Ashish Kumar
I am a marketing researcher focused on how digital environments shape consumer decisions, engagement, and long-term value. My work examines social media and influencer marketing, livestream commerce, multichannel retailing, and consumer financial behaviour, with recent emphasis on Buy Now, Pay Later (BNPL) and sustainable consumption. Using econometric and causal approaches with behavioural data, I aim to produce research that is both theoretically rigorous and practically useful for organizations designing responsible, future-ready marketing strategies.
Research Focus
- Digital consumer behaviour
- Social media and influencer marketing
- Livestream commerce and persuasion
- Multichannel marketing and retail analytics
- BNPL and consumer financial decision-making
- Sustainable consumption in digital marketplaces
Research Approach
I use quantitative, data-driven methods to study real market behaviour, including:
- Econometric modeling
- Causal inference and field-relevant analytics
- Clickstream and platform data analysis
- Multichannel customer behaviour modeling
Research Impact
- Publications in leading journals across marketing, retailing, and information systems
- Recognized with best paper awards for high-impact research contributions
- Work translated into practitioner and public conversations through media coverage
- Research outputs with both academic contribution and managerial relevance
Research Grants
My research has been supported through competitive grants and internal funding schemes, including projects on digital marketing, social media effects, and contemporary consumer trends.
Supervision
I supervise and mentor research in areas including:
- Livestream shopping and online purchase behaviour
- Influencer-generated content and disclosure effects
- Social media and sustainable consumption
- Impulse buying in mobile and platform settings
Research Mission
I seek to build evidence-based insights that help scholars, firms, and policymakers understand evolving digital markets and design marketing systems that are effective, ethical, and socially responsible.
Scholarly Profiles
Curriculum vitæ
Last updated: May, 2026