Dr. Pramukh N. Vasist Dr. Pramukh N. Vasist
Practitioner  ·  Scholar  ·  Educator

Dr. Pramukh
Nanjundaswamy Vasist

VP – Research, Genpact  ·  Adjunct Faculty, IIM Kozhikode

I hold a Ph.D. in Information Systems from IIM Kozhikode and a master’s degree from IIM Mumbai. I bridge practice and research across AI, fake news, social media, and the behavioural dimensions of information systems. My work has appeared in FT50, ABDC A*, and AJG 4 ranked journals and been presented at ICIS, IFIP, and other leading global conferences.

17+
Yrs Industry Experience
21
Journal Publications
14
Conferences
3
Book Chapters
1
Patent
Google Scholar LinkedIn Full CV
01 / Background

Education

Ph.D. Information Systems
Dissertation: Deepfakes and social media disinformation — Theoretical and empirical insights from the evolving landscape
IIM Kozhikode
PGDIM
Post-Graduate Diploma in Industrial Management
IIM Mumbai (formerly NITIE)
Third Rank in Batch, 2011
B.Tech
Engineering
NIT Calicut
NTSE Scholar 2000 · State Rank 3
02 / Focus

Research Interests

Domain Areas
Dark Side of Technology Fake News & Disinformation Artificial Intelligence Deepfakes Social Media Dynamics ICT for Sustainable Development AI Governance Digital Transformation
Methodological Expertise
Systematic Literature Reviews Meta-synthesis Qualitative Comparative Analysis (QCA) Social Network Analysis NCA Conditional Process Analysis
03 / Scholarship

