Faculty Publications

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A Consumer Typology Based on Celebrity Endorsement Factors
(FIIB Business Review, 2022-08-26) Arora, N; Prashar, S; Vijay, T.S; Parsad, Chandan
Celebrity endorsement is one of the most prominent advertising and promotional strategies used by organizations to seek consumer attention. It has been examined extensively by academicians in the last few decades. Still, existing studies have not focused much on understanding the typology of shoppers related to specific celebrity-related factors. This study endeavours to segment the consumer market and develop corresponding profiles based on shoppers’ importance to various celebrity factors. Survey-based research was undertaken using the mall-intercept technique, and data were collected from shoppers in India. Cluster and correspondence analysis techniques were used on the responses received from 232 survey participants. The results suggested the presence of three distinct clusters, namely ‘Indifferent-to-celebrity Buyer’, ‘Fascinated Buyer’ and ‘Star Power Buyer’. The findings suggest the clusters—fascinated buyers and star power buyers—are influenced by different components related to celebrity endorsement. The present study contributes to the marketing and celebrity endorsement literature by offering an insight into the need of identifying the differences among the consumers with respect to their propensity of acceptance of a celebrity endorser. These results would help managers in mapping them to target consumer segments with an appropriate celebrity effectively.
Understanding dark side of online community engagement
(Information Systems and e-Business Management, 2023-03-17) Kumar, Aman; Shankar, Amit; Tiwari, Aviral Kumar
This study examines the dark side of online communities, especially barriers to customer engagement in online communities. A total of 301 responses from online community members were collected to examine the proposed hypotheses based on the Innovation Resistance Theory (IRT). The study also examines the mediating effect of negative anticipated emotions and moderating effect of association tenure and customer prior attitude. The findings suggest that performance, information overload, and social recognition barriers positively impact the users’ disengagement intention towards the online community. The negative anticipated emotions mediate the association between barriers and customer disengagement. Also, tenure was found to be a crucial moderator. The study contributes to the dark side of online community literature and suggests marketers how to reduce customer disengagement in online communities.
Are emerging technologies unlocking the potential of sustainable practices in the context of a net-zero economy?
(Environmental Science and Pollution Research, 2023-03-18) Agrawal, Rohit; Priyadarshinee, Pragati; Kumar,Anil
Increasing globalization and climate change have significantly affected business activities. Government and other stakeholders are creating pressure to have a sustainable business model for efficient resource utilization and minimizing negative environmental impact. Many organizations have started focusing on sustainable and cleaner production through the adoption of net-zero economy (NZE) practices. Certain technological advancements are required to put these concepts into practice. Firms have begun to adopt digital technologies (such as big data analytics, artificial intelligence, and internet of things), and have been widely used in practice to achieve NZE. Is digitalization unlocking the potential of sustainable practices in the context of a net-zero economy? This question is still unanswered; therefore, this study aims to identify and analyze the drivers of digitalization that ensure sustainable practices to achieve net-zero economy. Through an extensive literature review and experts’ opinions, a list of drivers was identified. An empirical investigation was conducted to validate the identified drivers and further understand the influencing relationship among the drivers, Pythagorean fuzzy decision-making trial and evaluation laboratory (PF-DEMATEL) was employed. The findings of the study show that “high degree of automation,” “enhancing the flexibility in the manufacturing process,” and “real-time sensing capability” are the main influencer drivers among all cause group forces. The present study can be a source for industrial practitioners and academia that can provide significant guidance on how the adoption of digitalization can unlock the potential to achieve CE, which can lead us toward net-zero.
