Aishwarya Singhal

Academic Leadership and Affiliations:

• Aishwarya has been the Global Course Leader for the PG course Social Media Marketing.
• She holds the fellowship of Higher Education Academy UK (FHEA).
• She is associated with the Centre for Networks and Enterprise Excellence (CNEE).
• She served as a Mentor in Dubai for the PGCertTL program.

Qualifications:

• Her PhD is interdisciplinary and investigates the role of AI (including machine learning, deep learning and chatbots) in CRM.
• She also holds a MSc (with distinction and awarded top performer) in Marketing from Heriot-Watt University Dubai
• BBA from Heriot-Watt University Edinburgh
• Diploma in International Business from Brunel University London.
• PGCertTL- Post Graduate Certificate in Teaching and Learning (awarded special recognition)
• Fellowship of the Higher Education Academy UK (FHEA)
• In 2022 she was selected and participated in the acclaimed Doctoral Forum at the renowned Hanken School of Economics in Finland where she was awarded with Excellence for her overall performance.
• In 2024 she was successfully selected to participate at the Doctoral Forum at the prestigious University of Cambridge in UK.
• Fellowship of the Higher Education Academy UK (FHEA)
• In 2022 she was selected and participated in the acclaimed Doctoral Forum at the renowned Hanken School of Economics in Finland where she was awarded with Excellence for her overall performance.
• In 2024 she was successfully selected to participate at the Doctoral Forum at the prestigious University of Cambridge in UK.

Her research interests include Social CRM, applications of AI, Chatbots and Robots in Customer Relationship Management, the Metaverse, Virtual Influencers, Customer Experience, use of AR, VR and MR in hospitality, digital marketing and social media marketing.

Her research has been published in highly ranked Journal of Business Research. She has participated in more than 14 international conferences and seminars in UK, Ireland, Finland, USA, Mauritius, Spain, Australia, Switzerland, India and France. She has consecutively presented several research papers at prestigious conferences such as the Academy of Marketing, Academy of Marketing Science, and Academy of Marketing Science World Marketing Congress in the recent years. Additionally, she has recently contributed to two book chapters in edited volumes on Digital Marketing and Virtual Influencers with Palgrave McMillan and Springer.

This year in September, she was successfully selected and participated in the prestigious Cambridge Service Alliance Forum at the distinguished University of Cambridge in the UK. She is now working on research projects with globally prominent senior academics from University of Oxford, University of Cambridge and The University of Queensland. In 2022, she was selected to participate in the acclaimed Doctoral Forum at the renowned Hanken School of Economics in Finland where she was awarded with Excellence for her overall performance.

Perez-Vega, R., Hopkinson, P., Singhal, A. and Mariani, M.M., 2022. From CRM to social CRM: A bibliometric review and research agenda for consumer research. Journal of Business Research, 151, pp.1-16. Joint Author

Singhal, A., Pavel, R.M., Perez-Vega, R., and Mariani, M.M., (June 2024). Affordances of immersive technologies for Tourism Metaverse. In Marketing in a Multicultural and Vibrant World: Proceedings of the 2024 Academy of Marketing Science 25th World Marketing Congress, June 25-29, Bel Ombre, Mauritius. Senior Author

Singhal A. & Appaiah Singh, J. (2024) Transforming rural agribusiness with Digital Marketing. In: Galati, A., Thrassou, A., Vrontis, D., and Mariantonietta, F., (eds) Agribusiness Innovation and Palgrave- Springer International Publishing. Senior Author

Singhal, A., & Perez-Vega, R., (2023). Virtual Reality, Real Impact: Understanding the Perception of Virtual Influencers in the Metaverse. In From Revolution to Revolutions: Proceedings of the 2023 Academy of Marketing Conference, July 3 - 6, Birmingham, UK. Senior Author

Singhal, A., Hopkinson, P., and Perez-Vega, R., (2023). Is the Future of CRM truly Conversational? Exploring the Role of Virtual Service Robots in the Management of Customer Relationships. In Bringing the Soul Back to Marketing: Proceedings of the 2023 Academy of Marketing Science 24th World Marketing Congress, July 11 - 14, Kent, UK. Senior Author

Singhal, A., (June 2023). Critical evaluation of learning spaces and digital pedagogy in global higher education. In Creating Global Change Makers: Proceedings of Heriot-Watt Learning and Teaching Conference, June 6 – 8, UK. Independent Author

Singhal, A., Pavel, R.M., Perez-Vega, R., and Mariani, M.M., (2023). Opportunities and Challenges presented by immersive technologies in creating new experiences in Metaverse Tourism. In Artificial intelligence & robotics in service interactions AIRSI 2023: The Metaverse Conference, May 15 - 17, Spain. Senior Author

Hopkinson, P.J., Singhal, A., Perez-Vega, R. and Waite, K., (2023), March. The Transformative Power of Artificial Intelligence for Managing Customer Relationships: An Abstract. In Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs: Proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA (pp. 307-308). Cham: Springer Nature Switzerland. Joint Author

Perez-Vega, R., Hopkinson, P., Singhal, A. and Waite, K., (2020). Special Session: Relationship Intelligence: Affordance of AI in Practice: An Abstract. In Enlightened Marketing in Challenging Times: Proceedings of the 2019 AMS World Marketing Congress (WMC) 22 (pp. 141-142). Springer International Publishing. Joint Author

Singhal, A., (2020) Examining the Role of Consumer Engagement: A Netnographic study on Platform Businesses in Sharing Economy. In High Tech and High touch: The future f human service: Proceedings of SERVSIG 11th International Conference 2020, July 2020, Brisbane, Australia. Independent author

Singhal, A., Perez-Vega, R., and Hopkinson, P., (2019) Advances in the use of social media for Customer Relationship Management: research themes and future directions. In. Proceedings of the 2019 Academy of Marketing Conference, July, London, UK. Senior Author

Subramaniam, R.K., Singhal, A. and Hopkinson, P., (2019), March. Role of digital marketing to enhance medical tourism in hospitals of Dubai. In 2nd International Conference on Tourism Research (p. 330). Joint Author

Singhal, A., Hopkinson, P., (2019) Online Purchase decisions leading innovation or commotion in KSA: a comparative study of KSA, U.S and Indian Retail Industry. In Advancing service research and practice: Proceedings of AMSERVRSIG QUIS16 2019 Conference, June, Sweden. Senior Author

Singhal, A., Hopkinson, P., Fattah, S. and Vega, R.P., (2018). Measuring and Managing the Relationship Quality of Social Media based Customer Relationships. In 5th European Conference on Social Media ECSM 2018 (p. 283). Senior Author

Hopkinson, P.J., Perez-Vega, R. and Singhal, A., (2018). Exploring the use of AI to manage customers’ relationships. In 51st Academy of Marketing Conference, Stirling, UK (pp. 1-7). Joint Author