Dr. Arif Abad

Associate Professor

PhD, MBA (Agribusiness Management) , B.Com.

Research Interests & Expertise

Agribusiness Management, Agriculture Marketing, Brand Management, Marketing Research.



Antecedents and consequences of green supply chain management practices: a study of Indian food processing industry

Authors: Mohd Abdul Muqeet Maaz, Rais Ahmad, Arif Abad
Journal: Benchmarking
Publication date: 11 August 2022
Publisher: Emerald Group Holdings Ltd.
URL: Access Paper


Purpose This study aims to empirically test a comprehensive green supply chain management (GSCM) practices model. This paper incorporates green intellectual capital (GIC) and green supply chain orientation (GSCO) as antecedents to the successful implementation of GSCM practices and organizational performance as its consequence. Design/methodology/approach This study has been conducted in the Indian food processing industry. The respondents of this study include 139 plant-level managers working in the food processing industry. The managers were contacted using a combination of personal visits, phone and mail. Structural equation modeling was performed using SPSS AMOS v26 to test the hypothesized model. Findings The findings of this study reveal that GIC and GSCO positively impact the implementation of GSCM practices. Further, GSCM practices improve economic and operational performance, leading to improved organizational performance. Practical implications This study provides implications for managers suggesting that GSCM practices should be implemented in phases. The first phase must reflect the organization’s commitment toward building GIC and the second phase must reflect managerial orientation toward implementation for GSCM practices. Originality/value This study adds to the existing literature by linking GIC to GSCM practices; second, this study provides a framework for implementation of GSCM practices in the food processing industry


Creating Purchase Intention through Social Media: The use of AR enabled Social Media Filters

Authors: Mohd Salman Shamsi, Arif Abad
Journal: Journal of Content, Community and Communication
Publication date: 01 June 2020
Publisher: Amity University
URL: Access Paper


Purpose –The primary objective is to uncover the role of AR-enabled filters provided through Social Media platforms in stimulating purchasing intent for cosmetic products. Design/methodology/approach – This study tests the hypothesized relationships using UTAUT2 with the help of 297 responses. The study employed SPSS 28 and AMOS 28 for the data analysis. The moderation effect of SMU was studied with the help of Process Macro 4.1. Findings – The results declare performance expectancy, social influence, price value, and hedonic motivation significantly influence purchase intention, while effort expectancy, habit, and facilitating conditions do not. Practical implications – This research provides implications for marketers suggesting that SM communication channels should be complemented with new-age technologies, such as AR. Furthermore, AR as a promotional tool should be endorsed due to its ability of virtually representing the real product benefits to users that may eventually lead to high product awareness and purchases. Originality/value – AR-enabled SM filters are underexplored through the lens of marketing communication; this research extends body of knowledge by broadening the scope of SM as a channel of marketing communication.


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