BALAJI M S

Professor

Rennes School of Business

France

Research Interests

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About

Professor Balaji M S is a faculty member at Rennes School of Business, France. His research interests encompass consumer behavior in technology-enhanced environments, cross-selling strategies, and the impact of digital tools on marketing effectiveness. Recent publications include studies on the influence of recommendation systems, the effects of virtual reality on decision-making, and the role of service robots in enhancing customer satisfaction. He is committed to exploring innovative approaches that integrate marketing strategies with technology trends.

Articles (24)

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2025

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2023

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2023

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2023

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2022

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2022

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2022

Collaborators (2)

Gary Mortimer

Queensland University of Technology

AUSTRALIA

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Tareq Rasul

Senior Lecturer

Australian Institute of Business

AUSTRALIA

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BALAJI M S

Research Interests

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About

Articles (24)

Examining Human Interactions with Smart Retail Technology: A Hybrid SEM- fsQCA Investigation

The effect of recommendation display position on review persuasiveness: Moderating roles of temporal distance, affect, and valence

In diversity lies opportunity: complementary product recommendations, message framing and cross-selling

Virtual reality vs traditional previews: the role of self-construal in customer decision-making

Progress in research on tourists with mental disorders: A critical review and the way forward

Robots in service: how robot capabilities and personalities drive customer value co-creation and satisfaction

Enhancing academic integrity among students in GenAI Era:A holistic framework

Charting the future of digital servitization using CIMO framework

Monetary discounts, metaphoric communication and mass prestige based branding: a comprehensive assessment

Green skepticism: review and research agenda

The dark side revealed: insights and implications from online brand communities

Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Conveying product weight in digital media using a hand image

Moderating Role of Consumers’ Attachment Style on Post-Recovery Satisfaction Behavior

Impact of failure severity levels on satisfaction and behavior: from the perspectives of justice theory and regulatory focus theory

Causal complexity of sustainable consumption: Unveiling the equifinal causes of purchase intentions of plant-based meat alternatives

Greenfluencers as agents of social change: the effectiveness of sponsored messages in driving sustainable consumption

Assessing the Effectiveness of Environmental Sustainability Performance Communication in Tourism: Mediation and Moderation Effects

Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement

Being unconventional: The impact of unconventional packaging messages on impulsive purchases

Effectiveness of product recommendation framing on online retail platforms

Effectiveness of product recommendation framing on online retail platforms

Sweat it for sustainability: Impact of physical activity/exercise on sustainable consumption

Collaborators (2)

Gary Mortimer

Tareq Rasul

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