JAMMU: Amol Dhar and Ruchika Koul , MBA Students, SMVD University, bagged the best paper awards in National Conference on ‘Resilience, Reinvention & Rebuilding towards the New Normal’ (R3TN2-2022) organized by GNIOT Institute of Management Studies, Greater Noida. Amol Dhar presented the paper titled ‘A Serendipitous Throuple’. This study was conducted to understand the three-way relationship from the user’s perception of the archetypes and explored how the congruity of personalities works among a brand, its user and other fellow brand user. Ruchika Koul presented the paper titled ‘Influencer Marketing-The Item Girl of Social Media’. Her study discussed the concept of influencer marketing, and explored how influencer marketing impacts people’s buying decision and brand perception. More than 100 papers were presented in the Conference in 7 different tracks. Both the students worked with Dr. Rashi Taggar of School of Business. The students were grateful to the Head, SoB, Dr. HG Mishra and Dean, FoM, Dr. Supran K. Sharma for providing the conducive environment and encouragement to undergo their surveys for the study.
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