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FACULTY

Learning from some of the best minds in education and in the industry
Prof. Vinod Kumar
Associate Professor - Digital Marketing & Communications
Email: vinod.kumar@flame.edu.in
Prof. Vinod Kumar holds a Doctorate Degree in Marketing from Indian Institute of Technology (IIT), Roorkee. He has completed Master’s Degree in Marketing from Punjab Technical University and Bachelor’s Degree in Mechanical Engineering from Kurukshetra University.
BIO

Prof Vinod Kumar received his Doctorate Degree in Marketing from Indian Institute of Technology (IIT), Roorkee, through a merit-based scholarship offered by the Ministry of Human Resource Development (now Ministry of Education) of the Government of India. He possesses over fourteen years of experience in both teaching and industry, having collaborated with esteemed institutions such as MICA Ahmedabad, Symbiosis Institute of Business Management (SIBM), Pune, Indian Institute of Information Technology (IIIT), Lucknow, International Management Institute (IMI), New Delhi, and Institute of Management Technology (IMT), Nagpur. He has showcased his research at esteemed national and international platforms and published his work in journals ranked and indexed in ABDC, Clarivate Analytics and Scopus. The case studies, authored by him, have been published in Ivey Publishing, Thunderbird School of Global Management (both distributed through Harvard Business School Press) and Scopus indexed journals. He has provided training to faculty members and management executives of various nationalities.


His research interests are in the field of Digital Marketing, Dark UI/UX Patterns, E-Services, Mobile Apps, Sharing Economy, and Sustainability.



RESEARCH & PUBLICATIONS

Publications:



  • Singh, V., Vishvakarma, N.K., and Kumar, V., (2024), “Unmasking user vulnerability: Investigating the barriers to overcoming dark patterns in e-commerce using TISM and MICMAC analysis”, Journal of Information, Communication & Ethics in Society, forthcoming.

  • Kumar, V., Kumar, S., Chatterjee, S., & Mariani, M. (2024). Optimizing the digital transformation capability for enhancing economic sustainability of entrepreneurial venture: The moderating role of entrepreneurial orientation. IEEE Transactions on Engineering Management, https://doi.org/10.1109/TEM.2024.3387540.

  • Singh, V., Vishvakarma, N.K., and Kumar, V., (2024), “Tracing the origins of manipulation: Modeling the enablers behind dark patterns usage in e-commerce through TISM and MICMAC analysis”, Global Knowledge, Memory and Communication, https://doi.org/10.1108/GKMC-10-2023-0386. 

  • Sivarajah, U., Kumar, S., Kumar, V., Chatterjee, S., and Li, J. (2024), “A study on big data analytics and innovation: From technological and business cycle perspectives”, Technological Forecasting & Social Change, https://doi.org/10.1016/j.techfore.2024.

  • Singh, V., Vishvakarma, N.K., and Kumar, V., (2024), “Unveiling digital manipulation and persuasion in e-commerce: A systematic literature review of dark patterns and digital nudging, Journal of Internet Commerce, https://doi.org/10.1080/15332861.2024.23.

  • Singh, V., Vishvakarma, N.K., Mal, H. and Kumar, V. (2024), "Prioritizing dark patterns in the e-commerce industry: An empirical investigation using analytic hierarchy process", Measuring Business Excellence, https://doi.org/10.1108/MBE-08-2023-0114.

  • Singh, J., Kumar, R., Kumar, V. and Chatterjee, S. (2024), "Exploring the dynamics of bigdata adoption in the Indian food industry with fuzzy analytical hierarchical process", British Food Journal, https://doi.org/10.1108/BFJ-01-2024-0012.

  • Kumar, S., Singh, B., Kumar, V., Chaudhuri, R., Chatterjee, S. and Vrontis, D. (2024), “Taking flight with food: investigating the determinants of user acceptance toward drone-based food delivery services in India”, British Food Journal, Vol. 126 No. 3, pp. 1217-1237.

