Investigating switching intentions of patients to healthcare robots: a push–pull-mooring theory perspective Sachin Kumar, Vinod Kumar, Ranjan Chaudhuri, Sheshadri Chatterjee, Demetris Vrontis Bottom Line, 2026 Purpose Technology has changed the way healthcare services are rendered to patients. The present study aims to investigate the factors affecting intentions of Indian patients to switch to healthcare robots. Design/methodology/approach Using push–pull-mooring theory, this study evaluates the impact of push, pull and mooring factors on switching patients’ intentions to use healthcare robots. To test the relationships, data were collected from 447 patients residing in the Delhi NCR region of India, and responses were empirically examined using Smart-PLS 3.0. Findings The present study revealed both the significant and insignificant impacts of factors affecting patients’ switching intentions to healthcare robots. Eventually, the study contributes a validated model on switching intentions of patients from traditional healthcare facilities to healthcare robots. Research limitations/implications As the present study evaluates the impact of push, pull and mooring factors affecting switching intentions of patients to healthcare robots, therefore, it will specifically help in understanding intentions of patients to switch to healthcare robots. However, this study is cross-sectional in nature and data is collected from Delhi NCR region of India which may limit its generalizability. Originality/value This study examines the impact of factors affecting intentions to switch to healthcare robots considering emerging economies which is hardly considered in the past.
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.
Tracing the origins of manipulation: modeling the enablers behind dark patterns usage in e-commerce through TISM and MICMAC analysis Vibhav Singh, Niraj Kumar Vishvakarma, Vinod Kumar Global Knowledge Memory and Communication, 2026 Purpose E-commerce companies often manipulate customer decisions through dark patterns to meet their interests. Therefore, this study aims to identify, model and rank the enablers behind dark patterns usage in e-commerce companies. Design/methodology/approach Dark pattern enablers were identified from existing literature and validated by industry experts. Total interpretive structural modeling (TISM) was used to model the enablers. In addition, “matriced impacts croisés multiplication appliquée á un classement” (MICMAC) analysis categorized and ranked the enablers into four groups. Findings Partial human command over cognitive biases, fighting market competition and partial human command over emotional triggers were ranked as the most influential enablers of dark patterns in e-commerce companies. At the same time, meeting long-term economic goals was identified as the most challenging enabler of dark patterns, which has the lowest dependency and impact over the other enablers. Research limitations/implications TISM results are reliant on the opinion of industry experts. Therefore, alternative statistical approaches could be used for validation. Practical implications The insights of this study could be used by business managers to eliminate dark patterns from their platforms and meet the motivations of the enablers of dark patterns with alternate strategies. Furthermore, this research would aid legal agencies and online communities in developing methods to combat dark patterns. Originality/value Although a few studies have developed taxonomies and classified dark patterns, to the best of the authors’ knowledge, no study has identified the enablers behind the use of dark patterns by e-commerce organizations. The study further models the enablers and explains the mutual relationships.
Current Trends and Future Research Possibilities on Child Consumerism: A Bibliometric Analysis (1978–2024) Vandana, Vinod Kumar, Sachin Kumar Review of Management Literature, 2026 The present study aims to elucidate the concept of child consumerism by exploring its current state of research and possibilities for future research through bibliometric analysis. A total of 217 articles, spanning a period of 48 years, have been extracted from the Scopus database. These articles are analyzed using VOSviewer and R Biblioshiny. The analysis is presented through performance analysis and science mapping, resulting in seven themes. The findings of the study highlight the trends and gaps in previously published studies, which would be insightful for the policymakers and practitioners working in the relevant area to protect children from consumerism. The theoretical integrations would facilitate the identification of emerging themes for conducting research. The outcome would also add a distinct perspective to researchers and marketers who are targeting the child audience, while following ethical considerations. Thus, the present study is a unique work due to its area of investigation, which is significantly less explored.
