the Online Impulse Buying Behaviour of Young Customers in Patna” Journal of Global Information and Business Strategy (JGIBS), Volume-14, Issue-1, January-December 2022, ISSN 0976-4925, DOI: https://doi.org/10.5958/2582 6115.2022.00010.8 (Google Scholar/IndianJournals.com indexed)
2. Rai, J & Yadav, R(2022) “Factors affecting the working women’s online impulsive buying behavior in Gorakhpur District of Eastern Uttar Pradesh” Journal of Positive School Psychology, Vol 6, No. 6, 191-205, June 2022, ISSN:2717-7564 (online). https://journalppw.com/index.php/jpsp (Scopus Indexed)
3. Rai, J & Yadav, R.K. (2021) “Anamnesis of how India dealt and paved entrepreneurial opportunities during the pandemic Covid-19”. SMS Journal of Entrepreneurship and Innovation, Volume
-7, Issue-2, June 2021, ISSN 2349-7920., doi: https://doi.org/10.21844/smsjei.v7i02.6437 (CrossRef/Google Scholar Indexed)
4. Rai, J & Yadav, R(2021) “The cross-regional approach of female online purchase intentions and behaviour via social media- a review and conceptual framework.” Empirical Economics Letters, Volume-20, Special Issue-3, September 2021, ISSN 1681-8997. http://www.eel.my100megs.com/volume-20-number-september-3-special-issue.htm (ABDC- C Listed)
5. Rai, J., Kumar, R,. & Yadav, G.(2021) “Applying Bibliometric and PRISMA approaches for understanding the advertising effectiveness of social networking sites (SNS)” International Journal of Mechanical Engineering, Vol 6 (Special Issue), Nov-Dec2021, ISSN: 0974-823. https://kalaharijournals.com/ijmespecialissue2021-1.php (Scopus Indexed)
6. Rai, J & Yadav, R.K. (2019) “Social media successfully paving ways towards entrepreneurial opportunities for Indian women.” Indraprastha Journal of Management, Volume-7, Issue-1, January-June 2019, ISSN 245-4175. https://www.researchgate.net/publication/342901587_Social_Media_Successfully_Paving_Ways_Towards_Entrepreneurial_Opportunities_for_Indian_Women
7. Prakash Yadav, Gyan & Rai, J(2017) “The Generation Z and their social media usage: a review and a research outline”. Global Journal of Enterprise Information System, Volume-9, Issue-2, April-June,2017; DOI: 10.18311/gjies/2017/15748
http://informaticsjournals.com/index.php/gjeis (CrossRef/ EBESCO Indexed)
Book Chapter:
Understanding Customer’s Preference and Satisfaction Towards Different Online Home Delivery Food Apps in India” Conference Proceedings: Global Information and Business Strategies, Vol10, Dec-2019, https://gitarattan.edu.in/Conference_Proceedings_2019/

