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Dr. S. Saibaba
🎓 Academic Qualifications
  • MBA,MFM, MA
  • MPhil
  •  PhD
  • Associate Professor – Marketing & Chairperson – Admissions
đŸ‘€About

Dr. S. Saibaba has a Master’s in Business Administration from the University of Madras specializing in Marketing. He has got M.Phil from Bharathidasan University and Ph.D. from Acharya Nagarjuna University. He has over 18.5 years of PG teaching experience and one and half years of Industry experience. His doctoral thesis was in e-consumer behavior with special reference to adoption of Internet Banking in India. He has taken part and presented research papers in various National and International Conferences. He has also published research papers in peer-reviewed journals in Diffusion of Innovation and e-Consumer Behavior. He has also attended various workshops and training programs in leading management schools like ISB, IIM-Kozhikode, IBS, and NIT-Calicut.

🔬 Research & Publications

Research Interests
  • Disruptive Innovation
  • Virtual Branding
  • Customer Engagement and Customer Value Chain
Courses Offered
  • Marketing Research
  • Leadership
  • Marketing Analytics
  • Brand Management, Services Marketing
  • Consumer Behavior, Integrated Marketing Communications

Positions Held / Associated With

  • Worked as Assistant Professor in School of Business, Alliance University, Bangalore.
  • Worked as Assistant Director–Academic in Siva Sivani Institute of Management, Hyderabad.
  • Worked as Assistant Professor in Siva Sivani Institute of Management, Hyderabad.
  • Worked as Assistant Professor in CMR College of Engg. & Tech., Hyderabad.
  • Worked as Assistant Professor in DVR PG Institute of Management, Hyderabad.
  • Worked as Educational Representative in Tata McGraw Hill Publishing, Chennai.

Professional Experience

He has also done his M.A in Advertising and Public Relations from Madurai Kamaraj University (DDE), Madurai. He has also got UGC-NET certificate in 2012. He has been a co-convener and successfully organized a National and International Conference in the area of Marketing. He has proficiency in computer applications and statistical packages like MS-Excel, IBM SPSS & AMOS, R and Tableau.

Dr. Saibaba has also designed and conducted various MDPs and FDPs on marketing analytics, creativity, innovation and design thinking, multivariate analysis, structural equation modeling, and systematic literature review with bibliometric Analysis.