Hype to hurdles: an exploration of metaverse barriers through grey influence analysis (GINA) Eshita Gupta, Ruchi Jain Garg, Vinod Kumar, Kapil Pandla Marketing Intelligence and Planning, 2026 Purpose Today, the metaverse is gaining prominence as a virtual space for forthcoming technological transformation, but its mass adoption remains limited. Its widespread adoption is hindered by several barriers, which affects it integration in the daily use. The study aims to identify and rank the barriers by providing comprehensive insights into their interconnected influences. Design/methodology/approach Through the extensive literature review, 10 significant barriers were identified. Thereafter, the responses were gathered from 32 experts from academia and industry through a structured questionnaire. Later, grey influence analysis (GINA) was applied to rank the most significant barriers. Findings The findings reveal that privacy and security concerns, integration and interaction challenges and ethical and legal constraints are the top-ranked barriers. However, speed and cost constraints, tech-triggered health issues and environmental concerns were found to exert least influence. The GINA model further determines the cause-effect relationship among barriers by showing high-impact factors trigger cascading effects on other adoption challenges. Research limitations/implications This study's results are generalized, and they may differ across different sectors, industries and user demographics. Future research can work to examine longitudinal and sectoral variations in adoption behavior. Practical implications This study offers an advice to policymakers, platform developers and educators for addressing main issues like investing in privacy protection, digital literacy campaigns and inclusive policy framework to reduce the entry of barriers. Originality/value To the best of our knowledge, this study is the first one to apply GINA for the metaverse adoption by offering a systematic understanding of metaverse adoption barriers like how they influence each other. It gives a unique order of barrier influence, contributing a new systematic perspective to metaverse adoption research.
Barriers in the adoption of cold supply chain – a contextual parameter analysis Madhu Arora, Rupesh Kumar, Jatinderkumar R. Saini, Sarbjit Singh Oberoi, Vinod Kumar British Food Journal, 2026 Purpose The cold chain (CC) is critical in preserving perishable goods across multiple industries. Insufficient infrastructure, along with other challenges, contributes to extensive food wastage. Although numerous studies have focused on the challenges of the CC, an integrated framework is required to prioritize and tackle these challenges. Design/methodology/approach The empirical research utilizes a conscious capitalism perspective and employs multi-criteria decision-making methods, specifically fuzzy analytic hierarchy process, Fuzzy Technique for Order Preference by Similarity to Ideal Solution and the best-worst method to analyse various factors affecting the cold supply chain (CSC). Findings The findings of this research emphasize that implementing best practices, forming partnerships and alliances and government initiatives are significant non-information technology (IT) solutions. Automating data collection, integrating logistics management systems and creating integrated platforms are notable IT solutions for addressing CSC challenges. These findings align with the recent focus on sustainability in the CCs. Originality/value The current study contributes a novel integrated framework and seeks to fill the existing gap by analysing issues and proposing solutions to mitigate the adverse effects of these issues on the CC. The study attempts to further build upon prior research by extending it through the utilization of a unified model with a focus on sustainability.
The Synergy of Data-Driven Decisions and Brand Storytelling: Compilation of Real-World Case Studies Samiksha Vyas, Vinod Kumar, Vandana, Jitendra Singh Rathore Data Driven Decisions Leveraging Insights for Winning Marketing Strategies, 2025 Abstract In the contemporary digital landscape, storytelling has emerged as a vital marketing tool for brand positioning and consumer engagement. This chapter investigates the integration of data-driven strategies in crafting and disseminating brand narratives across digital platforms. Employing an observational research methodology, the study utilises a multiple case study and thematic analysis approach to analyse various data-driven storytelling strategies from leading brands such as Coca-Cola, Nike and P&G. The findings reveal that effective storytelling not only communicates core values but also resonates deeply with target audiences, enhancing emotional connections and fostering brand loyalty. The research systematically categorises brand storytelling into thematic segments, offering corporate managers actionable insights into effective practices. Furthermore, the implications of this research highlight the necessity for brands to leverage data analytics to tailor narratives that meet consumer preferences, thereby enhancing trust and engagement. This work underscores the strategic fusion of storytelling and data, providing a framework for optimising brand narratives in the digital age and contributing significantly to the field of marketing communication.
