Balaji Makam

Teaching

• Services Marketing
• Marketing Analytics
• Marketing Research

Qualifications

• PGPBABI, Post Graduate Program in Business Analytics and Business Intelligence, Great Lakes Executive Learning, 2020
• PhD, The ICFAI University, Dehradun, India, December 2010
• PGDBA, ICFAIAN Business School, Chennai, India, 2003
• BDS, Bangalore University, India, 2000

Research interests

• Customer-service provider interactions
• Sustainability communication and perceptions
• Online retailing, sensory marketing, and recommendation systems
• Brand management and customer engagement

Work Experience

Academic

• Associate Professor, Marketing, Nottingham University Business School China (2015-2022)
• Lecturer, Taylor’s Business School, Taylor’s University, Malaysia (2013-2015)
• Assistant Professor, IBS Hyderabad, IFHE University, India (2008-2013)

Non Academic

• Senior Health Care Executive, Apollo First Med Chennai, India (2004-2005)
• Business Development Officer, Dentsply India Pvt Ltd, India (2002-2004)

Service

Service to the Institution

• University Environmental Sustainability Committee Member, University of Nottingham Ningbo China, 2020-22
• University Strategy KPI Committee Member, University of Nottingham Ningbo China, 2019-20
• EMM (Entrepreneurship, Marketing, Information Management, and Operations Management) Department Head, Nottingham University Business School University of Nottingham Ningbo China, 2018-2022.
• Section Head – Marketing Department, Nottingham University Business School, University of Nottingham Ningbo China, 2016-18.
• Committee Member – Degree Programmes, Nottingham University Business School Ningbo China, 2016-17.
• Stream Coordinator – Department of Marketing, Taylor’s Business School, Taylor’s University 2013-14
• PhD coordinator, IBS Hyderabad, India 2010-13.

Service to Profession

• Associate Editor, Asia Pacific Journal of Business Administration
• Editorial Advisory Board – International Journal of Contemporary Hospitality Management
• Editorial Advisory Board – Journal of Research in Interactive Marketing
• Editorial Advisory Committee – Services Marketing Quarterly

Intellectual contributions

Refereed Articles – Basic or Discovery Scholarship (2017-2023)

