ARUNKUMAR SIVAKUMAR

@vitap.ac.in

Associate Professor Grade-II VSB-School of Business VIT-AP University

ARUNKUMAR SIVAKUMAR


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https://researchid.co/drarunkumarsivakumar
23

Scopus Publications

2175

Scholar Citations

18

Scholar h-index

20

Scholar i10-index

Scopus Publications

  • Artificial Intelligence Influencers’ Credibility Effect on Consumer Engagement and Purchase Intention
    Sudarsan Jayasingh, Arunkumar Sivakumar, Arputha Arockiaraj Vanathaiyan
    Journal of Theoretical and Applied Electronic Commerce Research, 2025
    In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming the approach to brand promotions on social media platforms. In recent times, many popular brands have partnered with AI influencers to engage with their social media audiences. AI influencers have become popular as a novel method for brands to increase customer engagement and create purchase intention, but there is a scarcity of research on this emerging trend of marketing. The AI-based virtual influencers effect on consumer engagement and purchase intention remain largely unexplored. This study used a questionnaire-based survey method and 414 responses were collected. The result from the research shows that credibility, informative value and human-likeness are the major factors influencing consumer engagement purchase intention towards brands promoted through AI-based virtual influencers. The attractiveness and entertainment value of AI influencer’s social media posts affect consumer engagement but exhibit no effect on purchase intention. Theoretical and managerial recommendations related to AI influencers’ marketing are presented.
  • Digital financial literacy and financial well-being – evidence from India
    Suhail Ahmad Bhat, Umer Mushtaq Lone, ArunKumar SivaKumar, U.M. Gopal Krishna
    International Journal of Bank Marketing, 2025
    PurposeThis study aims to examine the influence of digital financial literacy (DFL) on the financial well-being (FWB) of students in Andhra Pradesh, specifically exploring the factors of impulsivity and self-control. Both DFL and FWB are treated as multi-dimensional constructs in the study. The research delves into the impact of DFL dimensions, viz. digital financial knowledge, digital financial experience and digital financial skills, on both impulsivity and self-control. Subsequently, the study assesses the effects of impulsivity and self-control on financial well-being.Design/methodology/approachTo gather data, a questionnaire-based survey method was employed, reaching 475 university students through purposive sampling. The study utilizes confirmatory factor analysis for scale validation and structural equation modeling for hypothesis testing.FindingsThe results reveal a significantly negative influence of digital financial knowledge (DFK), digital financial experience (DFE) and digital financial skills (DFS) on impulsivity, while demonstrating a significantly positive impact on self-control. Additionally, the study finds that impulsivity negatively affects financial well-being, whereas self-control has a positive impact. Focusing on higher education institutions in Andhra Pradesh, the research highlights students’ limited concern for long-term financial planning.Originality/valueThis study underscores the relevance of understanding the crucial role of digital financial literacy in enhancing their financial well-being. The implications of these research findings are substantial and can be utilized to shape educational programs for students in higher education institutions. Such programs can guide institutions in imparting knowledge and skills related to personal finance management, particularly in the context of the increasing digitalization of financial transactions.
  • Social Media Influence on Students’ Knowledge Sharing and Learning: An Empirical Study
    Arunkumar Sivakumar, Sudarsan Jayasingh, Shahenaz Shaik
    Education Sciences, 2023
    Social media brought new opportunities not only for entertainment and marketing but also for knowledge sharing and learning. This research attempted to examine the effectiveness of social media as an educational tool and its impact on knowledge sharing among college and university students. The study used social cognitive and connective theories to develop a model that examines the influence of personal motivations (such as reputation) and social networking features (such as file sharing and student engagement) on information sharing. The study concluded that social media can promote knowledge sharing and can increase student motivation and performance. The findings suggest that social networking is a valuable method of information dissemination and can be used to encourage student engagement. The article also provides implications, restrictions, and future research directions for using social media in education. This study provides valuable insights for educators and institutions looking to incorporate social media into their teaching and learning strategies.