Mapping business ethics and society: A systematic journey into research and way forward Vinod Kumar, Sachin Kumar, Ranjan Chaudhuri, Sheshadri Chatterjee, Demetris Vrontis Business Ethics the Environment and Responsibility, 2025 While the notion of business ethics has historical roots, previous research endeavours have refrained from consolidating the existing body of knowledge on the intersection of business ethics and society. This hesitance is attributed to the intricate and diverse nature of such studies. Thus, there is a gap in the literature on synthesizing the intimate relationship between business ethics and society. This gap in research serves as the impetus and motivation for the current investigation. However, limited empirical studies are found to have been conducted in the allied areas and there are limited studies that map business ethics and society in an extensive manner. In this context, this study systematically reviewed 87 scholarly works spanning a period of over 20 years in the realm of business ethics concerning society by considering articles included in the Scopus and Web of Science databases. Through the outcomes of this inquiry, an integrative and comprehensive framework detailing the interplay between business ethics and society at individual and organizational levels is introduced, with the potential to guide forthcoming scholars and practitioners in their pursuits. In this study, themes including employees' ethical behaviour, manufacturing strategy and ethics, leadership dynamics, consumer trust and so on have not been considered as critical societal dimensions that have not been included.
The role of artificial intelligence capabilities in enhancing export performance: a study of ambidexterity and dynamic capabilities Sachin Kumar, Vandana Vandana, Vinod Kumar, Sheshadri Chatterjee, Marcello Mariani, Alfredo De Massis International Marketing Review, 2025 PurposeConsidering ambidexterity and dynamic capability theories, the present study aims to examine the relationship between AI capabilities, export market exploration and exploitation, international marketing capabilities and export performance. Moreover, the moderating effect of environmental dynamism and competitive intensity is measured.Design/methodology/approachA conceptual model was developed on the basis of a literature review. The direct, mediation and moderating relationships between the variables were tested through structural equation modelling (SEM). The data for analysis was collected from 377 export managers of companies operating in the Delhi NCR region (India).FindingsThe findings revealed that AI capabilities significantly influence export market exploitation and exploration allowing firms to achieve a balance between export exploitation and exploration. Furthermore, export exploitation and exploration were found to indirectly improve export performance by strengthening international marketing capabilities. Moreover, environmental dynamism and competitive intensity significantly moderate the relationships. Moreover, AI capabilities can boost firm agility in existing markets through streamlined operations and provide market intelligence to enter new markets. All these factors have an impact on export performance.Research limitations/implicationsThe present study contributes to the international marketing literature through an analysis of the relationships between AI capabilities, export market exploration and exploitation, international marketing capabilities and export performance while analyzing the moderating effect of environmental dynamism and competitive intensity. However, cross-sectional research design and geographical boundaries for data collection may limit the generalizability of the findings.Originality/valueThis study innovatively examines the integrated impact of AI capabilities, export ambidexterity and marketing capabilities on export performance which makes it unique from previous studies.
Antecedents and consequences of Destination Brand Experience (DBE): A conceptual framework International Journal of Hospitality and Tourism Systems, 2020