Examining the impact of digital leadership on data analytics capability and organisational performance in the Indian context
(Journal of Strategic Marketing, 2023-04) Lathabhavan, Remya;; V, Moovendhan
Data analytics and digital leadership are rapidly gaining importance in this disruptive digital era. This study examines the role of digital leadership, as an antecedent, and organisational evidence-based management (EBM) as a moderator in the relationship between data analytics and organisational performance. Data were collected from 519 employees in India and structural equation modelling was used to analyse the data. The study revealed the positive relationship between digital leadership and digital analytics. Also, the relationship between digital leadership and organisational performance is found to be positive and significant. Likewise, the mediating role of digital analytics in the association of digital leadership and organisational performance also found significant. The moderating roles of access to technology (with digital leadership and digital analytics association) and EBM (digital analytics association and organisational performance) were supported in the study. These findings hold potential implications for both theory and practice. The study also discusses the future scope of the research
Examining the avenues of sustainability in resources and digital blockchains backed currencies
(Annals of Operations Research, 2023-05-03) Karim ,Sitara; Naeem, Muhammad Abubakr; Tiwari, Aviral Kumar; Ashraf , Sania
The sustainability issues have been surmounted in the last decades. The digital disruption caused by blockchains and other digitally backed currencies has raised several serious concerns for policymakers, governmental agencies, environmentalists, and supply chain managers. Alternatively, sustainable resources are environmentally sustainable and naturally available resources which are employable by several regulation authorities to reduce the carbon footprint and attain energy transition mechanisms to support sustainable supply chains in the ecosystem. Using the asymmetric time-varying parameters vector auto-regressions approach, the current study examines the asymmetric spillovers between blockchain-backed currencies and environmentally supported resources. We find clusters between blockchain-based currencies and resource-efficient metals, highlighting similar-class dominance of spillovers. We portrayed several implications of our study for policymakers, supply chain managers, the blockchain industry, sustainable resources mechanisms, and regulatory bodies to emphasize that natural resources play a significant role in attaining sustainable supply chains servicing the benefits to society at large and to other stakeholders.
The role of ICT diffusion and institutional quality on financial inclusion in Asian region:
(Electronic Commerce Research, 2023-07-12) Nasreen, Samia; Ishtiaq,Faryal; Tiwari,Aviral Kumar
The diffusion of information and communication technology (ICT) has transformed the financial sector. Nowadays, ICT applications are widely used in the banking sector. Moreover, institutional quality contributes positively to the integrity of financial institutions. However, in the empirical literature, little evidence is provided about the role of ICT and institutional quality in increasing financial inclusion, especially in Asian countries. Therefore, the present research aims to fill this gap in the literature by examining the impact of ICT diffusion and institutional quality on financial inclusion in 22 Asian economies using annual data covering the period from 2004 to 2020. We have applied an innovative panel quantile regression model introduced by Powell (Quantile Treat Eff 1(28), 2016) for empirical analysis. The empirical findings show the significant effect of ICT diffusion and institutional quality on aggregated and disaggregated measures of financial inclusion, thus, confirming the importance of ICT diffusion and institutional quality in promoting financial inclusion as well as penetration, accessibility and usage of financial services in the Asian region. Furthermore, GDP per capita, urbanization and remittances are found to significantly determine financial inclusion in developing Asian countries. From the policy perspective, it is suggested that policies that enhance financial inclusion by promoting digital finance and strengthening the country’s institutions should be formulated.
Solving Vehicle Routing Problem Using a Hybridization of Gain-Based Ant Colony Optimization and Firefly Algorithms
(Hand Book of Formal Optimization, 2023-08-13) Sangeetha, V.; Krishankumar, R.; Pamucar,Dragan; Ravichandran, K. S.; Peng,Xindong; Gandomi, Amir H.
Vehicle Routing Problem is one of the classical NP hard and combinatorial optimization problems that has been a spark of interest in the operation research domain. Though many variations of classical VRP are being developed, there is still the need for developing algorithms to improve solutions for VRP. A hybrid gain-based ant colony optimization-firefly algorithm (GACO-FA) has been proposed to deal with VRP. A global search is initially performed using the gain-based ant colony optimization, and subsequently local search for promising solution is done in the fine-tuned search space using firefly algorithm. The strengths of GACO and weakness of FA are aptly managed with a finer trade-off between them. The proposed GACO-FA is compared with best-known solutions and existing algorithms for performance analysis using the benchmark dataset. Analysis has been performed using measures like route cost, standard deviation, and percentage variation in length. The results have also been statistically verified for their significance.