  • Gera, M., Batra, D.K. and Kumar, V. (2024), “Mobile advertising research: a comprehensive domain mapping analysis of 22 years (2001-2022)”, Global Knowledge, Memory and Communication, https://doi.org/10.1108/GKMC-04-2023-013.

  • Kumar, S., Zia, A., Vandana and Kumar, V. (2023), “Investigating the Impact of Value Co-Creation on Satisfaction and Intention to adopt E-Resources”, Journal of Information Science Theory and Practice, Vol. 11, No. 3, pp. 1-15.

  • Kumar, S., Kumar V., Vandana and Batra, D.K. (2023), “Impact of online service convenience on adoption of electronic information resources”, International Journal of Information Science and Management, Vol. 21 No. 4, pp. 131-147.

  • Vandana, Kumar, S., Kumar, V. and Goyal, P. (2023). Investigating the Impact of Online Service Convenience on Customer Engagement, Attitude and Intention to Use Food Delivery Apps. International Journal on Food System Dynamics, Vol. 14 No. 3, pp. 331-344.

  • Vandana, Garg, R.J., Kumar, V., and Singh, A.K. (2023), “Investigating the impact of usage factors on satisfaction and intention to use e-resources”, Performance Measurement and Metrics, Vol. 24 No. 1, pp. 1-11.

  • Kumar, V., Garg, R.J., Vandana, and Zia, A. (2022), “Analyzing the impact of value satisfaction on behavioral intention to use e-resources”, Journal of Information Science Theory and Practice, Vol. 10 No. 3, pp. 1-14.

  • Garg, R., Vandana, and Kumar, V., (2021), “Prioritizing the Components of Online Environment to Assess Customer Experience”, International Journal of E-Business Research, Vol.17 No. 2, pp. 81-100.

  • Dhiman, R., Kumar, V. and Rana, S. (2020), “Why export competitiveness differs within Indian textile industry? Determinants and empirical evidence”, Review of International Business and Strategy, Vol. 30 No. 3, pp. 375-397.

  • Kumar V., Vandana, Goyal, P. and Kumar, D. (2020), “Enhancing public engagement for green Diwali: An initiative of Centre for Sustainability, Growth and Development (CSGD)”, International Journal of Social Ecology and Sustainable Development, Vol. 11 No. 4, pp. 15-26.

  • Goyal, P., Kumar, D., and Kumar, V. (2019), “Application of multi-criteria decision analysis in the area of sustainability: A literature review”, International Journal of the Analytic Hierarchy Process, Vol. 12 No. 3, pp. 512-535.

  • Dahiya, K.S., Batra, D.K. and Kumar, V. (2020), “Antecedents and Consequences of Destination Brand Experience (DBE): A Conceptual Framework”, International Journal of Hospitality and Tourism Systems, Vol. 13 No.1, pp. 61-67.

  • Kumar, D., Goyal, P. and Kumar, V. (2019), “Prioritizing CSR barriers in the Indian Service Industry: A Fuzzy AHP Approach”, Scientific Annals of Economics and Business, Vol. 66 No. 2, pp. 213-233.

  • Kumar, D., Goyal, P. and Kumar, V. (2019), “Modeling and classification of enablers of CSR in Indian firms”, Journal of Modelling in Management, Vol. 14 No. 2, pp. 456-475.

  • Kumar V., Vandana and Batra, D.K. (2018), “Usage pattern of e-resources among management students in Nagpur, Maharashtra (India)”, The Electronic Library, Vol. 36 No. 4, pp. 665-676.

  • Jain, N.K., Kamboj, S., Kumar, V. and Rahman, Z. (2018), “Examining consumer-brand relationships on social media platforms”, Marketing Intelligence and Planning, Vol. 36 No. 1, pp. 63-78.

  • Sheoran, M., Kumar, D, Kumar, V. and Verma, D. (2018), “Understanding the trends of marketing research and its future directions: A citation analysis”, The Bottom Line, Vol. 31 No. 3/4, pp. 191-207.

