Dr. Manoj Kumar

@gitam.edu

Assistant Professor - Marketing Strategy
GITAM (Deemed to be University) Hyderabad Campus

Dr. Manoj Kumar


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https://researchid.co/mkumar4

RESEARCH, TEACHING, or OTHER INTERESTS

Tourism, Leisure and Hospitality Management, Management of Technology and Innovation, Strategy and Management, Marketing
11

Scopus Publications

212

Scholar Citations

7

Scholar h-index

5

Scholar i10-index

Scopus Publications

  • Motivation to decision: A serially mediating effect of SWOM seeking, consultant source, information truthfulness, and source closeness in the Elaboration Likelihood Model lens
    Manoj Kumar, Shobha Mishra, Meera Peetambaran, Vinod Kumar
    Acta Psychologica, 2026
    The study exploits the Elaboration Likelihood Model (ELM) theory to investigate how the active job search motivation (AJSM) impact on job decision making on both central and peripheral route processing in the context of social media and Gen-Z. It also examines two serially mediating peripheral routes in the presence of social word of mouth seeking (SWOMS) seeking, Consultant Source (CS), Information Truthfulness (IT), and Source Closeness (SC). We conducted a cross-sectional survey using a purposive sampling design. A pre-validated scale was used, and n = 368 valid responses were collected. Composite confirmatory SEM, path analysis, and serial mediation were performed using ADANCO 2.4. The study indicated that central route of ELM is less dominated in social media and online job search behavior, as job seekers rely more on socially embedded and interactive information cues. The study extends the ELM to social media active job search of Gen Z, revealing that job decisions are shaped more by peripheral cues than rational evaluation. Uniquely, it models two serial mediation pathways, showing how trust, credibility, and emotional proximity drive job decision-making. The study offers a new framework for understanding the role of social media in job search behavior.
  • Impact of information communication technology and dynamic service innovation capabilities on firm performance: the mediating role of dual innovation in the hospitality sector
    Manoj Kumar, Shruti Gawali
    Benchmarking, 2025
    PurposeThis research examines the effect of dynamic service innovation capabilities on dual innovation (exploit or explore) and estimates its impact on firm performance.Design/methodology/approachWe adopted a cross-sectional research design and collected n = 535 responses from budget hotels. The pre-validated scale was adopted. Also, we employed SEM, path and predictive analysis on the SmartPLS 3.3.2 package.FindingsThe research findings indicated that information communication technology (ICT) usage significantly impacts dynamic service innovation capabilities (DSICs). The mediating path of ICT usage via DSICs on firm performance (FP) is fully mediated. Whereas the innovation duality (exploitative and explorative) path partially mediates the relationship between DSICs and PF relationships in the hospitality firm context.Research limitations/implicationsThe study was focused only on a particular geographic area and budget-friendly hospitality firms. The cross-sectional design of this study prevents establishing a causal relationship among the tested variables.Practical implicationsThe current research emphasises that hospitality firms boost performance through the lenses of ICT usage, DSICs and dual innovations. Also, highlighted how ICT usage, DSICs and explorative and exploitative innovation are interrelated to calculate FP.Originality/valueThis study is one of its kind that examined the lower-order and higher-order latent variables of ICT usage and DSICs and found them reliable and valid. The mediation of innovation duality (explorative and exploitative) between DSICs and firm performance found a significant effect on the relation, according to the empirical result.
  • Internal marketing orientation and knowledge management process in individual competence enrichment: PLS-SEM modelling in Indian higher education scenario
    Shiva Rani, Elangbam Binodini Devi, Manoj Kumar
    International Journal of Business Excellence, 2025
    Knowledge-driven organisations like academic institutions are rationally involved in learning and knowledge creation with the ultimate aim of academic as well as individual excellence through individual competency enrichment. Meanwhile, the research study aims to investigate the PLS-SEM structural model based on 357 research and knowledge workers by path confirmation via internal marking (IM) and knowledge management process (KMP) on individual competency (IC) in Indian higher education institutions (HEIs) context; the SmartPLS-SEM modelling was performed. The findings of this study are that IM has a significant but weak relation with the KM process because some sub-hypotheses were not significantly reported or rejected, but KMP has strong positive significance on IC. Based on our research findings, reinforce the higher academic institutions' employees or research workers and assist the academic leaders and administrators in IC enrichment. Later on, limitations and future research directions were mentioned.
  • Organizational IT support and knowledge sharing behaviour affecting service innovation performance: empirical evidence from the hospitality industry
    Manoj Kumar, Pradeep Mamgain, Srinivas Subbarao Pasumarti, Pooja K. Singh
    Vine Journal of Information and Knowledge Management Systems, 2024