Publications

01
Navigating ethical concerns in the Metaverse: An integrative review and an agenda for future research
Vasist, P.N., Krishnan, S., & Bose, I. (2026) · Internet Research Journal, Vol. 36 No. 7 ABDC A · AJG 3
DOI ↗
02
The unfolding of geopolitical tensions on social networks: A social network analysis of Twitter and Reddit conversations
Vasist, P.N., Krishnan, S., & Agnihotri, P. (2026) · Internet Research Journal, Vol. 36 No. 2 ABDC A · AJG 3
DOI ↗
03
Exploring concerns of fake news on ChatGPT: A social network analysis of Twitter conversations
Vasist, P.N., Krishnan, S., Teo, T.S.H., & Azad, N. (2025) · Communications of the AIS, 56 ABDC A · AJG 2
DOI ↗
04
E-Participation and Corruption: Unravelling the Role of Power Dynamics and Disinformation
Vasist, P.N., Krishnan, S., Teo, T.S.H., & Azad, N. (2025) · Information & Management, 104139 ABDC A* · AJG 3
DOI ↗
05
Does a nation’s commitment to sustainability reflect preparedness for the Metaverse? An anticipatory governance-led configural narrative
Vasist, P.N., Krishnan, S., Ahangama, S., & Krishnan, O. (2025) · Journal of Systems and Information Technology, Vol. 27 No. 4
DOI ↗
06
A comparison of ‘organizing forces’ on Reddit and YouTube networks: Insights from the France riots of 2023
Vasist, P.N., Krishnan, S., Azad, N., & Mekoth, N. (2025) · Information Systems Frontiers, 27, 2103–2118 ABDC A · AJG 3
DOI ↗
07
Deciphering Trust Dynamics in Online Fake News: A QCA-Guided Meta-Synthesis
Vasist, P.N., & Krishnan, S. (2025) · e-Service Journal (Forthcoming)
08
AI’s impact on sustainability targets: A cross-country NCA and fsQCA study
Vasist, P.N., & Krishnan, S. (2024) · Information Systems Frontiers ABDC A · AJG 3
DOI ↗
09
Social media disinformation and climate change mitigation efforts: A configural narrative
Vasist, P.N., Krishnan, S., & Chatterjee, D. (2024) · Scandinavian Journal of Information Systems, Vol. 36: Iss. 2 ABDC A · AJG 2
DOI ↗
10
Analyzing the “when of how” phenomena manifest in IS research: A critical review of conditional process analysis
Vasist, P.N., & Krishnan, S. (2024) · Communications of the AIS, 54 ABDC A · AJG 2
DOI ↗
11
Navigating the ethical terrain around the normative challenges of fake news: An integrative review and a proposed agenda for future research
Vasist, P.N., & Krishnan, S. (2024) · Journal of Business Ethics FT50
DOI ↗
12
Powered by innovation, derailed by disinformation: A multi-country analysis of online political disinformation on nations’ innovation performance
Vasist, P.N., & Krishnan, S. (2024) · Technological Forecasting and Social Change, Vol. 199 ABDC A · AJG 3
DOI ↗
13
Country branding in the post-truth era: A configural narrative
Vasist, P.N., & Krishnan, S. (2024) · Journal of Destination Marketing & Management, 32, 100854 ABDC A · AJG 1
DOI ↗
14
Disinformation ‘gatecrashes’ tourism: An empirical study
Vasist, P.N., & Krishnan, S. (2023) · Annals of Tourism Research, 101, 103575 ABDC A* · AJG 4
DOI ↗
15
The polarizing impact of political disinformation and hate speech: A cross-country configural narrative
Vasist, P.N., Chatterjee, D., & Krishnan, S. (2023) · Information Systems Frontiers ABDC A · AJG 3
DOI ↗
16
Engaging with deepfakes: A meta-synthesis from the perspective of social shaping of technology theory
Vasist, P.N., & Krishnan, S. (2023) · Internet Research Journal, Vol. 33 No. 5 ABDC A · AJG 3
DOI ↗
17
Fake news and sustainability-focused innovations: A review of the literature and an agenda for future research
Vasist, P.N., & Krishnan, S. (2023) · Journal of Cleaner Production ABDC A · AJG 1
DOI ↗
18
Combating Fake News and Digital Deception at the Workplace: An Integrative Review and Open Systems Theory-led Framework
Vasist, P.N., & Chatterjee, D. (2023) · IIM Kozhikode Society & Management Review
DOI ↗
19
Demystifying fake news in the hospitality industry: A systematic literature review, framework, and an agenda for future research
Vasist, P.N., & Krishnan, S. (2022) · International Journal of Hospitality Management, 106, 103277 ABDC A* · AJG 3
DOI ↗
20
Deepfakes: An integrative review of the literature and an agenda for future research
Vasist, P.N., & Krishnan, S. (2022) · Communications of the AIS, 51 ABDC A · AJG 2
DOI ↗
21
Tackling the infodemic during a pandemic: A comparative study on algorithms to deal with thematically heterogeneous fake news
Vasist, P.N., & Sebastian, M.P. (2022) · International Journal of Information Management Data Insights, 2(2), 100133
DOI ↗
01
With Great Responsibility Comes Great Innovation? Exploring Tensions Between Responsible AI Practices and AI Innovations
Vasist, P.N., and Krishnan, S. (2025) · India Conference on Information Systems (INCIS) 2025
02
Ethics in the Balance: How Sustainability and Corruption Shape Nations’ Responsible AI Progress
Mudgal, S., Vasist, P.N., and Krishnan, S. (2024) · Bright Internet Global Symposium (BIGS) 2024
03
The Role of CIOs and Board’s IT Competence on HIT Investments
Vasist, P.N., Anand, A., and Krishnan, S. (2023) · ICIS, Hyderabad
DOI ↗
04
Brand Engagement in Virtual Communities — A Netnographic Study
Vasist, P.N. (2023) · ICIS, Hyderabad
DOI ↗
05
Why do Consumers Believe in Brand-related Fake News? Insights from a Methodological Juxtaposition of QCA and Meta-synthesis
Vasist, P.N., & Krishnan, S. (2023) · IFIP WG 8.6 Working Conference, Pune
06
AI’s impact on sustainability targets: A cross-country NCA and fsQCA study
Vasist, P.N., & Krishnan, S. (2023) · Bright Internet Global Symposium (BIGS) 2023
07
ChatGPT for Fake News: Unveiling the Dark Side Through a Social Network Analysis
Krishnan, S., & Vasist, P.N. (2023) · ICMIS-23
08
Combating Corruption with E-participation: Insights on the Impact of Urban Bias
Krishnan, S., & Vasist, P.N. (2023) · ICMIS-23
09
Destabilization in the post-truth era: An fsQCA-led analysis
Krishnan, S., & Vasist, P.N. (2022) · AIMS International Conference on Management (AIMS~20)
10
Can the practice of mindfulness prevent smartphone addiction?
Vasist, P.N., & Pillai, R.R. (2022) · IRCM 2022
11
Is Nomophobia an Early Indicator of Developing Problematic Smartphone Use?
Vasist, P.N., & Pillai, R.R. (2021) · ACIS 2021
DOI ↗
12
Digital Asceticism: The power of mindfulness and emotions in regulating Nomophobia
Vasist, P.N., & Pillai, R.R. (2021) · GIT 2021
13
Tackling the churn at Cellular Telecom Ltd
Vasist, P.N., Kamble, S., & Dhume, S. (2010) · International Case Conference, Goa
14
Six Sigma Implementation in the Telecom Sector — Revenue Enhancement and Customer Retention
Vasist, P.N., & Koilakuntla M. (2010) · ISDSI-2010, MDI Gurgaon
01
Why do Consumers Believe in Brand-related Fake News? Insights from a Methodological Juxtaposition of QCA and Meta-synthesis
Vasist, P.N., & Krishnan, S. (2023) · In Transfer, Diffusion and Adoption of Next-Generation Digital Technologies. TDIT 2023. IFIP AICT, vol 699. Springer, Cham.
DOI ↗
02
Rethinking Nation Branding in the Post-pandemic, Post-truth Era
Krishnan, S., Chatterjee, D., & Vasist, P.N. (2023) · In Contemporary Trends in Marketing. Springer Nature Switzerland.
DOI ↗
03
Six Sigma Implementation in the Telecom Sector — Revenue Enhancement and Customer Retention
Vasist, P.N., & Koilakuntla M. (2011) · In Managing Global Services: Emerging Trends. Excel Books, pp. 216–233.
01
Data integration and curation
U.S. Patent 11481412 · Granted October 25, 2022
04 / Education

