Contact
sudarsanjayasingh@mccbtsb.edu.in
Contact
sudarsanjayasingh@mccbtsb.edu.in
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Dr. Sudarsan Jayasingh

,

Associate Professor

OVERVIEW

Dr. Sudarsan Jayasingh has over 27 years of experience in teaching and research, having served at leading institutions in India and Malaysia. His research interests include brand management, consumer behaviour, digital marketing, and technology adoption. He has published extensively in indexed journals, book chapters, and conference proceedings, and serves on editorial boards and as a reviewer for reputed marketing and management journals. Dr. Sudarsan has received several awards for teaching and research, convened international conferences, and conducted numerous faculty development programs, workshops, and corporate training sessions. His teaching interests span Brand Management, Consumer Behaviour, International Marketing, Marketing Management, Strategic Management, and Business Analytics.

Education

  • Doctor of Philosophy (Ph.D.) in Management, Vellore Institute of Technology, 2017.
  • Master of Business Administration, Marketing, Madurai Kamaraj University, 1997.
  • Bachelor of Science, University of Madras, 1995.

EXPERIENCE

  • Associate Professor, SSN School of Management, Sri Sivasubramaniya Nadar College of Engineering, Chennai.  (2023 to 2025)
  • Assistant Professor, SSN School of Management, Sri Sivasubramaniya Nadar College of Engineering, Chennai.  (2012 to 2023)
  • Lecturer, School of Business, Swinburne University of Technology (Sarawak Campus). (2007 to 2012)
  • Lecturer, School of Business, KDU College, Malaysia. (2001 to 2007)
  • Lecturer, Department of Management Studies, Vels College of Science, Chennai. (1998 to 2001)
  • Marketing Executive Trainee, IPCA Laboratories Ltd. (India). (1997 to 1998)

BIOGRAPHY

Training and Consultancy

  • Design and development of Value Proposition Research for Social Networking App. (2021-23)
  • Conducted Marketing and Branding training program for Executives (2024 – 2025)

Awards and Recognitions

  • Best Faculty Award 2019-20, SSN School of Management
  • Best Faculty Award 2015-16, SSN School of Management
  • Distinguished Paper Award in eCASE conference Singapore 2009
  • Certificate of Merit Award 1999-2000, Vel’s college of science
  • Qualified UGC-NET in Management, 2015.

Professional Affiliations & Certifications

  • Editorial Board Member in PLOS ONE  Journal
  • Editorial Board Member in International Journal of e-Collaboration (IJeC)
  • AIMA Biz Lab Certified Trainer

International Conference and Workshops

  • Organized international conference on Emerging Trends in Business & Management (ICETBM2023) on February 24 and 25, 2023, with the theme “Business Intelligence and Analytics as Drivers for Digital Transformation”.
  • Organized workshops for students and faculty in marketing, activity-based learning and research methodology. Also participated as resource person in workshops conducted by other institutes.

Publications

Journals

  • Jayasingh S., Sivakumar A, Vanathaiyan AA. (2025) Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research. 20(1):17. https://doi.org/10.3390/jtaer20010017 

Scopus, WoS – SSCI, Q1, ABDC “B”.

  • Shili, M., Jayasingh, S., Hammedi, S. (2024) Advanced Customer Behavior Tracking and Heatmap Analysis with YOLOv5 and DeepSORT in Retail Environment. Electronics, 13, 4730. https://doi.org/10.3390/electronics13234730 Scopus, WoS – SCIE, Q2.
  • Sivakumar, A., Jayasingh, S., and Shaik, S. (2023) Social Media Influence on Students’ Knowledge Sharing and Learning: An Empirical Study. Education Sciences. 13, 745. https://doi.org/10.3390/educsci13070745 Scopus, WoS – ESCI, Q1.
  • Jayasingh S., Girija T., and Arunkumar S. (2022). Determinants of Omnichannel Shopping Intention for Sporting Goods. Sustainability. 14(21):14109. https://doi.org/10.3390/su142114109 Scopus, WoS – SCIE, Q1.
  • Jayasingh S., Girija T., and Arunkumar S. (2021) Factors Influencing Consumers’ Purchase Intention towards Electric Two-Wheelers. Sustainability. 13(22):12851. https://doi.org/10.3390/su132212851 Scopus, WoS – SCIE, Q1.
  • Jayasingh S. (2019) Consumer brand engagement in social networking sites and its effect on brand loyalty, Cogent Business & Management, 6:1, DOI:10.1080/23311975.2019.1698793 Scopus, WoS – ESCI, Q2.
  • Jayasingh, S. & Eze, U. C. (2012). Analyzing the Intention to Use Mobile Coupon and the Moderating Effects of Price Consciousness and Gender. International Journal of E-Business Research (IJEBR), 8(1), 54-75. https://doi.org/10.4018/jebr.2012010104, Scopus, WoS – ESCI, Q4.

Book Chapters and Case Studies

  • Jayasingh S., Boobalan K., and Thiagarajan T. (2023) Proceedings of the International Conference on Emerging Trends in Business & Management (ICETBM 2023), Springer (Edited Book). https://www.atlantis-press.com/proceedings/icetbm-23
  • Thiagarajan, T., Jayasingh, S. (2023). Generation Z’s Satisfaction with Artificial Intelligence Voice Enabled Digital Assistants. In: Mercier-Laurent, E., Fernando, X., Chandrabose, A. (eds) Computer, Communication, and Signal Processing. AI, Knowledge Engineering and IoT for Smart Systems. ICCCSP 2023. IFIP Advances in Information and Communication Technology, vol 670. Springer, Cham. https://doi.org/10.1007/978-3-031-39811-7_9 
  • Jayasingh, S., and Thiagarajan, T. (2022). Factors Influencing the Helpfulness of Online Consumer Reviews. In: Kalinathan, L., R., P., Kanmani, M., S., M. (eds) Computational Intelligence in Data Science. ICCIDS 2022. IFIP Advances in Information and Communication Technology, vol 654. Springer, Cham. https://doi.org/10.1007/978-3-031-16364-7_14 
  • Rebranding Fair & Lovely: Calling it Fair was Never so Unfair. AIMA and ICRC (2020). https://www.caseresearchaima.in/frontend/product_display/293 (Case Study)
  • Venkatesh, R. & Jayasingh, S. (2017). Transformation of Business through Social Media. In N. Rao (Ed.), Social Media Listening and Monitoring for Business Applications (pp. 1-17). IGI Global. https://doi.org/10.4018/978-1-5225-0846-5.ch001
  • Jayasingh, S. & Eze, U. C. (2013). Consumers’ Adoption of Mobile Coupons in Malaysia. In I. Lee(Ed.), Strategy, Adoption, and Competitive Advantage of Mobile Services in the Global Economy(pp. 90-111). IGI Global. https://doi.org/10.4018/978-1-4666-1939-5.ch005
  • Jayasingh S. and U. C. Eze, Exploring the Factors Affecting the Acceptance of Mobile Coupons in Malaysia, 2009 Eighth International Conference on Mobile Business, Dalian, China, 2009, pp. 329-334, doi: 10.1109/ICMB.2009.63.
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