Dr. Sonika Singh's research involves quantitative modelling in the domainsof digital marketing and retailing. Sonika’s research focuses on Bayesian econometric modeling of consumer information search, consumer choice, and retail pricing and promotions in digital and offline channels. She is a PhD in Management Science from the University of Texas at Dallas, and her research has been published in the Journal of Retailing and the Journal of Retailing and Consumer Services.
Sonika’s current projects focus on longitudinal data analysis of panel data to understand repeated choices, variety seeking and consumer response to category pricing and promotions over time. She has presented her research at leading marketing conferences in U.S., Europe and India. Sonika has prior academic/teaching experience at the University of Texas at Dallas, IIM-Indore and Symbiosis in India. She has prior industry experience in market research. She has worked in Sandvik Asia and Kirloskar Oil Engines Ltd.
Can supervise: YES
Digital marketing, Customer Analytics, Retail promotions, Consumer information search, Consumer choice, Applied Bayesian econometrics.
Marketing Analytics (Postgraduate)
Digital Marketing (Undergraduate)
Business Statistics (Undergraduate)
Singh, S & Swait, J 2017, 'Channels for search and purchase: Does mobile Internet matter?', Journal of Retailing and Consumer Services, vol. 39, pp. 123-134.View/Download from: UTS OPUS or Publisher's site
© 2017 Elsevier Ltd Recent industry reports indicate that consumers own four digital devices on an average, and switching devices during shopping is the 'new normal.' The addition of mobile Internet as a new channel of search and purchase has spurred the adoption of the digital medium, and easy accessibility of the Internet on multiple devices is influencing shopping patterns. A consumer may prefer some channels for search and others for purchase or use a combination of channels to search and purchase simultaneously. As a new channel, it is unclear 1) whether mobile Internet offers greater search or purchase benefits and 2) what type of products are more suitable for mobile Internet search and purchase. In this study, we develop a framework that describes the factors that drive the use of mobile Internet in a multi-channel environment. We test the framework using survey data from a sample of U.S consumers. The main findings from our study indicate that 1) the choice of channel combinations that include mobile relative to other channel combinations increases with an increase in perceived search convenience of mobile channel. 2) in the digital channel, mobile and desktop differ in their utility along search dimensions. The probability of choosing channel combinations that include mobile increases due to search convenience whereas desktop is attractive due to perceived gains of price comparison search; and 3) mobile Internet search increases for consumers searching for utilitarian products. The insights from this study deepen our understanding of how digital media is used in the search-purchase process and have important managerial implications.
Noguti, V, Singh, S & Waller, DS 2019, 'Gender differences in motivations to use social networking sites' in Gender and Diversity: Concepts, Methodologies, Tools, and Applications, IGI Global, Hershey, PA, USA, pp. 1565-1580.View/Download from: UTS OPUS or Publisher's site
© 2019 by IGI Global. All rights reserved. This chapter investigates gender differences in motivations to use social networking sites (SNS), a subset of social media. The present research focuses on Facebook given its prominence among currently available SNS. Analysing a survey of university students in Australia, the results indicate that female consumers are more likely than male consumers to use Facebook to seek information (to research and learn new things and to discuss products and brands) and for convenience (to obtain things with little effort). Both of these reasons in turn relate positively to their degree of engagement on Facebook, where engagement is operationalized as cognitive absorption which is a state of deep involvement with an activity.
Noguti, V, Singh, S & Waller, DS 2016, 'Gender Differences in Motivations to Use Social Networking Sites' in English, R & Johns, R (eds), Gender Considerations in Online Consumption Behavior and Internet Use, IGI Global, Hershey PA, USA, pp. 32-49.View/Download from: UTS OPUS or Publisher's site
This chapter investigates gender differences in motivations to use social networking sites (SNS), a subset of social media. The present research focuses on Facebook given its prominence among currently available SNS. Analysing a survey of university students in Australia, the results indicate that female consumers are more likely than male consumers to use Facebook to seek information (to research and learn new things and to discuss products and brands) and for convenience (to obtain things with little effort). Both of these reasons in turn relate positively to their degree of engagement on Facebook, where engagement is operationalized as cognitive absorption which is a state of deep involvement with an activity.
Singh, S, Bogomolova, S, Oppewal, H & Swait, J 2015, 'Consumer Shopping Behaviour: Fluidity of Time and Money', Australian and New Zealand Marketing Academy Conference, Australian and New Zealand Academy of Marketing, Sydney, Australia, pp. 826-826.
In this study we examine consumers' fluidity of time and money during grocery shopping – that is the difference between the actual and planned spending of time and money in a supermarket. While most studies consider time and money budgets as important, these variables are mostly used as control variables. The notion of fluidity of
consumers' time and money has received little attention in the literature. Using pilot data from supermarket intercept survey before and after the shopping trip, we empirically investigate the drivers of consumers' fluidity of time and money. Our results indicate that in-store promotions, shopper attitudes and demographic characteristics influence the fluidity of money. However, the above mentioned variables do not drive the fluidity of time.
Noguti, V, Waller, DS & Singh, S 2014, 'A study of consumer innovation and purchase based on information from social media', 2014 Asia Pacific Innovation Conference, 2014 Asia Pacific Innovation Conference, Sydney, Australia.
Waller, DS, Noguti, V & Singh, S 2014, 'Does the Use of Facebook Lead to Purchases?', Proceedings of 2014 ANZMAC Conference, Australian and New Zealand Marketing Academy Conference, ANZMAC, Brisbane, Australia, pp. 1169-1175.View/Download from: UTS OPUS
The ability of social media to attract large numbers of people around the world also
makes these websites a platform of interest for advertisers. While these sites were
hesitant at first to 'sell out' to massive amounts of advertising, advertising has produced
for them a major revenue stream. However, an issue is whether the use of social media
leads people to purchase. This paper will analyse the results of a survey of 169 Facebook
users to determine the predictors for a purchase based on information from Facebook.
The findings indicate that Facebook engagement, seeking friends, seeking information
and gender are the main predictors of purchase.
Singh, S, Ratchford, B & Prasad, A 2013, 'Consumer choice and multi-store shopping: An empirical investigation', Proceedings of International Choice Modelling Conference 2013, International Choice Modelling Conference, Open Conference Systems, Sydney, Australia, pp. 1-17.View/Download from: UTS OPUS
Singh, S 2011, 'Internet search and seller trust in the secondary market', INFORMS Marketing Science Conference, 33rd Annual INFORMS Marketing Science Conference, Institute for Operations Research and the Management Sciences, Houston, USA.
Singh, S, Ratchford, B & Strijnev, A 2009, 'Impact of category price competition on store choice and store traffic', INFORMS Marketing Science Conference, 2009 INFORMS Marketing Science Conference, Institute for Operations Research and the Management Sciences, Michigan, USA.