Dr. Kokil Jain

Dr Jain is a Professor of Marketing at FIIB, New Delhi. Having a Doctorate degree with over 25+ years of experience in teaching and research, her work has been published in top-ranked Journals. These journal of repute include Journal of Business Research, Journal of Product and Brand Management, Journal of Consumer Marketing, Australasian Journal of Information Systems, Journal of Global Information Management, Online Information Review, to name a few. Additionally, she is the 'guest editor' for special issues with the Journal of Business Research ( ABDC-A Ranked), International Journal of Information Management (A*), International Journal of Technology and Human Interaction (ABDC- B), and Journal of Promotion Management (ABDC- B). She and her team are also the recipients of the AIM-Sheth Foundation Research Grant 2020 in Marketing Strategy.

1. Pandey, P. K., & Jain, K. (2023). Conference Review: FIIB Research Conference 2023: Humanizing business for a better world of work. FIIB Business Review. Conference Review: FIIB Research Conference, 12(3), 259–262.

2. Jain, R., Singh, G., Jain, S., & Jain, K. (2023). Gen Xers: Perceived barriers and motivators to fashion renting from the Indian cultural context. Journal of Consumer Behaviour, 22(5), 1128–1145.

3. Kulshrestha, V., Jain, K., & Dhingra, T. (2023). Dimensions of mobile service adoption – A systematic literature review. South Asian Journal of Business Studies, 12(3), 345–373.

4. Balaji, M. S., Behl, A., Jain, K., Baabdullah, A. M., Giannakis, M., Shankar, A., & Dwivedi, Y. K. (2023). Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement. Industrial Marketing Management, 113, 243–257. https://doi.org/10.1016/j.indmarman.2023.06.011

5. Raj, S., Sampat, B., Behl, A., & Jain, K. (2023). Understanding senior citizens’ intentions to use virtual reality for religious tourism in India: A behavioural reasoning theory perspective. Tourism Recreation Research, 48(6), 983–999.

6. Behl, A., Jayawardena, N., Pereira, V., Jabeen, F., Jain, K., & Gupta, M. (2023). Engaging and motivating crowd-workers in gamified crowdsourcing mobile apps in the context of logistics and sustainable supply chain management. Annals of Operations Research. https://doi.org/10.1007/s10479-023-05557-2

7. Behl, A., & Jain, K. (2023). The dark side of brand-based online communities: The role of culture. Journal of Global Marketing, 36(4), 241–244.

8. Sarkar, A., Gahlot Sarkar, J., Jain, K., & Sharma, I. (2023). Deciphering factors that make a narcissistically loved salon brand. International Journal of Retail and Distribution Management. https://doi.org/10.1108/IJRDM-02-2023-0079

9. Sharma, I., Jain, K., Behl, A., Baabdullah, A., Giannakis, M., & Dwivedi, Y. (2023). Examining the motivations of sharing political deepfake videos: The role of political brand hate and moral consciousness. Internet Research, 33(5), 1727–1749.

10. Sharma, I., Jain, K., & Behl, A. (2022). Motives of the self and brand hate. Journal of Consumer Marketing, 39(7), 708–725.

11. Sharma, I., Jain, K., & Gupta, R. (2022). The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM. Journal of Asia Business Studies, 16(4), 652–675.

12. Behl, A., Chavan, M., Jain, K., Sharma, I., Pereira, V. E., & Zhang, J. Z. (2022). The role of organizational culture and voluntariness in the adoption of artificial intelligence for disaster relief operations. International Journal of Manpower, 43(2), 569–586.

13. Jain, R., Jain, K., Behl, A., Pereira, V., Del Giudice, M., & Vrontis, D. (2022). Mainstreaming fashion rental consumption: A systematic and thematic review of literature. Journal of Business Research, 139, 1525–1539. https://doi.org/10.1016/j.jbusres.2021.10.071

14. Spais, G., Behl, A., Jain, K., Jain, V., & Singh, G. (2022). Promotion and branding from the lens of gamification in challenging times. Journal of Promotion Management, 28(4), 413–419.

15. Singh, G., Kumar, B., & Jain, K. (2021). Gamification in marketing. International Journal of Information Management, 61, 102415. https://doi.org/10.1016/j.ijinfomgt.2021.102415

16. Jain, K., Jajodia, I., Sharma, P., & Singh, G. (2021). Brand bravery: Conceptualization, scale development and validation. Journal of Product and Brand Management, 30(8), 1212–1228.

17. Behl, A., Sheorey, P., Chavan, M., Jain, K., & Jajodia, I. (2021). Empirical investigation of participation on crowdsourcing platforms: A gamified approach. Journal of Global Information Management, 29(6), 1–27.

