Birla Institute of Technology, Mesra
Faculty Image

Dr. Arun Mittal

Joined Institute on : 14-Aug-2007

  • Assistant Professor
  • Management
  • Ph.D, M.Phil, MBA, PGDRM, Executive Certification Programme (Digital Marketing)-IIM Kashipur
Contact Address

Birla Institute of Technology A - 7, Sector 1 NOIDA (UP) 201301

Birla Institute of Technology A - 7, Sector 1 NOIDA (UP) 201301

  • Phone Office - 9873957205
  • Phone Residence - 9873957205
  • Email - arunmittal@bitmesra.ac.in
Work Experience

Teaching : 18 Years

Research : 18 Years

Individual: 18 Years
Professional Background

Dr Arun Mittal is an Assistant Professor (AL 12) and Faculty Incharge of R&D Cell, Programme Coordinator – BBA at Birla Institute of Technology, Mesra Ranchi (Deemed University), Off Campus Noida. He holds a Ph.D. in marketing from BIT, Mesra, Ranchi, and an Executive Certificate in Digital Marketing from IIM-Kashipur. He has conducted many workshops. He has 18 years of experience teaching Multivariate Data Analysis, Marketing Research, Marketing Analytics, and Digital Marketing. Dr. Mittal has published about 40 research papers in the journals of repute including papers in SCOPUS, ABDC and SSCI indexed, UGC CARE Journals, and Edited books with International Publishers. He has also presented papers in around 25 conferences and seminars. He has authored and edited seven books in the field of management titled International Retailing, Entrepreneurship Development, Banking and Insurance, and Business Environment, I Can I Will and The Luxe Dip. He has also Co-Editor of Scopus Indexed book on The Future of Artificial Neural Networks He has successfully supervised 5 Ph.D. scholars, and another 5 scholars are currently pursuing Ph.D. under his guidance. Dr. Mittal has conducted around faculty development programs, workshops and sessions on Research Methodology, Questionnaire Designing and Scale Development, Writing High-Quality Papers for Scopus, ABDC & Web of Science Journals, Meta Analysis and Systematic Literature Review, Multivariate Data Analysis, Business Analytics, Marketing Research, Digital Marketing, and Social Media Analytics. He has served as the coordinator of 3 faculty development programs on Entrepreneurship Development (Sponsored by the Department of Science and Technology, Government of India). Dr. Mittal is a Project Director and Co-Project Director in the Projects sponsored by ICSSR and MGNCRE. He has completed a Digital Marketing Consultancy Project for Noida Lok Manch (NGO), NOIDA. He is a life member of the Indian Commerce Association and the Indian Society for Training and Development.

Research Areas

Digital Marketing, Socially Responsible Consumption, E-Word of Mouth, Online Reviews, Retailing Management, Entrepreneurship Development, Higher Education. 
Award and Honours
  1. Best Paper Award on “Role of Artificial Intelligence in Transforming the E-retailing Business: A Critical Analysis in the Technology-Driven Business World” in the technical session: Digitalization and Business Domain-I in International Conference on Digital Transformation for Business Sustainability and Growth (DTBSG) organized by Mittal School of Business, Lovely Professional University, Punjab, August 18th, 2023.
  2. Best Research Paper Award (Marketing Session) on research paper “Factors Affecting the Customers’ Bank Selection Criteria: An Empirical Study of Delhi-NCR” in marketing session in the conference on Business and Management.
  3. Best Paper Award – Dynamics of Online Promotional Strategies of E-Retailers in India National Conference on Managing Change, February 10-11, 2017, Organized by Navsahyadri Group of Institutes, Pune
  4. Best Paper Presentation Award- Making Industry-Academia interface work better for filling Skill-Gap: An Empirical Study with special reference to Management Education, 3rd National Seminar on Era of Skill Development: Inspire, Innovate & Integrate – ESDIII 2016, Saturday, 13th August 2016
  5. “Award for Professor with Excellence in Teaching in Higher Education & Research”. MIMT, Greater NOIDA.
Publications

