Research

• Joined under the supervision of Lt. Dr. Pragya Singh on 22 July 2024.
• Research topic: Metaverse-based Green Advertising.
• Workshops/FDPs attended include advanced research methodologies and journal selection, systematic literature review, bibliometric analysis, PLS-SEM, meta-analysis, Excel and AI tools, NVivo, blockchain and generative AI in higher education, and social innovation for sustainability.
• Conference proceeding at IIM Shillong: Paper titled “From Immersion to Intention: Cognitive and Affective Pathways Linking Metaverse-Based Green Advertising to Sustainable Behaviour,” authored by Km Pragati Yadav and Lt. Dr. Pragya Singh, published in the Book of Abstracts of the 5th International Marketing Conference, iMarC-V 2026, Indian Institute of Management Shillong, held on 21–22 January 2026. The proceedings/book of abstracts has ISBN 978-93-5602-606-3 and was published by IIM Shillong.
• The IIM Shillong conference paper integrates Technology Acceptance Model, Trust Theory, and Immersion Theory, using a sequential mixed-methods approach involving PLS-SEM and qualitative online conversation analysis to examine immersion, perceived ease of use, perceived usefulness, green trust, and sustainable consumption behaviour.
• Conference proceeding at AMA Winter Academic Conference 2026: Full paper titled “Beyond Engagement: How Metaverse-Based Green Advertising Shapes Trust and Eco-Friendly Consumption,” authored by Ms Km Pragati Yadav and Dr. Pragya Singh, published in AMA Educators Proceedings, Volume 37, under the Advertising, Promotion, and Marketing Communications track.
• The AMA proceeding was part of the AMA Winter Academic Conference 2026, themed “Bridging at the Frontiers: Marketing for a World in Transition,” held online on 6 February 2026 and in Madrid, Spain, from 13–15 February 2026. The proceedings carry ISBN 979-8-3313-3308-9.
• Other conference participation includes IIM Nagpur Case and Research Conference 2026 and Management Doctoral Colloquium Shodh Samagam-03 at IIM Visakhapatnam.
• Teaching Assistant duties include Marketing of Services and Entrepreneurship Development.

• Joined under the supervision of Lt. Dr. Pragya Singh on 26 June 2023.
• Research topic: Regenerative Tourism.
• Publications: 0 as per submitted profile.
• Conference work includes CICT paper titled “GeoAI-Enabled Assessment of Forest Dynamics and Ecologically Sensitive Zoning for Regenerative Tourism in Goa, India,” DOI: 10.1109/CICT67193.2025.11399197.
• Also associated with International Conference on IT Application and Management, Italy, with paper titled “Sustainable Tourism and Sustainable Development: A Thematic Analysis.”
• Workshops attended include “Analyzing Literature: A Structural Equation Modeling Approach towards META-Analysis (MASEM)” and workshop on “Qualitative Data Analysis Using ATLAS.ti.”

• Joined under the supervision of Lt. Dr. Pragya Singh on 02 January 2023.
• Research topic: Portfolio Diversification within Cryptocurrencies.
• Interest areas include Cryptocurrency, Blockchain, FinTech, Portfolio Optimization and Diversification, and Time Series Analysis.
• Published research includes “Reducing Stock Market Settlement Days Using Blockchain,” authored by S. Kumari, R. Dwivedi, P. Singh, A. Aslam, and S. Venkatesan, published in Multimedia Tools and Applications, 83(32), 77679–77695, Springer, 2024. The journal is indexed in Scopus Q1, with DOI: https://doi.org/10.1007/s11042-024-18616-y.
• Conference publication includes “Crypto, Camera, Reaction: Exploring Market Sentiment Through YouTube and Film Discourse,” authored by S. Kumari and P. Singh, accepted/published in the 2025 IEEE 9th International Conference on Information and Communication Technology. DOI: 10.1109/CICT67193.2025.
• Book chapter publication includes “Energy Efficiency of Cryptocurrency and CBDC: A Comparative Analysis,” authored by S. Kumari and P. Singh, presented at the International Conference on “Industrial Road Map of Uttarakhand: Vision 2025” held on 17–18 March 2023 and published in the book “Samvardhan: A Roadmap for Development of Uttarakhand: Vision 2025,” ISBN: 978-81-19448-27-2.
• Journal publication includes “Unlocking the Diversification Potential of Bitcoin Forks in Crypto Portfolios,” authored by Supriya Kumari, Pragya Singh, and Anik Kumar Mallick, published in European Economic Letters, 15(1), 1611–1624, 2025. The journal is indexed in ABDC-C, with DOI: https://doi.org/10.52783/eel.v15i1.2544.
• Accepted publication includes “Backtesting Portfolio Optimization: A 7-Model Approach to the Top 5 Cryptocurrencies,” authored by Supriya Kumari and Pragya Singh, accepted in Digital Finance, expected in 2026. The journal is indexed in Scopus Q2; DOI not assigned yet.
• Conference presentation at Doon University, Dehradun: Presented “Energy Efficiency of Cryptocurrency and CBDC: A Comparative Analysis” at the International Conference on “Industrial Road Map of Uttarakhand: Vision 2025,” held on 17–18 March 2023. The paper was accepted for presentation and included as a book chapter.
• Conference proceeding at ITAM 2023: Presented “Cryptocurrencies: A Bear or Bull? A Critique of the CBDC (Central Bank Digital Currency)” at the 27th International Conference on IT Applications and Management, held in Seoul, Korea, from 31 August to 02 September 2023. The paper was accepted for presentation and included in proceedings.
• Conference proceeding at GLOGIFT 2024: Presented “Flexible and Strategic Asset Allocation in Cryptocurrency Portfolios: An Empirical Analysis of Diversification Benefits and Risk Management” at the Twenty-Fourth Global Conference on Flexible Systems Management, held in Montpellier, France, on 15–16 July 2024. The paper was accepted for presentation and included in proceedings.
• Conference proceeding at IEEE CICT 2025: Presented “Crypto, Camera, Reaction: Exploring Market Sentiment Through YouTube and Film Discourse” at the IEEE International Conference on Information and Communication Technology, held at IIITDM Kancheepuram, Chennai, from 19–21 December 2025. The paper was accepted for presentation and included in proceedings.
• Conference presentation at BAFA 2026: Presented “From Chaos to Strategy: Crafting Resilient Crypto Portfolios” at the British Accounting and Finance Association Annual Conference with Doctoral Masterclasses, held from 14–16 April 2026.
• Served as Organising Committee Member for the IEEE Women in Engineering International Leadership Summit, IIIT Allahabad, held on 15–16 October 2023.
• Received Best Poster Presentation recognition at IEEE Women in Engineering International Leadership Summit, IIIT Allahabad, held on 15–16 October 2023, with an award of ₹1000.
• Received Best Paper Award at the International Conference on “Industrial Road Map of Uttarakhand: Vision 2025” and received a cash award of ₹2000.
• Overall research contribution focuses on cryptocurrency portfolio diversification, blockchain-based market infrastructure, CBDC, market sentiment analysis, portfolio optimization, Bitcoin forks, and resilient crypto-asset allocation strategies.

