Faculty News

Faculty News
Prof Atul Arun Pathak co-authored a paper titled 'Social media content strategy for sport clubs to drive fan engagement' which has been published in the Journal of Retailing and Consumer Services. Co-authored with Prof Balamurugan Annamalai (IIM Sambalpur), Prof Masayuki Yoshida (Hosei University, Japan), and Profs Sanjeev Varshney and Pingali Venugopal (XLRI Jamshedpur), the study provides practical prescriptions for sport clubs to enhance their ability to engage their fan base online.