Navigating the Stars
(FIIB Business Review, 2023-09-27) Siji, Smitha; Parsad, Chandan
This study aimed to explore the influence of social media on the perception and decision-making process of prospective students seeking admission to Business schools (B-schools) in the context of the increasing prevalence of social media in people’s lives. Specifically, it examined the perceived and actual utility of reviews posted on Social Networking Sites (SNSs) and the role of Social Media Usage (SMU) as a moderating factor in shaping admission intentions. Additionally, the impact of ratings and reviews on the overall perception of B-schools was explored. To gather data, a questionnaire was distributed via Google Forms to over 500 second-year post-graduate students studying Business Management in various B-schools. Out of the total responses received (201 usable responses), it was discovered that the respondents’ personal experiences either aligned with the reviews they read before admission or surpassed their expectations. Moreover, ratings and online forums had a positive influence on shaping a favourable perception among potential students, ultimately leading to their decision to enrol in a particular B-school. The study also confirmed the moderating effect of SMU. Admission officers should recognize that user-generated content holds greater trustworthiness among prospective students in comparison to content generated by vendors. Therefore, it is crucial to prioritize social media in their strategies. Additionally, there is a need to investigate the usage of SNSs by college admission offices and the impact of social media strategies on students’ admission intentions. Consequently, this study focuses on an underexplored area, shedding light on its significance.
Global value chains and economic growth: A study of resilience during the COVID-19 pandemic
(Journal of International Development, 2023-12-27) Jangam, Bhushan Praveen; Venkatesh,Hari; Tiwari,Aviral Kumar
This research examines the impact of trade related to global value chains (GVCs) and the COVID-19 pandemic on economic growth. To achieve this, we analyse a panel of 60 countries spanning from 2007 to 2021. Various models are estimated using the system generalized method of moments technique. The primary findings are as follows: Firstly, GVC trade is identified as a positive and beneficial factor influencing economic growth. Secondly, the interaction between COVID and GVCs reveals that GVCs continue to have a positive impact on economic growth even during the pandemic. Lastly, consistent and comparable results are observed across different GVC components, sectors and country groups. These outcomes provide valuable insights for policymakers, emphasizing the importance of GVC trade in fostering economic growth.
Willingness to Pay for New Technologies and Environmental Technologies in Hotels: A Multinomial Logit Approach
(Journal of the Knowledge Economy, 2023-12-28) Menegaki,Angeliki N.; Tiwari, Aviral Tiwari
The tourism industry is very important for the economic growth in some countries and the hotel industry is the backbone of it. The advent of new technologies improves the stay experience of tourists in hotels and the environmental technologies contribute to the reduction of the environmental footprint of the tourist stay. Willingness to pay informs about the consumer surplus and therefore hoteliers, as producers can charge more informed prices for profit maximization. Evidence of high willingness to pay entails that the investment project required to finance the purchase of those technologies will pay back hoteliers if they decide to file for a loan and whether such finance projects pass the cost–benefit analysis test. The study calculates the WTP for each of the five new technologies and three environmental technologies and concludes that the higher prior experience with technologies and higher frequency of overnight spent in hotels increase WTP for all technologies. So does the young age of the consumer, income, and female consumership. These findings can also guide hoteliers to communicate the existence of such technologies in their hotels for marketing purposes and contribute to the formation of customer typologies, based on their demographics of customers.