Participated in Conferences 

1. Paper titled “ Investigating the Online Customer Buying Behaviour Regarding Fashion Apparel Using the Theory of Planned Behavior” at Two-day International Conference 2024 on “Recent Developments in Commerce, Business Management, Technology & Social Innovations” Organized by F.C.BM, Saral Birla University, Ranchi, Jharkhand, on 4-5 January 2024.
2. Paper titled “India’s Presidency of G20: An Opportunity for Tourism to Achieve Global Sustainable Development” at ICSSR sponsored Two-day National Seminar on “Prospects of India towards Economic Integrity of G20: Current Landscape & Future Possibilities” Organized by IFTM University, Moradabad, U.P. on 8-9 December 2023.
3. Paper titled “Exploring the Factors that Influence Working Women Consumer’s Propensity to Make Impulsive Online Apparel Buying” at Two-day National E-Conference on “Challenges and Prospects in Sustainable Business Development” Organized by Chhatrapati Shahu Ji Maharaj University, Kanpur, U.P. on 21-22 November 2023.
4. Paper titled “Using Theory of Planned Behaviour to Analyze Online Customer Intentions and Buying Behaviour” at Two-day 4th International Conference on “The Role of Innovation, Entrepreneurship and Management for Sustainable Development” Organized by School of Management, OP Jindal University, Raigarh, Chattisgarh on 3-4 November 2023.
5. Paper titled “A study on antecedents that affect the online impulse buying behavior of female apparel buyers in Patna” at Two-day ICSSR sponsored International Conference on “Inclusion & Sustainability: Building Self-reliant India” Organized by U.P. Rajashri Tandon Open University, Prayagraj, U.P. on 13-14 March 2023.
6. Paper titled “The Dominance of Personalized Facebook Advertising on Women Customer’s Online Buying Behaviour: A Case of Varanasi City” at ISDSI Global Conference 2022, held at Jagdish Sheth School of Management (JAGSoM), Bengaluru, 27-29 December 2022.
7. Paper titled “Exploring the factors affecting the teenagers’ attitudes and online buying intention in the Moradabad district of Uttar Pradesh” at International Conference on “The Role of Innovation, Entrepreneurship and Management for Sustainable Development” organized by School of Management, OP Jindal University, Raigarh, on 25-26 November 2022.
8. Paper titled “Anamnesis of in what way India dealt with the pandemic Covid-19” at International Conference on “Global Evaluations through and post COVID-19 Times” at Lexicon Management Institute of -Leadership and Excellence, Pune on 4-5 September 2021.
9. Paper titled “An E-learning about the Influence of Social Media on Women’s Intention towards Online Apparel Buying.” At the Two-day Virtual National Conference on “Transformation of Technology in Higher Education,” Organized by the Central University of Tamil Nadu, the Central University of Jharkhand, and SRM Institute of Science and Technology, Chennai, on 27-28 April 2021.
10. Attended a National Virtual Conference on “Prospects and Challenges in Rural Marketing” organized by IIBM, Patna, and Dr. Zakir Hussain Institute, Patna, on 09 January. 2021.
11. Paper titled “Understanding Customer Preference and Satisfaction towards Different Food Apps.” At the International Conference on “Global Information and Business Strategies” organized by Gitarattan International Business School, New Delhi, on 13-15 December 2019.
12. Paper titled “Social media paving ways towards entrepreneurial opportunities for women” at National Conference on “Entrepreneurship Development and Technological Innovation” organized by Harcourt Butler Technical University, Kanpur, held on 01-02 March 2019.

Faculty Development Programs

1. National online workshop on “SEM using SPSS AMOS” organized by P.G.& Research Department of Commerce, St. Peter’s College, Kolenchery, from 9-15 October 2023.
2. Mergen BioLogics organized an online “SEM using SPSS AMOS” workshop from March 7 to 12, 2022.
3. Online FDP on “Pedagogy and Research Methodology using R programming” conducted by IIM-Vishakapatnam online from 5-16 July 2021.
4. “SPSS-Master Workshop” held online from 26-28 March 2021, organized by Commacad
5. A seven-day FDP on “Multivariate Data Analysis” jointly conducted by the University of Calcutta and Exceller Open from 17-23 March 2021
6. A one-week AICTE-sponsored online training on “Business Data Analysis and Research Publication” was held on 2-7 November 2020, organized by the Faculty of Management Studies, Shri Shankaracharya Group of Institutions, Chattisgarh.
7. Sahyog Seva Sansthan, Rajasthan, organized a five-day online workshop on “Multivariate Business Data Analysis-I ” from July 27 to 31, 2020.
8. A seven-day “Research Data Analysis” workshop organized by Samprati Sansthan, Udaipur, Rajasthan, was held from June 24 to 30, 2020.

Innovations in Teaching

1. Applying the experiential learning concept in market and consumer understanding with IIBM students of PGDM. This approach helps students understand the relevance of research from academic and industrial perspectives and gives them scope to develop their careers as market researchers and research content analysis.

2. Implementing activity-based research skills with IIBM’s BBA students with projects and assignments related to Marketing. Students are given the opportunity to explore the secondary sources of data collection and present their findings through charts and other pictorial representations.

3. Students at IIBM are encouraged to conduct a market survey, gather primary data, and learn software tools and statistical techniques to generate the analysis. These activities encourage and acquaint students with the practical working of Microsoft Office Suit.