Nishtha Lamba

Papers

Total Citations

230

H-Index

About

Nishtha Lamba is a leading researcher at the intersection of digital marketing, consumer behavior, and emerging technologies. Her work explores how artificial intelligence and virtual entities are reshaping brand-consumer relationships, with a particular focus on the marketing effectiveness of virtual influencers—computer-generated avatars like Lil Miquela that command millions of followers. Her seminal 2020 paper, “Blurring lines between fiction and reality,” has garnered over 230 citations, establishing her as a key voice in understanding how luxury brands such as Louis Vuitton and Prada leverage these digital personas to blur the boundaries between authenticity and artificiality. Lamba’s research provides critical insights into consumer trust, parasocial interaction, and the ethical implications of AI-driven endorsements. Her contributions have been widely recognized for bridging theoretical frameworks with practical marketing strategies, influencing both academic discourse and industry practice. Through her work, Lamba continues to illuminate how virtual influencers are not merely a trend but a transformative force in modern advertising, offering a compelling lens for students and researchers navigating the evolving digital landscape.