    Purpose The purpose of the study is to explore the relationship among organisation information technology support (OITS), knowledge sharing behaviour (KSB) and service innovation performance (SIP) in the context of the Indian Hospitality Industry (IHI). This study also attempts to examine the role of KSB as a mediator in the relationship between IT support and SIP and the firm age test as a moderating variable for service innovation performance. Design/methodology/approach Proposed relations are empirically examined, and the study was carried out on 115 employees from 71 randomly selected hotels situated in the major five travel destinations of Uttarakhand state of India. Initially, confirmatory factor analysis was performed to validate the construct, afterword structural equation modeling (SEM)-Path analysis was accomplished. The researcher examines the mediation and moderation relations of the variables through statistical tests executed with the help of AMOS 24 and SPSS 26. Findings The study result indicated that organisation IT support has a positive influence on knowledge sharing and SIP. The mediation result findings showed KSB is partially mediated between OITS and SIP. Sequentially, firm age moderation found the statistical results shown significant difference in young and old hotels. Research limitations/implications This study only covers the aspect of the “knowledge sharing behaviour” dimension among the major organizations’ IT support capabilities and examined both variables that might be anticipated in SIP. Considering this limitation, new areas of research investigation are open to future researchers. Practical implications The study has both theoretical and managerial implications for academicians, practitioners and researchers. An attempt to conceptualise detailed insights on organisational IT support adaptation and KSB enhancement, which further leads to lifting SIP. Moreover, the study recommended for professionals to implement KM practices and mobilise the knowledge resources optimally to achieve better organizational outcomes. Originality/value The study attempts to delineate the proposed relationship and provides valuable insights for practitioners and academicians by including the knowledge sharing dimension to improve the SIP context of the IHI.
  • Information Communication Technology Enables Agricultural Innovation and Sustainable Growth of Agripreneurs
    Manoj Kumar, Satya Vani Bethapudi, Shruti Gawali
    Emerging Trends in Food and Agribusiness Marketing, 2024
    Climate change has disrupted weather cycles, impacting agriculture and highlighting the need for organized agricultural knowledge. “Agripreneurship,” derived from entrepreneurship, involves entrepreneurial activities in agriculture. Information and Communication Technology (ICT) modernizes agriculture by enhancing farmer communication, improving crop quality, aiding weather forecasting, selecting suitable soils, optimizing fertilizer and pesticide use, providing financial guidance, and enabling e-marketing. ICT applications facilitate timely information sharing and widespread participation, fostering agricultural innovations and technological adaptation. This paper reviews the connection between ICT, agripreneurial innovation, and sustainable development. It examines how ICT fosters agripreneurship sustainability and enhances knowledge impact. The study confirms that ICT use in agriculture drives innovation for sustainable development, presenting a framework that highlights ICT's role in agripreneurial innovation. Future research directions and study limitations are also discussed.
  • Charting the course: exploring the changing terrain of online shopping and future directions for research
    Rachana Jaiswal, Mohammad Intkhab Alam Khan, Manoj Kumar
    International Journal of Electronic Business, 2023
    The COVID-19 pandemic's pernicious consequences are characterised as quintessential disruptors that have inflicted widespread havoc upon human, social, and economic spheres globally, leading to a surge in online shopping and underscoring the significance of its examination. This study comprehensively investigates online shopping research by scrutinising 410 publications between 2002 and 2022 sourced from the dimensions AI database, revealing China's preeminent position in the field, followed closely by the USA and India, with US publications demonstrating high citation rates and formidable collaborative networks. Utilising the TCCM framework, this study performs a systematic review of selected articles and identifies the most popular constructs, theories, contexts, and methodologies employed in extant studies, yielding profound insights that have the potential to inform policymakers' and businesses' policies and strategies aimed at fostering sustainable and profitable online commerce that meets the dynamic and evolving needs of consumers, while also suggesting future research avenues.
  • Market knowledge acquisition and sustaining firm performance: an approach towards business excellence
    Manoj Kumar, Pooja K. Singh
    International Journal of Business Excellence, 2023
    At present, managing and sustaining performance has become a challenge for organisations, where environment forces (enabling and restraining) are continuously interacting and results as dynamic, uncertain and unforeseen contexts. Knowledge optimisation plays a significant role in managing and synchronising core business practices which can be ensured by linking its source and deployment to sustain long-term business performance. The present study aims to explore the linkage among market knowledge acquisition, firm innovation and performance. Theoretical pieces of evidence, relevant research work and arguments have been retraced from e-database/sources such as Google Scholar, EBSCOHost, ScienceDirect, ProQuest, etc. using a systematic review method. This study adds value to knowledge literature, by offering insights into the knowledge sourcing aspect and exploring how it enhances innovation practices to sustain organisational performance. This study inferences, limitations, and future opportunities have also been discussed.
