PhD; MBA Marketing, SMVDU, Jammu
Email: surabhi.koul@fsm.ac.in
Contact: 011-41242488
Total Years of Experience
9 Years
Brief description of Experience
Dr. Surabhi Koul is an Assistant Professor in the area of Marketing at FORE School of
Management. Her teaching interest lies in Consumer Behaviour, Retail Management, and
Branding. She has published several research papers in ABDC, WOS and Scopus Journals.
She has presented her work in International Conferences of repute organized by IIM
Ahmedabad, IIM Calcutta, IIM Lucknow and IIM Indore. She was previously associated with
NMIMS Navi Mumbai and BITS Pilani.
Research Interest Areas
Gen Z Consumption Patterns, Consumer Wellbeing and Technology Acceptance.
Consulting Interest Areas
Branding and Media Planning, Customer Success.
Selected Publications
1) Jasrotia, S. S., Kwok, A. P. K., & Koul, S. (2025). Exploring the impact of social
relationships and system experiences on consumers’ acceptance of social commerce in the
fashion sector: an empirical study. International Journal of Information Management Data
Insights, 5(1), 100333.
2) Koul, S. and Jasrotia, S.S. (2025), "How much is too much? Journey from compulsive buying
to addiction of fashion products", Social Responsibility Journal, Vol. ahead-of-print No.
ahead-of-print. https://doi.org/10.1108/SRJ-02-2025-0122
3) Koul, S. and Jasrotia, S.S. (2025), "Understanding social, local and mobile (SoLoMo)
commerce in fashion retailing using SOR framework", Journal of Fashion Marketing and
Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JFMM-04-
2024-0154
4) Koul, S. (2025), Does Workplace Spirituality Enhance Employee Well-Being? The
Mediating Role of Workplace Happiness. GBOE., 44: 99-
111. https://doi.org/10.1002/joe.22277
5) Koul, S., & Kasar, A. S. (2024). Research Landscape of Sustainable Marketing: Thematic
Analysis and Future Trends. Vision. https://doi.org/10.1177/09722629241231431
6) Koul, S. and Nayar, B. (2022). Combating the COVID-19: Gauging job loss grief and
psychological wellbeing hospitality employees. Journal of Human Resources in Hospitality
and Tourism, Vol. 21, No. 1, pp. 82-102.
7) Pandita, S., Mishra, H.G. and Koul, S. (2021). Acceptance of Ride-sharing in India:
Empirical evidence from the UTAUT model. International Journal of Business and
Economics, Vol. 20, No. 1, pp. 93-117.
8) Koul, S. and Jasrotia, S. S. (2021). Role-Play... Take 1... Action: An Experiential Activity for
Marketing Students. Journal of Education.
9) Koul, S. and Jasrotia, S. (2020). “Do Young Consumers Buy Country Made Products- An evidence from India.” International Journal of Management and Enterprise Development, Vol. 19, No. 4, pp. 378-397.
10) Koul, S. and Nayar, B. (2020). “The Holistic Learning Educational Ecosystem: A Classroom 4.0 Perspective.” Higher Education Quarterly, Vol. 75, No. 1, pp. 98-112.
11) Nayar, B. and Koul, S. (2020). “From like to love: Trust catalyzing the digital romantic journey.” Global Knowledge, Memory and Communication, Vol. 70, No. 1/2, pp. 173- 186.
12) Nayar, B. and Koul, S. (2020). “Blended Learning in Higher Education: A Transition to Experiential Classrooms”. International Journal of Educational Management. Vol. 34 No. 9, pp. 1357-1374.
13) Nayar, B. and Koul, S. (2020). The Journey from Recall to Knowledge: A comparative study of 3 learning tools – Doodling, Note-Taking and Listening on a student’s Recall Ability. Journal of Educational Management, Vol.34. No.1, pp. 127-138.
14) Koul, S. and Jasrotia, S. (2019). Product Adoption by Small Retailers. International Journal of Retail and Distribution Management.