• Kapoor, P.S., Balaji, M.S. and Jiang, Y. (2023) Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption, European Journal of Marketing, Vol. 57 No. 2, 2023, pp. 533-561
• Jishnu Bhattacharyya, M.S. Balaji, Yangyang Jiang (2023) Causal complexity of sustainable consumption: Unveiling the equifinal causes of purchase intentions of plant-based meat alternatives. Journal of Business Research, Volume 156, 113511
• Lyu, C., Jiang, Y., & Balaji, M. S. (2023). Travelers’ Psychological Ownership: A Systematic Review and Future Research Agenda. Journal of Travel Research, 0(0). https://doi.org/10.1177/00472875231151395
• Sidhu, S.K., Ong, F.S. and Balaji, M.S. (2023). Impact of failure severity levels on satisfaction and behavior: from the perspectives of justice theory and regulatory focus theory. Journal of Consumer Marketing, Vol. 40 No. 4, pp. 535-547
• Sarabjit Kaur Sidhu, Fon Sim Ong & M. S. Balaji (2023) Moderating Role of Consumers’ Attachment Style on Post-Recovery Satisfaction Behavior, Journal of Relationship Marketing, DOI: 10.1080/15332667.2023.2205280
• M.S. Balaji, Abhishek Behl, Kokil Jain, Abdullah M. Baabdullah, Mihalis Giannakis, Amit Shankar, Yogesh K. Dwivedi (2023) Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement, Industrial Marketing Management, Volume 113, 2023, Pages 243-257
• Yangyang Jiang, Yuwei Zan & M. S. Balaji (2022) Generation Z tourists’ experience and delight in rural tourism: the mediating role of customer engagement, Anatolia, DOI: 10.1080/13032917.2022.2156901
• Sarkar, J. G., Sarkar, A., Dwivedi, Y. K., & Balaji, M. S. (2022). Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption. Psychology & Marketing, Volume39, Issue11, November 2022, Pages 2184-2199
• Junhui Zhang, M.S. Balaji, Jun Luo, Subhash Jha (2022) Effectiveness of product recommendation framing on online retail platforms. Journal of Business Research, Volume 153, 2022, pp 185-197
• Jiang, Y., Zhang, X., & Balaji, M. S. (2022). Customer-perceived value influence on luxury hotel purchase intention among potential customers. Tourism Analysis (ABS-2 and ABDC-A).
• Zhang, X., Balaji, M.S., & Jiang, Y.Y. (2022), “Robots at your service: Value facilitation and value co-creation in restaurants”, International Journal of Contemporary Hospitality Management (ABS-3, ABDC-A, and Impact Factor = 6.514).
• Balaji, M.S., Jiang, Y.Y., Roy, S K, & Lee, J. (2022), “To or not to adopt P2P accommodation: The traveler’s ethical decision-making”, International Journal of Hospitality Management, 100 (January), 103085 (ABS-3, ABDC-A, and Impact factor = 9.237).
• Sharma, P., Saha, S., & Balaji, M.S. (2022), “Retrospective view and thematic analysis of Business-to-Business Relationships through bibliometric analysis”, Journal of Business-to-Business Marketing (ABS-2, ABDC-B, and Impact Factor = 2.293).
• PS. Kapoor, Balaji, M. S., Jiang, Y.Y., & Jebarakirthy, C. (2021), “Effectiveness of Social Media Influencers: A Case of Eco-friendly Hotels”, Journal of Travel Research (ABS-4, ABDC-A*, and Impact factor = 11.828).
• Balaji, M.S., Jiang, Y.Y., & Jha, S. (2021), “Nanoinfluencer marketing: How message features affect credibility and behavioral intentions”, Journal of Business Research (ABS-3, ABDC-A, and Impact factor = 7.55).
• Liu, C.Y.P., Yuan, R., Luo, J., and Balaji, M.S. (2021) “Evolution of B2B Relationship Stages in China: A Study of Confucianism Philosophy”, Industrial Marketing Management (ABS-3, ABDC-A*, and Impact factor = 4.695).
• PS Kapoor, Balaji, M.S., & Jiang Y.Y. (2021). “Effectiveness of sustainability communication on social media: Role of message appeal and message source”, International Journal of Contemporary Hospitality Management (ABS-3, ABDC-A, and Impact factor = 5.667).
• Tan, T.M., Balaji, M.S., Eeva-Liisa, O., Alatalo, S. & Salo, J. (2021). “The Differential Effects of Brand Betrayal and Brand Disappointment on Exclusive Brand Offering”, Journal of Business Research, 123 (February), 126-139 (ABS-3, ABDC-A, and Impact factor = 4.874).
• Syed, M. F., Alireza, A., Mortimer, G., Adapa, S., & Balaji, M. S. (2021). “A multi-method approach to examining consumer intentions to use smart retail technology”, Computers in Human Behavior, 117(April), 106622 (ABS-3, ABDC-A, and Impact factor = 5.003).
• PS. Kapoor, Balaji, M. S., Maity, M., & Jain, N.K. (2021) “Why Consumers Exaggerate in Online Reviews? Moral Disengagement and Dark Personality Traits”, Journal of Retailing and Consumer Services, 60 (May), 102496 (ABS-2, ABDC-A, and Impact factor = 4.219).
• Jiang, Y.Y. & Balaji, M.S. (2021). “Getting unwired: What drives travellers to take a digital detox holiday?”, Tourism Recreation Research (ABS-2 and ABDC-A)
• Das, M., Saha, V., & Balaji, M. S. (2021), “‘Standing out’ and ‘fitting in’: Understanding affordable luxury consumption in an emerging market”, Journal of Product and Brand Management (ABS-1 and ABDC-A)
• Thivashini, J.K., Goh, S.K, & Balaji, M.S. (2021). “Sharing Travel Related Experiences on Social Media – Integrating Social Capital and Face Orientation”, Journal of Vacation Marketing (ABS-1, ABDC-A, and Impact factor = 1.940). Jha, S., Balaji, M.S., Oakley, J., Peck, J, & Dietz, G.D. (2020). “The effects of environmental haptic cues on consumer perceptions of retailer warmth and competence”, Journal of Retailing, 94, 590-605(ABS-4, ABDC-A, and Impact factor = 6.254).
• Sarkar, J., Sarkar, A., & Balaji, M.S. (2020). “The Right to Refuse Service Paradox”, Journal of Business Research, 121, 686-695 (ABS-3, ABDC-A, and Impact factor = 3.354).
