Dr. AJITHA S

• Retail employee behaviour, customer attitude, and store image
• Consumer behaviour and digital marketing
• Business analytics, machine learning applications, and AI adoption
• HR analytics, employee attrition prediction, and organizational culture
• Financial analytics, banking sector sustainability, and investment decision-making
• Climate change impact studies using data science approaches
• Technology adoption, digital ecosystems, and deep-tech entrepreneurship

• Ajitha, S. (2021). Artificial Intelligence in Agriculture, in Impact of Smart Technologies and Artificial Intelligence (AI) paving path towards interdisciplinary research in Engineering, Arts, Humanities, Commerce, Economics, Social Sciences, Law and Management – Challenges and Opportunities. Shanlax Publications. ISBN: 978-93-91373-12-2.
• Ajitha, S. (2022). Content Development and Digital Resources, in Innovative Teaching and Learning Practices. ABBS. ISBN: 978-81-958836-0-8.
• Ajitha, S. (2023). Internet of Things and Its Relevance to Digital Marketing, pp. 138–154, in Opportunities and Challenges of Industrial IoT in 5G and 6G Networks. IGI Global. DOI: 10.4018/978-1-7998-9266-3.ch007. ISBN: 978-1-7998-9266-3. (Scopus)
• Ajitha, S. (2024). Intelligent Process Automation and Its Implications for the Marketing Industry, pp. 413–434, in Advancements in Intelligent Process Automation. IGI Global. DOI: 10.4018/979-8-3693-5380-6. ISBN: 979-8-3693-5380-6. (Scopus)
• Ajitha, S. (2025). Innovative Mutual Fund Recommendations Through Data-Driven Financial Analysis, in The Multidisciplinary Edge: Advancing Academic Research & Development. MultiSpectrum Publications. ISBN: 978-81-987501-2-9.
• Ajitha, S. (2025). A Study on Optimizing Portfolio Allocation Using Hybrid Machine Learning Algorithms, in Multidisciplinary Research & Innovation. Merimax International Publications. ISBN: 978-81-986735-8-9.
• Ajitha, S. (2025). Detection of Fabricated Amazon Reviews Using Sentiment Analysis, NLP and ML Model, in Multidisciplinary Research & Innovation. Merimax International Publications. ISBN: 978-81-986735-8-9.
• Ajitha, S. (2025). Financial Literacy and Risk Tolerance in Investment Decisions, pp. 190–195, in SHODHCOLD: Innovative Pathway on Multidisciplinary Approach to Sustainable Development. MultiSpectrum Publications. ISBN: 978-81-984393-9-0.
• Ajitha, S. (2025). The Role of Cryptocurrency in Diversifying Investment Portfolio, pp. 162–189, in SHODHCOLD: Innovative Pathway on Multidisciplinary Approach to Sustainable Development. MultiSpectrum Publications. ISBN: 978-81-984393-9-0.
• Ajitha, S. (2025). Comparative Analysis of Banking Stocks—BSE BANKEX vs. NEPSE, in Applied Research for Growth, Innovation and Sustainable Impact. Routledge. ISBN: 978-10-411644-1-8. (Scopus & WOS)
• Ajitha, S. (2025). Online Gambling Preferences and Consequences, in Applied Research for Growth, Innovation and Sustainable Impact. Routledge. ISBN: 978-10-411644-1-8. (Scopus & WOS)
• Ajitha, S. (2025). Indigenous Knowledge and Sustainable Development: Bridging Traditional Practices with Modern Climate Solutions, pp. 147–180, in Community Climate Justice and Sustainable Development. IGI Global. DOI: 10.4018/979-8-3373-0619-3.ch008. ISBN: 979-8-3373-0619-3. (Scopus)
• Ajitha, S. (2025). Digital Analytics in Action: From Data to Impact, pp. 255–290, in Future-Proofing Emerging Technologies for Business Transformation. IGI Global. DOI: 10.4018/979-8-3373-1320-7.ch008. ISBN: 979-8-3373-1320-7. (Scopus)
• Ajitha, S. (2026). The Role of AI in Enhancing Creativity and Collaboration in Student Virtual Teams, in Sustaining Creative Collaboration in Student Virtual Teams in Higher Education: Resources, Norms and Protocols, and Continual Assessment and Learning. IGI Global. DOI: 10.4018/979-8-3373-6102-4.ch002. ISBN: 979-8-3373-6102-4. (Scopus)

