Dr. Harish Kumar

Dr. Harish Kumar

Chairperson - Research
Assistant Professor

Area: Marketing

Email: [email protected]

Dr. Harish Kumar has earned a Ph.D. through the Fellow Program in Management at the Management Development Institute (MDI) in Gurgaon, specializing in marketing. In addition to his Ph.D., he also possesses a postgraduate degree in Business Administration and an undergraduate degree in Commerce.

Prof. Kumar is an Extended Reality (XR) (Augmented Reality/ Virtual Reality) enthusiast with a deep interest in exploring the disruptive potential of XR and Metaverse in Marketing, particularly the consumer behavior aspect. His thesis works on “Consumer Behavior Towards Augmented Reality in Retailing” garnered immense attention in academia.

Prof. Kumar is skilled in both qualitative and quantitative methodologies and has used Grounded theory, Means-end chain theory, CB-SEM, PLS-SEM, SPSS, Experiments, and VOSviewer during his thesis and published works. He has an impressive portfolio of published research papers and conference proceedings.

Journal Articles

• Harish Kumar, with Nikhita Tuli, Ritu Srivastava, Vikas Arya, Rajesh Kumar Singh, "Exploring the role of augmented reality as a new brand advocate" published in Journal of Consumer Behaviour - ABDC A Category, (2023), https://onlinelibrary.wiley.com/doi/abs/10.1002/cb.2227#:~:text=The%20benefits%20of%20using%20AR,positive%20attitude%20toward%20the%20brand.&text=AR%20helps%20in%20decision%2Dmaking%2C%20and%20cultural%20differences%20were%20significant.&text=AR%20experience%20empowers%20users%2C%20resulting,engagement%2C%20positively%20influencing%20brand%20advocacy.
• Harish Kumar, with Nikhita Tuli, Ritu Srivastava, "Navigating services for consumers with disabilities: a comprehensive review and conceptual framework" published in Journal of Service Marketing - ABDC A Category, (2023), https://www.emerald.com/insight/content/doi/10.1108/JSM-06-2023-0204/full/html
• Harish Kumar, with Madhushree Nanda Agarwal, "Filtering the reality: Exploring the dark and bright sides of augmented reality–based filters on social media" published in Australian Journal of Management - ABDC A Category, (2023), https://www.researchgate.net/publication/374169895_Filtering_the_reality_Exploring_the_dark_and_bright_sides_of_augmented_reality-based_filters_on_social_media
• Harish Kumar, with Vikas Arya, Vilte Auruskeviciene Srishti Agarwal, Priyanka Kokatnur, Rajeev Verma, "Let us take a walk to the sustainable tourism practices: a qualitative study through the lens of tourism experts" published in Environmental Science and Pollution Research - Indian Publication indexed in Scopus and/or WoS Category, (2023), https://link.springer.com/article/10.1007/s11356-023-31503-7
• Harish Kumar, with Philipp Rauschnabel, Madhushree Nanada Agarwal, Rajesh Kumar Singh, Ritu Srivastava, "Towards a theoretical framework for augmented reality marketing: A means-end chain perspective on retailing" published in Information & Management - ABDC A* Category, (2024), https://doi.org/10.1016/j.im.2023.103910
• Harish Kumar, with Carsten Schultz, "ARvolution: Decoding consumer motivation and value dimensions in augmented realitARvolution: Decoding consumer motivation and value dimensions in augmented reality" published in Journal of Retailing and Consumer Services - ABDC A Category, (2024), https://doi.org/10.1016/j.jretconser.2023.103701
• Harish Kumar, with Nikhita Tuli, Saurabh Upadhyay, "Crafting Inclusive Marketing Campaigns: Insights and Influential Factors in the Indian Context" published in Australasian Marketing Journal - ABDC A Category, (2024), https://doi.org/10.1177/14413582241247328
• Kumar, H., Srivastava, R., Gupta, P., and Tuli, N. (2023), "Digital customer engagement: A systematic literature review and research agenda", the Australian Journal of Management (ABDC – A) https://doi.org/10.1177/03128962231177096
• Kumar, H., Gupta, P., & Chauhan, S. (2022), “Meta-analysis of augmented reality marketing”, Marketing Intelligence & Planning, (ahead-of-print). (ABDC – A) https://doi.org/10.1108/MIP-06-2022-0221
• Kumar, H. and Srivastava, R. (2022), “Exploring the role of augmented reality in online impulse behaviour”, International Journal of Retail and Distribution Management, Vol. 50 No. 10, pp. 1281-1301 (ABDC – A) https://doi.org/10.1108/IJRDM-11-2021-0535
• Kumar, H. (2021), “Augmented reality in online retailing: a systematic review and research agenda”, International Journal of Retail and Distribution Management, Vol. 50 No. 4, pp. 537-559. (ABDC – A) https://doi.org/10.1108/IJRDM-06-2021-0287
• Tuli, N., Kumar, H., Srivastava, R., (2022), “Demystifying the engagement process: A BOP perspective towards social media engagement”, Journal of International Consumer Marketing (ABDC - B)
• Kumar, H., & Tuli, N. (2021). Decoding the branded app engagement process: a grounded theory approach. Asia Pacific Journal of Information Systems, 31, 582-605. (ABDC – C) https://doi.org/10.14329/apjis.2021.31.4.582

