Dr. Arpita Pandey is an Assistant Professor of Marketing at Indian Institute of Management Bangalore (IIMB). She completed her PhD in Marketing from IIM Ahmedabad, where her dissertation on consumer behavior in online cause-related marketing received the best thesis award. Her research interests lie in the domains of digital marketing, advertising, sustainable consumption and consumer behavior. Her work has been published in leading international journals, including the Journal of Marketing Research, Journal of Service Research and International Journal of Advertising. Her teaching includes advanced marketing courses on Strategies for Mobile Marketing. The course juxtaposes a consumer behavioral understanding of mobile-based marketing interventions with techniques to create mobile marketing strategies. Prior to joining the PhD programme at IIMA, she worked for two years in Accenture Management Consulting. She completed her MBA from IIT Kanpur where she was awarded the S N Mittal Gold Medal for all round excellence in the graduating batch.