Publications in Journals: 

 

  1. Mittal, A., Singh, N., Chaturvedi, D. D., Singh, P. K. (2024), Impact of Digital Marketing Communication (DMC) on Customers Adaptability for Mobile-Based Taxi Apps through Technology Acceptance Model (TAM): A Serial Mediation Approach, Journal of Content Community & Communication, (10) 21, 12-27, DOI: 10.31620/JCCC.12.24/03 (SCOPUS)
  2. Gupta, S. L., Mittal, A., Singh, S., Dash, D.N. (2024), Demand-driven approach of Vocational Education & Training (VET) and Experiential Learning: A Thematic Analysis through Systematic Literature Review (SLR), Vol. 13 No. 1 Pp. 45-63, Asian Education and Development Studies. https://doi.org/10.1108/AEDS-07-2023-0083 (SSCOPUS, ESCI)
  3. Mittal, A., Singh, S., Rajest, S. S. (2023) Role of artificial intelligence in knowledge management: an empirical study of industry experts using stepwise multiple regression, International Journal of Electronic Finance, 2023 12 (4) 403 – 422. https://doi.org/10.1504/IJEF.2023.133838 (SCOPUS, ABDC)
  4. Das, J.S., Mittal A. (2023) Communication and its Impact on the Consumer Buying Motivations for Luxury Goods: An Empirical Study in The Indian Context, Journal of Content Community and Communication, 17(9), 171-189. DOI: 10.31620/JCCC.09.23/14 (SCOPUS).
  5. Gupta S L, Singh S, Mittal A. (2022), Role of Experiential Learning in Skill Development: A Study of Rural Vocational Students of VET Institutions, Indian Journal of Commerce, Vol. 75, No. 4, 105-122 (UGC CARE Listed Journal)
  6. Srivastav, G., Mittal, A., (2021) Modelling value-based banking and customers' banking choices in the era of Marketing 3.0: An empirical study with logistic ordinal regression approach, Global Business and Economics Review, 25 (2021), 51–67. doi: 10.1504/gber.2021.116644 (SCOPUS, ABDC).
  7. Alam, M. M., Mittal, A. & Chawla, D., (2019), Patients’ Perception towards Branded and Generic Medicines in an Emerging Economy: A Scale Development and Validation Study, Vol. 20 No. 5 1292-1310 Indexed in SCOPUS, ABDC – ‘C’ (DOI- https://doi.org/10.1177/0972150919846812)
  8. Alam, M. M., Sikdar, P., Kumar, Mittal, A. (2018), Assessing Adherence and Patient Satisfaction with Mediation Validation of TSQM in emerging Markets, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 12, No. 4,409-432. (SCOPUS, ABDC)
  9. Alam, M. M., Mittal, A. & Chawla, D., (2017), Evaluating patients’ perceptions regarding generic medicines: A segmentation approach, Journal of Generic Medicines”, 13(4), 184-192, Indexed in SCOPUS
  10. Paul, J, Mittal, A & Srivastava, G (2016) Impact of Service Quality on Customer Satisfaction in Private and Public Sector Banks, International Journal of Bank Marketing, 35 (5), Pp.606-622, Indexed in SCOPUS, ABDC – ‘B’.
  11. C. Kudeshia, P. Sikdar, Mittal, A. (2016), “Spreading love through fan page liking: A perspective on small scale entrepreneurs, Computers in Human Behavior, Vol. 54, pp. 257-270. Indexed in Scopus, SSCI, ABDC- ‘B’
  12. Srivastav, G., Mittal, A. (2016), Impact of Internet Banking on Customer Satisfaction in Private and Public Sector Banks. Indian Journal of Marketing, 46 (2), 36-49, Indexd in SCOPUS.
  13. Kudeshia, C. and Mittal, A. (2016), “The effect of eWOM on brand attitude and purchase intention of consumers: a cross-sectional study on consumer electronics, International Journal of Internet Marketing and Advertising, 10(3), 131-151. Indexed in Scopus, ABDC – C
  14. Kudeshia, C., Mittal, A. (2015), The journey of Chumbak: from mail to mall – leveraging social media networks for on-going dialogue with customers, Emerald Emerging Markets Case Studies, 4(5). 1-20. Indexed in SCOPUS
  15. Kudeshia, C. & Mittal, A. (2015). Social-Media: An Eccentric Business Communication Tool for the 21st Century Marketers, International Journal of Online Marketing, 5 (2), 37-57, indexed in Web of Science, ESCI.
  16. Mittal A., Srivastava G., (2013), Study on Customer Perception and consumption Pattern of e-Banking services, A Comparative study of Private vis-à-vis Public Sector Banks, Asia Pacific Marketing Review, 2(1), 73-85.
  17. Gupta, S. L., Mittal, A. (2012), Paired Comparison of Promotional Methods in Context of Banking Services: An Application of Multidimensional Scaling, IIMS Journal of Management Science, 3(2), 131-139.
  18. Gupta, S L, Mittal, Arun, (2008) “Comparative Study of Promotional Strategies of Private and Public Sector Banks in India”, Asia-Pacific Business Review, IV (3), 87-93.

