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.