• Balaji, M.S., Jiang, Y.Y. Singh, G., & Jha, S. (2020). “Letting go or getting back: How organizational culture shapes frontline employee response to customer incivility”, Journal of Business Research, 111 (April), 1-11 (ABS-3, ABDC- A, and Impact factor = 3.354).
• Balaji, M.S., Roy, S K., & Nguyen, B., (2020). “Consumer-computer interaction and in-store smart technology (IST) in the retail industry: The role of motivation, opportunity, and ability”, Journal of Marketing Management, 36 299-333 (ABS-2 and ABDC-A).
• Roy, Sanjit, Balaji, M.S., & Soutar Geoff. (2020) “The antecedents and consequences of value co-creation behaviors in a hotel setting: a two-country study”, Cornell Hospitality Quarterly (ABS 2, ABDC-A, and Impact factor: 2.787).
• Jiang, YY., Rao, Y., Balaji, M.S., and Xian D. X. (2020). “Travel posts on WeChat Moments: A model for eWOM effectiveness” Tourism Analysis: An Interdisciplinary Journal (ABS-2 and ABDC-A).
• Gary Mortimer Sujana Adapa, Syed Fazal-e-Hasan, Balaji, M.S., and Masood Azeem. (2020) “Examining the antecedents and consequences of perceived shopping value through smart retail technology”, Journal of Retailing and Consumer Services, 52(January), 101901 (ABS-2, ABDC-A, and Impact factor: 3.585).
• Jha, S., Balaji, M.S., Stafford, M., and Spears, N. (2020). “Haptic Information Processing and Need for Touch in Product Evaluation”, Journal of Consumer Marketing, 37(1), 55-64 (ABS-1 and ABDC-A).
• Srivastava, A., Dey, D., & Balaji, M.S. (2020). “The Role of Brand Credibility in Influencing Purchase Intentions of Global Brands: Evidence from India”, Journal of Product and Brand Management, 29, 849-861 (ABS-1 and ABDC-A).
• Yangyang Jiang, Balaji, M.S., and Jha, S. (2019). “Together we tango: Value facilitation and customer participation in Airbnb”, International Journal of Hospitality Management, 82 (September), 169-180 (ABS-3, ABDC-A, and Impact factor: 3.445).
• Sabermajidi, N., Valaei, N., Balaji, M.S., & Goh, S K. (2019). “Measuring Brand-Related Content in Social Media: A Socialization Theory Perspective”, Information Technology & People, 33, 1281-1302 (ABS-3, ABDC-A, and Impact factor: 1.263).
• Balaji, M.S., Yangyang Jiang, and Jha, Subhash. (2019), “Green hotel adoption: A personal choice or social pressure?” International Journal of Contemporary Hospitality Management, 31 (8), 3287-3305 (ABS-3, ABDC-A, and Impact factor: 3.464).
• Rambalak Yadav, Balaji, M.S., & Charles Jebarakirthy. (2019). “How psychological and contextual factors contribute to traveler’s propensity to choose green hotels?”, International Journal of Hospitality Management, 77 (January), 385-395 (ABS-3, ABDC-A, and Impact Factor: 3.912).
• Jha, S., Balaji, M.S., Kumar Ranjan, & Sharma Arun. (2019). “Effect of Service-Related Resources on Employee and Customer Outcomes in Trade Shows”, Industrial Marketing Management, 76, 48-59 (ABS-3, ABDC-A, CNRS 2, and Impact factor: 3.166).
• Balaji. M.S., Jha, Subhash, Sarkar, Aditi, & Krishnan, Balaji. (2018). “Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery”, Journal of Business Research, 86 (May), 109-118 (ABS-3, ABDC-A, and Impact factor: 3.354).
• Roy, S.K., Balaji, M.S., Soutar, G., Lassar, W. & Roy, R. (2018) “Customer engagement behavior in individualistic and collectivistic markets”, Journal of Business Research, 86 (May), 281-290 (ABS-3, ABDC-A, and Impact factor: 3.354).
• Lee, Z. W., Chan, T. K., Balaji, M.S., & Chong, A. Y. L. (2018). Why people participate in the sharing economy: an empirical investigation of Uber. Internet Research, 28(3), 829-850 (ABS-3, ABDC-A, and Impact factor: 2.931).
• Roy, S. K., Balaji, M.S., Ali, Q. and Quaddus, M. (2018). “Predictors of customer acceptance and resistance of smart technologies in the retail sector”, Journal of Retailing and Consumer Services, Vol. 42, May, pp. 147-160 (ABDC-A, ABS-2, and Impact factor: 3.585).
• Ankur. S & Balaji, M.S. (2018). “Attitude towards Global Brands in Emerging Markets: Differences in Brands from Emerging and Developed Markets”, Marketing Intelligence and Planning, 36 (6), 618-632 (ABDC-A, ABS-1, and Impact factor: 1.421).
• Roy, S. K., Balaji, M.S., Sadeque, S., Nguyen, B. and Melewar, T. C. (2017), “Constituents and Consequences of Smart Customer Experience in Retailing”, Technological Forecasting and Social Change, 124, 257-270 (ABS-3, ABDC-A, and Impact factor: 2.678)
• Balaji, M.S., Roy, S. K., & Quazi, A. (2017). Customers’ emotion regulation strategies in service failure encounters. European Journal of Marketing, 51 (5/6), 960-982 (ABS-3, ABDC-A, and Impact factor: 1.088).
• Jha, S., Balaji, M. S., Yavas, U., & Babakus, E. (2017). Effects of frontline employee role overload on customer responses and sales performance: moderator and mediators. European Journal of Marketing, 51 (2), 282-303 (ABS-3, ABDC-A, and Impact factor: 1.088).
• Balaji, M.S., Roy, S. K. and Lassar, W. M. L. (2017), “Language Divergence in Service Encounters: Revisiting Its Influence on Word-Of-Mouth”, Journal of Business Research, 72 (March), 210-213 (ABS-3, ABDC-A, and Impact factor: 3.354).
• Roy, S.K., Balaji, M.S., Kesarwani, A., & Shekon, H. (2017), “Predicting Internet banking adoption in India: A perceived risk perspective”. Journal of Strategic Marketing, 25 (5-6), 418-438 (ABS-2 and ABDC-A)
• Balaji, M. S. and Roy, S. K. (2017), “Value co-creation with Internet of things technology in the retail industry”, Journal of Marketing Management, 33 (1-2), 7-31 (ABS-2 and ABDC-A).

