Aditya Ranjan holds an MBA in Marketing and a B.Tech. in Electronics and Communication Engineering, bringing together analytical rigour and strategic marketing expertise. He is a  Research Scholar in Marketing Management at the Vinod Gupta School of Management, Indian Institute of Technology Kharagpur, where he is in the final stages of completing his Ph.D. His doctoral research, titled "Understanding Continuance in Online Learning Platforms: A Cognitive Dissonance Perspective from Emerging Economies," explores consumer behaviour in technology-enabled services, with a focus on digital platform adoption, customer loyalty, post-adoption behaviour, and continuance intention. His other research has been published in reputed international journals, including the Journal of Services Marketing, Services Marketing Quarterly, and the Journal of Marketing Theory and Practice. He has also presented his scholarly work at prestigious national and international conferences such as the American Marketing Association (AMA), ANZMAC, IIM Lucknow, and MDI Gurgaon. Aditya has built a strong academic foundation through his roles as an Academic Associate at Indian Institute of Management Indore, Assistant Professor at Jaipur Engineering College, and Teaching Assistant at IIT Kharagpur. His teaching portfolio spans Marketing Management, Consumer Behaviour, Services Marketing, Customer Relationship Management, Rural Marketing, and Marketing Analytics. Known for his student-centric and application-oriented pedagogy, he blends research insights, case-based learning, and contemporary business practices to create impactful classroom experiences. Committed to advancing the frontiers of marketing scholarship, Aditya aspires to contribute to academia through rigorous research, transformative teaching, and interdisciplinary collaborations that address emerging challenges in digital marketing, consumer psychology, and technology-enabled services.