Publications

  1. S. Saibaba, Arijit Santikary & Pankaj Mohanty (2012). Services Marketing in India–Changing Paradigms. Hyderabad: Siva Sivani Institute of Management [978-81-905242-0-6].
  2. S. Saibaba, Arijit Santikary & M Pratima (2013). Innovative Marketing Strategies for Emerging Markets–What’s Next. Hyderabad: Siva Sivani Institute of Management [978-81-905242-0-4].
  3.  
  1. Saibaba, S. (2025). Gender Differences in Digital and Psychological Drivers of Consumer Behavior: Evidence from India. Contemporary Research in Management, Volume XIV edited by Prasad S N.; Venkatraja, B; Sriram, M; Vasumathy Hariharan S.; and Riyazahmed, K. Mysore: Shri Dharmasthala Manjunatheshwara Research Center for Management Studies (SDMRCMS), SDMIMD, ISBN: 978-9383302-76-5.
  2. Saibaba S. (2024). Instant Gratification: The Quick Commerce Phenomenon in India. Cases in Management: Volume XIII. Edited by: Prasad S N.; Venkatraja, B; Sriram, M; Vasumathy Hariharan S.; and Riyazahmed, K (Editors); Mysore: Shri Dharmasthala Manjunatheshwara Research Center for Management Studies (SDMRCMS), SDMIMD, ISBN: 978-93-83302-75-8, pp. pp.57-74.
  3. Saibaba S. (2022). The effects of Perceived Trust and Price Saving Orientation on Customer Loyalty mediated by Customer Satisfaction – A Multigroup Analysis in the Mobile Shopping Context. Contemporary Research in Management : Volume XI by N.R. Parasuraman, B. Venkatraja, M. Sriram, G. Srilakshminarayana and K. Riyazahmed (Editors),  Mysore: Shri Dharmasthala  Manjunatheshwara Research Centre for Management Studies (SDM RCMS), SDMIMD. ISBN: 978-93-83302-56-7, pp.149-194.
  4. Saibaba S. (2021). Research Trends in Mobile Shopping Behavior: A Bibliometric Analysis. Contemporary Research in Management – Vol. X by  Venkatraja B. and Sengupta, Nilanjan [Editors]. Mysore: Shri Dharmasthala Manjunatheshwara Research Centre for Management Studies (SDM RCMS), SDMIMD. [ISBN: 978-93-83302-49-9].
  5. S. Saibaba. (2010). Perceptions of Service Quality and Customer Satisfaction of Online Shopping Websites in India. Ideas, Insights and Innovations on Management Research–An International Perspective by P. David Jawahar [Editor]. Tiruchirappalli: MacMillan Publishers India Ltd [023-032-889-X].
  6. T. Thirumal Reddy & S. Saibaba (2010). Service Quality Determinants of E-Commerce Websites: A Content analysis. Strategic Quality Management through Innovation and Value Creation by GVRK Acharyulu & B Raja Shekhar [Editors]. Hyderabad: Excel Books [978-81-7446-825-3].
  7.  
  1. Saibaba S. (2022). An Empirical Model of Continuance Intention toward Mobile Wallet Services in India. Indian Journal of Commerce and Management Studies, ISSN:  2249-0310, E ISSN : 2229-5674, V.13(3), pp.1-10. 
  2. Saibaba, S., (2009). Users’ Attitude Toward Online Music Websites and Perceived Risks in Buying Music Online. Journal of Marketing Trends, ISSN: 0976-0881, Vol. 1 (2), 57-65.
  1. Presented a Paper on “Sports Sponsorship as a Marketing Communication Tool” at National Conference on Emerging Paradigms on Marketing conducted by Dhruva College of Management, Hyderabad in July 2008.
  2. Presented a Paper on “Building Brands on the Internet–Researchers’ Perspective” at the State Level Conference on Marketing Challenges in 21st Century organised by A.V. College, Hyderabad in December 2008.
  3. Presented a Paper on “Influence of Website Exposure on Brand Awareness” at National Conference on Emerging Issues in Management in the Changing Corporate World at Kavikulguru Institute of Technology & Science, Nagpur in January 2010.
  4. Presented and won the Best Paper Award for a paper on “Customer Switching Behaviour in Cellular Services – An Indian Scenario” at National Conference on Management–A Changing Scenario, at Panimalar Engineering College, in March 2010.
  5. Presented a Paper on “Advertising Strategies used by Services Marketers in India: A Content Analysis” at National Conference on Emerging Trends in Business organised by CHRIST University, Bangalore in March 2011.
  6. Presented a paper on “Factors influencing the adoption of Internet banking services in India – SEM Approach” at National Seminar on Multivariate Analysis for Management Research organised by Dept. of Business Management, Osmania University in September 2013.
  7. Presented a paper on “Factors Influencing Customers’ Intentions to Use Internet Banking: Model Development and Test” at National Conference on management and Social Sciences – Its Impact on Sustainable Development organised by SMS-CBIT in October 2013.
  1. Saibaba S (2026). Decoding Customer Satisfaction and Loyalty in the Era of Smartphone Shopping Applications in India– Moderating Effect of Experience. Journal of Business and Management Studies, ISSN: 2709-0876, V.8(4), pp.1-32, DOI: 10.32996/jbms.2026.8.4.1
  2. Saibaba, S. (2025). Determinants of customer loyalty in mobile shopping apps: Extending expectation-confirmation theory in the Indian context. Innovative Marketing, ISSN: 1814-2427 (Print); 1816-6326 (Online), V.21(4), pp.318-336. doi:10.21511/im.21(4).2025.23. (SCOPUS)
