Our Faculty

Subhro Sarkar

Assistant Professor
  • Ph.D. (IIM Rohtak)
  • B.Tech. (NIT Agartala)

Subhro Sarkar is an Assistant Professor in the area of Marketing at the Indian Institute of Management, Ranchi, India. At IIM Ranchi, he is the Chairperson of the Digital Communications and Website Committee. He pursued his Ph.D. in the Marketing area from the Indian Institute of Management Rohtak, India. He also holds a Bachelor in Technology degree from National Institute of Technology, Agartala, India. His teaching areas include Marketing Management, Business Research Methods, Digital Marketing, Experimental Design, and Structural Equation Modeling. He  taught the course on Digital and Social Media Marketing at the Indian Institute of Management, Sirmaur as a visiting faculty. His research focuses on consumer behavior, retailing, online travel, online and mobile retailing. His research has been published in reputed journals such as, International Journal of Information Management, Journal of Business Research, International Journal of Retail & Distribution Management, Journal of Information Technology & Tourism, and International Journal of Human-Computer Interaction, among others.

Teaching Areas

  • Marketing Management
  • Business Research Methods – II
  • Experimental Design
  • Structural Equation Modeling
  • Digital Marketing

Research Area

  • Consumer behavior
  • M-commerce trust and continuance
  • Mall shopping behavior
  • Online travel and tourism

Professional Affiliation

  • Marketing Science Institute (MSI)

Publications

    Journal Publications:
    • Sardar, S., Tata, S. V., & Sarkar, S. (2024). Examining the influence of source factors and content characteristics of influencers’ post on consumer engagement and purchase intention: A moderated analysis. Journal of Retailing and Consumer Services, 79, 103888. (ABDC – A)
    • Vazirani, A., Sarkar, S., Bhattacharjee, T., Dwivedi, Y. K., & Jack, S. (2023). Information signals and bias in investment decisions: A meta-analytic comparison of prediction and actual performance of new ventures. Journal of Business Research, 155, 113424. (ABDC – A)
    • Khare, A., & Sarkar, S. (2021). Does cultural value influence consumers’ attitudes toward mall events? A Study on Indian Mall Shoppers. Journal of International Consumer Marketing, 33(5), 526-542. (ABDC – B)
    • Sarkar, S., Chauhan, S., & Khare, A. (2020). A meta-analysis of antecedents and consequences of trust in mobile commerce. International Journal of Information Management, 50, 286-301. (ABDC – A*)
    • Khare, A., Dixit, S., & Sarkar, S. (2020). Antecedents to Online Travel Purchase: Role of Network Benefits, Pilgrimage Packages, Interactivity, Trust and Customer Reviews. Journal of Quality Assurance in Hospitality & Tourism, 1-26. (ABDC – B)
    • Khare, A. & Sarkar, S. (2020). Use of mobile apps in online shopping: scale development and validation. Int. J. Indian Culture and Business Management, 20(1), 74-92.
    • Sarkar, S., & Khare, A. (2019). Influence of expectation confirmation, network externalities, and flow on use of mobile shopping apps. International Journal of Human-Computer Interaction, 35(16), 1449-1460. (ABDC – B)
    • Khare, A., Sarkar, S., & Patel, S. S. (2019). Influence of culture, price perception and mall promotions on Indian consumers’ commitment towards malls. International Journal of Retail & Distribution Management, 47(10), 1093-1124. (ABDC – A)
    • Sarkar, S., Khare, A., & Sadachar, A. (2019). Influence of consumer decision-making styles on use of mobile shopping applications. Benchmarking: an International Journal, 27(1), 1-20. (ABDC – B)
    • Khare, A., Dixit, S., & Sarkar, S. (2019). Factors affecting website continuance intention: a study of Indian travel websites. Information Technology & Tourism, 1-29. (ABDC – B)
    • Sarkar, S., & Khare, A. (2017). Moderating effect of price perception on factors affecting attitude towards online shopping. Journal of Marketing Analytics, 5(2), 68-80. (ABDC – C)
    Papers presented in National/International Conferences:
    • Sarkar. S., AI enabled chatbots in retail sector, Australian & New Zealand Marketing Academy Conference (ANZMAC), The University of Western Australia, Perth, Australia, 2022.
    • Sarkar, S. and Khare, A., Consumer perceived ethics of mobile retailers: a scale development study, 31st Australian and New Zealand Academy of Management (ANZAM) Conference, RMIT University City Campus, Melbourne, Australia, 2017.
    • Sarkar, S. and Khare, A., Mobile shopping apps continuance: an integrated framework of expectation-confirmation and network externalities, MARCON 2016, 4th International Marketing Conference, IIM Calcutta, 2016.
    • Sarkar, S. and Khare, A., Consumer characteristics approach in understanding mobile app shopping adoption, 30th Australian and New Zealand Academy of Management (ANZAM) Conference, Queensland University of Technology (QUT) Business School, Gardens Point campus, Brisbane, Australia, 2016.