Refereed proceedings - Discipline-Based Scholarship

Presentations of Refereed Papers

International

• Balaji M S, Bhayyacharya, J., Jiang. Y Y. Effectiveness of Communicating Sustainability Performance: Enhancement vs. Reduction Framing. EMAC 2023, Odense, Denmark, 23-26 May 2023
• Balaji Makam, Kokil Jain, Isha Sharma, Abhishek Behl, Subhash Jha. Examining attributions for service failures in Inter-Ai service encounters. Frontiers in Services Conference, Maastricht, Netherlands, 15-18 June 2023
• Subhash Jha, Balaji Makam, Susana Jaramillo. Interfaces with organizations and well-being at the base of the pyramid. Frontiers in Services Conference, Maastricht, Netherlands, 15-18 June 2023
• Balaji Makam, Junhui Zhang, Jun Luo, Subhash Jha. The adoption of new product recommendations by e-retailers : The rôle of regulatory fit. Frontiers in Services Conference, Maastricht, Netherlands, 15-18 June 2023
• Jiang, Y., & Balaji, M.S. (2019). The motivation to take the digital detox holiday. Proceedings of ANZMAC (Australia & New Zealand Marketing Academy) 2019 Conference. 2-4 December 2019, Wellington, New Zealand.
• Balaji, M.S., Jiang, Y., & Singh, G. (2019). Organizational culture and employee response to incivility. Proceedings of ANZMAC 2019 Conference. 2-4 December 2019, Wellington, New Zealand.
• Jiang, Y., & Balaji, M.S. (2019). The joint process of value co-creation in the Airbnb setting. Proceedings of 2019 AMA (American Marketing Association) Summer Academic Conference. 9-11 August 2019, Chicago, IL, USA.
• Balaji, M.S., Alain Chong, Markus Blut, & Payal Kapoor (2017), “Online Social Support and Sharing Negative Tourism Experience”, presented at ANZMAC 2017, Melbourne, Australia.
• Balaji, M.S., Gopal Das, & Alain Chong (2017), “Who will win millennials’ minds? – A competition of retail channels”, presented at ANZMAC 2017, Melbourne, Australia.
• Roy. S, Balaji, M.S., Ali Quazi, & Quaddus (2017), “Instore Smart Retail Technology: The MOA Theory Perspective”, presented at ANZMAC 2017, Melbourne, Australia.
• Balaji, M.S., Roy, S., & Soutar, G (2017), “Antecedents and Consequences of Value Co-Creation Behaviour”, presented at ANZMAC 2017, Melbourne, Australia.
• Roy, S., Balaji, M.S., & Roy, R (2017), “A Cross-cultural Examination of Customer Engagement Behaviour”, presented at ANZMAC 2017, Melbourne, Australia.
• Roy, S.K. and Balaji, M.S. (2016), “Investigating Customer Experience with Smart Retail Technologies and its Consequences”, presented at Academy of Marketing Conference at Newcastle Business School, UK.
• Balaji, M.S., Roy, S. K., and Quazi, A. (2015), “Does Customers’ Emotion Regulation Affect The Service Failure Evaluation?” accepted for presentation at Australian and New Zealand Marketing Academy Conference.
• Balaji, M.S., Roy, S. K., and Quazi, A. (2015), “Antecedents and consequences of student-university identification”, accepted for presentation at Australian and New Zealand Marketing Academy Conference.
• Roy, S. K., Balaji, M.S. and Walfried, M. L. (2015), “Relationship Communication and Relationship Quality as Predictors of Relationship Continuity”, Proceedings of the Academy of Marketing Science World Marketing Congress, Bari, Italy/ pp. In Press.
• Balaji, M.S. and Roy, S. K. (2014), “Relationship Communication in B2C Service Relationships”, Proceedings of the Australian and New Zealand Marketing Academy Conference / pp. In Press.
• Balaji, M. S. & Khong Kok Wei. (2014), “Situational, individual, and social network determinants of negative online word-of-mouth,” at Global Marketing Conference 2014, Singapore.
• Balaji, M.S. & Aditi Sarkar. (2012), “Assessing the relationship between overall justice, trust and satisfaction: A moderating role of cynicism” presented at IRCMBF 2012 organized by Jamnalal Bajaj Institute of Management Studies, Mumbai.
• Balaji, M.S. & Rajdeep, C. (2010), “Stadium atmosphere: Concept and measurement,” presented at International Conference by Academy of Indian Marketing, Bangalore.
• Balaji, M.S. & Srividya, R. (2008), “Communicating brand personality: The moderating role of brand personality” presented at 2008 AMA Winter Marketing Educators’ Conference, Austin, Texas, USA.

