Our Faculty

Aman Kumar

Assistant Professor
  • Ph.D (IIM Visakhapatnam)
  • MBA (IIT-ISM, Dhanbad)
  • B.Sc. Statistics Hons. (Hindu College, Delhi University)

Dr. Aman Kumar is a faculty in the area of marketing management at IIM Ranchi. He has a Ph.D. from the Indian Institute of Management, Visakhapatnam. He obtained his MBA degree in marketing from the Indian Institute of Technology (Indian School of Mines), Dhanbad. He received his Bachelor of Science degree in Statistics from Hindu College, University of Delhi. His research work is broadly in the area of human-technology interactions, metaverse, artificial intelligence and technology adoption behaviours. He has published research articles in journals of international repute, such as Industrial Marketing Management, International Journal of Hospitality Management, Technological Forecasting and Social Change, Information Technology & People, Journal of Retailing and Consumer Services, Journal of Consumer Behaviour, Australasian Marketing Journal, Journal of Global Information Management, Journal of Global Marketing, VINE Journal of Information and Knowledge Management Systems and Information Systems and e-Business Management.

Teaching Areas

  • Marketing Management
  • Marketing Research
  • Digital Marketing
  • Marketing Analytics


  • Goa Institute of Management

Research Area

  • Human-Technology Interactions
  • Metaverse
  • Artificial Intelligence
  • Technology & Consumer Behavior


