Ashish Kumar

Visiting Faculty at Indian Institute of Management Bangalore

Assistant Professor at Aalto University School of Business

Schools

  • Aalto University School of Business
  • Indian Institute of Management Bangalore

Links

Biography

Indian Institute of Management Bangalore

Dr. Ashish Kumar has joined as visiting faculty in the Marketing Area. He is an Assistant Professor of Marketing at the Department of Marketing, Aalto University School of Business, Helsinki, Finland. His primary research area is topics in Digital Marketing. Specifically, he focuses on Social Media Marketing, Email Marketing, Multichannel Marketing, and Mobile Marketing. He is also interested in topics related to Health Marketing. In his research, he uses econometric methods to quantitatively model consumers’ online behaviour. He has published papers in academic journals such as Journal of MarketingInformation Systems Research, and Journal of Retailing. Prior to completing his PhD, he worked as Senior Engineer at MindTree Consulting, Bangalore. 

Aalto University School of Business

EDUCATION

Ph.D. in Marketing (2012) The State University of New York at Buffalo, Buffalo, NY

M.A. in Economics (2010) The State University of New York at Buffalo, Buffalo, NY

B.Tech. in Information and Communication Technology (2005) DA-IICT, Gandhinagar, India

BACKGROUND

RESEARCH INTERESTS

  • Digital Marketing (e.g., Socila Media Marketing, Email Marketing, Mobile Marketing)
  • Consumer Shopping Behavior in a Multichannel Environment.
  • Topics in Retailing (e.g., Store Format Choice, Online/Offline Channel Choice).
  • Big Data Challenges in Marketing (e.g., platform economy)
  • Health Economics (e.g., Consumers’ Healthy Behaviors and Choice for Insurances)
  • Choice Models and Hierarchical Bayesian Econometrics

TEACHING EXPERIENCE

  • Instructor, “Digital Marketing”, M.Sc. Level, 2013-2017.
  • Social Media Marketing, Social Media Computing course organized by EIT Digital, Aalto University, 2017.
  • F.E.C. (Further Educated with Companies) Training Program for Aalto Executive Education on the topic, “Framework and Background to Digital Marketing & Understanding Customer Behavior in Digital Environment,” 2016.
  • Instructor, “Customer Relationship Marketing”, B.Sc. Level, 2013-2015.
  • Supervisor, “Bachelor’s Thesis”, B.Sc. Level, 2015
  • Instructor, “Principles of Marketing”, Undergraduate Level, 2010-2011.
  • Teaching Assistant, “Principles of Marketing”, Undergraduate Level, 2010-2011.

CURRICULUM VITAE

*PUBLICATION: *

JOURNAL ARTICLES

Kumar, Ashish, Jari Salo, (2016), “Effects of Link Placements in Email Newsletters on their Click-through Rate,” Journal of Marketing Communication, forthcoming

Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P.K. Kannan, (2016), “From Social to Sale: The Effects of Firm Generated Content in Social Media on Customer Behavior,” Journal of Marketing 80(1): 7-25.

Trivedi, M., Karthik Sridhar, & Ashish Kumar, (2016), “Impact of Healthy Alternatives on Consumer Choice: A Balancing Act,” Journal of Retailing 92(1): 1-18.

Rishika, Rishika, Ashish Kumar, Ramkumar Janakiraman, and Ram Bezawada, (2013), “The Effect of Customers’ Social Media Participation on Customer Visit Frequency: An Empirical Investigation”, Information Systems Research 24(1): 108-127. Finalist for Best European Research Paper of the Year by CIONET (2014).

Kumar, Ashish, Minakshi Trivedi, Ram Bezawada, and Karthik Sridhar, (2012), “A comparative analysis of differential consumer response across supermarket and specialty store in the candy category”, Journal of Retailing and Consumer Services 19(6): 561-569

PUBLICATION: BOOK CHAPTER

Muinonen, Linda Lea Elisabet, and Ashish Kumar, (2016), “Building City Brand through Social Media: The Effect of Social Media Brand Community on Brand Image”, Strategic Place Branding Methodologies and Theory for Tourist Attraction, IGI Global, p. 181.

Kumar, Ashish, and Ram Bezawada, (2014), "Effects of Consumers’ Social Media Participation on Consumer Behaviors: A Marketing Perspective”, Harnessing the Power of Social Media and Web Analytics: Techniques, Tools, and Application, IGI Global.

PUBLICATION: SCIENTIFIC REPORT

Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P.K. Kannan (2016), “The Effects of Firm Generated Content in Social Media on Customer Behavior: An Empirical Examination,” MSI Report, forthcoming. (http://www.msi.org/reports/the-effects-of-firm-generated-content-in-social-media-on-customer-behavior/)

PRESS RELESASE

Socialmediatoday, “Social Media Pays Off for Businesses, Study Shows”, 17-Jan-2013. (http://socialmediatoday.com/kmanne/1166426/social-media-pays-businesses-study-shows).

BusinessNewsDaily, “Social Media Investments Pay Off for Small Businesses”, 25-Mar-2013. (http://www.businessnewsdaily.com/4214-social-media-investments-pay-off.html).

Insights from MSI - 2016 Issue 2, “Why Firms Should Invest in Social Media”, 25-Aug-2016. (http://www.msi.org/articles/why-firms-should-invest-in-social-media/)

Peer-reviewed scientific articles

Journal article-refereed, Original research

Effects of link placements in email newsletters on their click-through rate

Kumar, Ashish; Salo, Jari
2016 in JOURNAL OF MARKETING COMMUNICATIONS (Routledge)
ISSN: 1352-7266

From social to sale The effects of firm-generated content in social media on customer behavior

Kumar, Ashish; Bezawada, Ram; Rishika, Rishika; Janakiraman, Ramkumar; Kannan, P. K.
2016 in JOURNAL OF MARKETING (AMER MARKETING ASSOC)
ISSN: 0022-2429

Impact of Healthy Alternatives on Consumer Choice A Balancing Act

Trivedi, Minakshi; Sridhar, Karthik; Kumar, Ashish
2016 in JOURNAL OF RETAILING (Elsevier BV)
ISSN: 0022-4359

The effect of customers' social media participation on customer visit frequency and profitability: an empirical investigation

Rishika, Rishika; Kumar, Ashish; Janakiraman, Ramkumar; Bezawada, Ram
2013 in INFORMATION SYSTEMS RESEARCH (INFORMS Inst.for Operations Res.and the Management Sciences)
ISSN: 1047-7047

A comparative analysis of differential consumer response across supermarket and specialty store in the candy category

Kumar, Ashish; Trivedi, Minakshi; Bezawada, Ram; Sridhar, Karthik
2012 in JOURNAL OF RETAILING AND CONSUMER SERVICES (Elsevier Limited)
ISSN: 0969-6989

Book section, Chapters in research books

Building city brand through social media The effect of social media brand community on brand image

Muinonen, Linda Lea Elisabet; Kumar, Ashish
2016
ISBN: 9781522505792

Conference proceedings

Customers' social media participation and business value for firms: Evidence from a field study

Ramkumar, Rishika; Kumar, Ashish; Janakiraman, Ramkumar; Bezawada, Ram
2013
ISBN: 0-87757-351-4
ISSN: 1054-0806

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