Chapters, Cases, Readings, Supplements

Chapter

• Balaji, M.S., Jiang, Y.Y., Bhattacharya, Y.Y., Hewege, C., & Azer, J. (2022). An introduction to socially responsible sustainable consumption: Issues and Challenges in Bhattacharya, J., Balaji, M.S., Jiang, Y.Y., Azer, J. & Hewege, C. R. (Eds.), Socially Responsible Consumption and Marketing in Practice: A Collection of Case Studies (pp. ). Spinger.
• Balaji, M.S. (2019), “Crafting A Successful Business Strategy-A Case of Zhejiang Yinlun Machinery Co. Ltd.” in Martin Liu and Maria Luo (eds.), China Branding, Palgrave Macmillan.
• Roy Sanjit, Saleem Sadeque & Balaji M.S. (2019), “Building a trustworthy university brand: An inside-out approach” in Bang Nguyen, Melewar, T.C., and Hemsley-Brown, Tane (eds.), Strategic Brand Management in Higher Education, Routledge.
• Balaji, M.S., Sanjit Roy, Aditi Sarkar, & Alain Chong (2017), “User Acceptance of IoT Applications in Retail Industry” in Lee (ed.), The Internet of Things in the Modern Business Environment, IGI Global, pp. 28-49.
• Gupta, N., Balaji, M.S., & Roy, S. K. (2016), “Impact of Cultural Factors on Indian Consumers’ Brand Preference”, in Nguyen, B., Melewar, T.C., and Schultz, D.E. (eds.), Asia Branding: Connecting Brands, Consumers and Companies, Palgrave MacMillan, pp. 17-29.

Books

1. Bhattacharya, J., Dash, M. K., Hewege, C. R., Balaji, M.S., & Lim, W. M. (2021). Social and Sustainability Marketing: A Casebook for Reaching Your Socially Responsible Consumers through Marketing Science, Florida, US: Routledge, (Edited book).
   

2. Bhattacharya, J., Balaji, M.S., Jiang, Y.Y., Azer, J. & Hewege, C. R. (2022). Socially Responsible Consumption and Marketing in Practice: A Collection of Case Studies, Springer (Edited book).