Sunita Kumar

Sunita Kumar is a dedicated educator with over 19 years of experience, encompassing 5+ years in the industry and 14+ years in teaching. Her areas of expertise and research focus include advertising, branding, digital marketing, consumer behavior, and marketing analytics. Over the last 12 years, she has published over 20 papers in Scopus-indexed journals, book chapters, and conference proceedings. Dr. Kumar has also received commendable evaluations for her teaching in various marketing units, such as Brand Management, Consumer Behavior, Social Media and Digital Marketing, and Marketing Analytics. She is actively involved in supervising master's & PhD candidates at Christ University Bangalore, showcasing a strong interest in research and consultancy projects.

Publications

Influencing the Influencers Through Co-Creation: Approaches to Successful Brand Strategies
Poornima Nair, Sunita Kumar. © 2024. 18 pages.
In today's technology-driven landscape, the internet and social media have seamlessly woven themselves into the fabric of both brands and consumers' lives. Among the...
Unlocking the Power of AI: Extracting Actionable Insights From Corporate
Sunita Kumar, Priya, Rashmi Rai. © 2024. 20 pages.
Nowadays, the corporate annual report is dynamic and forward-looking. The corporate annual report (CAR) is available publicly, although mainly consumed by investors and...
Factors Influencing Purchase Intention of Online Shopping Customers: A Review of the Existing Literature
Sunita Kumar, Kavita Rawat, Praveen Babu, Roy Mathew. © 2024. 23 pages.
The rapid digital transformation, especially on the internet, has provided businesses with unprecedented opportunities for global expansion. This shift has revolutionized...
Corporate Governance for Sustainable Development
A. Sridharan, Sunita Kumar. © 2024. 20 pages.
Governance relates to structures and processes within an organisation to ensure greater accountability, a higher sense of responsiveness, transparency, and rule of law. Corporate...
Successful Footprints of ChatGPT Deployments in the Education Sector: Pros Outweigh Cons by Embracing Ethics and Etiquette
Shivi Khanna, F. C. M. A. Nabanita Ghosh, Sunita Kumar. © 2024. 24 pages.
Artificial intelligence (AI) is essential in all aspects of life. One crucial area to examine is the integration of artificial intelligence in education. The true essence is in...
Predictors of Online Buying Behaviour
Shivi Khanna, F. C. M. A. Nabanita Ghosh, Sunita Kumar, Rini Mary William. © 2024. 16 pages.
This study creates a framework by looking into various research on customer acceptance of new self-service technologies and internet purchasing behaviour systems. According to...
Exploring the Impact of Psychological Biases on Financial Investment Decisions and the Role of Digital Financial Literacy
Jimmy Thankachan, Sunita Kumar, Sunita Panicker. © 2024. 25 pages.
This chapter explores biases impacting stock and mutual fund investments—cognitive, affective, and behavioral. It examines digital financial literacy (DFL), highlighting social...
Service Industry Alchemy: A Symphony of Digital Innovations in Customer Engagement
Shikha Bhagat, Rashmi Rai, K. Lakshmypriya, Sunita Kumar. © 2024. 23 pages.
The emergence of digitization, automation, and artificial intelligence has transformed service delivery, allowing businesses to increase productivity, tailor client experiences...
Beyond the Borders: Fashion Influencers Shaping Global Trends
Poornima Nair, Sunita Kumar. © 2024. 17 pages.
Social media has emerged as a powerful platform that revolutionized the way the fashion industry operates. Fashion influencers have significantly impacted global consumer trends...
Study on the Development of Medical Tourism in India: A Rendition of Classical and Contemporary Medical Facilities
Sunita Kumar, Nabanita Ghosh, Shivi Khanna. © 2023. 27 pages.
The chapter focused on the developmental path of medical tourism with effect from ancient days of civilization till the present technological era. The journey of the medical...
Strengthening Supply Chain Management Through Technology
A. Sridharan, Sunita Kumar. © 2023. 24 pages.
The removal of trade barriers with the advent of WTO and which led to LPG (liberalization, privatization, and globalization) across the universe increased choices of brands for...
Learn, Unlearn, and Relearn: A Step Towards Bringing Resilience in Business Organizations in the Post-COVID-19 Regime
Nabanita Ghosh, Anubha Srivastava, Sunita Kumar, Daniel Gnanaraj. © 2022. 27 pages.
The world on a whole has undergone a paradigm shift in its journey with the onset of the COVID-19 threat. Business houses of any stature tremendously suffered towards their...