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
- 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
- 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
- Paper titled “What exactly is useful in augmented reality marketing” accepted for presentation at the 8th XR and Metaverse conference, Las Vegas, USA (January 2023)
- Paper titled “Strategic marketing in the metaverse: empirical insights” accepted for presentation at the 8th 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)
