Dr Mudra Mukesh

Senior Lecturer in Marketing

35 Marylebone Road London NW1 5LS

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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'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 logo design and its impact on brand evaluations.

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

"Facebook with Care: Social Networking site can hurt self-esteem", Fox News. February 7, 2012."Why you shouldn't have more than 354 Facebook Friends", Men's Health News. February 12, 2012."L'étude qui va vous faire décrocher de Facebook", L'Express. July 3, 2014."How to Feel Better Everyday" Realsimple.com

Publications and book chapters

Mukesh Mudra and Rao Anand (2017) 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

Luffarelli, J, Mukesh, M and Mahmood, M (2018) The Influence of Logo Descriptiveness on Consumer Behaviour and Brand

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  

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

Mukesh M. A Study of Female Empowerment through Smoking Narratives: The Perspective of Urban Educated Women in India. 

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 


What’s in a Logo? The Impact of Complex Visual Cues in Equity Crowdfunding (2018)
Ammara, A., Luffarelli, J. and Mukesh, M. 2018. What’s in a Logo? The Impact of Complex Visual Cues in Equity Crowdfunding . Journal of Business Venturing.


Social Media Measurement and Monitoring (2018)
Mukesh, M. and Rao, A. 2018. Social Media Measurement and Monitoring. in: Bikramjit, R. and Bandyopadhyay, S. (ed.) Contemporary Issues in Social Media Marketing Abingdon, Oxon Routledge.


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