Dr. NA. Ponnila Harshavardhini

Dr. NA. Ponnila Harshavardhini, BCA, MBA, Ph.D.
Assistant Professor

Dr. NA. Harshavardhini is an Assistant Professor at Vivekananda Institute of Management Studies, Coimbatore, specializing in Marketing and Tourism research. She holds a Ph.D. in Marketing from PSGR Krishnammal College for Women under Bharathiar University (2023), along with an MBA in Marketing and Finance (2018) and a BCA (2016). She has published extensively in reputed journals such as Empirical Economics Letters (ABDC) and ANVESAK (UGC Care), with research focusing on digital banking adoption and electronic word of mouth (eWOM) in tourism, and has presented papers at several national and international conferences in collaboration with institutions including Bannari Amman IMS, ISBR Bengaluru, and Nile University of Nigeria. Her academic contributions also include authoring two books—Retail Marketing (2025) and Services Marketing (2025), published by Sri Bharani Publications—and teaching courses such as Information Management, E-Business Management, Digital Marketing, and Retail Marketing.

Research Articles Published in Journals

• Harshavardhini, N., Nair, D., Kumar M., D., Feston, N., & Govindaraja, N. S. (2022). Impact of e-WOM Message Characteristics on its Perceived Usefulness in International Tourism. International Journal of Health Sciences, 6 (S2), 7876–7889.
• Nair, D., & Harshavardhini, N. (2021). Drivers of eWOM in Tourism: A Literature Review. ANVESAK UGC Care Group 1 Journal, 51 (1 (XXIII)), 74-80.
• Harshavardhini, N., & Nair, D. (2021). Impact of eWOM Adoption on Intention to Travel: A Review of Literature in the Context of International Tourism. Empirical Economics Letters (ABDC JOURNAL), 20 (Special Issue 4), 283-298.
• Emotional Resonance as a Strategic Tool: Assessing the Effectiveness of Emotional Appeals in Advertising, Vol.29(1),2025.
• A Study on Employee Perception and Adaptability to Evolving Trends in Digital Marketing in International Research Journal of Modernization in Engineering Technology and Science (IRJMETS), Volume 07, Issue 07, July 2025.

Books Published:

• RETAIL MARKETING, published by Sri Bharani Publications, ISBN No: 9788198354426, January 2025.
• SERVICES MARKETING, published by Sri Bharani Publications, ISBN No:9788198438461, February 2025.

Faculty Development Programme

• Five days National level online workshop on Systematic Review of Literature using VOS viewer with Publish or Perish from 21.8.2023 to 25.8.2023.
• FDP on the power of positivity Approach in Teaching & learning System of Cultural Transformation form 19.09.2023 to 26.09.2023.
• FDP on Research Skills enriched with Technology from 08.04.2024 to 14.04.2024.
• AICTE TRAINING AND LEARNING (ATAL) ACADEMY FDP from Dec 9^th 2024 to 14^th Dec 2024.
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