Ashish Kumar

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/)