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Mudra Mukesh

Mudra Mukesh PhD, PGCHE, MBA, B.Com.

Mudra Mukesh

Mudra Mukesh
PhD, PGCHE, MBA, B.Com.

Senior Lecturer in Digital Marketing and Social Media, Program Leader Post Graduate Marketing Suite

Department of Marketing, Events and Tourism

Business School

Dr Mudra Mukesh has a PhD in Marketing from IE Business School, in Madrid, Spain. She studied and worked in India, France, Spain, China, Hong Kong and USA. Mudra joined the University of Greenwich as Senior Lecturer in Digital Marketing because of its strong focus on teaching excellence and scholarship.

Mudra's business experience and expertise extends to the domain of entrepreneurship, managing development and execution of digital marketing strategy for international operations of SMEs and start-ups.

She has studied how Facebook usage impacts well-being of individuals and consumption preferences, as well as negotiation behavior. She is also interested in understanding how cognitive and social psychology can address issues and solve problems in education and addiction. Some of her other research projects include, but are not limited to:

  • socio-economic determinants of harmful consumption,
  • impact of time orientation on happiness,
  • logo descriptiveness
  • logo design and crowdfunding.

Mudra's research has received widespread media coverage from Live Science, Men's Health and L'Express. It has also been presented at various global academic conferences.

Media Coverage

  • Program Leader Masters in Strategic Marketing
  • Program Leader Masters in Strategic Marketing Communications
  • Course Leader for UG and PG courses in Marketing
  • Editor, Faculty Newsletter MET CONNECT
  • Social Networking Sites (SNS) and their impact on well-being, consumption and negotiations
  • Envy and its psychological and behavioural consequences
  • Socio-economic determinants of harmful consumption and preventive measures
  • Impact of culture on happiness and well-being
  • Terror management theory and construal level theory: impact on consumption and charitable behaviour
  • Logo Design
  • Crowdfunding

Publications and book chapters

Mukesh Mudra and Rao Anand (Forthcoming) Social Media Measurement and Monitoring in R. Bikramjit and S. Bandyopadhyay (Eds) Contemporary Issues in Social Media Marketing. Routledge.

Mukesh M and Gonçalves D (2012) ,"Virtually Unhappy: How Probability Neglect in Social Comparison Biases Judgments of Satisfaction With Life", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 741-742.

Working papers

Mukesh, M. and Gonçalves, D. (2016) Hold the Negotiations! – Facebook, Envy and Egotistical Motivation

Mukesh, M., Margarita, M., and Gonçalves, D. (2014) The Well-Being Paradox of Facebook: Mantaining Relations and Collecting Unhappiness  (Manuscript accepted for presentation at AOM 2014;Manuscript being prepared for JCR)

Mukesh, M. and Gonçalves, D. (2014) Social Networking Sites—An Affiliation Desire and Envy Perspective for Consumer Loyalty (Preparing Manuscript for JCR)

Mukesh M. A Study of Female Empowerment through Smoking Narratives: The Perspective of Urban Educated Women in India. (Manuscript accepted at Society for Personality and Social Psychology conference 2014)

Mukesh M. and Goncalves, D "G(L)ive today, Die tomorrow":  Role of Construal in personal versus Collective Mortality Salience and its impact on Charitable Giving (Data Collection)

Browse our publications database

Mukesh M, Margarita M, Gonçalves, D. (2016,February). When Friends Show –Off: Facebook and Well-Being. Proceedings of the American Marketing Association Winter Conference, Feb 26-28 2016, Las Vegas, NV.

Mukesh, M. and Gonçalves, D. (2013, May). The Facebook Effect: Gathering Friends and Collecting Unhappiness. Presentation at the Trans-Atlantic Doctoral Consortium, London Business School, May 9-11, London, UK.

Mukesh, M. and Gonçalves, D. (2012, October). Virtually Unhappy: How Probability Neglect in Social Comparison Biases Judgments of Satisfaction with Life. Presentation at the Association for Consumer Research Conference, October 4-7, Vancouver, BC.

Mukesh, M. and Gonçalves, D. (2012, May). I can't get no Satisfaction: Probability Neglect in Social Comparison and its Impact on Satisfaction with Life. Presentation at the European Marketing Academy Conference, May 22-25, 2012, Lisbon.

Mukesh, M. and Gonçalves, D. (2012, January). The Paradoxical Effects of Online Social Networks on Well-being: The Boon of Adding Friends and Curse of Following their Updates. Poster presented at the annual meeting for the Society for Personality and Social Psychology, San Diego, CA.

Mastoori Y., Stamatogiannakis A., Mukesh M., Luffarelli J., Goncalves D. (2013, July) Branding 2.0: The interplay of fair-trade labeling and the role of Gender. Poster Presented at the European ACR Conference, Barcelona, Spain

Browse our publications database