Teaching

01
Digital Business Models — EPGP-16
IIM Kozhikode, 2024
4.62 / 5
02
Data Strategy & Governance
BITS Pilani WILP, 2025
4.44 / 5
03
Digital Business Models — EPGP-17
IIM Kozhikode, 2025
4.40 / 5
04
Gen-AI Augmented Analytics — EPGP-17
IIM Kozhikode, 2025 (in progress)
TBD
01
Bridging the Divide: Mixed Methods in IS and Management Research
INCIS, IIM Calcutta, 2025
02
Developing Impactful Literature Reviews
IIM Kozhikode Doctoral Programme, 2024 · 9-hour workshop
03
A Workshop on Systematic Literature Reviews
IIM Kozhikode, 2023
04
Crafting an Impactful Systematic Literature Review
AIMS~20 Conference, 2022
01
Harnessing Generative AI for Innovation and Productivity in Teaching and Research
Plenary Session, AIMS~22, 2025
02
Ethical Dimensions of Using AI in Healthcare
Mediversal Academy Webinar, 2025
03
Why Data Matters: Foundations for Operations Management
Goa Institute of Management, 2025
04
Plagiarism in Academic Research: Safeguarding Integrity and Credibility
IIM Kozhikode Skill-building Series, 2024
05
Harnessing Data for Analytics
Symbiosis Institute of Business Management, Bangalore, 2024
06
Dissecting the Impact of Disinformation on Innovation Endeavors in Nations
Amrita School of Business Research Talk Series, 2024
05 / Recognition

Honors & Awards

Outstanding Reviewer Award · ICIS 2024
Fellow, ICIS Doctoral Consortium 2023
Best Reviewer Award · ICIS 2023
Best Reviewer Award · IFIP WG 8.6 Conference 2023
Outstanding Paper Award · ICMIS 2023
Best Reviewer Award · AOM Annual Meeting 2023
Outstanding Paper Award · AIMS~20 Conference, 2022
Best Track Paper Award · GIT 2021 Conference
Accenture Celebrates Excellence (ACE) Award, 2017 & 2019
Customer Partner Award · Honeywell, 2014
Third Rank in PGDIM · IIM Mumbai, 2011
NTSE Scholar, 2000 · State Level Rank 3
State-level representation · Indian National Mathematics Olympiad 2000
Junior Degree in Carnatic Music (Vocal)
06 / Voices

What Participants Say

A very effective professor. Well prepared and crisp.

Amazing teaching from the Prof. Great examples from the industry — loved being taught by him.

Prof. Pramukh was wonderful with his sessions and materials. I think he is the only one so far who could connect us to corporate and academics simultaneously. His way of teaching with the most recent examples helps us a lot to think and understand.

Dr. Pramukh’s workshop was meticulously tailored to meet our expectations, encompassing all the essential topics within the modules. The standout feature was his personal engagement, the practicality of the applications, and his methodical approach.