Contact
Email: neeraj[dot]singh[at]iimrohtak[dot]ac[dot]inDr Neeraj Singh is a Faculty member 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.
Digital Platforms, Marketing Management, Consumer Behaviour, Product and Brand Management, Business Research Methods, Rural Marketing, Retail Management, and Social Marketing
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)
Papers Published
Singh, N., Kumar, A., & Dey, K. (2023). Unlocking the potential of knowledge economy for rural resilience: The role of digital platforms. Journal of Rural Studies, 104, 103164. https://doi.org/10.1016/j.jrurstud.2023.103164
[ABS 3]
Singh, N., & Dey, K. (2023). A typology of agricultural market information systems and its dimensions: Case studies of digital platforms. Electronic Markets, 33(1), 42. https://doi.org/10.1007/s12525-023-00665-0
[ABDC A]
Singh, N., Kumar, N., & Kapoor, S. (2022). Consumer multihoming predisposition on food platforms: does gender matter. Journal of Retailing and Consumer Services, 67, 103029. https://doi.org/10.1016/j.jretconser.2022.103029
[ABDC A]
Singh, N., & Kapoor, S. (2023). Exploring the agricultural platforms: do complementarity and situational normality ameliorate farmers trust?. Journal of Agribusiness in Developing and Emerging Economies. https://doi.org/10.1108/JADEE-08-2022-0178
[ABDC]
Singh, N., & Kapoor, S. (2023). Configuring the agricultural platforms: farmers preferences for design attributes. Journal of Agribusiness in Developing and Emerging Economies. https://doi.org/10.1108/JADEE-09-2022-0204
[ABDC]
Papers in Revise and Resubmit
Singh, N., Kumar, N., & Kapoor, S. Does consumer multihoming shape their food purchase behavior: A preliminary study. International Journal of Consumer Studies. (in R2 stage)
[ABDC A]
Singh, N., & Kapoor, S. (2023). Agtech platforms: Complementors and Value Propositions. Technology Analysis and Strategic Management. (in R2 Stage)
[ABDC]
Manu Preparation in Progress
“How does business ecosystems bridge knowledge economy helix and neo-endogenous revitalization?” (With Prof. Kushankur Dey and Prof. Avinash Kumar) Preparing for submission, Regional Studies. (Submission in 2024)
[ABDC A*]
“Exploring the nexus of knowledge economy spaces on rural platforms and dimensions of social innovation: Synthesis and cases” (With Prof. CP Kala) Preparing for submission, Journal of Rural Studies. (Submission in 2024)
[ABS 3]
“Multihoming on digital retailing platforms: Synthesis and research agenda” Preparing for submission, Journal of Business Research. (Submission in 2024)
[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, Anand 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, Anand (Gujarat).
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