Dr. Winee Saikia

Research paper published

• Saikia, W., & Bhattacharjee, A. (2023). Digital consumer engagement in a social network: A literature review applying TCCM framework. International Journal of Consumer Studies, 48(1), 1–31. https://doi.org/10.1111/ijcs.1298 (IF-8.6, ABDC, Q1, Scopus, WoS)
• Saikia, W. & Bhattacharjee, A. (2024). Estimating consumer brand engagement with brand equity via brand trust for organic retail products on social media. International Journal of Internet Marketing and Advertising,21(1-2) (Scopus, WoS, ABDC)
• Saikia, W. & Bhattacharjee, A. (2025). Consumer Engagement with Organic Beauty Retail Products’ Brand Posts on Facebook has been accepted for publication, International Journal of Applied Management Research, 8-9(1-4)
• Sultana, M.  & Saikia, W. (2025).  A case study on Assam’s Century Old Daranggiri Banana Market under Goalpara District, Management Convergence,16 (2)

Chapters in Edited Book

• Saikia, Winee & Handique, Kaushik (2018), A Critique of SERVQUAL Model and its Extension to Two-Wheeler Showrooms, Emerging Trends in Business & Economic Development in India with reference to North-Eastern Region, Volume II (ISBN: 798-93-87263-697)
• Bhagawati, A., Saikia, W., & Bhattacharjee, A., (2023), Handloom as an Entrepreneurial Avenue, Indigenous Handloom and Handicrafts Practices of North East India, Akansha Publishing House (ISBN: 978-8183706544)
• Saikia, W., & Bhattacharjee, A., (2024), Social Media Content Creation: A Pathway to Digital Autopreneurship, Vision ot Veracity. Exploting the Key Elements of Indias' Development and Growth, Global Publishing House India (ISBN: 978-93-95606-90-5)

Paper Presentation

• Presented a paper entitled “Assessing the Soft Skills Requirements in IT Jobs using LinkedIn Platform” in the National Seminar and Workshop (Online) on Significance of Soft Skills and Life Skills and its pertinence in Career Development organized by Incubation Innovation Centre, IQAC, Humanities & Community College, Jorhat Kendriya Mahavidyalaya, in Association with S.S.P. Mandal’s C.T. Bora College on 24th to 26th June, 2021.
• Presented a paper entitled “The Influence of Brand Post Message Strategy on Consumer Engagement with Organic Retail Products on Instagram” in the 4th International Conference on Digital Economy, organizes by Centre for Digital Economy, Indian Institute of Management, Raipur, India, during 3-4 December, 2021
• Presented a paper entitled “A Case Study on Educated Entrepreneurs in the Handloom Sector in Assam” at National Seminar cum Exhibition on Unlocking Potentials and Elevating Growth in Nort-East India through Handloom and Handicraft Industry held on 07th August, 2022 organized by Assam University, Silchar
• Presented a paper entitled “Consumer Engagement Through Brand Pages And Word Of Mouth For Organic Retail Products” in International Conference of Marketing on Consumer Experience in Digital Era (ICM 2023) being organized by IIM, Bodh Gaya, on April 14th and 15th, 2023.
• Presented and received best paper award for the paper entitled “Entrepreneurship in the Handloom Sector; Success Stories of Educated Entrepreneurs in Assam” in the Two-Day National Seminar on “Indigenous Business Practices and Sustainable Development- Exploring Potentialities of Handloom and Handicraft Sector” organized by the Department of Business Administration, AUS, during 7-8 August, 2023.
• Presented a paper entitled “How Do Eco-Labels Shape Consumer Purchase Intention For Energy-Efficient Home Appliances?” at International Conference On Sustainable Marketing Delivery Value Sus-Tech For Business, AT NEHU Shillong, SMDV 2025 held from 27th to 29th June 2025
• Presented a paper entitled “How Social Cues in AI Foster Self-Efficacy and Satisfaction? A Study Based on the CASA Model” at the International Conference on Sustainable Innovation in Business and Economics (SIBE) 2025, hosted by the British University Vietnam on 31/10/2025.

Faculty Development Programme

• Faculty Development Programme on “Structural Equation Modelling” held from 28th Novemeber to 2nd December 2020 organized by School of Business Studies, Sharda University in association with Prof. Vishal Gupta- IIM A.
• AICTE sponsored Two-week Online Faculty Development Program (FDP) on “Multivariate Statistics” organized by Fortune Institute of International Business (FIIB), New Delhi from April 11-25, 2021
• Faculty Development Programme on “Qualitative Research Analysis using NVivo” held from 15th May to 19th May, 2021 organized by School of Business Studies, Sharda University.
• Online FDP on Digital and Social Media Marketing conducted online from 20th to 23rd September 2021 by IIM, Visakhapatnam
• Online National Faculty Development Program on “Quantitative Data Analysis” from January 14-19, 2022 organized by Human Behavtics Private Limited, Gomti Nagar Extension, Sector-1, Lucknow-10, Uttar Pradesh.
• Scholar and Faculty development Program on “Fundamentals of PLS by using Smart PLS” (Twelve hours program online) conducted by NICMAR University Pune with the support of SmartPLS, Germany on Aug 6-7 and 13-14, 2022
• “One Week Online National Faculty Development Program on Bibliometric and Quantitative Data Analysis” from November 10-15, 2022 organized by Human Behavtics Private Limited, Gomti Nagar Extension, Sector-1, Lucknow-10, Uttar Pradesh
• Five Day Faculty Development Program on Data Analytics and Decision making, 21st to 25th November, 2022 held at the Department of Statistics, School of Physical Sciences, Assam University, Silchar.

Training Programme

• One month Advanced International Training Programme on Research Manuscript Drafting and Publishing-2020 (TORMP- 3.0 2020) organized by Eudoxia Research Centre, India. 30th Sep to 31st Oct, 2020.

• UGC-NET in Management
• Acted as a reviewer in British Food Journal published by Elsevier
• Acted as a resource person for In-Service Training and Induction Training (Phase 2) for the Vocational Trainers under down town Charity Trust
• Acted as a resource person at "Data Analytics for Social Science Researchers"for the session “How to Write Review Papers” Organised by ''The Department of Management In collaboration with Placement And Counselling Cell, Nehu, Tura" Sponsored by "ICSSR - NERC, SHILLONG"
• Acted as a reviewer for conference paper at the International Conference on Sustainable Innovation in Business and Economics (SIBE) 2025, hosted by the British University Vietnam