Investigating the Key Drivers of the Sustainability of Family Businesses: The Mediating Role of Strategic Management Implementation
(Journal of Family and Economic Issues, 2024) Kumar, Jitender; Rana, Sudhir; Rani, Manju; Rani, Garima; Rani, Vinki; Kumar, Amresh
Research on family business has a long history which is evident in various established theories and practices. Yet, family business sustainability is an underdeveloped area of research. The present study identifies and analyzes the constituents that impact strategic management implementation to achieve sustainability of family firms. This is an empirical study based on a sample of Indian family firms, analyzes using “partial least squares structural equation modeling” (PLS-SEM). Results demonstrate that innovation, competitive advantage, leadership and proactiveness significantly impact strategic management implementation and sustainability of family firms. However, engaging the local community has a negative impact on strategic management implementation and sustainability of family firms. The study makes several contributions to family businesses literature by shedding light on the key factors that foster their future development and sustainability across developed and developing nations. This study offers guidance on strategically organizing and implementing effective sustainability strategies within family firms. This enhancement advances the theoretical understanding and supports practical efforts to ensure family-owned enterprises’ long-term viability and success.
Comparative Analysis of Digital Consciousness and Human Consciousness : Bridging the Divide in AI Discourse
(2024) Lathabhavan, Remya; Mishra,Nidhi
In today's digital age, the rapid advancement of AI and digital technologies has led to the emergence of digital consciousness, blurring the lines between human and machine thinking. At the same time, these technologies offer unprecedented convenience and efficiency but pose significant challenges. Individuals are increasingly facing issues such as stress, anxiety, and technology addiction, impacting their overall well-being and decision-making processes. The dichotomy between digital consciousness and human consciousness raises critical questions about how we can navigate these challenges in a rapidly evolving technological landscape. To address these pressing concerns, Comparative Analysis of Digital Consciousness and Human Consciousness: Bridging the Divide in AI Discourse offers a comprehensive exploration of the impacts of digital consciousness on human well-being and decision-making. This book delves into the paradoxes and challenges posed by the coexistence of digital and human consciousness, providing insights from psychological perspectives, practitioner experiences, and academic research. By offering a nuanced understanding of these concepts, we aim to equip readers with the knowledge and tools needed to manage the implications of digital consciousness in their personal and professional lives. This book is essential for researchers, academicians, practitioners, and individuals interested in understanding this complex interplay between machine and human consciousness. Through a detailed examination of various aspects, including social media addiction, employee anxiety, and well-being practices, we provide a roadmap for navigating the complexities of the digital age. By fostering a deeper understanding of these issues, the experts behind this research hope to inspire meaningful discussions and drive positive change in how we engage with technology daily.
The Impact of Corporate Governance on Managerial Effectiveness and Stress Mitigation: An Emphasis on Capacity of Mindfulness
(Comprative Analysis of Digital Consciousness and Human Consicousness , IGI Global, 2024) Kumari ,Abha; Mishra,Nidhi; Patro , Archana
This chapter introduces a theoretical framework for understanding how corporate governance impacts managerial effectiveness and stress mitigation by taking the mediating role of the capacity of mindfulness to enhance the overall efficacy of the organization. Existing literature talks about how governance structure impacts organisational and managerial performance and stress, but they are missing the underlying processes that link effective governance practices to improved performance and reduced stress; this framework provides the lens for analysing this process. By offering a more nuanced understanding, this framework will help improve the organisation's overall result by taking care of managers' well-being by reducing their stress and increasing their performance.
Ranking Barriers Impeding Sustainability Adoption in Clean Energy Supply Chains: A Hybrid Framework With Fermatean Fuzzy Data
(IEEE TRANSACTIONS ON ENGINEERING MANAGEMENT,, 2024) Krishankumar,Raghunathan; Ramanujam, Niranjana; Zavadskas, Edmundas Kazimieras; Ravichandran,Kattur Soundarapandian; Gandomi, Amir H.