• Received first class with distinction throughout and qualified the UGC-NET.
• Awarded Best Paper (Academic Category) at the International Conference organized by IA School of Management Studies on the theme “Emerging Trends and New Perspectives Disrupting the Business Landscape”, held on January 12, 2023, at IA School of Management Studies, Bengaluru.
• Received the Best Paper Award for the paper “Bridging the Deep Tech Valley of Death: Policy, Financing, and Ecosystem Strategies for Sustainable Growth International” at the ICSSR-sponsored International Conference on Deep-Tech and Policy: Building a Sustainable Deep-Tech Startup Ecosystem for Viksit Bharat 2047, held on February 12, 2025.
• Received the Excellence in Innovation and Research Award at the International Altiora Excellence Award 2025 (IAEA-2025), held on August 16, 2025, jointly conducted by Eshift International Academy, Sri Lanka, and Multi Spectrum Rural Skill Development and Social Education, India.
• Received the Annual Exemplary Teacher Award on the occasion of Teachers’ Day (September 2025), in recognition from M S Ramaiah University of Applied Sciences.
• MOOC courses approved by SWAYAM.
• Python for Data Analytics, Machine Learning and Generative AI: A Comprehensive Guide.
• Applied Research: From Hypothesis to Structural Equation Modeling.

National Conference Papers

• Ajitha, S. (2012) ‘Participation of Women in Corporate Governance’, National Conference: Redefining the DNA of Business – Challenges and Opportunities Ahead, Easwari Engineering College, November 2012.
• Ajitha, S. (2013) ‘Succession Planning in Talent Management’, National Conference on Dynamics of Management in Modern Business, VELS University, February 2013.
• Ajitha, S. (2014) ‘Global Financial Crisis and Its Impact on Employment’, National Conference on Millennium Development Goals – Challenges and Future, VELS University, March 2014.
• Ajitha, S. (2016) ‘Conceptual Work of Causes and Effect of Store Employees’ Attitude Towards the Store Image’, National Conference on Emerging Trends in Management, Prof. Dhanapalan College of Arts and Science, September 2016.
• Ajitha, S. (2021) ‘Employee Engagement using Digital Platforms: HR Managers’ Strategies in Virtual Environments’, 11th National Conference on Excellence in Research and Education (CERE 2021), IIM Indore, June 2021.
• Ajitha, S. (2022) ‘Innovative Teaching and Learning Practices – NEP 2020’, NAAC Sponsored National Conference on Innovative Teaching and Learning Practices – NEP 2020, Acharya Bangalore B School (ABBS), December 2022.
• Ajitha, S. (2023)
• ‘Cold Storage: A Business Opportunity’;
• ‘Post-Covid Psychological Problems, Mental Health and Well-being’ (Second Prize);
• ‘Recycling Newspaper into Paper Bags’, National Research Paper Presentation Competition, CHRIST University, February 2023.
• Ajitha, S. (2023) ‘Green Mensuration Using Biodegradable Materials’, National Conference on Contemporary Trends in Management and Research, Adhiyamaan College of Engineering, May 2023.
• Ajitha, S. (2024) ‘Post-Quantum Cryptography Algorithm in Blockchain for Sustainable Supply Chains’, National Conference on Economic Prosperity and Sustainable Development Goals, Global Academy of Technology, January 2024.