• Joined Ph.D. under the supervision of Lt. Dr. Pragya Singh on 02 January 2023.
• ORCID ID: https://orcid.org/0009-0009-8865-4159
• Research area includes Green Finance, Sustainable Finance, ESG, Green Bonds, labelled bond markets, sustainable investment decision-making, and ESG-oriented financial institutions.
• Published journal article: “ESG Performance and Green Bond Issuance in Indian Financial Institutions: The Moderating Role of Profitability,” authored by Tuba Mahfooz and Pragya Singh, published in Journal of Public Affairs, 2026. DOI: 10.1002/pa.70109.
• Published journal article: “Market Impact of India’s Sovereign Green Bond Trading Facilitation: A Case Study Using Event Study Methodology,” authored by Tuba Mahfooz and Pragya Singh, published in Business Perspectives and Research, 2026. DOI: 10.1177/22785337251413402.
• Conference proceeding: “ESG Excellence and Green Bond Issuance: Evidence from India’s Financial Sector,” authored by Tuba Mahfooz and Pragya Singh, published in 2025 IEEE 9th International Conference on Information and Communication Technology (CICT), 2025. DOI: 10.1109/CICT67193.2025.11399082.
• Published journal article: “Enhancing Sustainable Investment Decision-Making: A Case Study of Green ETFs and Bonds Using the Markowitz Approach,” authored by Tuba Mahfooz and Pragya Singh, published in Journal of Informatics Education and Research, 2025. DOI: 10.52783/jier.v5i1.2167. ISSN: 1526-4726.
• Ongoing/revision research work includes “Psychological Determinants of Green Bond Issuance by Indian ESG Financial Institutions,” focusing on ESG factors, green bond issuance, financial institutions, regulatory salience, and behavioural/psychological determinants of sustainable finance decisions.
• Paper accepted for oral presentation at ICFMCF 2026, IIT Madras: “What Drives Theme Choice in Labelled Bond Markets? Evidence from Green, Sustainability, Social, and Sustainability-Linked Bond Issues.”
• Presented paper at GLOGIFT 24 titled “Closing the Divide: A Comprehensive Examination of Versatile Sustainable Finance via Green Bonds.”
• Case shortlisted for consideration in Business Perspectives and Research through IIM Nagpur IVEY Case Conference 2024.
• Research contribution focuses on ESG performance, green bond issuance, sovereign green bonds, event-study methodology, sustainable investment portfolios, green ETFs and bonds, labelled bond theme choice, and sustainable finance decision-making.

• Joined under the supervision of Lt. Dr. Pragya Singh on 6 July 2022. • Research topic: Consumer psychology of financial knowledge, financial attitude, and financial behavior on financial literacy. • Publications include: “Reducing Stock Market Settlement Days Using Blockchain”; “Insights of Financial Literacy: A Bibliometric Analysis of Literature and Future Research Work”; and “Adoption of AI-Based Tools for Financial Literacy: A PLS-SEM Approach.” • Presented papers at international conferences including South Korea 2024, GLOGIFT Conference at IIM Bodh Gaya 2024, and ICCDM 2026 Malaysia. • Served as Teaching Assistant in finance, professional communication/technical communication, entrepreneurship, financial derivatives and risk management, training and development, and marketing of services.

• Research Scholar, Department of Management Studies, IIIT Allahabad. • Research topic: “Examining the Consumer Behavior Towards the Purchase of Green Cosmetics in India.” • Research specialization: Marketing, Green Marketing, Consumer Behavior, and Artificial Intelligence. • Served as Junior Research Fellow from 5 July 2022 to January 2025 and Senior Research Fellow from January 2025 onwards. • Thesis submitted / tentative defense date: 17 July 2026. • Published research in Journal of Retailing and Consumer Services, Journal of Global Marketing, and Journal of Informatics Education and Research. • Conference work includes ITAM 2024, GLOGIFT 2024, CICT 2025, and ICCDM 2026. • Research skills include SEM, ANN, sentiment analysis, survey design, green consumer behaviour, and technology adoption models.

• Joined under the supervision of Lt. Dr. Pragya Singh on 11 June 2021. • Research area: Strategic commercialization, institutional innovation, and management research. • Number of publications: 4. • Patent work: “Strategic Commercialization Framework for Centrally Funded Technical Institutions (CFTIs).”