  • Generation-Z Student Video-Based Learning Pedagogy Preference and Teaching Challenges
    Manoj Kumar, Pradeep Mamgain
    Redefining Virtual Teaching Learning Pedagogy, 2023
    Teaching and learning activities are brutally damaged in a pandemic situation, but this tough time has brought with lots plethora of inception opportunities. Currently, almost every academic organization adopted a new way of learning and teaching gateway; incorporated technologies rapidly changing worldwide and teaching fraternity challenges to willingly embrace the change. However, generation-Z students are behaviorally enthusiastic to gain, share, and verify knowledge through different sources likewise social media community, blogging, web-based content writing and video-based learning, etc.; among these video-based learning is more prevalent. The generations are categorized by the period of people born they are collectively different from one period born people to another period born people, somehow similar period born human being has identical psychology behavior, sociocultural influences and group dynamics [1] as the evidence of Generation-Z people born in and after 1995–2010 [2]. Today's generations are exceptionally dominated by social media, the internet, smartphone or mobile Apps based connectivity, generation Z is very frequent to seek and share information from the internet and receive suggestions also on online community [3–5]. Existing literature could group video-based learning as video viewing, video modelling, video coaching, and video making. The new learning ecosystem requirement teacher's role evaluated and further defined as a digital teaching mentor, leaner, leader, content designer, digital facilitator, learning community collaborator, content analyst and researcher. The proposed book chapter aims to identify the generation-Z student behavioural preference factors of video-based learning (VBL) engagement and how teaching fraternity roles changed. The research work is represented in the Indian context of Generation-Z students.
  • Gen-Z social electronic word of mouth communication and mediating role of contents quality and sources: PLS-SEM path modelling
    Manoj Kumar, Pradeep Mamgain, Krishna Pratap Singh
    International Journal of Internet Marketing and Advertising, 2023
    The study examined elaboration likelihood model (ELM) information processing routes in the context of Gen-Z active social WOM seeking in the involvement of hospitality service buying. The ELM was employed and serial mediating routes of information processing were investigated. The samples (n = 430) were collected especially from the generation-Z group of individuals from different cities in India, such as Dehradun, Delhi, Nainital, Mussoorie, Bhubaneswar, Ranchi, Srinagar, Pune, Jaipur only. The partial least square-SEM was tested for the proposed relationship and bootstrapping used to verify potential mediation. The findings of the research indicate that active social media WOM information seeking to social WOM influence have a serial mediation effect of opinion leader, source of closeness and communication content quality and process investigated on two ELM routes (i.e., central and peripheral information processing route). The findings of this research may be an asset to the market communication leaders and corporate media administrators. However, it helps to understand the social media WOM communication active seeking pattern and being mediation factors of opinion leader, source of closeness and well as content quality indirectly effect into the further social media electronic word of mouth influence.
  • Impact of virtual community interaction, technology fit, and compatibility in examining the students performance: mediating role of e-class satisfaction
    Manoj Kumar, Pradeep Mamgain, Srinivas Subbarao Pasumarti
    International Journal of Business Innovation and Research, 2023
    The authors tried to identify the mediating role of e-class satisfaction on the academic students' performance. The sample collected from Indian higher academic institution during COVID19 pandemic with the help of adoptive scaled items and expert suggestions. The total 384 number of responses were collected from the various academic intuitions. The descriptive measurement of items recorded on a seven-point of Likert scale, SEM and mediation test were performed to satisfy the objective. The study finding indicates, all predicators (VCI, TF and CMP) have a positive effect on e-class satisfaction and we also found a mediation effect on student performance. Additionally, we tried to find out the mediation effect of e-satisfaction on students' performance. The study objective to investigate how virtual community interaction, technology fit and compatibility collective develop the e-satisfaction of the university level student and considered the mediation effect of e-class satisfaction on students' performance building.
  • HR practices, affective commitment and creative task performance: a review and futuristic research agenda
    Srinivas Subbarao Pasumarti, Manoj Kumar, Pooja K. Singh
    International Journal of Human Resources Development and Management, 2022