International Conference Papers

• Ajitha, S. (2013) ‘Talent Management: A Tool to Arrest Attrition in Organizations’, International Conference on Emerging Markets and Issues in Management, VIT University, April 2013.
• Ajitha, S. (2017) ‘Effect of Store Employees’ Attitude in Selling Behaviour Towards Store Image’, International Conference on Interdisciplinary Innovation in Business Management and Technology (IIBMT), Annai Veilankanni’s College for Women, August 2017.
• Ajitha, S. (2018) ‘Causes of Service Quality of Salespersons in Retail Trade: An Empirical Study in Chennai City’, International Conference on Business Management and Social Innovation (ICBMSI), Asian Society for Academic Research (Goa), January 2018.
• Ajitha, S. (2018) ‘Consequences of Service Quality of Salespersons in Retail Trade’, ICBMSI – International Conference on Business Management and Social Innovation, World Research Forum (Pune), January 2018.
• Ajitha, S. (2019) ‘Deconstructing the Paradox and Myopia in Celebrity Endorsements’, International Conference on Management Cases (ICMC 2019), BIMTECH, December 2019.
• Ajitha, S. (2019) ‘Bank Financial Sustainability through NPA Management’, International Conference on Operations Research and Decision Sciences (ICORDS 2019), IIM Visakhapatnam, December 2019.
• Ajitha, S. (2020) ‘Enhancing Financial Sustainability by Curtailing NPA Crisis’, Sixth Biennial INDAM Conference, IIM Tiruchirappalli, January 2020.
• Ajitha, S. (2020)
• ‘Social Media Analytics on Swiggy Using Sentiment Analysis’;
• ‘Big Data Analysis of Public Networking and Luxury Brand Perception’;
• ‘Sentiment Analysis for Selecting Flat Buyer Locations in Chennai’;
• ‘Overspending and Indebtedness: A Comparison between US and India’, 4th International Conference on Marketing, Technology and Society (ICMTS 2020), IIM Kozhikode, December 2020.
• Ajitha, S. (2021) ‘Artificial Intelligence in Agriculture’, International Conference on Impact of Smart Technologies and Artificial Intelligence, GMRAF, June 2021.
• Ajitha, S. (2022) ‘Mindfulness and Consumption Control’, International Conference on Mindfulness, IIM Bodh Gaya, January 2022.
• Ajitha, S. (2022) ‘Impact of Social Media Advertising Among Young Adult Consumers’, XVI International Conference on Applied Research, Pattaya, August 2022.
• Ajitha, S. (2022) ‘From Rags to Riches and Riches to Rags’, AICTE-sponsored International Case Conference 2022, ABBS, October 2022.
• Ajitha, S. (2023) ‘Effect of Social Media Analytics on Business’ (Best Paper Award), International Conference on Emerging Trends and New Perspectives, IASMS, January 2023.
• Ajitha, S. (2023)
• Impact of Brand Experience on Brand Love’;
• ‘Framework for Nurturing Innovative Culture in Commercial Motor Vehicle Sector’, XVII International Conference on Applied Research, Cambodia, August 2023.
• Ajitha, S. (2023)
• ‘Digital Ecosystem in Rural School Education’;
• ‘Synergy of AI and Human Intelligence’;
• ‘Employees’ Performance before and after AI Adoption’, ICETTEM 2023, Singapore, November 2023.
• Ajitha, S. (2024) ‘Public Awareness, Usage and Satisfaction of AI’, XVIII ICARETM International Conference, UAE, January 2024.
• Ajitha, S. (2024) ‘Impact of GDP and Manufacturing Output on Climate Change Using ML – India’, ICETBM 2024, SSN School of Management, February 2024.
• Ajitha, S. (2024) ‘Deepfake Threats and Trust in AI’, International Conference on AI-driven Decision-Making and Agile Practices, AIGS Bangalore, May 2024.
• Ajitha, S. (2024) ‘Impact of Climate Change on UHI and Business Productivity’, 19th ICARETM, Andaman/Pondicherry University, August 2024.
• Ajitha, S. (2025) ‘Bridging the Deep-Tech Valley of Death’, ICSSR International Conference on Deep-Tech and Policy, MSRUAS, February 2025.
• Ajitha, S. (2025) ‘Predicting Customer Churn in Entertainment Subscription Economy’, 4th ICRTETBM, Amity University Noida, February 2025.
• Ajitha, S. (2025) ‘Impact of Union Budget Announcements on Stock Market Using Sentiment Analysis’, ICSFA 2025, CHRIST University, March 2025.
• Ajitha, S. (2025)
• ‘Comparative Analysis of Banking Stocks: BSE BANKEX vs NEPSE’;
• ‘Online Gambling Preferences and Consequences’, ARC XXI ICMIT – Industry 5.0, CMS Business School, Pattaya/Thailand, April 2025.

