Dr. Kulwinder Kaur is an Assistant Professor in the area of Marketing at IIM Jammu. She holds a doctoral degree from the University Business School, Panjab University Chandigarh. She has also attended the Faculty Development Programme (FDP) at the Indian Institute of Management Ahmedabad. Her research interest includes Electronic Word of Mouth (eWOM), Digital Marketing, Green Marketing, and Qualitative Research.
Before joining IIM Jammu, she has worked as an Academic Associate in the field of Marketing at the Indian Institute of Management, Nagpur (2019-2021). She has presented papers at various national and international conferences. She has also reviewed papers for Electronic Commerce Research (ECR), Psychology & Marketing, European Management Journal, Journal of Global Marketing (JGM), and Journal of Global Information Management (JGIM).
Ph.D. in Marketing from University Business School, Panjab University Chandigarh.
ExEd-Marketing Tools for Digital Media and Platforms (Online), Indian Institute of Management Ahmedabad.
Faculty Development Programme in Pedagogy and Research Methods, Indian Institute of Management Ahmedabad.
Indian Institute of Management, Ahmedabad
Panjab University, Chandigarh.
- Kumari, S. & Kaur, K. (2023). Perceived organizational virtuousness impact on workplace happiness: Mediating role of job satisfaction for sustainability in IT/ITeS organizations. Human Systems Management, (ABDC,Scopus), DOI : 10.3233/HSM-230037
- Kaur, A., Kumar, V., Kaur, P. & Kaur, K. (2022). Factors affecting farmers' attitude towards pesticides use, mediation effect of perceived usefulness on usage behavior. Academy of Marketing Studies Journal, 26(3), 1-16. (ABDC)
- Kaur, K. & Singh, T. (2021). What motivates Consumers to Write Online Reviews? Qualitative Research in the Indian Cultural Context. Journal of Global Marketing, 1-19. (ABS,ABDC,Scopus), DOI : 10.1080/08911762.2021.1882022
- Kaur, K., Kumar, V., Syan, A. S. & Parmar, Y. (2021). Role of green advertisement authenticity in determining customers' pro-environmental behavior. Business and Society Review, (ABDC,SCI/SSCI/ESCI,Scopus), DOI : 10.1111/basr.12232
- Kaur, K. & Singh, T. (2021). Impact of Online Consumer Reviews on Amazon Books Sales: Empirical Evidence from India. Journal of Theoretical and Applied Electronic Commerce Research, 16(7), 2798-2807. (ABS,ABDC,SCI/SSCI/ESCI,Scopus), DOI : https://doi.org/10.3390/jtaer16070153
- Kaur, K. & Singh, T. (2020). Visual Information Impacting Electronic Word of Mouth Adoption: Mediating Role of Perceived eWOM Review Credibility. International Journal of Indian Culture and Business Management, 21(1), 78-93. (ABS), DOI : https://doi.org/10.1504/IJICBM.2020.109351
- Kumar, V., Hundal, B. S. & Kaur, K. (2019). Factors affecting consumer buying behaviour of solar water pumping system. Smart and Sustainable Built Environment, 8(4), 351-364. (ABDC,SCI/SSCI/ESCI,Scopus), DOI : 10.1108/SASBE-10-2018-0052
- Kaur, K., Dua, G., Bapat, G. & Chidarkar, N. (2024). Analysing the Perception and Adoption Intention of Surat Textile Industry Stakeholders towards Alternative Fuel Vehicle (AFV) Options. 3rd International Conference on Management of MSMEs, January 19-21, 2024 IIM Amritsar
- Kaur, K., Gera, N., Talebi, A., Mukherjee, S. & Das, G. (2024). Unveiling Coping Mechanisms in Marketplace Discrimination: The Allure of AI Recommendations. 53rd EMAC Annual Conference, May 28-31, 2024, Bucharest University of Economic, Studies Bucharest, Romania:
- Dua, G., Bapat, G. & Kaur, K. (2023). Is Covert Advertising Evident? Measuring the Recall Rate in Indian Sitcoms. Compendium of Abstracts: FDP Conference cum Reunion Indian Institute of Management, Ahmedabad
- Kumari, S. & Kaur, K. (2022). Compassion: A contemporary organizational virtue to promote Workplace Happiness. Shaping the Future of Management Education for Sustainable Emerging Economies' (SFME 2022) DoMS IIT Roorkee
- Kumar, V. & Kaur, K. (2021). Applying Diffusion of Innovation Theory to Examine Indian Households' Intention to Adopt Solar Rooftops. First Virtual International Conference on Sustainable Finance, Economics & Accounting in the Pre-and Post-Pandemic Era Indian Institute of Management Jammu, Jammu:
- Kaur, K. (2020). Motivation to write online reviews: Understanding Indian consumers’ perspectives through qualitative research. Doctoral Symposium held on December 09-11, Indian Institute of Management Kozhikode:
- Kaur, K. (2019). Impact of Normative Determinants on Perceived E-WOM Review Credibility: Categorically Moderating Analysis of Involvement. 7th PAN IIM World Management Conference held on December 12-14, Indian Institute of Management Rohtak, New Delhi:
- Kaur, K. (2019). Electronic Word of Mouth: The Effect of Online Reviews on Online Books Sales. Book of Abstracts: 2019 IIM Indore-NASMEI Summer Marketing Information Systems Conference: NASMEI Summer Marketing Information Systems Conference held on July 26-28, 2019 Indian Institute of Management Indore: Emerald Group Publishing (India) Private Limited
- Kaur, K. & Dulgach, A. (2019). Impact of Informational Determinants on Perceived E-WOM Review Credibility: Categorically Moderating Analysis of Involvement. Management Education and Research Colloquium held on June 06-07 Indian Institute of Management Kashipur:
- Kaur, K. & Singh, T. (2019). Authenticity and Trustworthiness of Environmental threat appeals in Green advertising influencing pro- environmental behaviour. Chitkara University Doctoral Consortium held on May 17-18, Chitkara University Punjab:
- Kaur, K. & Singh, T. (2019). Impact of Visual Information on eWom Adoption: A mediating role of perceived eWom review credibility. International Conference on Global Issues in Management held on 26th February, UBS, Panjab University, Chandigarh:
- Kaur, K. & Singh, T. Impact of Online Consumer Reviews on Consumer Behavior in E-tailing. UGC Sponsored National Seminar on The Retail Makes Headway, Pulling out all the stops: An Indian Perspective held on 28th February, 2017 MCM DAV College for Women, Sector-36A Chandigarh:
- Kaur, K. & Singh, T. (2017). Impact of Online Consumer Reviews on Consumer Behavior in E-tailing , The Retail Makes Headway, Pulling Out All the Stops- An Indian Perspective (pp. 12-21 ). Twentyfirst Century Publications, Patiala
- Kaur, K., Bapat, G. S., Dua, G. G., P.T., L. & Reddy, K.N. BRalu Profile: the procurement strategy, (2024) Emerald Emerging Markets Case Studies 14, 4,
Marketing Management
Consumer Behavior
Customer Relationship Management
Digital Marketing
Will be updated soon.
Best Paper Award in the Marketing track at the FDP Conference cum Reunion held at IIM Ahmedabad on May 26-27, 2023.
UGC-NET (2014)
Member of Amercian Marketing Association.
Member of Association for Consumer Research.
Member of Academy of Marketing Science.