—In this article, we aim to prioritize barriers hindering sustainability inclusion within clean energy supply chains. Supply chain management is a crucial aspect of the clean energy sector, whereby the global supply chains can be enforced with policies to adopt sustainability/green practices. The literature infers that the adoption of sustainability is not direct, and multiple barriers impede the process, driving researchers to rank these barriers. Previous studies on prioritizing barriers cannot effectively model uncertainty; experts’ reliability is directly assigned; interrelationships/hesitation of criteria/experts are usually not considered; and there is a lack of personalized ordering based on individuals’ preferences. Motivated by these gaps, the authors put forward an integrated framework with a Fermatean fuzzy set, variance-based criteria importance through intercriteria correlation for determining experts’ and criteria weights, and ranking procedure with complex proportional assessment–Copeland for personalized ordering of barriers. The usefulness of the developed approach is testified through a case example. Results infer that wastage/pollution reduction and profit from green production are the two top criteria considered for rating sustainability barriers, while limited governmental policies, monitoring/control issues, and expertise mismatch are the top three barriers impeding sustainability adoption. Finally, sensitivity and comparative analyses are performed to understand the framework’s efficacy
An Evidence-Based CoCoSo Framework with Double Hierarchy Linguistic Data for Viable Selection of Hydrogen Storage Methods.
(Computer Modeling in Engineering & Sciences, 2024) Krishankumar, Raghunathan;; Sundararajan, Dhruva;; Ravichandran, K. S.
Hydrogen is the new age alternative energy source to combat energy demand and climate change. Storage of hydrogen is vital for a nation's growth. Works of literature provide different methods for storing the produced hydrogen, and the rational selection of a viable method is crucial for promoting sustainability and green practices. Typically, hydrogen storage is associated with diverse sustainable and circular economy (SCE) criteria. As a result, the authors consider the situation a multi-criteria decision-making (MCDM) problem. Studies infer that previous models for hydrogen storage method (HSM) selection (i) do not consider preferences in the natural language form; (ii) weights of experts are not methodically determined; (iii) hesitation of experts during criteria weight assessment is not effectively explored; and (iv) three-stage solution of a suitable selection of HSM is unexplored. Driven by these gaps, in this paper, authors put forward a new integrated framework, which considers double hierarchy linguistic information for rating, criteria importance through inter-criteria correlation (CRITIC) for expert weight calculation, evidence-based Bayesian method for criteria weight estimation, and combined compromise solution (CoCoSo) for ranking HSMs. The applicability of the developed framework is testified by using a case example of HSM selection in India. Sensitivity and comparative analysis reveal the merits and limitations of the developed framework
Cloud technology and fuzzy-based decision support systems driving sustainable development
(2024) Krishankumar,Raghunathan; Dhruva, Sundararajan; Mishra, Arunodaya; Raj Ravichandran , K S
Health 4.0 primarily focuses on quality and effective healthcare through integrated medical and technological paradigms. Specifically, cloud technology plays a crucial role in the recent health domain for storing data and performing analytics. The cloud computing market in healthcare is estimated to be USD 39.4 billion in 2022, and countries like India are investing in Health 4.0 for technology-driven quality healthcare. Driven by the claim, many cloud vendors (CVs) strategize the marketplace. As a result, selection becomes complex, and literatures show that (1) uncertainty is an inevitable issue in the selection; (2) subjectivity affects accuracy during selection; (3) the importance of experts and criteria are not methodically driven with attention to hesitation and interactions; and (4) customized ranking of CVs is not adequately explored. To counter the challenge, a combined decision approach with a Fermatean fuzzy set is presented, including a variance method for experts’ weights, an alpha measure for criteria weights, and an algorithm for customized ranking of CVs. A case example of a health center in Tamil Nadu (India) is considered for demonstration of the usefulness, and sensitivity/comparative analyses are performed to realize the pros and cons of the developed approach.
