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    Sushant Kumar

    Sushant Kumar

    Assistant Professor
    Marketing

    Dr. Sushant Kumar obtained his PhD from Indian Institute of Management Shillong, Post Graduate Diploma in Project Management (PGDPM) from University of Hyderabad, and Bachelor of Technology (B.Tech.) from National Institute of Technology Durgapur. He has also completed the International Climate Action Course COP22, Marrakesh, Morocco.He has worked in industry for five years in multiple roles as engineer, ERP consultant, and sales manager. He started his academic journey as Assistant Professor in Marketing Management area at the Indian Institute of Management Raipur where he worked for a little over three years. He has presented papers in several national and international conferences. He has also won the best paper award at the International Marketing Conference (iMARC). He has published several research papers in ABDC-A category journals along with Ivey cases and book chapters.

    • Kumar, Sushant (2023). Loneliness and Parental Separation: A Narrative Approach. Journal of Constructivist Psychology, Accepted (ABDC-B).
    • Hsieh, J. K., Kumar, Sushant, Tang, Y. C., & Huang, G. Z. (2023). Investigating the relationships between influencers and their followers: Moderator of human brand of influencer (HBI) phase. Electronic Commerce Research and Applications, 58, 101252. (ABS-2)
    • Kumar, Sushant, Prashar, S., & Shah, A. (2023). Creating brand love for payment apps through emotions. Marketing Intelligence & Planning. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-07-2022-0314 (ABDC-A)
    • Talwar, S., Kaur, P., Kumar, Sushant, Laroche, M., & Dhir, A. (2023). Caged, helpless but not bored: consumption values derived from over-the-top platforms during pandemic. Information Technology & People. Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/ITP-11-2021-0837 (ABDC-A)
    • Yadav, R., Panda, D. K., & Kumar, Sushant (2022). Understanding the individuals’ motivators and barriers of e-waste recycling: A mixed-method approach. Journal of Environmental Management, 324, 116303. (ABDC-A)
    • Sreen, N., Mukherjee, S., Jebarajakirthy, C., Kumar, Sushant, & Sharma, H. (2022). Role of personal values on revisiting green hotels: a hierarchical value map approach. Tourism Recreation Research, 1-21. (ABDC-A)
    • Talwar, S., Kaur, P., Kumar, Sushant, Salo, J., Dhir, A. (2022). The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour, Journal of Retailing and Consumer Services, Accepted (ABDC-A)
    • Kumar, Sushant., Jebarajakirthy, C., & Das, M (2021). Building trust among channel members via power sources. Journal of Business & Industrial Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JBIM-04-2021-0210 (ABDC-A)
    • Talwar, S., Kaur, P., Kumar, Sushant., Hossain, M., & Dhir, A. (2021). What determines a positive attitude towards natural food products? An expectancy theory approach. Journal of Cleaner Production, 327, 129204. (ABDC-A)
    • Kumar, Sushant, Jain, A., Hsiesh, J-K (2021). Impact of Apps Aesthetics on Revisit Intentions of Food Delivery Apps: The Mediating Role of Pleasure and Arousal, Journal of retailing and consumer services, 102686. https://doi.org/10.1016/j.jretconser.2021.102686 (ABDC-A)
    • Kumar, Sushant, Talwar, S., Krishnana, S., Kaur, P., Dhir, A. (2021). Purchasing natural personal care products in the era of fake news? The Moderating role of brand trust, Journal of Retailing and Consumer Services, 63, 102668, https://doi.org/10.1016/j.jretconser.2021.102668. (ABDC-A)
    • Kumar, Sushant, Shah, A. (2021). Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions, Journal of Retailing and Consumer Services, 62, 102595. https://doi.org/10.1016/j.jretconser.2021.102595 (ABDC-A)
    • Kumar, Sushant, Talwar, S., Murphy, M., Kaur, P., & Dhir, A. (2021). A behavioural reasoning perspective on the consumption of local food. A study on REKO, a social media-based local food distribution system, Food Quality and Preference, 93, 104284. https://doi.org/10.1016/j.foodqual.2021.104264. (ABDC-A)
    • Kumar, Sushant & Yadav, R., (2021) The impact of shopping motivation on sustainable consumption: A study in the context of green apparel, Journal of Cleaner Production. 295, 126239, https://doi.org/10.1016/j.jclepro.2021.126239 (ABDC-A)
    • Kumar, Sushant, Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions towards local food distribution system? A study of social media based REKO (fair consumption) groups, Journal of Retailing and Consumer Services, https://doi.org/10.1016/j.jretconser.2021.102444 (ABDC-A)
    • Kumar, Sushant, Dhir, A., Talwar, S., Chakraborty, D., & Kaur, P. (2021). What drives brand love for natural products? The moderating role of household size, Journal of Retailing and Consumer Services, 102329. https://doi.org/10.1016/j.jretconser.2020.102329 (ABDC-A)
    • Kumar, Sushant, Bashiya, K., Sreen N., Sadarangani, P., & Samalia, H., (2021), Impact of National Culture on E-Government Development- A Longitudinal Study, Journal of Global Information Management – Vol. 29, Issue 2, pp. 1-16. DOI: 10.4018/JGIM.2021030101 (ABDC-A)
    • Kumar, Sushant & Dhir, A. (2020). Associations between travel and tourism competitiveness and culture, Journal of Destination Marketing and Management,100501. https://doi.org/10.1016/j.jdmm.2020.100501 (ABDC-A)
    • Sreen, N., Yadav, R., Kumar, Sushant, & Gleim, M. (2020). The Impact of the Institutional Environment on Green Consumption in India, Journal of Consumer Marketing, 38(1), 47-57. https://doi.org/10.1108/JCM-12-2019-3536, (ABDC-A)
    • Kumar, Sushant, Bashiya, K., Sadarangani, P., & Samalia, H. (2020). How Culture Impacts E- government Development. Electronic Journal of IS Evaluation, Vol. 23, Issue 1.pp. 17-33. https://doi.org/10.34190/EJISE.20.23.1.002 (ABDC-B)
    • 21. Kumar, Sushant & Sadarangani, P. (2019). Impact of Power on Channel Members’ Behavior: Evidence from India, Journal of Business and Industrial Marketing, Vol. 34, Issue 5, pp. 931-947. https://doi.org/10.1108/JBIM-07-2018-0227 (ABDC-A)
    • Kumar, Sushant & Purbey, Shankar (2018). Benchmarking Model for Factors Influencing Creation of Negative Electronic Word of Mouth. Benchmarking: an International Journal, Vol. 25, Issue 9, pp.3592-3606. (ABDC-B).