  • Augmenting the flipped classroom experience by integrating Revised Bloom's Taxonomy: A faculty perspective
    ArunKumar SivaKumar
    Review of Education, 2023
    In a recent scenario, the Master of Business Administration (MBA) job placement rates have decreased since the pandemic started. MBA job placement rates are down since the pandemic started. What’s most alarming: the decline in MBA jobs (34%) has been steeper than the decline in overall jobs (27%), for the period between May 2019 and May 2020. The mere delivery of theoretical concepts, lack of practical knowledge and lag in imbibing soft skills have been identified as hurdles in the progress of MBA education. Some of the predominant industry‐needed skills need to be improved among MBA students. To address this issue, the author suggests integrating flipped classrooms with the Revised Bloom's Taxonomy (RBT) as a new paradigm for delivering MBA education. The flipped classroom is a pedagogical approach in which direct instructions move from group learning to individual learning. This study primarily aims to understand the faculty perception of the pre‐, in‐ and post‐class activities facilitated using an integrated model of a flipped classroom and RBT (FC+RBT) among MBA students. The study's target population is the faculty members working in MBA institutions across Tamil Nadu, India. The findings of this study will be helpful for MBA institutions to enhance the quality of MBA education and empower management graduates to imbibe employability skills.
  • Determinants of Omnichannel Shopping Intention for Sporting Goods
    Sudarsan Jayasingh, T. Girija, Sivakumar Arunkumar
    Sustainability Switzerland, 2022
    Omnichannel retailing is a revolutionary business strategy of recent years which allows customers to engage with retailers using multiple channels and touchpoints to make their shopping experiences better. The main purpose of the current research is to identify the determinants of omnichannel shopping intention for sporting goods. This research applied the UTAUT2 model to study the determinants of omnichannel shopping intention of 406 Indian respondents and tested the relationship using the structural equation model. Responses were collected from December 2021 to January 2022. The empirical result of the research shows the influence of performance expectancy, social influence, effort expectancy, hedonic motivation, habit, and perceived value on omnichannel shopping intention for sporting goods. Among the seven constructs, performance expectancy emerged as the major contributor, followed by hedonic motivation, habit, perceived value, effort expectancy, and social influence of the omnichannel shopping intention. This paper also presented the analysis of the moderating effect of gender and found that performance expectancy, habit, perceived compatibility, and hedonic motivation have significantly different effects on omnichannel shopping intention. These findings provide several important implications for both researchers and sporting goods retailers in developing marketing strategies.
  • Factors influencing consumers’ purchase intention towards electric two‐wheelers
    Sudarsan Jayasingh, T. Girija, Sivakumar Arunkumar
    Sustainability Switzerland, 2021
    The demand for electric vehicles (EVs) has significantly increased in recent years, but it represents only a tiny percentage of the total new vehicles sold globally. In 2021, the total sales of electric two-wheelers were less than 1% only. Therefore, the adoption of an electric two-wheeler (E2W) needs to be studied. This research develops a behavioral electric two-wheelers adoption intention model. The present study aimed to identify the factors that influence consumers’ intentions to adopt electric two-wheelers. The questionnaire method was employed, and 182 valid responses were collected. The partial least squares structural equation modeling (PLS-SEM) was used to test the research hypothesis. The empirical results indicate that environmental concern, perceived economic benefit, charging infrastructure, and social influence significantly impact consumers’ attitudes towards electric two-wheelers. Attitude also significantly affects the consumer’s intention to purchase an electric two-wheeler. Perceived economic benefits were found to be the main factor influencing consumers to purchase electric two-wheelers. The findings of this research also show that women are more inclined towards purchasing electric two-wheelers than men. These results offer useful information for governments and electric-two-wheelers companies to gain a better understanding of consumer behavior towards purchasing electric two-wheelers.
  • Effects of disruptive innovation on customer experience during product to platform leap
    Sivakumar Arunkumar, C. Therasa, Aishwarya Ramesh