  3. Saibaba, S. (2024). Exploring the Influence of Trustworthiness and Cost Savings on Customer Loyalty in Mobile Shopping. European Economic Letters, ISSN 2323-5233, V.14(1), https://doi.org/10.52783/eel.v14i1.1206, pp.1492-1497.
  4. Saibaba, S. (2024). Online Compulsive Buying Behavior of Young Consumers in India – Examining the role of Smartphone Addiction, Social Media Addiction, Fear of Missing Out (FOMO) and Impulsive Buying Behavior. Journal of Informatics Education and Research, ISSN: 1526-4726, V.4(1), pp.155-167.  
  5. Saibaba, S (2023). Understanding Post-Adoption Behavior in the Context of Mobile Wallet Applications: an Integrated Model. Korea Review of International Studies, ISSN – 1226-4741, Vol.16 (47), June, pp.84-98, (ABDC).   
  6. Saibaba, S (2023). Examining the Determinants of Mobile Banking App Continuance Intention in India: An Extension of the IS Success Model. Journal of Internet Commerce, ISSN: 1533-2861(P); ISSN: 1533-287X(O), DOI: 10.1080/15332861.2023.2236428 (SCOPUS, ABDC).
  7. Saibaba, S (2023). Customer Loyalty in E-Commerce: a Review and Bibliometric Analysis. Korea Review of International studies, ISSN: 1226-4741, Vol.16(42), January, pp.139-167, (ABDC).
  8. Saibaba,S., (2021). Bibliometric Analysis and Visualization of Online Consumer Behavior – Past, Present and Future. Saudi Journal of Business and Management Studies, ISSN 1524-6671, Vol. 6 (8), 268-291.
  9. Bhattacharjee, M., & Saibaba, S. (2018). Disruptive Value Creation in Business: A Case Based Analytical Study to Understand the Potential Impact of Disruptive Value on Competitive Forces. Management Today, ISSN: 2348-3989 (Online); 2230-9764 (Print), 8(3), 247-254.
  10. Saibaba, S., (2014). Factors Influencing Customers’ Intentions to Use Internet Banking: Model Development and Test. International Journal of Innovative Technology & Adaptive Management (IJITAM), ISSN: 2347-3622, Volume-1, Issue-5, 202-206.
  11. Saibaba, S., & Murty, TN. (2014). Influence of Demographic Factors of Consumers on Internet Banking Adoption in India. Intercontinental Journal of Marketing Research Review, ISSN: 2321-0346 (Online), 2347-1670 (Print), Vol. 2, Issue 2, 49-62.
  12. Saibaba, S., & Santikary A. (2014). Business Students’ Perception Toward Sales as a Career in India: An Empirical Investigation. Intercontinental Journal of Marketing Research Review, ISSN: 2321-0346 (Online), 2347-1670 (Print), Vol. 2, Issue 2, 63-71.
  13. Saibaba, S., & Murty, TN (2014). Acceptance of Consumers on Internet Banking Services–An Empirical Study in India. PRIMAX International Journal of Finance, ISSN: 2348-0475, Vol. 1, Issue 2, 77-84.
  14. Saibaba, S. and Murthy, T. Naryana (2013). Factors Influencing the Behavioral Intention to Adopt Internet Banking: An Empirical Study in India. Researchers World: Journal of Arts, Science and Commerce, ISSN: 2231-4172 (Print); 2229-4686 (Online), Vol. IV, Issue 4(1), 77-91.
  15.  
  1. Saibaba S. (2022). The effects of Perceived Trust and Price Saving Orientation on Customer Loyalty mediated by Customer Satisfaction. International Conference on Future of Business: Opportunities in a Post-Pandemic world-2022 organized by IMT, Nagpur, April 22-23, 28 pages.
  2. Saibaba S. (2022). An Artificial Neural Network approach for predicting antecedents of m-commerce loyalty. AMI2022 – The 6th Advances in Management and Innovation Conference 2022 organized by Cardiff School of Management, UK, May 19-20, 14 pages.
  3. Presented a Paper on “Building Customer Relationship @ Banks: The Web Experience” at International Conference on Management Science & Arts conducted by Faculty of Management Studies, Gurukul Kangri University, Haridwar in September 2008.
  4. Presented a Paper on “Users’ Attitude Toward Online Music Websites and Perceived Risks in Buying Music Online” at the International Conference on Marketing and Business Strategy (ICOMBS ’09) organised by IBS, Hyderabad in January 2009.
  5. Presented a Paper on “Consumers’ Acceptance of Mobile Banking in India–An Empirical Study” at the International Conference on Marketing at K.J. Somaiah Institute of Management Studies and Research, Mumbai in January 2010.
  6. Presented a Paper on “Perceptions of Service Quality and Customer Satisfaction of Online Shopping Websites in India” at ATHENS’ 2010 organised by Bharathidasan Institute of Management, Tiruchirappalli in February 2010.
  7. Presented a paper on “An Empirical Study of Internet Banking Acceptance in India: An Extended UTAUT Model” at International Conference on Research in marketing organised by IIT Delhi in December 2013.
  8. Presented a paper on “A Case-based Analytical study to Understand the Potential Impact of Disruptive Values on Competitive Forces” in a Research Workshop on ‘Towards Development of a New Marketing Theory’ organised by Indus Business Academy in March 2018.

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