Parvinder Arora has a Fellow Programme in Management from MICA, Ahmedabad, India. Her thesis explores the relationship between Human values as an antecedent to consumer action toward video ads. She has published in various reputable refereed journals like Journal of Consumer Behaviour, Tourism Recreation Research. Her research revolves around digital advertising, social media advertising, social media communities and consumer behaviour. She also presented her work at International conferences like the Academy of Marketing Science, ACRA (American Collegiate Retailing Association), and NASMIE. She was also a Visiting Scholar at Medill, Northwestern University, USA, where she worked on sports communities and social media engagement.

Her professional experience includes a role as a Reporter and anchor at TV9 Bharatvarsh, a prominent Hindi news channel. She also worked with the digital team of prominent Hindi newspaper Dainik Bhaskar. Her last work engagement was with RV University, Bengaluru. She worked as an Assistant Professor (Marketing) there. She has experience teaching marketing subjects such as Marketing Management and Consumer Behaviour.