Post Doctoral Scholar, MICA, India
Utkarsh Dwivedi is a passionate academic and researcher with an extensive background in management studies, media research, and entertainment theory. Currently pursuing a Ph.D. at the Indian Institute of Information Technology Allahabad, his work focuses on reconstructing entertainment theory and examining critical tenets for new media entertainment. He has been a post-doctoral fellow at MICA’s Centre for Media, Entertainment, & Sports, contributing significantly to media research. With diverse professional experience, including managerial roles at GK Enterprises and Axis Bank, Utkarsh has developed a unique blend of practical business acumen and academic expertise. He has a deep commitment to teaching and has contributed to the development of innovative courses in data-driven marketing and SEO. With a growing publication record, he is an active contributor to international conferences and journals, focused on media, entertainment, and marketing.
Profile
Orcid
Education
Utkarsh Dwivedi is currently a Ph.D. candidate at the Indian Institute of Information Technology (IIIT) Allahabad, specializing in the Department of Management Studies. His dissertation titled Reconstructing Entertainment Theory and Examining Critical Tenets for New Media Entertainment aims to explore contemporary entertainment paradigms through a critical lens, guided by Prof. Madhvendra Misra. Prior to his Ph.D., he earned a Master of Business Administration (MBA) from IIIT Allahabad, graduating in 2019 with a dual specialization in Marketing & Finance. His academic journey began with a Bachelor of Technology (B.Tech) in Industrial & Production Engineering from the Institute of Engineering & Rural Technology, Allahabad, which he completed in 2012. Utkarsh’s educational foundation is a blend of technical engineering, business management, and media studies, positioning him as a well-rounded academic in the field of media and entertainment research.
Experience
Utkarsh Dwivedi’s academic career is complemented by a rich blend of professional experience. He is currently a Post-doctoral Fellow at the Centre for Media, Entertainment & Sports (CMES) at MICA Ahmedabad, where he contributes to cutting-edge research projects on media and entertainment. Before this, he served as a Research Fellow at the Indian Institute of Information Technology (IIIT) Allahabad in the Department of Management Studies from 2019 to 2024, where he led various qualitative and quantitative research projects. His teaching experience spans several years as a Teaching Assistant at IIIT Allahabad, where he developed and assisted in courses related to Data-Driven Marketing and SEO. Utkarsh has also gained substantial industry experience, having worked as a Works Manager at GK Enterprises, managing client relations, tenders, and inventory. Additionally, he served as Assistant Manager Operations at Axis Bank, where he oversaw daily banking operations and client relations.
Research Focus
Utkarsh Dwivedi’s research primarily revolves around media, entertainment, and marketing, with a special emphasis on understanding user engagement in interactive storytelling, digital branding, and emerging media trends. His dissertation, Reconstructing Entertainment Theory and Examining Critical Tenets for New Media Entertainment, reflects his interest in rethinking traditional entertainment models in light of new media platforms. As a Post-doctoral Fellow at MICA Ahmedabad, he conducts primary and secondary research on media, entertainment, and sports under the Centre for Media, Entertainment & Sports (CMES). His research interests also include video games, streaming platforms, social media, and the impact of new technologies like VR and AI on entertainment consumption. Some of his work in progress, such as Measuring Immersion Across Contemporary Entertainment Channels and Redefining Entertainment: A Critical Inquiry Through the Lens of Abductive Reasoning, reflect his ambition to define new research paths in the evolving world of media, consumer behavior, and digital marketing.
Publications
- Nature of Users’ Persuasion and Exploration in Interactive Storytelling Video Games in the Netflix Games Library 🎮📖
- Will Disney Plus Get the Lion’s Share 🦁🎥 (Indian Management, August 2020)
- Value My Brick- A House Price Prediction System 🏠📊 (Asia Pacific Management Conference, 2023)
- Millets Beyond 2023- Understanding the Scope of White Labelling in Marketing of Millets 🌾📈 (International Conference on Industry 4.0 for Sustainable Development, 2024)
- Branding in Metaverse- A VR based study 🕶️🌐 (International Conference on Industry 4.0 for Sustainable Development, 2024)