Case Studies

• Harish Kumar, with Nikhita Tuli, "Fresherry: A Market Selection Dilemma" published in Ivey publishing - Case Study: Fresherry: A Market Selection Dilemma (English version) | Ivey Publishing (2023)
• Kumar, H (2021), “Rock Pharmacy: Rocked?” Ivey Publishing (Teaching case), listed on Harvard Business Review https://hbsp.harvard.edu/product/W25507-PDF-ENG

Book Chapters

• Kumar, H., Garg, R., Kumar, P., and Chhikara, R. (2020). A qualitative insight into the personal factors impacting online impulse behavior. In Strategies and tools for managing connected consumers (pp. 279-291). IGI Global. (Book chapter) 10.4018/978-1-5225-9697-4.ch016

Conference Proceedings

• Harish Kumar, with Amit Kumar, "Artificial Intelligence Deployment in the Service Industry and its Impact on Service Performance: Scale Development Study" published in 18^th Great Lakes NASMEI Marketing Conference (2024)
• Paper titled “What exactly is useful in augmented reality marketing” accepted for presentation at the 8^th XR and Metaverse conference, Las Vegas, USA (January 2023)
• Paper titled “Strategic marketing in the metaverse: empirical insights” accepted for presentation at the 8^th XR and Metaverse conference, Las Vegas, USA (January 2023)
• Best Paper Award for “Demystifying the engagement process: a BoP perspective towards social media app engagement” at the Winter Business School Conference organized by Great Lakes Institute of Management, Gurgaon (December 2022 )
• Submitted paper titled “Metaverse – A new phenomena for intangible products” for presentation at Academy of Marketing Science Conference, 2023 (October 2022)
• Presented a research paper titled “Exploring the dark and bright side of augmented reality face filters: a grounded theory approach” at ICEMTM, 2022 International Conference (January 2022)
• Presented a research paper on “Developing and validating a consumer engagement scale: in the context of mobile apps” at AMA-AIM international conference at BIMTECH, Noida (January 2020)

Mainstream Press

• Authored Article: "Augmented Reality: Merging Imagination with Retail Innovation," published on January 23, 2025, in Campaign India.
• Authored Article: "Augmented Reality: The Future of Consumer Marketing," published on January 10, 2025, in Media Avataar.
• Authored Article: "The Future of Marketing: Empathy, Not Algorithms," published on January 18, 2025, in India Retailing.
• Shaping the future of travel: Why sustainable tourism matters | Authored by Dr. Harish Kumar, ET Travel World, October 28, 2024 Read Article
• Harish Kumar, "XR: The game-changer for sustainable consumption" published in ET Brand Equity (2024), https://brandequity.economictimes.indiatimes.com/news/marketing/xr-the-game-changer-for-sustainable-consumption/115677606