 

Conference Proceedings:

 

  1. Mittal, A., Ramachandran, K. K., Lakshmi, K. K., Hasbullah, N. N., Ravichand, M., & Lourens, M. (2023). Human-centered Artificial Intelligence in Education, present and future opportunities. 3rd International Conference on Advance Computing and Innovative Technologies in Engineering (ICACITE), Greater Noida, India, 2023, pp. 1003-1008, doi: 10.1109/ICACITE57410.2023.10182647. (SCOPUS Indexed)
  2. Yadav, M., Khurana, R., Vihari, N. S., Mittal, A., Balodi, A., & Srivastava, A. P. (2023). Virtual Reality in Human Resource Management: Past, Present and Future Trends. https://doi.org/10.1109/icraset59632.2023.10420290, 2023 International Conference on Recent Advances in Science and Engineering Technology (ICRASET), B G NAGARA, India, 2023, pp. 1-5, doi: 10.1109/ICRASET59632.2023.10420290. (SCOPUS Indexed)
  3. Khurana, R., et al., (2023) "Towards Sustainable ICT: A Bibliometric Review of Green Communications," 2023 Fourth International Conference on Smart Technologies in Computing, Electrical and Electronics (ICSTCEE), Bengaluru, India, 2023, pp. 1-5, doi: 10.1109/ICSTCEE60504.2023.10584883. (SCOPUS Indexed)
  4. Srivastava, S. et al., (2024) “Unleashing Big Data in Entrepreneurship: Trends, challenges and prospects,” 4th International Conference on Innovative Practices in Technology and Management (ICIPTM), Noida, India, 2024, pp. 1-4, doi: 10.1109/ICIPTM59628.2024.10563514. (SCOPUS Indexed)
  5. Kumar, M. et al. (2024) "Inclusion of Neural Networks in Higher Education: A Systematic Review and Bibliometric Analysis," 4th International Conference on Innovative Practices in Technology and Management (ICIPTM), Noida, India, 2024, pp. 1-6, doi: 10.1109/ICIPTM59628.2024.10563852. (SCOPUS Indexed)
  6. Mittal, A. (2017), “Factors Affecting Customers’ Usage Intention, Satisfaction, and Risk Perception for Banks’ Mobile Wallets Users and Non-Users in India: An Empirical Study, (Pp.60-68), National Seminar on Emerging Issues in Commerce and Business Management, Saturday, 7th January 2017, Department of Commerce, Hansraj College, University of Delhi.
  7. Mittal, A. (2017) Impact of Demonetization on General Public: An Empirical Study of People's Experiences during Demonetization Days, (Pp. 1-7.), International Conference on Paradigm Shift in World Economies: Opportunities and Challenges (IC- PSWEOC – 2017)” Rukmini Devi Institute of Advanced Studies, April 7, 2017.
  8. Gupta, S. L., Mittal, A., Mittal, P. (2009), “Role of IT in Changing Business Environment: A Study of Banks Service Delivery Innovations and Promotional Strategies” In, Mathew, A. (Ed.), 2nd International Conference on Leadership and its Role in Preparing the Organisation for Unprecedented Change, May 23-24, 2009, Institute of Productivity and Management, Ghaziabad, UP., Excel India Publishers, Pp. 192-210.
  9. Mittal, A., Kaur, M. (2010), “Designing 360-degree Marketing Framework for banking industry: A Study of Selecting Best Promotional Tools”, Emerging Trends in Management and Information Technology, SMS Varanasi, In, Jha. P.N., Gautam, A. (Editors) Pp. 178-190. National Conference on Recent Global Developments, Management and Information technology: Prospects and Perspectives, School of Management Studies, Varanasi, 29-30 January 2010. 