Aligning technological advancement and ESG performance principles: exploring the role of socio-cultural sensitivity and AI-driven innovation capability V Kumar, H Musa, S Kumar, S Chatterjee, R Chaudhuri, D Vrontis Behaviour & Information Technology, 10.1080/0144929X.2026.2675624 , 2026 2026
Delivering More Than Food - Exploring the Value Chain of Online Food Delivery Service A Sachan, P Gupta, S Rana, V Mishra, V Kumar British Food Journal, Forthcoming , 2026 2026
Aligning technological advancement and ESG performance principles: Exploring the role of socio-cultural sensitivity and AI-driven innovation capability V Kumar, H Musa, S Kumar, S Chatterjee, D Vrontis Behaviour & Information Technology, Forthcoming , 2026 2026
Hype to Hurdles: An Exploration of Metaverse Barriers through Grey Influence Analysis (GINA) E Gupta, RJ Garg, V Kumar, K Pandla Marketing Intelligence and Planning, 10.1108/MIP-07-2025-0566 , 2026 2026
Challenges and Solutions in Implementing Sustainable Digital Public Infrastructure D Bangwal, R Kumar, SS Oberoi, V Kumar, A Zia Discover Sustainability, Forthcoming , 2026 2026
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 Peetambaran, V Kumar Acta Psychologica 264, 106522 , 2026 2026
Instruction Manual: Linda Yaccarino: reviving the glory of “X” platform B Singh, V Kumar The CASE Journal, 1-21 , 2026 2026
Current Trends and Future Research Possibilities on Child Consumerism: A Bibliometric Analysis (1978–2024) Vandana, V Kumar, S Kumar Exploring the Latest Trends in Management Literature, Review of Management … , 2026 2026
Barriers in the adoption of Cold Supply Chain – a Contextual Parameter Analysis M Arora, R Kumar, J Saini, SS Oberoi, V Kumar British Food Journal, 10.1108/BFJ-12-2024-1330 , 2026 2026 Citations: 3
Stakeholder Prioritization in Context of Sustainability Marketing Perspective using AHP and TOPSIS V Kumar, RJ Garg, M Qureshi, Vandana, R Kumar Management & Sustainability: An Arab Review, 10.1108/MSAR-03-2025-0099 , 2026 2026
Linda Yaccarino: Reviving The Glory of ‘X’ Platform B Singh, V Kumar The CASE Journal, 10.1108/TCJ-03-2025-0089 , 2026 2026
Determinants of MOOC Adoption: TCMM-based Literature Review (2004–2024) B Singh, S Goyal, H Joshi, S Dhir, V Kumar On The Horizon: The International Journal of Learning Futures 34 (1), 67-89 , 2026 2026 Citations: 1
Tracing the origins of manipulation: Modeling the enablers behind dark patterns usage in e-commerce through TISM and MICMAC analysis V Singh, N Vishvakarma, V Kumar Global Knowledge, Memory and Communication 75 (1-2), 69-87 , 2026 2026 Citations: 10
Interconnection between AI Capabilities, Marketing Capabilities and Marketing Effectiveness: Moderating Impact of Technology Turbulence S Kumar, Vandana, V Kumar, S Rana Journal of Strategic Marketing, 10.1080/0965254X.2025.2605721 , 2025 2025 Citations: 1
Exploring the relationship between GenAI-CRM and market effectiveness: Moderating role of top management support and technology turbulence V Kumar, S Kumar, M Čepel, C Troise, S Chatterjee European Journal of Innovation Management, 10.1108/EJIM-06-2025-0827 , 2025 2025 Citations: 1
The synergy of data-driven decisions and brand storytelling: Compilation of real-world case studies J Vyas, S., Kumar, V., Vandana, & Singh Rathore In Data-Driven Decisions: Leveraging Insights for Winning Business Outcomes … , 2025 2025
Investigating switching intentions of patients to healthcare robots: A push-pull-mooring theory perspective S Kumar, V Kumar, R Chaudhuri, S Chatterjee, D Vrontis The Bottom Line, 10.1108/BL-10-2024-0176 , 2025 2025
From Purpose to Purchase: How Sustainable Advertising Builds Brand Trust and Corporate Reputation A Singh, R Kumar, V Kumar, G Sakka, R Chaudhury, S Chatterjee, ... International Journal of Advertising, 10.1080/02650487.2025.2578151 , 2025 2025 Citations: 6
Constructs Affecting Continued Intention to Use Digital Learning Technologies in Educational Institutions MK Sharma, D Verma, V Kumar In R. Kumar, A. K. Verma, O. P. Verma, & J. Rajpurohit (Eds.), Soft … , 2025 2025
Exploring the Antecedents and Consequences of Pester Power: The Role of Parental Guidance in Shaping Materialism Among Children Vandana, S Kumar, V Kumar Young Consumers, 10.1108/YC-10-2024-2272 , 2025 2025 Citations: 3