International Journal Papers

• Ajitha, S. (n.d.). Conceptual work of causes and effect of store employees’ attitude towards the store image. Intercontinental Management Research Review (ICMRR), 4(4). ISSN 2320-9704.
• Ajitha, S. (n.d.). Effect of store employees’ attitude in selling behaviour towards the store image. International Journal of Business Intelligence and Innovation, Special Vol. 3.
• Ajitha, S. (2018). Consumer behavior and buyer behavior. M-Infiniti – Journal of Management, 12 (Special Issue 3), p. 86. ISSN 0973-7197.
• Ajitha, S. (2017). A comparative study on consumers’ behaviour towards organized and unorganized retailing in Central Chennai. International Journal of Trend in Scientific Research and Development, 1(5), 1240–1250. DOI: 10.31142/ijtsrd2450.
• Ajitha, S. (2020). Face counting and mask detection using deep learning. International Journal of Scientific & Engineering Research, 11(12). DOI: 10.14299/ijser.2020.12.05.
• Ajitha, S. (2021). Estimation of future sales prognostics of Bigmart using the neural network library in R language. Dogo Rangsang Research Journal, 11(1). ISSN 2347-7180.
• Ajitha, S. (2021). Loan prediction challenge – A comparison between logistic regression and XGBoost. Mukt Shabd Journal, 10(1), 369–377. DOI: 10.0014.MSJ.2021.V10I1.0086781.118536.
• Ajitha, S. (2021). A study on retail banking transformation in India. Wutan Huatan Jisuan Jishu, XVII(3), 360–366. DOI: 10.37896/whjj17.3/649.
• Ajitha, S. (2021). Food demand forecasting – Case study. GIS Science Journal, 8(3), 1826–1831. DOI: 20.18001.GSJ.2021.V8I3.21.36861.
• Ajitha, S. (2021). A study on the attitude–behaviour relationship of store employees in Chennai. Wutan Huatan Jisuan Jishu, XVII(10), 76–92. DOI: 10.37896/whjj17.9/786.
• Ajitha, S. (2021). Exploring the possibilities of rendering recruitment interesting and effective. GIS Science Journal, 8(11), 800–815. DOI: 20.18001.GSJ.2021.V8I11.21.38252.
• Ajitha, S. (2022). Social media analytics on Zomato using sentiment analysis. Dickensian Journal, 22(4), 8–10. DOI: 10.12001.DK.J2022.V22.I4.072.
• Ajitha, S. (2022). A study on loan prediction using Fintech decision tree analysis. Acharya Management Business and Entrepreneurship Review (AMBER), 13(1).
• Ajitha, S. (2022). Development of intrapreneurship through organizational culture – A design framework. Manager – The British Journal of Administrative Management, 58(155). Available at: https://tbjam.org/vol58-issue-155/
• Ajitha, S. (2022). Impact of social media advertising among young adult consumers. Korea Review International Studies, 15(41). Available at: https://kristudies.org/volume-15-issue-41-december-2022/
• Ajitha, S. (2023). From rags to riches and riches to rags. Acharya Management Business and Entrepreneurship Review (AMBER), 14(1), 10–16. DOI: https://doi.org/10.23874/amber/2023/v14/i1/220787.
• Ajitha, S. (2023). Effect of social media analytics in business. IASMS Journal of Business Spectrum, XVI(1), 1–8. ISSN 0974-8016.
• Ajitha, S. (2023). Ford’s exit from India: Is it good or bad? Amity Management Analyst, X(II).
• Ajitha, S. (2023). Impact of brand experience and continuous brand satisfaction on brand love. Empirical Economics Letters, 22 (Special Issue 1). DOI: 10.5281/zenodo.8412664.