    International Journal of Business Innovation and Research, 2019
  • A feasibility study on the implementation of building information modeling (BIM): from the architects’ & engineers’ perspective
    S. Arunkumar, V. Suveetha, Aishwarya Ramesh
    Asian Journal of Civil Engineering, 2018
  • Strengthening the Team Performance through personality and emotional intelligence: Smart PLS approach
    Chidambaram Vijayabanu, Sivakumar Arunkumar
    Scientific Annals of Economics and Business, 2018
    The aim of the current study is to analyze the relationships of Emotional Intelligence (EI) dimension and Personality (P) traits of individual towards Team Performance (TP). The current study analyses the effect of Emotional Intelligence (Goleman, 1995) and personality (Big Five personality; Gosling et al., 2003) traits for Air India employees’ Team Performance. This study has used a simple random sampling method with a sample size of one hundred and twenty five employees from Air India. The Current study uses Smart PLS based Structural Equation Modeling approach and the results shows that Personality and Emotional Intelligence affects the team performance by 72.080% which is a considerable effect and this concludes that EI is a vital factor and it is considered as work place glue of individual personality and team performance of the contemporary organization..
  • An Empirical Study on the Factors Affecting Online Shopping Behavior of Millennial Consumers
    A. Sivakumar, Abirami Gunasekaran
    Journal of Internet Commerce, 2017
    The online market in India is growing at an exponential rate, predominantly driven by the massive and extensive promotional activities. This strategy may not be appreciable in the long run, hence a real value addition is essential, which is explored through this study. The main objective of this research is to study about the determinants that are affecting the online purchasing behavior of millennial consumers. Conceptual framework, which consists of four factors that may induce online purchase behavior among millennial consumers: consumer innovativeness, perceived benefits, perceived risks, attitude and intention. The population of the study is from the millennial customer’s segment of Chennai metro, Tamil Nadu, India, and the study used systematic random sampling. The statistical tools applied are chi-square, ANOVA, correlation, multiple regression, and factor analysis. From the outcomes of this study, factors influencing online purchase are analyzed, and suggestive strategies for online companies are recommended.
  • Consumption of antibiotics as self-medication from over-the-counter purchase: An empirical study
    Arunkumar S, Kumar Chandar S, Vembu Nr, Abirami G
    Asian Journal of Pharmaceutical and Clinical Research, 2017
  • A study on awareness of farmers towards agricultural input subsidies and minimum support price in south India
    International Journal of Economic Research, 2017
  • A study on benefits of agricultural input subsidies for farmers in south India
    International Journal of Economic Research, 2017
  • Customer loyalty towards grocery stores-A study among women shopers in Tiruchirappalli
    International Journal of Economic Research, 2017
  • Preference towards digital payment among gen X-ERS
    International Journal of Economic Research, 2017
  • Indian handicrafts and its challenges faced by artisan Community
    International Journal of Economic Research, 2017
  • Occupants’ perspective on building maintenance and workers’ maintenance performance in residential buildings - An empirical study
    International Journal of Applied Business and Economic Research, 2017
  • Impact of Social Networking Sites on Academic Performance and Career through Collaborative Learning (with Reference to Students of Self-financing Engineering Colleges in Tiruchirappalli)
    International Journal of Applied Business and Economic Research, 2017
  • Consumer behaviour – A study with special reference to retail stores, Trichirapalli
    International Journal of Economic Research, 2017
  • Empowering rural women through micro finance: An empirical study
    S. Arunkumar, A. Anand, V. Vijay Anand, V. Rengarajan, M. Shyam
    Indian Journal of Science and Technology, 2016
  • Labourers perspective on safety and health practices at the selected construction sites located in rural areas of Tanjore district
    S. Arunkumar, V. Vijay Anand, N. Kumarappan, V. Suveetha, B. Toziba, et al.
    Indian Journal of Science and Technology, 2016
  • Employee engagement- a study with special reference to bank employees in rural areas
    V. Vijay Anand, C. Vijaya Banu, S. Balachandran, S. Arunkumar, R. S. Sarayu, et al.
    Indian Journal of Science and Technology, 2016
  • Assessing the effect of service quality dimensions on bank customers behavioural responses: A structural equation model
    International Journal of Applied Engineering Research, 2016