RECENT SCHOLAR PUBLICATIONS

  • Motivation to Decision: A Serially Mediating Effect of SWOM Seeking, Consultant Source, Information Truthfulness, and Source Closeness in the Elaboration Likelihood Model Lens
    M Kumar, S Mishra, M Peethambaran, V Kumar
    Acta Psychologica 264 (1) , 2026
    2026
  • Power of Food vlogging Impact on Restaurant Visits: An Elaboration Likelihood Model Perspective
    K Moulika, K Madhavi, M Kumar
    International Journal on Food System Dynamics 17 (1), 1-18 , 2026
    2026
  • Leveraging Industry 4.0 Capabilities for Innovation and Environmental Sustainability Performance: Evidences from Indian Pharmaceutical Sector
    M Kumar, R Ranajee, V Vandna
    International Journal of Innovation Science, 1-20 , 2026
    2026
    Citations: 1
  • Impact of information communication technology and dynamic service innovation capabilities on firm performance: the mediating role of dual innovation in the hospitality sector
    M Kumar, S Gawali
    Benchmarking: An International Journal, ahead-of-print , 2025
    2025
    Citations: 7
  • Internal Marketing Orientation and Knowledge Management Process in Individual Competence enrichment: PLS-SEM Modelling in Indian Higher Education Scenario
    S Rani, BD Elangbam, M Kumar
    International Journal of Business Excellence 36 (2), 201-224 , 2025
    2025
    Citations: 4
  • Information Communication Technology Enables Agricultural Innovation and Sustainable Growth of Agripreneurs
    M Kumar, SV Bethapudi, S Gawali
    Emerging Trends in Food and Agribusiness Marketing., 101-122 , 2024
    2024
  • Charting the Course: Exploring the Changing Terrain of Online Shopping and Future Directions for Research
    R Jaiswal, M Intkhab Alam Khan, M Kumar
    International Journal of Electronic Business 19 (1), 56-79 , 2024
    2024
    Citations: 21
  • Organizational IT support and knowledge sharing behaviour affecting service innovation performance: empirical evidence from the hospitality industry
    M Kumar, P Mangain, SS Pasumarti, KP Singh
    VINE Journal of Information and Knowledge Management Systems 54 (2), 256-279 , 2024
    2024
    Citations: 113
  • Generation‐Z student video‐based learning pedagogy preference and teaching challenges
    M Kumar, P Mamgain
    Redefining virtual teaching learning pedagogy, 155-167 , 2023
    2023
    Citations: 17
  • Gen- Z Social Electronic Word of Mouth Communication and Mediating Role of Contents Quality and Sources: PLS-SEM Path Modelling
    M Kumar, P Mangain, KP Singh
    International Journal of Internet Marketing and Advertising 19 (1-2), 122-145 , 2023
    2023
    Citations: 5
  • Impact of Virtual Community Interaction, Technology fit and Compatibility examine the Students performance: Mediating role of e-Class Satisfaction
    M Kumar, P Mamgain, SS Pasumarti
    International Journal of Business Innovation and Research 31 (4), 563-585 , 2023
    2023
    Citations: 1
  • Market Knowledge Acquisition and Sustaining Firm Performance: An Approach towards Business Excellence
    M Kumar, KP Singh
    International Journal of Business Excellence 31 (1), 53-75 , 2023
    2023
    Citations: 7
  • Social Media Content Impact on Generation Z Impulsive buying decision A Study on Hospitality Services
    M Kumar
    HNB Garhwal (Central University) Srinagar Uttarakhand (PhD Thesis) , 2022
    2022
  • HR Practices, Affective Commitment and Creative Task Performance: A Review and Futuristic Research Agenda
    SS Pasumarti, M Kumar, KP Singh
    International Journal of Human Resources Development and Management 22 (1/2 … , 2022
    2022
    Citations: 17
  • Influences of Social Media in Virtual Paradigms for Z-Gen Shopping and Integrated Marketing Communication (IMC)
    M Kumar, P Mamgain
    THE JOURNAL OF ORIENTAL RESEARCH MADRAS 92 (III), 275-289 , 2021
    2021
    Citations: 3
  • A study on infrastructure and organizational learning: rethinking knowledge performance perspective
    PK Singh, M Kumar
    PEOPLE: International Journal of Social Sciences 3 (2), 61-77 , 2017
    2017
    Citations: 15
  • Emerging trends of indian retail: its challenges and opportunities
    M Kumar
    CII-SMS HR conference, Lucknow , 2014
    2014
    Citations: 1