• Ajitha, S. (2023). A process framework for nurturing innovative culture in organisations of the commercial motor vehicle sector. Empirical Economics Letters, 22 (Special Issue 1). DOI: 10.5281/zenodo.10153099.
• Ajitha, S. (2023). A study on customer retention in educational mobile applications through customer engagement mediating customer involvement. Industrial Engineering Journal, XVI(12), 5–12.
• Ajitha, S. (2024). The evolving role of HR in Indian start-ups: From administration to strategic leadership. NHRD Network Journal, 17(1–2), 19–28. DOI: 10.1177/26314541241274378.
• Ajitha, S. (2024). Exploring public perception, awareness, and satisfaction with AI applications in Karnataka, India. International Journal of System Assurance Engineering and Management. DOI: 10.1007/s13198-024-02594-3.
• Ajitha, S., et al. (2024). Automating adverse event detection in clinical trials through machine learning. Periodico di Mineralogia, 93(6), 340–352. DOI: 10.5281/zenodo.14282801.
• Himashree, M. S., K. J., M. R., Ajitha, S., & Girish, M. R. (2024). Automating adverse event detection in clinical trials through machine learning. Periodico di Mineralogia, 93(6), 340–352.
• Likith Kumar, C. M., Ajitha, S., & Reshma, K. J. (2024). Predictive analysis of employee turnover: A comprehensive model for attrition forecasting. International Journal of Scientific Research in Engineering and Management, 8(12), 1–11.
• Rajendra Prasad, M., Ajitha, S., & Reshma, K. J. (2024). Predicting climate variations: Machine learning approach using weather factors and socio-economic drivers of temperature. International Journal of Innovative Research in Technology, 11(7), 2959–2969.
• Pratyusha, P., Reshma, K. J., & Ajitha, S. (2025). A study on factors influencing behavioural intention to adopt and use neobanking. International Journal for Research in Applied Science & Engineering Technology (IJRASET), 13(1), 282.
• Adya, M. D., Ajitha, S., & Reshma, K. J. (2025). Predictive analysis of stock market return using machine learning algorithms. International Journal of All Research Education and Scientific Methods (IJARESM), 13(2).

• Reviewer, Sustainable Technology and Entrepreneurship (Elsevier)
• Reviewer, International Journal of Systems Assurance Engineering and Management (IJSA)
• Technical Program Committee Member & Reviewer — ICCIS 2024; ITAI 2025; PEIS 2025; ICDSA 2025
• Empanelled Member, Board of Examiners, Acharya Bangalore B School
• ABCD Reviewer – Certificate of Reviewing
• Program Committee Member for multiple Springer-indexed international conferences

• Title of the Invention : Machine Learning using Univariate and Multivariate Models for Water Quality Prediction , Date of Publication : 16/07/2021 , Application Number : 202141030593 A
• Title of the Invention : An Artificially Intelligent System To Strategize And Predict Employee Attrition And Retention In Hr Management , Date of Publication : 17/01/2025 , Application Number : 202531001839
• Title of the Invention : Stand-Table Work Station for Digital Marketers”, Registered on 24th June 2025 at the Intellectual Property Office, United Kingdom , Design Number: 6451599.