Unnati Narang

Feature article written by Candice Marti – Updated (01/07/2024) -.

AMA’s RAPSIG would like to introduce our Vice President of Outreach, Unnati Narang, Assistant Professor at the University of Illinois at Urbana-Champaign!  

We are delighted to have Unnati as our Vice President of Outreach. Not only is she an impactful scholar, but she also draws upon impressive real-world experience that drives her passion for marketing. Early experiences as an entrepreneur, co-founding a musical instrument retailer in New Delhi, India, and working with edtech startups piqued Unnati’s interest in marketing. These experiences inspired her to think about marketing and how to use technology to improve online and offline consumer service experiences and their interplay. Diving headfirst into her interest and passion for marketing, Unnati earned her Ph.D. at Texas A&M University.

Unnati’s research focuses on mobile marketing, mobile applications, consumer mobility, and engagement in digital environments using causal modeling, econometrics, machine learning, and deep learning methods. She is particularly interested in omnichannel retailing using mobile or engagement in digital platforms, especially online learning platforms. Unnati is currently examining areas pertaining to the value of data for retailers, how they can be made privacy-safe, and/or how consumers can be compensated for their data. When thinking about what could need more attention in retailing and pricing, Unnati shared that “the ethical implications of consumer data for retailers need more attention. In addition, crossover of retail behaviors with other consumer choices (e.g., credit card default, sustainable choices, health and wellness) will help gain a holistic view of their life and wellbeing, rather than just see them as a shopper in isolation.”

Unnati takes great pride in cultivating meaningful connections in academia. She feels fortunate to have found good friends, peers, and inspiring role models who have played a pivotal role in shaping her academic and personal growth. Unnati emphasizes the importance of continuous learning and giving back to the community. She finds a sense of accomplishment in doing her job well whether it is writing a good paper, service roles, guiding students, or reviewing thoughtfully, which she often celebrates by treating herself to an extra workout or yoga class. Outside of academia, you can find Unnati embracing the physical challenges of lifting heavy weights and the mindfulness of yoga. Additionally, her creative side finds expression in reading and writing screenplays. She enjoys spending quality time with her loved ones. Unnati’s culinary skills shine through her love for cooking, and she often hosts gatherings, creating a warm and welcoming environment for those around her.

Advice for new scholars:

“I have written a lot of blogs on this topic here: http://www.unnatinarang.com/blog/category/phd-resources. I’d mainly advise PhD students to focus on the process and not just the outcomes. Find joy in everyday progression in projects as the big wins are few. Inaction is the only enemy. Be honest with yourself and ask for help when stuck. Do not rely on only one or two mentors but instead, work on building a supportive community broadly in the field.”

Fun fact:

Unnati’s first concert she ever attended was Bryan Adams in Delhi.

Unnati can be reached at unnati@illinois.edu.