Faculty at School of Management and Entrepreneurship

Sainaz Sardar

Sainaz Sardar

Assistant Professor

School of Management and Entrepreneurship


Contact Information

Influencer marketing, Social media advertising, Consumer behaviour, Sustainable consumption

2025, Ph.D, Indian Institute of Management Ranchi

2020, M.Com, Jadavpur University, Kolkata

2018, B.Com, Jadavpur University, Kolkata

  1. Sardar, S., Vijay, T.S. & Sarkar, S. (2024) Examining the influence of source factors and content characteristics of influencers’ post on consumer engagement and purchase intention: A moderated analysis. Journal of Retailing and Consumer Services, 79(2), 1-13
  2. Sardar, S., & Vijay, T.S. (2025). Social media influencers and purchase intention: A review and research agenda. International Journal of Consumer Studies, 49(3).

Conference Presentations:

  1. Sardar, S., & Vijay, T.S., (2024). “Influencer marketing and consumer’s negative emotion” AI for sustainable marketing” Bridging Innovation and Responsibility, ANZMAC 2024, December 2-4, University of Tasmania, Hobart, Australia.

Editorial assistance at the editorial office of IRJMS (June 2024- March 2025)

  1. International Journal of Consumer Studies- Reviewer
  2. Journal of Foodservice Business Research- Reviewer
  3. ANZMAC 2024- Reviewer