Experience
Dr Neeraj Singh is a Visiting Assistant Professor in the Marketing and Strategy area of the institute. He has completed his PhD from the Indian Institute of Management, Lucknow. He is also an alumnus of the Indian Institute of Forest Management Bhopal and a UGC-NET-Junior Research Fellowship (JRF) Awardee. Before joining the institute, he was briefly associated with XIM University, Bhubaneswar, as a visiting faculty.
His research is aligned across two closely related domains. First, he explores the factors affecting farmers’ adoption of AgTech platforms. He has extensively worked on the factors affecting farmers’ adoption of AgTech Platforms, primarily focusing on understanding the empirical relationship between platform complementarity and situational normality with the farmers’ trust. His research in this domain is grounded in the theory of network externality and the theory of generalized expectancies. He also explored the farmers’ preference for the agricultural platform design attributes using a discrete choice experiment method.
Second, he is also interested in empirical research on food delivery platforms. He specifically studies the consumer-side multihoming as a unique post-adoption behaviour in digital retail. While building on social role theory and the stimulus-organism-response model, he tries to decipher the behavioural and socio-demographic factors which affect consumer multihoming in digital retail. His previously published study in the Journal of Retailing and Consumer studies provided first-hand evidence of the direct relationship between the gender of consumer and their multihoming predisposition.
He is also interested in understanding the consequences of consumer multihoming on the digital markets. His preliminary analysis in this line of research indicates that consumer multihoming is not always malefic for digital platforms, which is a dominant view in the extant literature. He aims to study this phenomenon in more detail further using the longitudinal data of food platform users. In this study, he explores an alternative perspective through which consumer multihoming can push the digital and physical market demand.
Teaching Areas
Digital Platforms, Marketing Management, Consumer Behaviour, Product and Brand Management, Business Research Methods, Rural Marketing, Retail Management, and Social Marketing
Research Interest
Digital Platforms, Digital Retailing, Consumer side Multihoming, Platform Cooperativism and Digital Commons, Social Shaping of Technology, Agricultural Market Information Systems, and ICT for Development (ICT4D 2.0)
Publications
-
Published Articles
(Impact Factor: 10.97, ABDC ‘A’, SJR: 2.26)
Manuscripts Under Review
- “Unlocking the potential of knowledge economy for rural resilience: The role of digital platforms,” (With Prof. Kushankur Dey and Prof. Avinash Kumar), Journal of Rural Studies. (ABS ‘3’)
- “Typology of agricultural market information systems and their attributes: Case studies of digital platforms,” (With Prof. Kushankur Dey) Electronic Markets. (ABDC ‘A’)
- “Exploring the agricultural platforms: Do complementarity and situational normality ameliorate farmers’ trust,” (with Prof. Sanjeev Kapoor) Journal of Agribusiness in Developing and Emerging Economies. (ABDC)
“Configuring the agricultural platforms: Farmers’ preference for platform design attributes,” (With Prof. Sanjeev Kapoor) Journal of Agribusiness in Developing and Emerging Economies. (ABDC)
Manuscript Preparation in Progress
- “Consumer side multihoming behaviour in food delivery platforms: An empirical exploration,” (With Prof. Sanjeev Kapoor and Prof. Niraj Kumar) Preparing for submission, Journal of Retailing and Consumer Services. (ABDC ‘A’)
- “Extent of consumer multihoming and platform transaction frequency: Are they associated,” (With Prof. Sanjeev Kapoor and Prof. Niraj Kumar), Journal of Business Research. (ABDC ‘A’)
Papers presented at the Conferences/Conventions/Seminars
- Best research paper award in the 24th annual convention of the Strategic Management Forum, 2022, for the paper titled “Farmer preference toward the AgTech platform attributes: An empirical exploration.”
- Best research paper award, Doctoral Colloquium in Management and Development, 2021, organized by IRMA for the paper titled “Platforms for the hinterland: The factors affecting the farmers’ trust in digital platforms.”
- Presented a research paper entitled “Digital platforms and the agricultural market information system: Typology, cases and implications.” In the Regional Seminar on Agricultural Market Intelligence: Prospects and Challenges 2021, organized by NAHEP-CAAST and the Indian Society of Agricultural Economics.
