Sushmita Guha

Dr. Sushmita Guha is a casual teaching academic affiliated with the UWA Business School at The University of Western Australia. She earned her Doctor of Philosophy in Business Management (Marketing) from UWA in 2022, with a doctoral thesis titled 'Absorbing and adapting to new technologies: Social CRM implementation in SMEs,' supervised by Paul Harrigan and Geoff Soutar. This research employed an explanatory sequential mixed-methods approach, including surveys of Australian SMEs and netnography of their social media profiles, to explore social CRM adoption grounded in absorptive capacity, institutional, and adaptive capability theories. Earlier, she completed a Higher Degree by Research in Business on Social CRM in startup firms at UWA in 2015. Her academic qualifications also include a Master of Business Administration with dual specialization in Marketing and Systems from West Bengal University of Technology, India, in 2008, and a Bachelor of Technology in Electronics and Telecommunication from Dehradun Institute of Technology, India, in 2005.

Guha's research interests encompass Social CRM, social media marketing, digital marketing, and small and medium enterprise research. A key publication is 'Linking social media to customer relationship management (CRM): a qualitative study on SMEs,' co-authored with Paul Harrigan and Geoff Soutar, published in 2018 in the Journal of Small Business and Entrepreneurship, which has received 124 citations on Scopus. Since February 2018, she has served as a tutor and guest lecturer in the UWA Business School, delivering tutorials, workshops, and lectures for units including Introduction to Marketing, Digital Marketing, and Marketing Management. She designs lecture materials, assesses exams and assignments, and facilitates tutor meetings. Guha completed the FABLE Teaching Fellowship program at UWA in 2018. Prior to her academic career, she worked as a Web Marketing Specialist at Galaxy InfoTech Pty Ltd in Australia from 2012 to 2017, strategizing digital campaigns, conducting market surveys, and managing social media and Google AdWords advertising for SMEs. Her blended industry and academic experience provides valuable insights into leveraging social technologies for enhanced customer relationships in SMEs.

Professional Email: sushmita.guha@uwa.edu.au