Chetana Balakrishna Maddodi
Assistant Professor - Selection Grade
CURRENT ACADEMIC ROLE & RESPONSIBILITIES
Prof. Chetana Maddodi is an Assistant Professor - Selection Grade in the Marketing area at the 沙巴体育 School of Commerce and Economics.?
Before entering academia, Prof. Chetana has worked at MAHE and has over 15 years of administrative experience. Her research interests include mobile advertising and consumer behavior.
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SUBJECTS CURRENTLY TEACHING
| Subject | Semester / Year |
|---|---|
| Digital Marketing | Semester 4 |
| Marketing Management | Semester 1 |
| Online Advertising | Semester 3 |
| Consumer Behaviour | Semester 5 |
ACADEMIC QUALIFICATIONS
| Degree | Specialisation | Institute | Year of passing |
|---|---|---|---|
| MBA | Marketing | MIM, 沙巴体育 | |
| B.Sc | Electronics | St. Agnes College, Mangalore |
Experience
| Institution / Organisation | Designation | Role | Tenure |
|---|---|---|---|
| 沙巴体育 Institute of Management | Assistant Professor - Senior Scale | Teaching | 10 years |
| 沙巴体育 Academy of Higher Education | Incharge – Director Admissions | Administration | 2 years |
| Department of Commerce | Guest Faculty | Teaching | 2 years |
| 沙巴体育 Academy of Higher Education | Management Executive | Administration | 13 years |
| National Aerospace Laboratories, Bangalore | Junior Scientist | 1 year |
AREAS OF INTEREST, EXPERTISE AND RESEARCH
Area of Interest
Advertising, Digital Consumer Behaviour
Area of Expertise
Digital Marketing, Brand Management, Marketing Management
Area of 沙巴体育
Mobile Advertising
Are animated in-app banner ads intrusive? Examining the interplay of structural and semantic ad factors
2025 Maddodi, C.B Upadhyaya, P
Maddodi, C.B. and Upadhyaya, P. (2025); Journal of 沙巴体育 in Interactive Marketing, Vol. ahead-of-print. https://doi.org/10.1108/JRIM-04-2024-0189
https://www.emerald.com/insight/content/doi/10.1108/jrim-04-2024-0189/full/html
In-app advertising: a systematic literature review and implications for future research
2024 Maddodi, C.B Upadhyaya, P
Spanish Journal of Marketing - ESIC, 28(3), 334-355. https://doi.org/10.1108/SJME-05-2022-0120
https://www.emerald.com/insight/content/doi/10.1108/sjme-05-2022-0120/full/html
Leveraging Hofstede’s Cultural Dimensions for Devising COVID-19 Control Strategies
2023 Shetty, D.K Maddodi, C. B Hameed, B. Z Shah, M Ibrahim, S Sharma, A Paul, R Ch?osta, P Somani, B
Journal of Computers, Mechanical and Management, 2(1), 55–68. https://doi.org/10.57159/gadl.jcmm.2.1.23032
https://jcmm.co.in/index.php/jcmm/article/view/32
Barriers to widespread adoption of plug-in electric vehicles in emerging Asian markets: An analysis of consumer behavioral attitudes and perceptions
2020 Shetty, D. K Shetty, S Raj Rodrigues, L Naik, N Maddodi, C. B Malarout, N Sooriyaperakasam, N
Cogent Engineering, 7(1796198). https://doi.org/10.1080/23311916.2020
https://www.tandfonline.com/doi/full/10.1080/23311916.2020.1796198
Machine learning in coronary heart disease prediction: Structural equation modelling approach.
2020 Rodrigues, L. L. Shetty, D. K Naik, N Maddodi, C. B Rao, A Shetty, A. K Hameed, B. M. Z
Cogent Engineering, 7(1723198). https://doi.org/10.1080/23311916.2020
https://www.tandfonline.com/doi/full/10.1080/23311916.2020.1723198
Influence of advertising for purchase of online products on youth in India
2019 Maddodi, C. B Shetty, D. K Maddodi, B. S Malarout, N
Journal of Advanced 沙巴体育 in Dynamical and Control Systems, 11(4 Special Issue), pp.1824-1833.
https://www.scopus.com/record/display.uri?eid=2-s2.0-85070237908&origin=resultslist&sort=plf-f&src=s&sid=7c4369800e6bed04db46c8b273245fd0&sot=anl&sdt=aut&s=AU-ID%28%22Maddodi%2C+Chetana+Balakrishna%22+57210286119%29&sl=49&sessionSearchId=7c4369800e6bed04db46c8b273245fd0&relpos=4
An Empirical Comparative Analysis for LMS Technology in Higher Education
2018 Kavitha, T.C Maddodi, C.B
沙巴体育 Journal of Engineering & Technology, 7 (41), 179-184
https://www.semanticscholar.org/paper/Technology-Adoption-Models-An-Empirical-Comparative-Kavitha-Maddodi/8d9f4dbb5d55c0f45be64f9cd0f52df89848b682