MOST CITED SCHOLAR PUBLICATIONS
Evolution of sustainability as marketing strategy: Beginning of new era V Kumar, Z Rahman, AA Kazmi, P Goyal Procedia-Social and Behavioral Sciences 37, 482-489 , 2012 2012 Citations: 440
Sustainability marketing strategy: An analysis of recent literature V Kumar, Z Rahman, AA Kazmi Global Business Review 14 (4), 601-625 , 2013 2013 Citations: 260
Examining consumer-brand relationships on social media platforms NK Jain, S Kamboj, V Kumar, Z Rahman Marketing Intelligence and Planning 36 (1), 63-78 , 2018 2018 Citations: 203
A study on big data analytics and innovation: From technological and business cycle perspectives U Sivarajah, S Kumar, V Kumar, S Chatterjee, L J. Technological Forecasting & Social Change 202, 123328 , 2024 2024 Citations: 131
Stakeholder Identification and Classification: A Sustainability Marketing Perspective V Kumar, Z Rahman, AA Kazmi Management Research Review 39 (1), 35-61 , 2016 2016 Citations: 88
Why export competitiveness differs within Indian textile industry? Determinants and empirical evidence R Dhiman, V Kumar, S Rana Review of International Business and Strategy 30 (3), 375-397 , 2020 2020 Citations: 84
Social media usage and firm performance: The mediating role of social capital S Kamboj, V Kumar, Z Rahman Social Network Analysis and Mining 7 (1:51), 1-14 , 2017 2017 Citations: 67
Cross sector comparison of sustainability reports of indian companies: A stakeholder perspective V Kumar, A Gunasekaran, K Singh, T Papadopoulos, R Dubey Sustainable Production and Consumption 4 (1), 62-71 , 2015 2015 Citations: 64
Cultural Diversity in Tourism: A Bibliometric Analysis of 33 Years (1988-2021) S Kumar, P Goyal, K V., Vandana Exploring the Latest Trends in Management Literature, Review of Management … , 2023 2023 Citations: 60
Marketing through spirituality: A case of Patanjali Yogpeeth V Kumar, A Jain, Z Rahman, A Jain Procedia - Social and Behavioral Sciences 133, 481-490 , 2014 2014 Citations: 59
Assessing the Influence of Stakeholders on Sustainability Marketing Strategy of Indian Companies V Kumar, Z Rahman, AA Kazmi Sage Open 6 (3), 1-19 , 2016 2016 Citations: 54
AI capability and environmental sustainability performance: Moderating role of green knowledge management S Kumar, V Kumar, R Chaudhuri, S Chatterjee, D Vrontis Technology in Society 81, 102870 , 2025 2025 Citations: 51
Artificial Intelligence (AI) capabilities and the R&D performance of organizations: The moderating role of environmental dynamism V Kumar, S Kumar, S Chatterjee, M Mariani IEEE Transactions on Engineering Management 71, 11522-11532 , 2024 2024 Citations: 51
Factors affecting usage of e-resources: Scale development and validation RJ Garg, V Kumar, Vandana Aslib Journal of Information Management 69 (1), 64-75 , 2017 2017 Citations: 49
Unveiling digital manipulation and persuasion in e-commerce: A systematic literature review of dark patterns and digital nudging V Singh, N Vishvakarma, V Kumar Journal of Internet Commerce 23 (2), 144-171 , 2024 2024 Citations: 46
Understanding the trends of marketing research and its future directions: A citation analysis M Sheoran, D Kumar, V Kumar, D Verma The Bottom Line 31 (3/4), 191-207 , 2018 2018 Citations: 34
Optimizing the digital transformation capability for enhancing economic sustainability of entrepreneurial venture: The moderating role of entrepreneurial orientation V Kumar, S Kumar, S Chatterjee, M Mariani IEEE Transactions on Engineering Management 71 (https://doi.org/10.1109/TEM … , 2024 2024 Citations: 30
Green HRM, employee pro-environmental behavior, and environmental commitment D Bangwal, A Chaudhary, R Kumar, SS Oberoi, V Kumar Acta Psychologica 258, 105153 , 2025 2025 Citations: 26
Application of multi-criteria decision analysis in the area of sustainability: A literature review P Goyal, D Kumar, V Kumar International Journal of the Analytic Hierarchy Process 12 (3), 512-545 , 2020 2020 Citations: 26
Usage pattern of e-resources among management students in Nagpur, Maharashtra (India) V Kumar, Vandana, DK Batra The Electronic Library 36 (4), 665-676 , 2018 2018 Citations: 25