18. Jain, K., Sharma, I., & Behl, A. (2021). Voice of the stars – Exploring the outcomes of online celebrity activism. Journal of Strategic Marketing, 1–22. https://doi.org/10.1080/0965254X.2021.2006275

19. Gupta, R., Jain, K., & Jajodia, I. (2021). Determinants of smart speaker adoption intention: Extending the theory of planned behaviour. International Journal of Technology Marketing, 15(2/3), (02-Mar). https://doi.org/10.1504/IJTMKT.2021.118216

20. Behl, A., Sheorey, P., Jain, K., Chavan, M., Jajodia, I., & Zhang, Z. J. (2021). Gamifying the gig: Transitioning the dark side to bright side of online engagement. Australasian Journal of Information Systems, 25, 1–34. https://doi.org/10.3127/ajis.v25i0.2979

21. Soni, M., Jain, K., & Jajodia, I. (2021). Mobile health (mhealth) application loyalty in young consumers. Young Consumers, 22(3), 429–455.

22. Sharma, P., Jain, K., Kingshott, R. P. J., & Ueno, A. (2020). Customer engagement and relationships in multi-actor service ecosystems. Journal of Business Research, 121, 487–494. https://doi.org/10.1016/j.jbusres.2020.07.031

23. Sharma, P., Jain, K., Kingshott, R. P. J., & Ueno, A. (2020). Customer engagement and relationships in multi-actor service ecosystems. Journal of Business Research, 121, 487–494. https://doi.org/10.1016/j.jbusres.2020.07.031

24. Sharma, I., Jain, K., & Behl, A. (2020). Effect of service transgressions on distant third-party customers: The role of moral identity and moral judgment. Journal of Business Research, 121, 696–712. https://doi.org/10.1016/j.jbusres.2020.02.005

25. Sharma, I., Jain, K., & Singh, G. (2020). Effect of online political incivility on partisan attitude: Role of issue involvement, moral identity and incivility accountability. Online Information Review, 44(7), 1421–1441.

26. Sharma, I., & Jain, K. (2020). Negative eWOM on social media: Role of individual, contextual and social determinants. International Journal of Internet Marketing and Advertising, 14(4), 377–398.

27. Pasricha, D., Jain, K., & Singh, G. (2020). Antecedents affecting the purchase intention of millennials towards luxury fashion goods: A mixed methods study. Indian Journal of Marketing, 50(1), 24–41.

28. Jain, K., & Sharma, I. (2019). Negative outcomes of positive brand relationships. Journal of Consumer Marketing, 36(7), 986–1002.

29. Soni, M., Jain, K., & Kumar, B. (2019). Factors affecting the adoption of fashion mobile shopping applications. Journal of Global Fashion Marketing, 10(4), 358–376.

30. Gupta, R., & Jain, K. (2019). The impact of anthropomorphism on purchase intention of smartphones: A study of young Indian consumers. Indian Journal of Marketing, 49(5), 7–20.

31. Pasricha, D., & Jain, K. (2019). Antecedents affecting purchase of luxury ayurvedic skin care products. Indian Journal of Marketing, 49(9), 7–22.

32. Kulshrestha, V., & Jain, K. (2018). Technology interaction in the mobile communication industry: A review. Prabandhan, 11(4), 7–26.

33. Jain, K., Gautam, S., & Pasricha, D. (2018). The pleasure and the guilt-impulse purchase and post-purchase regret: A study of young Indian consumers. Indian Journal of Marketing, 48(3), 49–63.

34. Jain, K., Sharma, I., & Singh, G. (2018). An empirical study of factors determining wearable fitness tracker continuance among actual users. International Journal of Technology Marketing, 13(1), 83–109.

35. Jain, K., & Pasricha, D. (2017). Role of color and typography in determining brand personality. Indian Journal of Marketing, 47(5), 48–61.

1. Associate Editor -FIIB Business Review, Sage, ABDC-C, SCOPUS

2. SI Editor -Technology Forecasting and Social Change, Elsevier, SCOPUS

Co-Edited Special Issue with

1. International Journal of Information Management, Elsevier, ABDC-A*, SCOPUS

2. Journal of Business Research, Elsevier, ABDC-A, SCOPUS

3. Journal of Global Marketing, Taylor and Francis, ABDC-A, SCOPUS

4. Journal of Promotion Management, Taylor and Francis, ABDC-B, SCOPUS

Brand Management, Dot Converse on 23rd April 2023

1. Awarded funding grant under AIM – SHETH FOUNDATION RESEARCH PROPOSAL COMPETITION 2020 on the topic "Charting the course for inclusive services: Perspectives from the differently-abled Guest Edited following Issues with Top International Journals Journal of Promotion Management ( Indexed: ABDC- B, SCOPUS)