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Subhro Sarkar
Subhro Sarkar
Assistant Professor (Grade – II)
  • Marketing Management


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

Teaching Areas

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

Research Areas

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

Current Research Interests:

  • Barriers of m-commerce
  • Online travel

Publications/ Articles/ Cases

    Journal Publications:
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • Khare, A., Dixit, S., & Sarkar, S. (2019). Factors affecting website continuance intention: a study of Indian travel websites. Information Technology & Tourism, 1-29.
  • 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.
  • Papers presented in National/International Conferences:
  • 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.