Akshay Jyothiram Iyer

Akshay holds a PhD in marketing and a PGDM from the Indian Institute of Management Ahmedabad (IIM A). He completed his M.Tech in computer science from IIT Bombay. His work focuses on using quantitative and machine learning techniques to solve marketing challenges. Akshay’s primary research interests are digital platforms and consumer interactions with AI systems. His work has been presented at several national and international conferences such as the Association for Consumer Research Conference in the USA, ANZMAC Conference in Australia, and the NASMEI Conference in India. Recently, his work was also accepted to be presented at AMA Summer Conference. His work on a recommendation system to match donors with suitable social causes won the prestigious Raj Sethuraman Award from NASMEI. He has over 10 years of experience in strategy and consulting roles in organisations such as Accenture and Cinepolis.

Research interests:

• Digital platforms
• AI and marketing
• Quantitative and econometric methods

Selected publications:

• Iyer, A. J. (2023). Understanding Borrower Motivations to Repay on a P2P Lending Platform. In L. Nguyen Chaplin, Priya Raghubir and Keith Wilcox (Eds.), Advances in Consumer Research: Vol. 51. (pp. 501-502). Association for Consumer Research.
• Iyer, J. A., and Bhattacharyya, P. (2005). Using semantic information to improve case retrieval in case-based reasoning systems. In Universal Network Language: Advances in Theory and Applications (pp. 347-358). México: Research on Computing Science. https://aclanthology.org/www.mt-archive.info/Cardenosa-2005-Iyer.pdf
• Conference Presentations:
  • Iyer, A. & V. K., Sai Siddharth, “Effect of competition mechanisms on the health behaviour of customers” at AMA Winter Conference 2026 (Virtual Mode)
  • Iyer, A. & V. K., Sai Siddharth, “Highway to Health: Effect of competition mechanisms on the health behaviour of customers” at ANZMAC 2024 Conference in December 2024 in Tasmania, Australia
  • Iyer, A., “Dynamism in Borrower Motivations to Repay on a P2P Lending Platform”, 17th NASMEI Conference, Chennai, India, December 18-19, 2023.
  • Iyer, A., “Understanding Borrower Motivations to Repay on a P2P Lending Platform”, Association for Consumer Research Conference 2023, Seattle, USA, October 26-28, 2023.
  • Iyer, A., “Understanding the role of affect on the favorability of AI-based recommendation systems for customers”, IIM Calcutta – Stern NYU Marketing Virtual Conference 2022, IIM Calcutta, January 24-25, 2022.
• Reviewer:
  • Vikalpa: The Journal for Decision Makers
  • Journal of Indian Business Research

MBA/ Ex. MBA:

• Artificial Intelligence in Marketing (elective)
• Marketing decisions using User Generated Content (elective)
• Marketing Management (core)

• Improve user engagement in a healthcare startup based in Ahmedabad, India
• Presented a talk on the use of Artificial Intelligence in Enterprises at a tech firm based in Goa, India

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