Prof. Surbhi Choudhary is an Assistant Professor – Marketing, and she has completed her Doctorate Degree in Management from the National Institute of Technology, Kurukshetra. She holds a Master’s Degree in Business Economics from Panjab University and a Bachelor’s Degree in Commerce from the University of Delhi.

Prof. Surbhi has a total work experience of over two years. She has worked with Delhi University prior to her doctoral journey. Prior to academia, she worked with uTrade Solutions Pvt Ltd., Mohali, dealing with handling financial reconciliation and internal audits. She was actively associated with many educational NGOs supporting student mentorship and teaching (Can and Will, Shiksha). 

Her research interests include understanding innovative technology integration in consumer lives, deepfake technology and repercussions, consumer experience of immersive technologies and sustainable consumption among young generations. Also, she is acting as a reviewer for the Journal of Retailing and Consumer Services, Journal of Consumer Behaviour, Journal of Cleaner Production and Emerald Book Chapter. She is also a member of the Academy of Marketing Science and has presented her research paper in EMAC 2025.

Journal Publications

• Choudhary, S., Ahuja, Y. (2025). A Nuanced Picture of Young Consumers' Motivation for Using Intelligent Voice Assistants through a Curvilinear Analysis Lens. Journal of Global Marketing. Forthcoming.


• Saravanan, R., Choudhary, S. (2025). Disclosure of forward-looking information under IFRS reporting: the moderating role of audit quality. Managerial Auditing Journal. Forthcoming.


• Mitterer-Daltoé, M. L., Baroni, K. C., Oldoni, T. C., Kaushik, N., Choudhary, S., & Bilck, A. P. (2024). Biodegradable packaging with natural colorants added to increase the consumption of eco-friendly packaging. Journal of Cleaner Production, 477, 143894.


• Choudhary, S., Kaushik, N., Sivathanu, B., & Rana, N. P. (2024). Assessing Factors Influencing Customers’ Adoption of AI-Based Voice Assistants. Journal of Computer Information Systems, 1–18.


• Choudhary, S., Kaushik, N., & Sivathanu, B. (2023). Exploring The Critical Success Factors Of AI-based Voice Assistants: A Text Mining and Structural Topic Modelling Approach. Journal of Content, Community and Communication, 17, 96-105.


• Choudhary, S., Kaushik, N., & Sivathanu, B. (2022). Modelling the key enablers and barriers of AI-based conversational agents’ adoption: An ISM and MICMAC approach. Journal of Content, Community and Communication, 16(8), 161-180.

Book Chapter

• Choudhary, S., Mohindroo, U., & Kaushik, N. (2022). Online Learning and Academic Performance: Mapping Literature through Bibliometric Analysis. Proceedings of the International Conference on Best Innovative Teaching Strategies.

Conferences

• Bhandari, S., Kangoo, S., & Choudhary, S. (2024). Exploring the Ethical and Technical Issues of AI-Powered Devices: An Application of Critical Discourse Analysis at the International Marketing Conference (iMarC III), Indian Institute of Management Shillong & Sunway University Malaysia.


• Choudhary, S., & Kaushik, N. (2023). Identifying and exploring users’ behaviour and sentiments towards voice assistants: An application of the Netnography approach, at the International Conference on Reimagining Marketing with Technology, Indian Institute of Management Jammu, India & Deakin University, Australia. [Best Paper Award].


• Mohindroo, U., Mahajan, R., Choudhary, S., & Kaushik, N. (2021). Text analytics and sentiment analysis on customer reviews of iPhone 11 from e-commerce websites, at the Global Conference on Innovations in Management and Business, National Institute of Technology, Warangal.


• Mohindroo, U., Mahajan, R., Choudhary, S., & Kaushik, N. (2021). A Meta-Analysis Study to Evaluate the Impact of Transformational and Transactional Leadership on Job Satisfaction at the Conference on Excellence in Research and Education, Indian Institute of Management Indore.