Dr. Shernaz F Muglai is an accomplished academician and marketing expert having both academic and professional experience. Prior to joining NMIMS, SOBA, Mumbai she was associated with Indian Institute of Management, Ahmedabad as a research and academic associate. She holds a PhD in Consumer Engagement and Social Media Advertising, which she completed in 2023. Her expertise lies in the field of Marketing, with focus on Consumer behaviour, brand interactions, sentiment analysis. With over eleven years of professional experience, she has spent more than seven years in academia and over four years in banking and financial industry. As an Assistant Professor, she contributes significantly to the academic community, specializing in Marketing Management and Consumer studies. Being a growth oriented and academically driven, she holds immaculate strength in the marketing domain. Her research interest’s center around understanding the response of advertisements and their impact on purchase intent, brand interactions on social media, as well as exploring topics related to the sharing economy and brand management. She has worked on sentiment analysis on social media comments using Python by using various libraries. Her subject area of interest include Marketing Management, Consumer behaviour, Product development and Design thinking.
She has been a part of the second cohort of the 2023 MISQ Scholarly Development Academy. She has actively participated in various conferences, workshops, and seminars, presenting her research findings and staying abeam of the latest developments in her field. Notable events include presentations at Mudra Institute of Communications, Ahmedabad, Chimanbhai Patel Institute of Management and Research, Ahmedabad. Also, been a part of conferences such as the NSE Centre for Behavioral Science, Indian Institute of Management Ahmedabad (BSIM Conference) and the Indian Institute of Management, Ahmedabad conference on Marketing in Emerging Economies. She has published research papers in peer reviewed journals.
In her leisure hours, she indulges in various creative pursuits, including artwork and travelling. Her idea of engaging in recreational activities is simply unwinding while enjoying the beach atmosphere and tranquillity.
