Dr. Ashamayee Mishra, presently working as an Assistant professor in Marketing at Amity Global Business School, Bhubaneswar, Odisha. She has around 8 years of rich experience in teaching and research. Her research work on “Measuring Effectiveness of E-Commerce: A Study in Odisha” has earned her the Ph.D. degree from Sambalpur University, Odisha. She has research publications in leading national and international journals. Her areas of interest include E-commerce, Advertising, Consumer Behaviour and supply chain management.