Research Scholar at Goa Institute of Management, Goa, India
Shashank Singh Pawar is a dedicated FPM Scholar in Marketing at the Goa Institute of Management (GIM), India. With a strong foundation in engineering and management, he brings a multidisciplinary approach to his research, focusing on Human-Computer Interaction, Anthropomorphism, and Consumer Behavior. Shashank’s academic journey reflects his passion for exploring how digital interfaces and avatars influence consumer psychology and behavior across generations. His research has earned recognition through peer-reviewed publications and conference awards. Prior to joining GIM, he served as an Assistant Professor for over eight years, contributing actively to academia through teaching, mentoring, and organizing conferences. His editorial roles and participation in research workshops underscore his commitment to scholarly excellence. Driven by curiosity, innovation, and a deep understanding of digital consumer dynamics, Shashank is steadily building a reputation as a thoughtful and emerging researcher in his field.
Professional ProfileÂ
Education🎓
Shashank Singh Pawar’s educational background reflects a strong interdisciplinary trajectory. He is currently pursuing a Ph.D. (Fellow Programme in Management) in Marketing at the Goa Institute of Management (2021–present), where his research centers on digital consumer behavior and avatar interactions. Prior to his doctoral studies, he completed his Master of Engineering in Industrial Engineering and Management from the Institute of Engineering & Technology (IET-DAVV), Devi Ahilya Vishwavidyalaya, Indore, in 2013. He laid the foundation for his academic and analytical skills with a Bachelor of Engineering in Mechanical Engineering from Rajiv Gandhi Proudyogiki Vishwavidyalaya (RGPV), Bhopal, in 2011. Throughout his academic journey, he demonstrated a consistent interest in integrating engineering principles with management and behavioral sciences, eventually transitioning into a research-driven career in marketing. His educational progression illustrates a deepening focus on the psychological and technological dimensions of consumer engagement.
Professional Experienceđź“ť
Before embarking on his doctoral journey, Shashank Singh Pawar gained substantial teaching experience as an Assistant Professor at the Chameli Devi Group of Institutions, Indore, from 2013 to 2021. During his eight-year tenure, he was involved in teaching core engineering and management subjects, advising student projects, and participating in academic event coordination. His excellence in mentoring was recognized with the Dronacharya Award for his role in guiding student teams in national competitions such as the Auto India Racing Championship (AIRC). His responsibilities extended beyond the classroom, where he actively contributed to organizing national-level conferences, thereby fostering a collaborative academic environment. This professional phase not only honed his instructional capabilities but also strengthened his academic leadership and research interests, ultimately paving the way for his transition to full-time research in marketing. His industry-relevant teaching experience complements his current research in digital marketing and consumer behavior.
Research Interest🔎
Shashank Singh Pawar’s research interests lie at the intersection of marketing, psychology, and technology. He is particularly drawn to Human-Computer Interaction (HCI), Anthropomorphism in AI systems, and Consumer Behavior in the context of immersive and digital interfaces. His ongoing doctoral work explores how different generations interact with AI-driven avatars and how realism and emotional cues affect consumer responses. He aims to understand and model consumer attitudes and behaviors in technology-mediated environments, such as virtual shopping and digital gifting contexts. His recent publication in Computers in Human Behavior and his working papers reflect this passion for examining user engagement with avatars, prosocial outcomes in digital gifting, and generational psychology. By applying experimental and qualitative methods, Shashank seeks to bridge the gap between theoretical insights and practical applications in digital marketing. His research contributes to the evolving understanding of AI-consumer relationships, influencing both academia and the future of customer experience design.
Award and Honor🏆
Shashank Singh Pawar has been recognized for his academic and mentoring excellence throughout his career. Most notably, he received the Best Paper Award (Runner-up) at the 9th Indian Academy of Management (INDAM) Conference 2024, a prestigious recognition reflecting the quality and relevance of his research on avatar-based consumer interactions. Earlier in his career, he was honored with the Dronacharya Award for his outstanding contribution as a faculty advisor during the Auto India Racing Championship (AIRC-2017), highlighting his dedication to student development and project mentorship. Additionally, he was named Student of the Year during his undergraduate engineering program in 2011, further validating his consistent academic dedication and leadership. These honors demonstrate his excellence across teaching, research, and academic service, underlining a well-rounded profile as an educator and scholar committed to impactful contributions in both academic and practical spheres.
Research Skill🔬
Shashank Singh Pawar possesses a well-rounded set of research skills, grounded in both qualitative and quantitative methodologies. He is proficient in SPSS (V26) for statistical analysis and MAXQDA for qualitative data analysis, having completed certification from Emory University, Georgia. His participation in workshops on Innovative Research Methods by Prof. Russell Belk and Experimental Research Design by Prof. Giampaolo Viglia showcases his hands-on training in advanced methodologies. Shashank applies these skills in studying nuanced consumer behavior, particularly in the digital space involving AI and avatars. He is also actively involved in academic peer-review, serving as a reviewer for the International Journal of Consumer Studies (ABDC-A) and for major conferences like INDAM, further validating his critical research acumen. His capability to conceptualize, design, analyze, and present research effectively makes him a strong contributor to the academic community and positions him well for future high-impact research outputs.
Conclusionđź’ˇ
Shashank Singh Pawar demonstrates a promising and emerging research profile with a unique niche in human-computer interaction and consumer behavior. His interdisciplinary background, recognized publication, and active academic engagement make him a strong candidate for an early-career researcher award. However, for top-tier “Best Researcher” recognition, increasing his publication volume, citation impact, and global collaborations would make his profile even more competitive.
Publications Top Noted✍
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Title: From Efficiency to Immersion: Understanding Generational Differences in Avatar Interactions
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Authors: Shashank Singh Pawar; Anubhav A. Mishra
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Year: 2025
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Journal: Computers in Human Behavior