Area of Specialization
Avatar Marketing
Consumer Behaviour
Advertising
Metaverse
Year of Entry
2022
Email
thavaprakash@tsm.ac.in
Research Supervisor
Dr. Nachiketas Nandakumar
Education
An Alumnus of Thiagarajar School of Management
Have completed Master of Business Administration with specialisation in Marketing and Human Resource in 2019
Have completed Bachelor’s degree in Electrical and Electronic Engineering in 2017
Achievements
Have completed National Eligibility Test for Assistant Professor (UGC_NET) in the year June 2020 conducted by University Grants Commission
Industry Experience
Was associated with Walkaroo International Pvt Ltd as a Territory Sales Manager for 3 years
Have handled a Major product category’s sale for 9 districts which includes 13 Sub Categories across 15 Dealers and 105 Sub-Dealers and 6000+ retail Outlets
Have excelled in Sales Forecasting, Distribution Handling, channel management, MS Office and in marketing data analysis skills
Professional Activities
1. Visiting Scholar:
- Visiting Research Scholar at Beijing University of Chemical Technology (BUCT), Beijing, China
- Invited Duration – 27/04/2024 – 10/05/2024
- Visiting Research Scholar at Nantong University (NTU), Nantong, China
- Invited Duration – 11/05/2024 – 25/05/2024
2.Peer review
Ad Hoc reviewer of Manuscripts from
- Journal of Consumer Marketing (Emerald) – ABDC -A; IF: 3.1; Q1
- Computers in Human Behavior (Elsevier) – ABDC- A; ABS-3; IF: 9.0
- Journal of Advertising Research (Taylor & Francis) – ABDC- A; ABS-3; IF: 3.5
- Qualitative Market Research (Emerald) – ABDC- B; ABS-2; IF:2.1
- Management Decision (Emerald)- ABDC: B; ABS-2; IF:5.8
- Socio-Economic Planning Sciences (Elsevier) – ABDC- C; ABS-2; IF: 6.2
- Environment, Development and Sustainability (Springer) IF: 4.7
Book Chapter – Manuscript Review of
- IGI Global Scientific publishing – Leveraging AI-Powered Marketing in the Experience – Driven Economy, Scopus Indexed
3.Grant Received:
- Funding agency: Sawtooth Software
- Funding subtype – Academic Grant
- Title of funded project – Choice-Based Conjoint Analysis on Avatar Design: Exploring the Consumer Preferences
- Duration of Grant – 9 months (March 2024 to Dec 2024)
Rewards for Grant :
- Full access to Discover or Lighthouse Studio
- Unlimited respondents
- Free technical support
- Access to webinars, technical papers, and other online resources
Publications
- Thavaprakash Arulsivakumar, Senthil V (2025) Cognitive analysis of EWOM sentiments from TripAdvisor perspectives using ChatGPT, Springer Book Title – ICT for Intelligent Systems (Scopus indexed)
- Tejas R. Shah, Sonal Purohit, Manish Das, Thavaprakash Arulsivakumar; Do I look real? Impact of digital human avatar influencer realism on consumer engagement and attachment. Journal of Consumer Marketing 11 June 2025; 42 (4): 416–430. https://doi.org/10.1108/JCM-05-2024-6853 (ABDC – A, Q1)
- A. Thavaprakash, E. Esakkimuthu, K. Navinkumar, S.J. Prabhu (2017) Control of Small Wind Turbine in the High Wind Speed Region, International Journal of Latest Engineering Research and Applications (IJLERA), Volume – 02, Issue – 03, March – 2017, PP – 118-122, ISSN: 2455-7137 http://www.ijlera.com/papers/v2-i3/part-II/36.201703140.pdf
Conference Presented
- Presented a paper titled A Mixed Method Approach on Avatar in Airlines Industry at the Management Education and Research Colloquium (MERC), 2024, held at the Indian Institute of Management, Kashipur on 31st May to 2nd June 2024
- Presented a paper titled Avatars in the airlines industry – A content and conjoint analyses approaches at the 3rd International Marketing Conference (iMarC III) held at the Indian Institute of Management Shillong on 30th & 31st of January 2024
- Presented a paper titled Avatar Effectiveness in Online Customer Engagement: A Content Analyses Perspective for Corporate Websites in MARKCON 2024 held from January 04-06, 2024, at Indus Business Academy (IBA), Bangalore.
- Presented a paper titled Analyzing Avatar’s Effectiveness in Engaging Online Consumers through Content Analysis at 17ᵗʰ NASMEI Conference held at Great Lakes Institute of Management, Chennai, India on 18ᵗʰ – 19ᵗʰ December, 2023
- Presented a paper titled Impact of Avatars on Consumer Search Preferences: An Education and Medical Tourism Context at VIPANAN, an International Marketing Conference hosted by Indian Institute of Management Visakhapatnam, Andhra Pradesh, India during May 5 – 6, 2023.
- Presented a paper titled Impact of Avatar Marketing on Consumer Preferences at the 16th NASMEI Conference held at Great Lakes Institute of Management, Chennai, India on 19th – 20th December 2022
