mkumar4@gitam.edu
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Dr. Manoj Kumar is an Assistant Professor in Marketing at the GITAM School of Business, GITAM (Deemed to be University), Hyderabad. He completed his PhD from HNBGU (A Central University), Srinagar, Uttarakhand, India. He has over 13 years of experience in academics and industry. His research interests include consumer behavior, impulse buying, social media advertising, service innovation, and customer decision-making. He is an active member of Sage, Emerald, Wiley, Elsevier, and IGI etc
Research Publications
- Kumar, M., Mamgain, P., Pasumarti, S. S., & Singh, P. K. (2024). Organizational IT support and knowledge sharing behaviour affecting service innovation performance: empirical evidence from the hospitality industry. VINE Journal of Information and Knowledge Management Systems, 54(2), 256-279. Scopus and (ABDC) B - Rank. DOI: 10.1108/vjikms-07-2021-0124
- Jaiswal, R., Khan, M. I. A., & Kumar, M. (2024). Charting the course: exploring the changing terrain of online shopping and future directions for research. International Journal of Electronic Business, 19(1), 56-79. Scopus Indexed. DOI: 10.1504/IJEB.2024.135653.
- Kumar, M., & Singh, P. K. (2023). Market knowledge acquisition and sustaining firm performance: an approach towards business excellence. International Journal of Business Excellence, 30(1), 53-75. Scopus Indexed. DOI: 10.1504/ijbex.2020.10034594.
- Kumar, M., Mamgain, P., & Singh, K. P. (2023). Gen-Z social electronic word of mouth communication and mediating role of contents quality and sources: PLS-SEM path modelling. International Journal of Internet Marketing and Advertising, 19(1-2), 122-145. Scopus Index and (ABDC) C - Rank. DOI: 10.1504/IJIMA.2022.10045606
- Kumar, M., Mamgain, P., & Pasumarti, S. S. (2023). Impact of virtual community interaction, technology fit, and compatibility in examining the students performance: mediating role of e-class satisfaction. International Journal of Business Innovation and Research, 31(4), 563-585. Scopus Indexed. DOI: 10.1504/ijbir.2021.10040321.
Ongoing Research Projects
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INDIAN COUNCIL OF SOCIAL SCIENCE RESEARCH (ICSSR) for Research Methodology Course (RMC) Fund = 5,50,000 as Co-Course Director
Expertise
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Marketing Management
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Digital Marketing and Social Media
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Consumer Decision Making,
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Qualitative and Quantitative Research Methods
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Impulsive Buying Behaviour
Authored Books
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Social Media Content Impact on Generation-Z, Impulsive Buying Decision: A Study on Hospitality Services (PhD Thesis)