    Journal Articles
  • Kumar, A., & Shankar, A. (2024). The bold decision to go “all in”: Understanding the reasons behind consumers' willingness to migrate to the metaverse, Psychology & Marketing (Accepted for publication).
  • Kumar, A., & Shankar, A. (2024). Will metaverse revolutionize retail banking? Understanding user acceptance towards metaverse banking, International Journal of Retail & Distribution Management (Accepted for publication).
  • Kumar, A., Shankar, A., & Nayal, P. (2024). Metaverse is not my cup of tea! An investigation into how personality traits shape metaverse usage intentions. Journal of Retailing and Consumer Services, 77, 103639 (ABDC-A, ABS 2). DOI: https://doi.org/10.1016/j.jretconser.2023.103639
  • Shankar, Kumar, A., Behl A., Pereira, V., & Budhwar, P. (2024). You or an imposter? How to protect brand identity in a Business-to-Business context?. Industrial Marketing Management, 116, 93-105 (ABDC-A*, ABS 3). DOI: https://doi.org/10.1016/j.indmarman.2023.12.001
  • Kumar, A., Shankar, A., Agarwal, R., Agarwal, V., & Alzeiby, E. A. (2024). With enterprise metaverse comes great possibilities! Understanding metaverse usage intention from an employee perspective. Journal of Retailing and Consumer Services, 78, 103767 (ABDC-A, ABS 2). DOI:https://doi.org/10.1016/j.jretconser.2024.103767
  • Kumar, A., , Shankar, A., Shaik, A., Jain, G., Malibari, A. (2023). Risking it all in the metaverse ecosystem: Forecasting resistance towards the enterprise metaverse. Information Technology & People (ABDC–A, ABS 3). DOI: https://doi.org/10.1108/ITP-04-2023-0374
  • Kumar, A., Shankar, A., Behl, A., Gupta, B. B., & Mavuri, S. (2023). Lights, Camera, Metaverse!: Eliciting Intention to Use Industrial Metaverse, Organizational Agility, and Firm Performance. Journal of Global Information Management (JGIM), 31(8), 1-20 (ABDC-A, ABS 2). DOI: 10.4018/JGIM.333169
  • Kumar, A., , Shankar, A., Behl, A., Arya, V., & Gupta, N. (2023). Should I share it? Factors influencing fake news-sharing behaviour: A behavioural reasoning theory perspective. Technological Forecasting and Social Change, 193, 122647 (ABDC- A, ABS 3). DOI:https://doi.org/10.1016/j.techfore.2023.122647
  • Shankar, A.,Kumar, A., Yadav, R., Misra, P., & Pani, S. K. (2023). Should I adopt an integrated virtual clinic? A dual‐factor theory perspective. Journal of Consumer Behaviour (ABDC-A, ABS 2). DOI: https://doi.org/10.1002/cb.2202
  • Kumar, A., & Shankar, A. (2023). Why do consumers forgive online travel agencies? A multi-study approach. Australasian Marketing Journal (ABDC-A, ABS 1). DOI: https://doi.org/10.1177/14413582231194071
  • Kumar, A., , Shankar, A., Tiwari, A. K., & Hong, H. J. (2023). Understanding dark side of online community engagement: an innovation resistance theory perspective. Information Systems and e-Business Management, 1-27 (ABDC-B, ABS 2). DOI: https://doi.org/10.1007/s10257-023-00633-3
  • Kumar, A., , & Shankar, A. (2023). Disengagement toward brand-based online communities: The role of culture. Journal of Global Marketing, 36(4), 1-16, 268-283 (ABDC-B, ABS 1). DOI: https://doi.org/10.1080/08911762.2023.2175757
  • Kumari, P., & Kumar, A., (2023). Investigating the dark side of mobile bookkeeping applications: a moderated-mediation approach. VINE Journal of Information and Knowledge Management Systems, 53(5), 985-1004 (ABDC-B). DOI: https://doi.org/10.1108/VJIKMS-09-2022-0298
  • Shankar, A., Jebarajakirthy, C., Nayal, P., Maseeh, H. I., Kumar, A., & Sivapalan, A. (2022). Online food delivery: A systematic synthesis of literature and a framework development. International Journal of Hospitality Management, 104, 103240 (ABDC-A*, ABS 3). DOI:https://doi.org/10.1016/j.ijhm.2022.103240
  • Conference Papers/Presentations
  • Embracing the Future: Exploring the reasons behind consumer's willingness to migrate to the Metaverse at the 9th Pan IIM World Management Conference, during January 21-24, 2024.
  • Engagement or Social Glue? An Investigation of Influential Characteristics of Virtual Influencers in Metaverse at Academy of Marketing Doctoral Colloquium University of Birmingham, UK during 3-6 July 2023.
  • Engagement or social glue? An investigation of influential characteristics of virtual influencers in Metaverse at EMAC Annual Conference 2023, Odense/Denmark, during May 23 – 26, 2023.
  • Will Enterprise Metaverse be the next disruption? Understanding risks associated with Metaverse adoption at AIRSI 2023 The Metaverse Conference, held on May 15-17, 2023.
  • Metaverse Influencers and Engagement: An investigation of influential characteristics of virtual influencers in Metaverse at Paper Development Workshop by Association for Information Systems (AIS) India Chapter 2023 held on 6th April 2023.
  • An investigation of influential characteristics of virtual influencers in Metaverse: A multi-study approach at the Research Grant Competition organized by FIIB, India, held on March 2nd & 3rd, 2023.
  • Understanding the dark side of online communities: An innovation resistance theory perspective at 1 st Management Doctoral Colloquium of Indian Institute of Technology Jodhpur conducted during February 24-25, 2023.
  • Effect of Service Recovery Strategies on Repatronage Intention in Internet Broadband Context at Management Doctoral Colloquium (Shodh Samagam) of Indian Institute of Management Visakhapatnam, December 09-10, 2021.


  • Received a travel stipend of US$900 to attend the 2023 AMA Global Marketing SIG Doctoral Consortium and Conference in Santiago, Chile.
  • Received a bursary covering accommodation and registration to attend the Academy of Marketing Doctoral Colloquium 2023 at the University of Birmingham, UK.
  • Awarded Merit Cum Means scholarship at IIT(ISM), Dhanbad – 2018 and 2019.
  • Awarded Oisca scholarship to study 11 th and 12 th standard in Japan – 2013.