 

 

 

Edited Books:

 

  1. Mittal, A., Bhatia, A., Mittal, A., Chaturvedi, D. D., (2025) Role of Contemporary Innovations in Fostering the Growth, for Social Entrepreneurship: An Empirical Study in The Dynamic Socio-Economic Environment, In S. Gupta, H. Vaishnaw, M. K. Mishra (Eds), Innovation, Entrepreneurship and Sustainability, (Pp. 85-106), Cambridge Scholars Publishing.
  2. Mittal, A., Singh, N., Chaturvedi, D. D. and Singh, P. K. (2024). Analysing Healthcare App Satisfaction: Predictive Analytics Using Stepwise Regression to Identify Key Factors. In Proceedings of the 2nd Pamir Transboundary Conference for Sustainable Societies - PAMIR-2; ISBN 978-989-758-723-8, SciTePress, pages 514-518. DOI: 10.5220/0012874200003882
  3. Mittal, A., Singh, P. K., Horsley Solomon, P. (2024), Motivations, Key Success Factors, Functionality, and the Role of Social Entrepreneurship in Socio-Economic Sustainability: A Systematic Review of Existing Literature, In I. Ghosal, B. Prasad, N. Ray, L. K. Joshi (Eds), Sustainable Strategic Business Infrastructure Development and Contemporary Digital Practices in Industry 5.0, (pp. 217–236). Apple Academic Press (SCOPUS)
  4. Mittal, A., Chaturvedi, D. D., Chaturvedi, S. & Singh, P. K. (2024). Impact of Negative Aspects of Artificial Intelligence on Customer Purchase Intention: An Empirical Study of Online Retail Customers Towards AI Enabled E-Retail Platforms. In, S. Dadwal, S. Goyal, P. Kumar, R. Verma (Eds), Demystifying the Dark Side of AI in Business (pp. 159-173). IGI Global (SCOPUS)
  5. Mittal, A., Determining Sustainability of Online Teaching: Issues and Challenges, Transforming Higher Education Through Digitalization, 1st Edition, CRC Press, (2021), 1-18.
  6. Mittal, A., Opportunities and Challenges of E-Learning in South Asia: An Analytical Study of India as an Emerging Market, In Challenges and Opportunities for the Global Implementation of E-Learning Frameworks, IGI Global, USA (2021), 97-111
  7. Bharti, A., Mittal, A. (2018), Supply Chain Management Strategies and Risk Assessment in Retail Environments, In Kumar, A., & Saurav, S. (2018). Perishable Goods Supply Cold Chain Management in India (1st ed., pp. 232-246). Hershey: USA, IGI Global. (SCOPUS Indexed)
  8. Mittal, A. (2013), Spiritual Advertising: Conceptual Framework and Indian Experience, Marketing by Consciousness, In Puri, R. (2013), Marketing by Consciousness, Spiritual Teacher Forum (1st ed., pp. 47-59). Delhi, India.
  9. Mittal, A. (2013), Emotional Branding Concept and Practice, In Puri, R. (2013), Marketing by Consciousness, Spiritual Teacher Forum (1st ed., pp. 93-107). Delhi, India.
  10. Amitabh, A., Sharma, M., Mittal, A. (2013), “A Few Carats of Sheen: Jewellery Sector a Propelling Force for the Indian Economy”, Published by Bharti Publications, (1st Ed., Pp. 192-200), Delhi, India.
