Abdul Wahid Khan
  •  wahid.khan@spjimr.org

Abdul Wahid Khan

Assistant Professor, Marketing

Prof. Abdul Wahid Khan is a marketing academic with prior experience across diverse marketing roles in both agencies and corporate brands. He holds a PhD in Marketing from the Indian Institute of Management Indore, a PGDM from the Indian Institute of Management Ranchi, and a BTech in Information Technology from the National Institute of Technology Karnataka Surathkal.

Before entering academia, he worked at Sokrati (Pune), where he managed online marketing campaigns for e-commerce clients. He also held business development roles at Cognizant (Chennai and Mumbai). Subsequently, he served as Deputy Marketing Manager at Exide Life Insurance (Bengaluru), where he led digital marketing initiatives and developed a sales-and-service chatbot. He later joined Reliance Home Finance (Mumbai) as Senior Marketing Manager, where he worked closely with the CMO to manage overall marketing activities.

His experience in developing a sales and service chatbot motivated his doctoral research on consumer–AI experiences. His research interests include consumer–AI interactions and the psychology of consumers engaging with AI and automation. Methodologically, he has hands-on expertise in structural equation modelling (SEM), experimental design, and qualitative research. He has presented his work at leading conferences such as the American Marketing Association and the Australia and New Zealand Marketing Academy.

He received the prestigious AMS Review–Sheth Foundation Doctoral Competition for Conceptual Articles, where his research on the psychological ownership of AI ranked among the top six out of 55 global entries.

Prof. Khan teaches a range of marketing subjects, including Services Marketing and Customer Experience Design. His current research continues to examine consumer interactions with AI, with a focus on improving adoption and experience while safeguarding consumer well-being.

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Education

Indian Institute of Management, Indore

Ph.D. 2025

Focus: Marketing

Indian Institute of Management, Ranchi

PGDM 2016

Major: Marketing

National Institute of Technology Karnataka (NITK), Surathkal

B.Tech 2012

Specialisation: Information Technology

  • Research interests

    Consumer-AI interactions

    Psychology of technology

  • Selected publications

    Khan, Abdul Wahid, and Abhishek Mishra (2023), “AI Credibility and Consumer-AI Experiences: A Conceptual Framework,” Journal of Service Theory and Practice, 34 (1), 66-97. (ABDC-A, ABS-1) https://doi.org/10.1108/JSTP-03-2023-0108.

    Khan, Abdul Wahid, and Jatin Pandey (2023), “Exploring Fire for Financial Independence Retire Early (FIRE): A Netnography Approach,” Journal of Consumer Marketing, 40 (6), 775-784. (ABDC-A, ABS-1) https://doi.org/10.1108/JCM-07-2021-4788.

    Khan, Abdul Wahid, and Jatin Pandey (2023), “Consumer Psychology for Food Choices: A Systematic Review and Research Directions,” European Journal of Marketing, 57 (9), 2353-2381. (ABDC-A*, ABS-3) https://doi.org/10.1108/EJM-07-2021-0566.

    Khan, Abdul Wahid, and Jatin Pandey (2022), “Dark Side Consequences of Cyberchondria: An Empirical Investigation,” Aslib Journal of Information Management, 74 (5), 801-817. (ABDC-B, ABS-1) https://doi.org/10.1108/AJIM-08-2021-0222.

    Khan, Abdul Wahid, and Nikita Kataria (2021), “Marketing 5.0: Technology for Humanity,” Journal of Macromarketing, 41 (1), 699-701. (ABDC-A, ABS-2) https://doi.org/10.1177/02761467211044065.

    Link to Google Scholar

  • Conferences

    Khan, A. W. & Mishra, A. (2024, February 23–25). Do I believe in AI? Developing a conceptual framework of AI credibility. In S. Cross, & A. Saboo (Eds.), 2024 AMA Winter Academic Conference: Vol. 35. Unlocking Our Potential (pp. 197–200), St. Pete Beach, FL, United States. American Marketing Association.

    Khan, A. W., Mishra, A., & Chapman L. M. (2024, February 23–25). The AI is mine? Developing a conceptual framework of psychological ownership of AI. In S. Cross, & A. Saboo (Eds.), 2024 AMA Winter Academic Conference: Vol. 35. Unlocking Our Potential (pp. 637–640), St. Pete Beach, FL, United States. American Marketing Association.

    Khan, A. W. & Mishra, A. (2023, August 4–6). AI credibility and consumer-AI experiences: A justice theory perspective. In J. S. Clair, A. Kumar, & L. Liu (Eds.), 2023 AMA Summer Academic Conference: Vol. 34. A World Disrupted (pp. 473–477), San Francisco, CA, United States. American Marketing Association.

