Using fast imaging technique, the effect of transverse magnetic field on the shape and dynamics of the lithium plasma plume has been studied. Enhancement in the overall emission intensity as well as appearance of distinct structures (lobes) in the plasma plume in the presence of magnetic field has been observed. By introducing a variable magnetic field, the influence of J × B force in expanding plasma plume across the transverse magnetic field has been explored. It appears that J × B force does not has a substantial role in the observed structures in the present case rather different atomic processes, which get affected due to change in plasma parameters, are responsible for appearance of these structures.