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    Sushant Kumar

    Sushant Kumar

    Assistant Professor
    Marketing

    Dr. Sushant Kumar is an Assistant Professor of Marketing at the Indian Institute of Management Lucknow, whose work engages with global challenges at the intersection of consumer behavior, digital transformation, and sustainability. His research has been published in internationally reputed journals such as Tourism Management and European Journal of Marketing, Technological Forecasting and Social Change, Information Technology and People, Business Strategy and the Environment addressing cross-cultural consumption, new-age marketing, and sustainable behavior across diverse markets.

    His scholarship adopts a global lens, examining how cultural values, technological ecosystems, and socio-economic contexts shape consumer decision-making. Through collaborations and conference engagements across Europe, the United States, and Asia, he contributes to advancing internationally relevant marketing knowledge. Dr. Kumar consistently receives outstanding teaching feedback across courses such as Marketing Management, Consumer Behaviour, and Integrated Marketing Communication. He actively collaborates with Government bodies on projects such as evaluation of Mid-may meal scheme and evaluation of large-scale digital distribution initiatives, demonstrating strong policy engagement and societal impact.

    Dr. Kumar brings a unique blend of academic rigor and industry insight, informed by his prior experience in marketing. Through teaching and research, he is committed to shaping responsible leaders and enabling institutions to design impactful, citizen-centric interventions grounded in behavioral insights.

    • Jebarajakirthy, C., Sivabalan, A., Maseeh, H., Sangroya,D., & Kumar, S., (2025). Green Consumption Across Borders: A Hybrid Meta-Analytic Investigation Exploring Cultural Values, Human Development, and Internet Access. European Journal of Marketing, Forthcoming (ABDC-A*)
    • Kumar, S., Kumar, D., & Nicolau, J. L. (2024). How does culture influence a Country's travel and tourism competitiveness? A longitudinal frontier study on 39 countries. Tourism Management, 100, 104822. (ABS-4; ABDC-A*)
    • Rehman, A., Kumar, S., Salam, M. A., & Virmani, N. (2025). How does AI-powered virtual influencer's anthropomorphism impact trust and brand love? The moderating role of opinion leadership. Technological Forecasting and Social Change, 219, 124198. (ABS-3; ABDC-A)
    • Soni, N., Sahoo, P., Kumar, S., Yaqub, M. Z., & Singhal, A. B. (2025). Dark side of metaverse! Role of loneliness on depression using deindividuation theory and psychodynamic theory. Information Technology & People. (ABS-3; ABDC-A)
    • Kumar, S., Mehrotra, A., Yaqub, M. Z., Gupta, B., & Agarwal, V. (2025). The role of values and attitude in food waste reduction: exploring ideal sustainable business strategies. Business Strategy and the Environment, 34(2), 2341-2360. (ABS-3; ABDC-A)

    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
    • Consumer Culture Theory
    • Marketing Theory
    • NIT Durgapur (B.Tech)
    • IIM Shillong (PhD)
    • Worked as Consultant on project on Mid-Day Meal in Bihar Jan, 2020
    • Worked on Impact Assessment of Swami Vivekanand Yuva Sashaktikaran Yojana by Govt of UP
    • Received the Best Paper award at International Marketing Conference iMarc organized by IIM Shillong 2022.