    Khan, A. W. & Mishra, A. (2023, December 18–19). Do I believe in AI? Developing a conceptual framework of AI credibility [Conference Presentation, Virtual]. 17th Great Lakes NASMEI Marketing Conference, Chennai, Tamil Nadu, India.

    Khan, A. W. & Mishra, A. (2022, December 5–7). Making AI credible for better consumer-AI experiences. In P. Harrigan, & G. Bush (Eds.), ANZMAC: Reconnect & Reimagine (p. 520), Perth, Western Australia. Australia & New Zealand Marketing Academy.

    Khan, A. W. & Nargundkar, R. (2021, January, 29–31). Are all online information sources same? Exploring differential value of contemporary online information sources in planning phase of tourism [Conference Presentation, Virtual]. Alliance Management Studies International Conference 2021: Social Challenges and Business Responses, Bengaluru, Karnataka, India.

    Khan, A. W. & Tripathi, S. (2020, December, 20–21) Above the line or below the line: An investigation on how consumers evaluate rates [Conference Presentation, Virtual]. 14th Great Lakes NASMEI Marketing Conference, Chennai, Tamil Nadu, India.

    Aggarwal, S. & Khan, A. W. (2020, December, 20–21) Dark tourism: Do we think and feel differently with time? [Conference Presentation, Virtual]. 14th Great Lakes NASMEI Marketing Conference, Chennai, Tamil Nadu, India.

    Aggarwal, S. & Khan, A. W. (2020, October, 2) Dark tourism: Do we think and feel differently with time? [Conference Presentation, Virtual]. 2020 Atlantic Marketing Association (AtMA) Conference, Kennesaw, GA, United States.

    Khan, A. W. & Kumar, A. (2019, July, 26–28) What customers look for while using chatbot? [Conference Presentation]. 2019 IIM Indore – NASMEI Summer Marketing – IS Conference, Indore, Madhya Pradesh, India.

    Khan, A. W. & Kumar, A. (2019, January, 6–8) Factors affecting customer satisfaction while using chatbot [Conference Presentation]. EMCB 2019 Conference, Ghaziabad, Uttar Pradesh, India. (Best paper award)

  • Featured in

    Free Press Journal (2025). Escapism, Freedom & Well-Being Concerns Drive FIRE, Claims IIM Indore Study.

    Free Press Journal (2023). Food Labelling Needed To Encourage People Make Healthier Choices: IIM-I Study.

  • Courses

    Service marketing

    Service operations

    Customer experience design

    Seminar on service management

  • Awards and honours

    Sheth Travel Grant for attending the 2024 AMA Winter Academic Conference ($600), Sheth Foundation (2024)

    AMS Review & Sheth Foundation Doctoral Competition for Conceptual Articles Winner ($600), Academy of Marketing Science and the Sheth Foundation (2023)

    AMS Conference Doctoral Consortium Fellow ($250), Academy of Marketing Science (2023)

    Bala and Vasantha Balachandran Research Grant Winner ($1300), North American Society for Marketing Education in India (2020)

    Best Paper Award, Emerging Markets Conference Board (EMCB) Conference (2019)

  • Work experience

    S. P. Jain Institute of Management & Research, Mumbai

    Assistant Professor, Marketing (April 2026 – Present)

    Goa Institute of Management, Goa

    Assistant Professor, Marketing (2025 – 2026)

  • Professional positions

    Reliance Home Finance, Mumbai

    Senior Manager, Marketing and Digital Initiatives (2019 – 2019)

    Exide Life Insurance, Bengaluru

    Deputy Manager, Marketing (2017 – 2019)

    Cognizant Technology Solutions, Mumbai

    Senior Analyst, Business Development (2016 – 2017)

    Sokrati Merkle, Pune

    Business Analyst (e-commerce) (2012 – 2013)

  • MDPs/FDPs

    ‘How to be AI-friendly’ for Power Grid Corporation of India (2025).

  • Reviewer experience

    European Journal of Marketing

    AMS Review

    Marketing Intelligence & Planning

    Journal of Consumer Behaviour

    Journal of Marketing Theory and Practice

  • Social impact

    Research paper on Cyberchondria titled “Dark Side Consequences of Cyberchondria: An Empirical Investigation” listed in the WHO COVID-19 Research Database (2023), contributing to consumers’ digital health and wellness during times of pandemic.

  • Professional memberships

    Member of Society for Judgment and Decision Making (SJDM) (2024-2025)

    Member of American Marketing Association (AMA) (2023-2024)

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