MOST CITED SCHOLAR PUBLICATIONS

  • Organizational IT support and knowledge sharing behaviour affecting service innovation performance: empirical evidence from the hospitality industry
    M Kumar, P Mangain, SS Pasumarti, KP Singh
    VINE Journal of Information and Knowledge Management Systems 54 (2), 256-279 , 2024
    2024
    Citations: 113
  • Charting the Course: Exploring the Changing Terrain of Online Shopping and Future Directions for Research
    R Jaiswal, M Intkhab Alam Khan, M Kumar
    International Journal of Electronic Business 19 (1), 56-79 , 2024
    2024
    Citations: 21
  • Generation‐Z student video‐based learning pedagogy preference and teaching challenges
    M Kumar, P Mamgain
    Redefining virtual teaching learning pedagogy, 155-167 , 2023
    2023
    Citations: 17
  • HR Practices, Affective Commitment and Creative Task Performance: A Review and Futuristic Research Agenda
    SS Pasumarti, M Kumar, KP Singh
    International Journal of Human Resources Development and Management 22 (1/2 … , 2022
    2022
    Citations: 17
  • A study on infrastructure and organizational learning: rethinking knowledge performance perspective
    PK Singh, M Kumar
    PEOPLE: International Journal of Social Sciences 3 (2), 61-77 , 2017
    2017
    Citations: 15
  • Impact of information communication technology and dynamic service innovation capabilities on firm performance: the mediating role of dual innovation in the hospitality sector
    M Kumar, S Gawali
    Benchmarking: An International Journal, ahead-of-print , 2025
    2025
    Citations: 7
  • Market Knowledge Acquisition and Sustaining Firm Performance: An Approach towards Business Excellence
    M Kumar, KP Singh
    International Journal of Business Excellence 31 (1), 53-75 , 2023
    2023
    Citations: 7
  • Gen- Z Social Electronic Word of Mouth Communication and Mediating Role of Contents Quality and Sources: PLS-SEM Path Modelling
    M Kumar, P Mangain, KP Singh
    International Journal of Internet Marketing and Advertising 19 (1-2), 122-145 , 2023
    2023
    Citations: 5
  • Internal Marketing Orientation and Knowledge Management Process in Individual Competence enrichment: PLS-SEM Modelling in Indian Higher Education Scenario
    S Rani, BD Elangbam, M Kumar
    International Journal of Business Excellence 36 (2), 201-224 , 2025
    2025
    Citations: 4
  • Influences of Social Media in Virtual Paradigms for Z-Gen Shopping and Integrated Marketing Communication (IMC)
    M Kumar, P Mamgain
    THE JOURNAL OF ORIENTAL RESEARCH MADRAS 92 (III), 275-289 , 2021
    2021
    Citations: 3
  • Leveraging Industry 4.0 Capabilities for Innovation and Environmental Sustainability Performance: Evidences from Indian Pharmaceutical Sector
    M Kumar, R Ranajee, V Vandna
    International Journal of Innovation Science, 1-20 , 2026
    2026
    Citations: 1
  • Impact of Virtual Community Interaction, Technology fit and Compatibility examine the Students performance: Mediating role of e-Class Satisfaction
    M Kumar, P Mamgain, SS Pasumarti
    International Journal of Business Innovation and Research 31 (4), 563-585 , 2023
    2023
    Citations: 1
  • Emerging trends of indian retail: its challenges and opportunities
    M Kumar
    CII-SMS HR conference, Lucknow , 2014
    2014
    Citations: 1
  • Motivation to Decision: A Serially Mediating Effect of SWOM Seeking, Consultant Source, Information Truthfulness, and Source Closeness in the Elaboration Likelihood Model Lens
    M Kumar, S Mishra, M Peethambaran, V Kumar
    Acta Psychologica 264 (1) , 2026
    2026
  • Power of Food vlogging Impact on Restaurant Visits: An Elaboration Likelihood Model Perspective
    K Moulika, K Madhavi, M Kumar
    International Journal on Food System Dynamics 17 (1), 1-18 , 2026
    2026
  • Information Communication Technology Enables Agricultural Innovation and Sustainable Growth of Agripreneurs
    M Kumar, SV Bethapudi, S Gawali
    Emerging Trends in Food and Agribusiness Marketing., 101-122 , 2024
    2024
  • Social Media Content Impact on Generation Z Impulsive buying decision A Study on Hospitality Services
    M Kumar
    HNB Garhwal (Central University) Srinagar Uttarakhand (PhD Thesis) , 2022
    2022