Mr. Ankit Kumar Sinha: Research Scholar at Indian Institute of Management Ranchi, India
Ankit Kumar Sinha is a full-time Doctoral Scholar in Marketing at the Indian Institute of Management, Ranchi, specializing in digital marketing, human–computer interaction, avatars, social media marketing, and the metaverse. With over 2.5 years of combined academic and industry experience, he integrates practical managerial insights from leadership roles in multinational companies with robust research and teaching expertise. He has conducted doubt-clearing sessions and mentored MBA and eMBA students at IIM Indore and IIM Amritsar, while also contributing to academic administration at IIM Bodh Gaya. His research emphasizes the intersection of technology, consumer behavior, and digital engagement, and he is a two-time UGC NET qualified scholar in Management.
Online Profiles
Google Scholar Profile
Education
Ankit completed his PhD in Marketing from the Indian Institute of Management, Ranchi, with a focus on avatar marketing, social media engagement, and user gratification. Prior to that, he earned an MBA in Marketing from Central University of Rajasthan, where he graduated first in his stream, reflecting his academic excellence and dedication. He also holds a B.Sc. in Mathematics (Honors) from College of Commerce, Patna, ranking third in his college, and has consistently performed well in school, achieving a CGPA of 9.2 in matriculation and 77.16% in higher secondary education at Patna Central School, CBSE.
Research Focus
Ankit’s research centers on understanding the psychological and behavioral effects of avatars and virtual representations in digital spaces. His work explores how avatars fulfill user needs, drive enjoyment, shape purchase intention, and encourage continuance on social media platforms. He studies the effects of form and behavioral realism of avatars on consumer engagement and applies advanced quantitative methods such as Structural Equation Modeling (SEM) and experimental designs. His research also encompasses digital marketing strategies, extended reality, AI applications in marketing, and the influence of digital possessions on consumer behavior, offering insights into emerging technology-mediated interactions.
Experience
Ankit combines practical industry experience with academic rigor. He has worked as a Relationship Manager at InterGlobe Technology Quotient, part of the IndiGo Airline Group, where he gained experience in customer relations, business development, and operational strategy. In academia, he has served as a Marketing Area Associate at IIM Indore and IIM Amritsar, contributing to teaching, student mentoring, and research administration. He has also worked in program management at IIM Bodh Gaya, where he supported institutional processes and conference organization. This diverse experience allows him to bridge theory and practice effectively in his teaching and research.
Research Timeline & Activities
Ankit’s doctoral research journey spans systematic literature reviews, empirical studies, and experimental investigations into avatar-based marketing and digital consumer behavior. He has published in top-tier journals, contributed book chapters on extended reality and digital marketing, and presented his findings at international conferences such as ANZAM and PAN IIM WMC. His ongoing projects investigate AI adoption in management education, 3D product displays, deepfake AI, virtual possessions, and consumer engagement on e-commerce platforms. He is also actively involved in institutional development, coordinating doctoral conferences and contributing to professional workshops and seminars.
Awards & Honors
Ankit has consistently been recognized for his academic excellence and professional contributions. He is a two-time UGC NET qualified scholar in Management, received the Research Scholar’s Day Excellence Award at IIM Ranchi (2025), and achieved top ranks in his MBA and B.Sc. programs. Additionally, he has won first prize in English elocution on National Education Day at Central University of Rajasthan and has earned multiple certifications in digital marketing, travel technology, and data analytics. These achievements reflect his dedication, intellectual curiosity, and commitment to advancing knowledge in marketing and technology.
Top Noted Publication
Sinha, A.K.*, Sarkar, S. (2025). Tracing the trajectory of avatar marketing: An academic exploration through bibliometric analysis and the six-markets stakeholder model. Electronic Markets. (ABDC-A, Q1, ABS 2). This publication provides a comprehensive analysis of avatar marketing trends, key stakeholders, and emerging research directions. It highlights the role of avatars in digital marketing, the theoretical underpinnings of virtual engagement, and offers practical guidance for designing immersive, user-centered digital experiences, making it a significant contribution to the study of human-computer interaction and social media marketing.
Modeling the Critical Success Factors for Continuous Usage Intention of Foodservice Mobile Apps – S.K. Yadav, A. Kumar, A.K. Sinha, Journal of Foodservice Business Research, 1–22, 2024. Cited by: 4. This paper explores the key drivers behind users’ continuous engagement with foodservice mobile applications, providing actionable insights for app developers and marketers.
A Systematic Literature Review of Extended Reality in Marketing: An Asian Perspective with a Focus on India – N. Pandey, A.K. Sinha, A. Kumar, Future of Business in Asia, Springer Nature Switzerland, 139–158, 2025. Cited by: 1. This book chapter reviews the adoption and application of extended reality technologies in marketing across Asia, with a detailed focus on the Indian market.
Tracing the Trajectory of Avatar Marketing: An Academic Exploration through Bibliometric Analysis and the Six-Markets Stakeholder Model – A.K. Sinha, S. Sarkar, Electronic Markets, 2025. This work provides a bibliometric and theoretical overview of avatar marketing, examining key stakeholders and emerging trends in digital marketing.
More Than Meets the Eye – Decoding the Significance of Avatars: A Systematic Literature Review – A.K. Sinha, R. Chaudhuri, A. Chopra, S. Sarkar, Journal of Global Marketing, 1–27, 2025. This systematic review identifies the theoretical foundations and practical implications of avatars in digital marketing and social media engagement.
It’s All About Avatars: A Bibliometric Analysis of Evolving Avatar-Based Marketing – A.K. Sinha, S. Sarkar, ISDSI Global Conference 2023, Indian Institute of Management Ranchi, 521, 2023. This conference paper maps the evolution of avatar marketing research, highlighting key themes, trends, and future research directions.
Strengths for Best Innovator Award
1. Pioneering Research in Avatar-Based Marketing
Ankit’s doctoral work on avatars in social media and digital marketing explores uncharted dimensions of human-computer interaction. By linking user gratification, behavioral realism, and purchase intention, his research opens new avenues for immersive digital marketing strategies.
2. Integration of Technology and Consumer Behavior
He innovatively combines digital technologies—extended reality, AI, and 3D product displays—with consumer psychology, producing actionable insights that bridge theoretical knowledge and real-world applications.
3. Proven Research Excellence and Publication Impact
Ankit has published in top-tier journals (Electronic Markets, Journal of Global Marketing) and presented at international conferences. His work is recognized for its originality, bibliometric rigor, and practical relevance, demonstrating measurable impact in digital marketing scholarship.
4. Multi-Industry and Interdisciplinary Experience
With experience in both multinational corporations (InterGlobe/IndiGo) and premier academic institutions (IIMs), Ankit brings a rare combination of managerial insight, research expertise, and teaching ability, enabling innovative problem-solving across diverse domains.
5. Leadership and Institutional Contribution
Ankit actively coordinates conferences, workshops, and research initiatives at IIM Ranchi, fostering innovation and collaboration among scholars. His proactive engagement in institution building demonstrates leadership and a commitment to advancing knowledge ecosystems.