Manisha Yadav

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About

Dr. Manisha Yadav is a leading researcher in consumer behavior and e-commerce adoption, with a particular focus on emerging markets. Her work bridges technology acceptance and retail innovation, most notably through her highly cited study, "Consumer acceptance of apparel e-commerce–Ethiopia" (2016, 15 citations), which examines the rapid growth of online apparel trade in developing economies. This research highlights how e-commerce drives economic development and shapes consumer trust in digital marketplaces. Dr. Yadav’s contributions are pivotal for understanding the unique factors—such as cultural attitudes and infrastructure—that influence online shopping in regions like East Africa. Her findings have informed both academic theory and practical strategies for companies expanding into these markets. With a growing citation impact, Dr. Yadav continues to explore the intersection of digital transformation and consumer psychology, making her work essential for students and practitioners interested in global e-commerce trends and sustainable retail growth.