  11. Gupta, S. L. & Mittal A. (2009), “A Study of Consumers’ Perception and Brand Awareness in Rural India with Reference to FMCG Sector”, Marketing to Rural Consumers: Understanding and Tapping the Rural Market Potential (pp. 291-303). IIM, Kozhikode, 03-05 April 2008. New Delhi: Excel Books.
Member of Professional Bodies
  1. Life Member – Indian Commerce Association 
  2. Life Member – Indian Society for Training and Development 
Current Sponsored Projects
  1. Major Research Project, Titled “The Rural youth from Enrolment to Employment: Role of New National Education Policy – 2020 in Re-Imagining Vocational Education with Experiential Learning through Higher Education Institutions” (Project Director: Prof. (Dr.) S. L. Gupta, Co-Project Director: Dr. Arun Mittal) sponsored by Mahatma Gandhi National Council for Rural Education, (2021 to 2022), Sanctioned amount Rs. 5.5 lakhs, Status: Completed.           
  2. Major Research Project, titled: Role of Women Entrepreneurship in Holistic Empowerment of Women:  An Empirical Study of Semi-Urban and Urban Women Entrepreneurs, Project Director, Dr. Arun Mittal, Co-PI - Prof. (Dr.) S. L. Gupta, Indian Council of Social Science Research (2022 to 2024), Sanctioned Amount: Rs 7.5 lakhs, Status: Completed.
Text and Reference Books
  1. The Luxe Dip - A Glimpse into the Basics of Luxury, White Falcon, Dr. Jyoti Sankar Das and Dr. Arun Mittal, Edition: First, 2025, ISBN: 978-9349311336,
  2. Future of Artificial Neural Network, (Scopus Indexed) EDITED BOOK, Nova Science Publishers, USA, Editors: Dr. Indrajit Ghosal, Dr. Arun Mittal, Dr. Hemlata Jain, Edition First, 2024, ISBN: 979-8-89113-665-6
  3. Business Environment MKM Publishers Private Limited, Dr. D D Chaturvedi, Dr. Arun Mittal, Ms. Saumya Chaturvedi, Edition: First, 2022, ISBN: 978-93-87273-00-9
  4. Banking and Insurance, Scholar Tech Press, Dr. D D Chaturvedi, Dr. Arun Mittal, Ms. Saumya Chaturvedi, Edition – First 202, ASIN ‏ : ‎ B08S3H36K1
  5. I Can… I Will… From Knowing the Things to Doing the Things,  Sterling Publishers, Dr. Arun Mittal, Edition First, 2015, ISBN: 978-8120798892
  6. Entrepreneurship Development, International Book House, Dr. S L Gupta, Dr. Arun Mittal Edition –First, 2011, ISBN – 9789381335154
  7. International Retailing: Text and Readings, Excel Books, Dr. S L Gupta, Dr. Arun Mittal Edition –First, 2010, ISBN - 9788174468598
Intellectual Property Rights (IPR)
  1. Arun Mittal, Device to Track the Customer’s Footprints in a Mall, Design No. 357536-001, Date of Issue: 28.03.2022., No. 110908, Class 10-05. The Patent Office, Government of India.
  2. Horseley Solomon, Ranjan Kumar Singh, Dr. Arjun Suresh, Rajeshdran Sobha Ajin and Dr. Arun Mittal on “Smart Sensor Based Communication Device” Application No. 376086001, CBR No. 210227, The Patent Office, Government of India. (Application under process).
  3. Floating Greenhouse with Smart Monitoring, Journal No. 12/2024, 22/03/2024 Published