Consumer engagement behaviour over time on fitness tracker Facebook brand pages: effect of post characteristics, message appeals and marketing promotions. - Sujo Thomas; Sonal Kureshi; Vivek Bhatt; Arpan Yagnik (Int. J. Bus. Inf. Syst., 2023)

Generative AI Can Be Creative Too. - Pulin Agrawal; Arpan Yagnik; Daqi Dong (AGI, 2024)

Negotiating Creativity amidst Interactive Marketing: Understanding Persuasion Tactics of Virtual Influencer Marketing from a Developer's Perspective - Extended Abstract. - Bhakti Mehta; Manisha Pathak-Shelat; Arpan Yagnik (PERSUASIVE (Adjunct), 2024)