Author

Gowhar Rasool

Observed name: Rasool, Gowhar

Institutions: Central University of Jammu, Central University of Kashmir

Observed institutions: Central University of Jammu, Central University of Kashmir

ORCID: 0000-0003-2812-6898

Observed ORCID: 0000-0003-2812-6898

OpenAlex ID: A5081325544

Artificial intelligence marketing (AIM): connecting-the-dots using bibliometrics

2022 · Shaista Anayat, Gowhar Rasool · The Journal of Marketing Theory and Practice · 98

Examining the context‐specific reasons and adoption of artificial intelligence‐based voice assistants: A behavioural reasoning theory approach

2023 · Shaista Anayat, Gowhar Rasool, et al. · International Journal of Consumer Studies · 61

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Reading between the lines: untwining online user-generated content using sentiment analysis

2021 · Gowhar Rasool, Anjali Pathania · Journal of Research in Interactive Marketing · 51

Augmented reality in marketing: a close look at the current landscape and future possibilities

2024 · Syed Javeed, Gowhar Rasool, et al. · Marketing Intelligence & Planning · 32

‘Are online reviews the new shepherd?’ –examining herd behaviour in wearable technology adoption for personal healthcare

2022 · Anjali Pathania, Saumya Dixit, et al. · Journal of Marketing Communications · 18

Investigating E tailer’s perceived Website Quality using Analytical Hierarchy Process Technique

2017 · Anjali Pathania, Gowhar Rasool · Procedia Computer Science · 16

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Voice in Words: A Mixed-Method Approach for Decoding Digital Footprints Using Online Reviews

2022 · Gowhar Rasool, Anjali Pathania · Journal of Quality Assurance in Hospitality & Tourism · 11

Investigating power styles and behavioural compliance for effective hospital administration: An application of AHP

2019 · Anjali Pathania, Gowhar Rasool · International Journal of Health Care Quality Assurance · 10

Antecedents for success of e-commerce platforms: an investigative approach

2017 · Asif Ali, Gowhar Rasool, et al. · International Journal of Information Technology and Management · 10

Word of mouse! What drives consumer voluntarism to write online reviews?

2023 · Gowhar Rasool, Anjali Pathania · Journal of Marketing Communications · 5

A Measure of Supervisory Power: Scale Development and Validation

2016 · Parvez A. Mir, Jaya Bhasin, et al. · Jindal Journal of Business Research · 3

Exploring the interplay between experiential and material product purchases on consumer behavior: a meta-analytic investigation

2024 · Pooja Dhayal, Gowhar Rasool, et al. · The Journal of Marketing Theory and Practice · 1

Supervisory power and reverse incremental influence: an investigative approach

2023 · Gowhar Rasool, Anjali Pathania · World Review of Entrepreneurship Management and Sustainable Development · 1

How product presentation and online reviews shape information sharing: an elaboration likelihood model perspective

2026 · Pooja Dhayal, Anjali Pathania, et al. · Journal of Product & Brand Management

Seeing Is Believing, Experiencing Is Deciding: How Augmented Reality Attributes Drive Confidence in Choice and Willingness to Pay

2026 · Syed Javeed, Gowhar Rasool, et al. · International Journal of Consumer Studies

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Human-Centered Design for AR Shopping: Linking Interface Features to Motivation and Choice

2026 · Anjali Pathania, Gowhar Rasool, et al. · Academy of Management Proceedings

Power and Influence

2020 · Gowhar Rasool, Parvez Ahmad Mir, et al.

A study on facilitators of work engagement and the barriers hindering it in nursing

2013 · Gowhar Rasool, Partika Jasrothia · ZENITH International Journal of Multidisciplinary Research

Works count: 19

Citation count: 317

H-index: 9

I10-index: 9