RECENT SCHOLAR PUBLICATIONS

  • Leveraging Machine Learning Models for Market Trend Forecasting and Consumer Behaviour Insights
    A Sivakumar, AO Salau
    International Journal on Engineering Artificial Intelligence Management … , 2025
    2025
  • University Governance as a Double-Edged Sword: Fostering and Undermining Ethical AI Chatbot Adoption in Academia
    A Alhindi, A Sivakumar
    IUP Journal of Corporate Governance 24 (4), 101-118 , 2025
    2025
  • Bibliometric Analysis of Corporate Governance and Leadership: Trends, Themes, and Future Directions.
    SILS Nagasri, A Sivakumar
    IUP Journal of Corporate Governance 24 (2) , 2025
    2025
    Citations: 1
  • Mapping the Intersection of Corporate Governance and AI: A Bibliometric Analysis
    A Alhindi, A Sivakumar
    IUP Journal of Corporate Governance 24 (2), 141-163 , 2025
    2025
    Citations: 1
  • Blockchain-Based Traceability in the Agricultural Sector: A Case Study on the Adoption of FPO
    C Ganeshkumar, A Sivakumar, B Venugopal, A David
    Emerging Disruptive Technologies for Society 5.0 in Developing Countries … , 2025
    2025
  • Digital financial literacy and financial well-being–evidence from India
    SA Bhat, UM Lone, AK SivaKumar, UMG Krishna
    International Journal of Bank Marketing 43 (3), 522-548 , 2025
    2025
    Citations: 77
  • Artificial intelligence influencers’ credibility effect on consumer engagement and purchase intention
    S Jayasingh, A Sivakumar, AA Vanathaiyan
    Journal of Theoretical and Applied Electronic Commerce Research 20 (1), 17 , 2025
    2025
    Citations: 94
  • Chatbot research: Unveiling evolutionary trends and collaborative pathways through bibliometric analysis
    L Manigandan, A Sivakumar
    Multidisciplinary Reviews 7 (3), 2024045 , 2024
    2024
    Citations: 10
  • Social media influence on students’ knowledge sharing and learning: An empirical study
    A Sivakumar, S Jayasingh, S Shaik
    Education Sciences 13 (7), 745 , 2023
    2023
    Citations: 239
  • Artificial intelligence in agricultural value chain: review and future directions
    C Ganeshkumar, SK Jena, A Sivakumar, T Nambirajan
    Journal of Agribusiness in Developing and Emerging Economies 13 (3), 379-398 , 2023
    2023
    Citations: 154
  • Online visual merchandising cues impacting consumer pleasure and arousal: an empirical study
    A Sivakumar, S Jayasingh, E Johnson
    International Conference on Emerging Trends in Business and Management … , 2023
    2023
    Citations: 6
  • Augmenting the flipped classroom experience by integrating Revised Bloom's Taxonomy: A faculty perspective
    AK SivaKumar
    Review of Education 11 (1), e3388 , 2023
    2023
    Citations: 19
  • Industry 4.0-based agritech adoption in farmer producer organization: Case study approach
    C Ganeshkumar, A Sivakumar, B Venugopal
    Digital transformation and industry 4.0 for sustainable supply chain … , 2023
    2023
    Citations: 8
  • The influence of digital literacy and schemes on the overall satisfaction of digital usage among unorganised retailers
    A Sivakumar
    International Journal of Internet and Enterprise Management 9 (4), 322-336 , 2023
    2023
  • Determinants of omnichannel shopping intention for sporting goods
    S Jayasingh, T Girija, S Arunkumar
    Sustainability 14 (21), 14109 , 2022
    2022
    Citations: 29
  • Factors influencing customers’ insights on digital banking: An empirical study
    A Sivakumar, RP Pentapati, S Srinivasan
    Journal of Applied And Theoretical Social Sciences 4, 12-25 , 2022
    2022
    Citations: 1
  • INTEGRATED FLIPPED CLASSROOM WITH BLOOM’S MODIFIED TAXONOMY MODEL: A FACULTY PERSPECTIVE ON ITS BENEFITS AND CHALLENGES
    A S
    Journal of Emerging Technologies and Innovative Research 9 (5), a118-a128 , 2022
    2022
  • Determinants of Omnichannel Shopping Intention for Sporting Goods. Sustainability 2022, 14, 14109
    S Jayasingh, T Girija, S Arunkumar
    s Note: MDPI stays neu-tral with regard to jurisdictional claims in … , 2022
    2022
  • Factors influencing consumers’ purchase intention towards electric two-wheelers
    S Jayasingh, T Girija, S Arunkumar
    Sustainability 13 (22), 12851 , 2021
    2021
    Citations: 119
  • Factors influencing consumers’ purchase intention towards electric two-wheelers. Sustainability, 1312851
    S Jayasingh, T Girija, S Arunkumar
    2021
    Citations: 2

