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Dr. Komal Anand

Dr. Komal Anand

Assistant Professor

About

Hi! I am Dr. Komal Anand, a management academician and researcher with a passion for teaching, research, and innovation in marketing. I hold a PhD in Management from the National Institute of Technology Karnataka, where my research focused on Augmented Reality in e-commerce apps. My academic journey has been shaped by strong interest in consumer behaviour, services marketing, human resource management and marketing management. With extensive teaching and research experience, I strive to create value-driven learning experiences while contributing impactful research to academia.

Success is a journey, not a destination

Komal Anand, Vikas Arya, Sheena Suresh & Anshuman Sharma (2023). Quality Dimensions of Augmented Reality-Based Mobile Apps for Smart Tourism and Its Impact on Customer Satisfaction & Reuse Intention. Tourism Planning & Development, Vol 20 (2).

Link: https://doi.org/10.1080/21568316.2022.2137577

Komal Anand & Sheena Suresh (2025). An Empirical Examination of User’s Adoption of AR in E-Commerce Apps in a Developing Country: Evidence from India. Journal of Economic and Administrative Sciences.

Link: https://doi.org/10.1108/JEAS-09-2024-0367

Komal Anand & Sheena Suresh (2025). An Empirical Investigation on the Influence of Quality Factors of AR-Based Mobile Apps and Its Role on Enhancing Satisfaction and Reuse Intention Behaviour. International Journal of Business Innovation and Research, Vol 37(4).

Link: https://doi.org/10.1504/IJBIR.2025.147669

Komal Anand & Sheena Suresh. Predicting the Determinants of Augmented Reality Technologies in E-Commerce Applications: A SEM and ANN Modelling. Congress on Smart Computing Technologies; Proceedings of CSCT 2024, Vol 121.

Link: https://doi.org/10.1007/978-981-96-6254-8_2

Komal Anand & Sheena Suresh (2021). Impact of Dimensions of Quality on Customer Satisfaction Using Augmented Reality Applications. In The Age of Digital Transformation: Impact of Emerging Technologies in Marketing, Bharati Publications. ISBN 978-93-90818-49-
Komal Anand (2018). Informal Service Sector: An Eye on the Challenges Faced by Contract Teachers in Education Sector. In Social Inclusion of Unorganised Sector and Need for Pre-Emptive Policy Initiatives, GBS Publishers & Distributors. ISBN 978-93-87374-18-8.
Komal Anand (2018). Role of Human Capital in Building Economy & Trends in Investing in Human Capital in Companies. In Human Capital – An Introspection of Socio-Economic Aspects in India, GBS Publishers & Distributors. ISBN 978-93-87374-22-5.
Komal Anand (2017). Technological Risk in International Business. In Risk Management in International Business, Sonali Publications. ISBN 978-81-8411-625-0.
Komal Anand (2017). Green HRM – An Attempt to Build Eco-Friendly Businesses. In Vision 2030 – Creating Sustainable Growth Accelerators in Management and IT. ISBN 978-93-5291-357-2.
Komal Anand (2016). Technology Transfer – Bridging the Technology Gap Between India and Germany. In Redefining Indo-German Relations, Sonali Publications. ISBN 978-81-8411-624-3.

My doctoral research examined the application of Augmented Reality (AR) in e-commerce apps by investigating the factors influencing consumers' adoption of this technology.

Structural Equation Modelling using SPSS AMOS was employed to validate the conceptual framework and test the hypothesized relationships among constructs. To enhance the predictive capability of the model, ANN analysis was subsequently conducted, providing deeper insights into technology adoption behaviour.

The findings offer valuable insights for academics, practitioners, and policymakers in designing effective strategies that can facilitate the successful adoption and wider penetration of AR technologies among e-commerce consumers.

Research Interests

My research interests include consumer behavior, e-commerce, and technology adoption. I am particularly interested in understanding how emerging technologies influence consumer decision-making and business practices.

Awarded Institute Fellowship for the PhD programme at the National Institute of Technology Karnataka.

Qualified UGC-NET in Management.

Dr. Komal Anand

Assistant Professor

PhD Management

School of Management

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