Prof. Hitesh Sharma

Prof. Hitesh Sharma is associated with the Indian Institute of Management Rohtak for his doctoral research in Marketing. He holds a Master of Business Administration from the Central University of Haryana and a Bachelor of Commerce degree from the University of Delhi. His academic and research pursuits lie at the intersection of technology and marketing, with a strong focus on understanding contemporary consumer behavior in digitally mediated environments. Prof. Sharma has a keen interest in exploring the dark side of Artificial Intelligence and its impact on consumer behavior. His research broadly examines the role of emerging technologies in marketing, particularly focusing on privacy concerns, anthropomorphism, personalization, and consumer perceptions surrounding AI-enabled platforms and digital ecosystems. Through his scholarly work, he seeks to contribute to a deeper understanding of how intelligent technologies shape consumer decision-making and marketplace experiences. He also actively reviews for several reputed journals, including Marketing Intelligence & Planning, Journal of Consumer Behaviour, and Tourism Review.
His teaching interests include Marketing Management, Consumer Behaviour, AI-driven Marketing, and Services Marketing. He is passionate about integrating contemporary technological developments and practical business applications into classroom pedagogy to enhance student learning and engagement.

Prof. Sharma has contributed to several funded research projects during his tenure as a doctoral candidate at Indian Institute of Management Rohtak. These projects have been undertaken in collaboration with prominent central & state government bodies, including the Directorate General of Foreign Trade, Ministry of Agriculture Farmers Welfare, Ministry of Consumer Affairs, as well as the Ministry of Tourism.