MOST CITED SCHOLAR PUBLICATIONS

  • Influence of service quality on customer satisfaction application of servqual model
    K Ravichandran, BT Mani, SA Kumar, S Prabhakaran
    International journal of business and management 5 (4), 117-124 , 2010
    2010
    Citations: 430
  • Influence of Service Quality on Attitudinal Loyalty in Private Retail Banking: An empirical study.
    SA Kumar, B Mani, S Mahalingam, M Vanjikovan
    IUP journal of management research 9 (4) , 2010
    2010
    Citations: 263
  • Social media influence on students’ knowledge sharing and learning: An empirical study
    A Sivakumar, S Jayasingh, S Shaik
    Education Sciences 13 (7), 745 , 2023
    2023
    Citations: 239
  • The impact of emotional intelligence on employee work engagement behavior: An empirical study
    K Ravichandran, R Arasu, SA Kumar
    International Journal of Business and Management 6 (11), 157 , 2011
    2011
    Citations: 182
  • Artificial intelligence in agricultural value chain: review and future directions
    C Ganeshkumar, SK Jena, A Sivakumar, T Nambirajan
    Journal of Agribusiness in Developing and Emerging Economies 13 (3), 379-398 , 2023
    2023
    Citations: 154
  • Factors influencing consumers’ purchase intention towards electric two-wheelers
    S Jayasingh, T Girija, S Arunkumar
    Sustainability 13 (22), 12851 , 2021
    2021
    Citations: 119
  • Application of Servqual model on measuring service quality: A Bayesian approach
    K Ravichandran, S Prabhakaran, SA Kumar
    Enterprise Risk Management 1 (1), E9 , 2010
    2010
    Citations: 107
  • An empirical study on the factors affecting online shopping behavior of millennial consumers
    AK SivaKumar, A Gunasekaran
    Journal of Internet Commerce 16 (3), 219-230 , 2017
    2017
    Citations: 98
  • Artificial intelligence influencers’ credibility effect on consumer engagement and purchase intention
    S Jayasingh, A Sivakumar, AA Vanathaiyan
    Journal of Theoretical and Applied Electronic Commerce Research 20 (1), 17 , 2025
    2025
    Citations: 94
  • Digital financial literacy and financial well-being–evidence from India
    SA Bhat, UM Lone, AK SivaKumar, UMG Krishna
    International Journal of Bank Marketing 43 (3), 522-548 , 2025
    2025
    Citations: 77
  • Influence of service quality on banking customers’ behavioural intentions
    K Ravichandran, K Bhargavi, SA Kumar
    International Journal of Economics and Finance 2 (4), 18-28 , 2010
    2010
    Citations: 76
  • An empirical study: relationship between employee motivation, satisfaction and organizational commitment
    S ArunKumar
    INTERNATIONAL JOURNAL OF MANAGEMENT AND BUSINESS RESEARCH 4 (2), 81-93 , 2014
    2014
    Citations: 51
  • A feasibility study on the implementation of building information modeling (BIM): from the architects’& engineers’ perspective
    S Arunkumar, V Suveetha, A Ramesh
    Asian Journal of Civil Engineering 19 (2), 239-247 , 2018
    2018
    Citations: 48
  • Strengthening the team performance through personality and emotional intelligence: Smart PLS approach
    C Vijayabanu, S Arunkumar
    Scientific Annals of Economics and Business 65 (3), 303-316 , 2018
    2018
    Citations: 34
  • Empowering rural women through micro finance: an empirical study
    S Arunkumar, A Anand, VV Anand, V Rengarajan, M Shyam
    Indian Journal of Science and Technology 9 (27), 1-14 , 2016
    2016
    Citations: 33
  • A study on attitude and intention towards internet banking with reference to Malaysian consumers in Klang Valley region
    S Arunkumar
    International Journal of Applied Management and Technology 6 (1), 5 , 2008
    2008
    Citations: 33
  • Determinants of omnichannel shopping intention for sporting goods
    S Jayasingh, T Girija, S Arunkumar
    Sustainability 14 (21), 14109 , 2022
    2022
    Citations: 29
  • Augmenting the flipped classroom experience by integrating Revised Bloom's Taxonomy: A faculty perspective
    AK SivaKumar
    Review of Education 11 (1), e3388 , 2023
    2023
    Citations: 19
  • Students’ perceptions on service quality
    K Ravichandran, SA Kumar, N Venkatesan
    International Academic Research Journal of Business and Management 1 (1), 23-38 , 2012
    2012
    Citations: 12
  • Chatbot research: Unveiling evolutionary trends and collaborative pathways through bibliometric analysis
    L Manigandan, A Sivakumar
    Multidisciplinary Reviews 7 (3), 2024045 , 2024
    2024
    Citations: 10