Asymmetry Effects of International Trade Components on Environmental Quality in BRICS Economies
(Circular Economy and Sustainability., 2024-01-17) Patel, Gupteswar; Mahalik, Mantu Kumar; Mallick, Hrushikesh
The evolutions of liberalization and globalization of economies have given rise to greater concern over climate change and economic development in the recent circular economy context. The composition of international trade for an individual country changes over a period of time [14, 15]. Against this backdrop, the purpose of this study is to examine the segregated impacts of traditional and modern components of trade (exports and imports) on environmental degradation in BRICS (Brazil, Russia, India, China, South Africa) countries in an extended IPAT framework. The environmental degradation model controls for population growth, economic growth, and, technology. Using a balanced panel data structure from 1996–2018 with panel regression techniques (viz. PMG-ARDL and FGLS), this study finds that modern exports and imports, and technological advancement improve environmental quality, while traditional exports and imports along with population growth and economic growth degrade it. Our study concludes that traditional trade components degrade environmental quality while modern trade components improve it. This finding has crucial policy implications for both international trade and environmental sustainability domains of BRICS economies.
Influence of shoppers' attitude and satisfaction with smart-gadgets on intention to provide reviews: moderating role of fear of technological advances
(International Journal of Business Information Systems, 2024-02-26) Vijay, T. Sai; Prashar , Sanjeev; Parsad, Chandan
Smart wearable gadgets have been popular among consumers because of their use as health monitoring devices and fashion accessory. However, extant literature available lacks enough evidence on the formation of shoppers' attitude towards such devices. Extending the theory of reasoned action (TRA), the present study determines the factors that influence consumers' attitude towards these devices, further leading to their satisfaction with smart gadgets. The paper also explores the moderating role of fear of technological advances (FTA) in the formation of attitude. Besides this, the study examines users' intention to recommend the smart device in online reviews. Hypotheses were tested using structural equation modelling on data collected from 326 respondents. The research indicates the main effect of hedonic values and innovativeness and the significant moderation effect of FTA on attitude. The findings provide smart gadget marketers with useful implications for developing and offering augmented marketing and communication strategies.
Strategic Implications of AI in Contemporary Business and Society
(IEEE, 2024-03) Kaushal,Sanjay; Mishra,Divya
This study examines the significant impact of AI in several fields, such as fashion e-commerce, retail, marketing, hospitality, military applications, and digital marketing. The study conducts a thorough examination of the literature and discovers recurring patterns, including the widespread impact of AI in transforming industries, ethical concerns surrounding the implementation of AI, the challenges and possibilities in hyper-personalization, and the strategic implications of AI in many sectors. The increasing influence of AI in influencing customer experiences, optimizing business operations, and revolutionizing marketing strategies is clearly evident in several research. Transparency, adaptability, and the requirement for algorithms that can be explained are important considerations when dealing with the intricacies of integrating AI. The recommendations prioritize ongoing investment in AI literacy, clear transparency regarding data usage, and a flexible approach to customization to adapt to changing consumer preferences. The significance of interdisciplinary collaborations and robust frameworks is emphasized by ethical considerations in the deployment of AI, particularly regarding biases and concerns about privacy. This study provides significant insights for researchers, practitioners, and policymakers, navigating the ever-changing world of AI-driven advancements.
Nuclear energy, human capital, and urbanization tackling environmental concerns in India: evidence from QARDL and quantile co‑integration
(Environment, Development and Sustainability, 2024-03-14) Awan, Ashar; Kocoglu, Mustafa; Tunc,Ahmet; Tiwari,Aviral Kumar; Yusoff, Nora Yusma bte Mohamed
Besides being a nuclear power and home to 1.4 billion people, India is transforming through rapid urbanization. Given the contribution of urbanization to the improvement of living standards and economic growth, countries are pursuing it; however, policymakers are concerned about its impact on the environment. Against this backdrop, this study analyzed the influence of urbanization and nuclear energy on ecological footprints while also considering economic growth and natural resources. To this end, the study employed annual data from 1971 to 2017. The research used the innovative QARDL approach for a thorough examination of quantile dynamics to guide policymakers. Results revealed economic growth upsurges environmental degradation while human capital and urbanization reduce ecological footprints in India. Interestingly, nuclear energy is found to have a negative impact; however, it is significant at quantiles closer to the median. Furthermore, natural resources are found to be insignificant across all quantiles. The policy implications emphasize the importance of urbanization in achieving India’s sustainable environmental goals and long-run equilibrium.