  • Vandana and Kumar, V. (2018), “Mom I want it: Impact of anthropomorphism on pester power among children”, International Journal of Business Innovation and Research, Vol. 16 No. 2, pp. 168-185.

  • Kamboj, S., Kumar, V. and Rahman, Z. (2017), “Social media usage and firm performance: The mediating role of social capital”, Social Network Analysis and Mining, Vol. 7 No. 1:51, pp. 1-14.

  • Garg, R.J., Kumar, V., Vandana (2017), “Factors affecting usage of e-resources: Scale development and validation”, Aslib Journal of Information Management, Vol. 69 No. 1, pp. 64-75.

  • Kumar, V., Rahman, Z. and Kazmi, A.A. (2016), “Assessing the influence of stakeholders on sustainability marketing strategy of Indian companies”, Sage Open, Vol. 6 No. 3, pp. 1-19.

  • Kumar, V., Rahman, Z. and Kazmi, A.A. (2016), “Stakeholder Identification and Classification: A sustainability marketing perspective”, Management Research Review, Vol. 39 No. 1, pp. 35-61.

  • Kumar, V., Gunasekaran, A., Singh, K., Papadopoulos, T., and Dubey, R. (2015), “Cross sector comparison of sustainability reports of Indian companies: A stakeholder perspective”, Sustainable Production and Consumption, Vol. 4 No. 1, pp. 62-71.

  • Kumar, V., Rahman, Z. and Kazmi, A.A. (2013), “Sustainability marketing strategy: An analysis of recent literature”, Global Business Review, Vol. 14 No. 4, pp. 601-625.


Book Chapter



  • Kumar, S., Goyal, P., Kumar, V., & Vandana. (2022). Cultural Diversity in Tourism: A Bibliometric Analysis of 33 Years (1988–2021). In Exploring the Latest Trends in Management Literature (Review of Management Literature, Vol. 1) (pp. 147-168). Emerald Publishing Limited.


Case Study Publications



  • Batra, D.K. and Kumar, V., “Love In Store: A People+Tech+Payments Company”, Ivey Publishing, (Harvard Case Product No.: awaited).

  • Singh, V., Kumar, V., Kumar, S. and Singh, A., (2022) “Gillette: Shaving Gender Stereotype”, Thunderbird Case Series. (Harvard Case Product No.: TB0658-PDF-ENG).

  • Kumar, V., Wason, M. and Vandana, (2021) “Patanjali Ayurved Limited's skin ailment ad: What have we learned?”, FIIB Business Review, Vol. 10 No. 4, pp. 352-356.

  • Dubey, R., Kumar, V., and Batra, D.K. (2020) “Celebrity endorsed Viral Marketing at Pepsi Max: Cola in Disguise”, The Case Centre (ECCH). (Case Product No. 520-0044-1).

  • Nandy, S., Batra, D.K. and Kumar, V. (2019), “Hasbro’s Easy-Bake Oven: Pink vs. Blue”, Thunderbird Case Series. (Harvard Case Product No.: TB0555-PDF-ENG).

  • Vandana, Kumar V., and Lenka, U. (2017) “Aquaguard-on-the-Go: Purified water anywhere anytime”, South Asian Journal of Business and Management Cases, Vol. 6 No. 1, pp. 109-112.

  • Kumar V., and Vandana (2016), “Future group’s new move: Big Bazaar Direct”, Emerald Emerging Markets Case Studies Journal, Vol. 6 No. 2, pp.1-18.

  • Kumar, V. and Rahman, Z. (2015), “Zero-B: Introducing green innovation in water purifiers”, South Asian Journal of Business and Management Cases, Vol. 4 No. 2, pp. 169-181.

  • Kumar, V. and Gautam, V. (2015), “Maruti Suzuki India Limited: The Celerio”, Emerald Emerging Markets Case Studies Journal, Vol. 5 No. 1, pp. 1-19.

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