    Current Research Interests

    • Consumer Behaviour, Marketing Communication, Business to Business domain, Consumer- technology interaction, sustainability, tourism

    Referred Journals

    Conference Proceedings

    • Kumar, Sushant & Shah, A (2023). Understanding Digital Piracy: Empowerment Theory and NormActivation Model approach. In The Indian Academy of Management Conference, INDAM 2023, NMIMS Mumbai India.
    • Kumar, Sushant (2022). We Trust You! Role of Non-Coercive Power on Shaping Trust in Channel Relationship. In the Proceedings of the International Marketing Conference II, iMarC 2022, IIM Shillong, India.
    • Kumar, Sushant & Verma, A. (2021). Impact of Power on trust, affective commitment, and environmental munificence: A study of marketing channels. In the Proceedings of the 7th PAN IIM World Management Conference, PANIIM 2021, IIM Kozhikode, India.
    • Verma, A., & Kumar, Sushant (2021). Relationship between Materialism and Loneliness: A Mixed-method Approach. In The 7th Biennial Indian Academy of Management Conference, INDAM 2021, IIM Rohtak, Rohtak, India.
    • Kumar Sushant & Sadarangani, Pradip (2019). A Narrative Inquiry of Consumption. In Jain, Shailendra &Vijayalakshmi, Akshaya, Proceedings of the Asia-Pacific Conference of the Association for Consumer Research, presented at Asia-Pacific Conference of the Association for Consumer Research (AP-ACR), Indian Institute of Management Ahmedabad, on Jan 10-12, 2019, Volume 12, (pp. 79), Ahmedabad, India.
    • Kumar Sushant & Sadarangani, Pradip (2018). Understanding Consumption: A Life-Course Narrative Approach. In Thampy, Ashok, Proceedings of the 6th PAN IIM World Management Conference, India, Paper presented at 6th PAN IIM World Management Conference, Indian Institute of Management Bangalore, on December 13-15, 2018, (pp. 28), Bangalore, India.
    • Kumar Sushant & Sadarangani, Pradip (2018). A Cross-Cultural Study on Tourism: Strategies and Implications of Findings. In Cobanoglu,Cihan, Proceedings of the GLOBE Conferencein Sarasota, USA,  Paper presented at The Global Conference on Business and Economics (GLOBE) Conference, University of South Florida Sarasota-Manatee, on June 4-8, 2018, Volume 7 (pp. 166). Florida, USA.
    • Kumar Sushant & Sadarangani, Pradip (2018). Impact of social power on trust, agent dependence, affective commitment andenvironmental munificence: An emerging country context. In Martín-Peña,María L & Ruiz-Alba, José L, proceedings of 23 rd CBIM International Conference 2018, Center for Business & Industrial Marketing Sustainable Business Models: Integrating Employees, Customersand Technology, Paper presented at The 2018 CBIM Conference, Universidad Rey Juan Carlos (Madrid, Spain), on June18-20, 2018, (pp. 133-136). Madrid, Spain.
    • Kumar Sushant & Sadarangani, Pradip (2018). Study of Shopping Motivation and Buying Behaviour among Generation Y in India. In proceedings of 11 th Global Business Conference, St. Scholastica’s College-Manila. Paper presented at The 11 th Global Business Conference, Manila, on March 3, 2018,Volume 7 (pp. 345-353). Manila, Philippines.
    • Kumar Sushant & Sadarangani, Pradip (2017). A Narrative Inquiry on Loneliness and Compulsive Consumption among Generation Y Indian. In Indore Management Journal (IMJ) - Special Issue, Book of Abstracts: 2017 IIM Indore- INDAM Conference. Paper presented at The 5th Biennial Indian Academy of Management Conference 2017, IIM Indore, Indore, December 18-20 (pp. 183). IIM Indore, INDAM 2017, India.

    Newspaper Article

    • Consumer Behaviour
    • Integrated Marketing Communication
    • Business Research Methods
    • Marketing Management
    • NIT Durgapur (B.Tech)
    • IIM Shillong (PhD)
    • Worked as Consultant on project on Mid-Day Meal in Bihar Jan, 2020
    • Received the Best Paper award at International Marketing Conference iMarc organized by IIM Shillong 2022.