SK

Sunita Kumar

Christ (Deemed to be University), Magadh University

ORCID iD 0000-0002-0628-1873
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About

I am an Associate Professor of Marketing at CHRIST (Deemed to be University), Bengaluru, India. I also serve as Marketing CDC Head and as Programme Coordinator for Strategy and Business Analytics. I hold a PhD in Management (Marketing), an MPhil, an MBA in Marketing, and an MA in English with a focus in Communication. My 22 years of experience span 17 years in academia and five years in industry at L'Oreal India and Kodak Express, in brand management, channel marketing, and retail strategy.
My areas of research are strategic brand management, digital and social media marketing, consumer behaviour in online settings, and marketing analytics. In brand management, I study how brand equity is built and measured, and how co-creation and consumer-brand relationships shape purchase intention. In digital and social media marketing, I examine influencer marketing and how user-generated content moves consumer response. In consumer behaviour, I work on how people decide online, particularly the role of electronic word of mouth, product reviews, and review helpfulness.
In marketing analytics, I use text mining, sentiment analysis, and AI methods to draw insight from unstructured consumer data. A related interest is advertising effectiveness, including neuromarketing and product placement. I have published in Scopus- and Web of Science-indexed journals and contributed chapters to volumes published by Springer, Elsevier, IGI Global, Emerald, and Routledge. I have filed five provisional patents, three in AI-driven marketing systems, and presented at over 73 national and international conferences, including at the Indian Institutes of Management in Bangalore, Indore, Kozhikode, Shillong, and Bodh Gaya. I have supervised three doctoral scholars to completion and currently supervise a fourth.

Employment

  • Christ (Deemed to be University) Associate Professor
    2010 - Present

Education

  • Magadh University PhD
    2012 - 2016

Projects & Funding

Projects & funding information is unavailable.

Publications (40)