About

Dr. Sheetal Soni

Assistant Professor, Fashion Management Studies (MFM)

Jodhpur Campus

About

Dr. Sheetal Soni

faculty-1

sheetal.soni@nift.ac.in
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Adventure and Photography Club

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About

Dr. Sheetal Soni is an Assistant Professor in the Department of Fashion Management Studies at the National Institute of Fashion Technology (NIFT), Jodhpur. She specializes in Marketing and Business Research, with expertise spanning Global Marketing, Consumer Behaviour, Organizational Behaviour, and Design Thinking. With over sixteen years of experience in management education, she brings a strong blend of academic excellence, research expertise, and industry-oriented teaching. She is UGC NET–JRF qualified in Management and earned her doctoral degree in Marketing. She joined NIFT Jodhpur in September 2018 and has also completed a Faculty Development Programme in Academic Research & Data Analysis at IIM Kozhikode.
Dr. Soni's research interests encompass Consumer Behaviour, sustainability, and developmental issues. She has published extensively in Scopus-indexed and UGC-CARE journals and has contributed book chapters to leading international publishers, including Taylor & Francis, Springer, and McGraw Hill. She also successfully led a project titled "Design Development Workshop for Self Help Group Women" in collaboration with Nagar Nigam, Jodhpur, reflecting her commitment to community engagement and socially impactful initiatives. Beyond her academic and research pursuits, Dr. Soni has a passion for singing and writing, which complement her creative and reflective approach to teaching, research, and personal growth.

Completed PhD in Marketing from Jai Narain Vyas University in 2017. Thesis title: "A Comparative Analysis of Impact of Cause-Related Marketing and Sales Promotion on Consumer Attitude and Purchase Intentions in Rajasthan”

Completed Master of Business Administration from JIET, Jodhpur (affiliated with Rajasthan Technical University, Kota) in 2008

Completed Bachelor of Commerce from Jai Narain Vyas University, Jodhpur in 2006

1. UGC (NET-JRF) in Management in 2010;
2. Completed Faculty Development Program on “Advanced Certificate Programme in Academic Research & Data Analysis” at IIM Kozhikode (Aug 2023-Oct 2024)
3. Completed a Management Development Program on “Business Innovation through Design Thinking” at IIM Lucknow

Book Chapters (Scopus-Indexed / Peer-Reviewed)
1. Soni, S. (2026). Perceived identity threat in recycled fashion: The role of environmental consciousness. In Enhancing business efficiency through technology (Studies in Systems, Decision and Control, Vol. 659). Springer. https://link.springer.com/chapter/10.1007/978-3-032-15820-8_23
2. Yadav, U.,Soni, S. (2025). Adoption of wearable technology in the workplace: A study of employee perceptions and behavioural intentions. In Progressive computational intelligence, information technology and networking. Taylor & Francis, CRC Press. https://doi.org/10.1201/9781003650010
3. Yadav, U., & Soni, S. (2025). Exploring the potential of smart healthcare wearable devices and its future. In Advances in artificial intelligence for healthcare applications. CRC Press, Taylor & Francis. https://doi.org/10.1201/9781003503385
4. Yadav, U., Soni, S. (2024). An inferential analysis of customer experience transformation through AR/VR immersive and collaborative environments. In Advances in artificial-business analytics and quantum machine learning. Springer Nature. https://link.springer.com/chapter/10.1007/978-981-97-4860-0_11
5. Yadav, U., Soni, S. (2023). Role of IoT in supply-chain management processes. In Convergence of IoT, blockchain, and computational intelligence in smart cities (pp. 218–238). CRC Press, Routledge, Taylor & Francis Group. ISBN 9781032404240. https://www.routledge.com/9781032404240
6. Soni, S., Shukla, K., Yadav, U., & Ahluwalia, H. S. (2022). Virtual reality in social media marketing: The new age potential. In Recent advances in multimedia computing system and virtual reality (p. 295). CRC Press, Taylor & Francis. https://doi.org/10.1201/9781003196686-4
7. Yadav, U., Soni, S. (2022). COVID-19 impact on online learning: A statistical and machine learning model analysis for stress detection. In Predictive analytics of psychological disorders in healthcare. Springer, Singapore. https://doi.org/10.1007/978-981-19-1724-0_7

Edited Book
8. Soni, S. (Ed.). (2024). Futuristic trends in management (Vol. 3, Book 27). IIP Iterative International Publishers, Karnataka. E-ISBN 978-93-5747-568-6.

Journal Articles
9. Soni, S., Baldawa, S. (2023). Sustainable practices in fashion industry: A comparative analysis of supply chain of fashion brands. International Research Journal of Business Studies, 16(1), 11–25. https://doi.org/10.21632/irjbs.16.1
10. Soni, S. (2022). Cause related marketing & sales promotion: An analysis of comparative impact on consumer attitude. NMIMS Management Review, 30(3). https://management-review.nmims.edu/2022/06/

Conference Proceedings
11. Soni, S., & Yadav, U. (2024). A statistical analysis of consumer attitudes towards virtual influencers in the metaverse. In Applied data science and smart systems (pp. 458–466). Taylor & Francis. https://doi.org/10.1201/9781003471059-59
12. Yadav, U., Soni, S. (2024). An Inferential Analysis of Customer Experience Transformation Through AR VR Immersive and Collaborative Environments. In: Santosh, K., Nandal, P., Sood, S.K., Pandey, H.M. (eds) Advances in Artificial-Business Analytics and Quantum Machine Learning. COMITCON 2023. Lecture Notes in Networks and Systems, vol 1053. Springer, Singapore. https://doi.org/10.1007/978-981-97-4860-0_11
13. S. Soni, U. Yadav and A. Soni, "Virtual Reality & Augmented Reality: A way to Digital Transformation of Customer Engagement," 2022 International Conference on Machine Learning, Big Data, Cloud and Parallel Computing (COM-IT-CON), Faridabad, India, 2022, pp. 573-577, doi: 10.1109/COM-IT-CON54601.2022.9850954.