Gobinda Roy

Home > Faculty > Marketing > Gobinda Roy

Gobinda Roy

Education : Ph.D. (VGSOM, IIT Kharagpur)

Specialization : Marketing

Area of Interest : Online marketing, Social Media Marketing, Electronic Word of Mouth (eWOM) marketing, Gig Economy , Consumer Behavior during AI disruption , Eco-tourism, Regenerative tourism

Designation : Associate Professor - Marketing

Contact: 033-66529605

Email: g.roy@imi-k.edu.in

About Gobinda Roy

Gobinda Roy is the Associate professor of Marketing at International Management Institute Kolkata. Before joining academics, Dr. Gobinda Roy had over two decades of experience in industry and consulting, managing multiple global IT/Telcom projects. He joined academia as a professor in Marketing after completing his MBA and Ph.D. from VGSOM IIT Kharagpur and teaching many contemporary marketing courses like Digital Marketing, AI/ML in marketing, B2B marketing, Marketing strategy, etc. His research area is digital marketing and consumer behavior, focusing on industries like retail, tourism, sustainability, the sharing economy, and many more.

He also spearheaded multiple high-impact research projects, leading to publication in top-category (ABDC-A*/A) international management journals. As an entrepreneur, he led a leading Indian virtual assistant company, “Ennovation Consultancy,” and managed 100+ consulting assignments in the healthcare, business development, and education industry. He mentioned 50+ ventures in association with CIIE, IIM-A, NEN, Sankalp, and Wordcon. His social venture, “Lakshay Foundation,” reached hundreds of underprivileged school kids by providing educational support in rural Bengal.

During his corporate stint, he managed 10+ global projects involving players like AT&T, BT, FT, CISCO, ALCATEL, and HP. His corporate experience enriched him to share his expertise with students in his present role as a marketing professor. 

Journals:
  • Roy, G., Datta, B., Mukherjee, S., & Paul, I. (2025). Effect of rich electronic word of mouth (eWOM) to predict online purchase intention in Indian context using the cognitive theory of multimedia learning and SEM-FSQCA. International Journal of Human–Computer Interaction, 41(5), 3270-3284. [ABDC-B] DOI
  • Paul, I., & Roy, G. (2025). Effect of Consumption Values and Travel Mindfulness on Tourists’ Ecotourism Interest and Engagement Behavior. Tourism Planning & Development, 1-23. [ABDC-B] DOI
  • Roy, G. (2023). Travelers’ online review on hotel performance – Analyzing facts with the Theory of Lodging and sentiment analysis. International Journal of Hospitality Management, 111, 103459. [ABDC-A*] DOI
  • Roy, G., Datta, B., Mukherjee, S., Eckert, A., & Dixit, S. K. (2024). How online travel reviews sources affect travelers’ behavioral intentions? Analysis with source credibility theory. Tourism Planning & Development, 21(3), 299-329. [ABDC-B] DOI
  • Paul, I., & Roy, G. (2023). Tourist’s engagement in eco-tourism: A review and research agenda. Journal of Hospitality and Tourism Management, 54, 316-328. [ABDC-A] DOI
  • Paul, I., & Roy, G. (2025). How eco-service quality affects tourist engagement behaviour in ecotourism: eco-consciousness and eco activity-based learning and SOR Theory. Tourism Recreation Research, 50(2), 385-401. [ABDC-A] DOI
  • Paul, I., & Roy, G. (2024). How do personal values drive tourist engagement in ecotourism: analysis with SEM-ANN approach. Journal of Ecotourism, 23(3), 454-479. [ABDC-B] DOI
  • Roy, G., Datta, B., Mukherjee, S., & Shrivastava, A. K. (2023). Systematic review of eWOM literature in emerging economy using ACI framework. International Journal of Emerging Markets, 18(11), 5195-5216. [ABDC-B]
  • Roy, G., & Sharma, S. (2021). Measuring the role of factors on website effectiveness using vector autoregressive model. Journal of Retailing and Consumer Services, 62, 102656. [ABDC-A] DOI
  • Roy, G., Datta, B., Mukherjee, S., & Basu, R. (2021). Effect of eWOM stimuli and eWOM response on perceived service quality and online recommendation. Tourism Recreation Research, 46(4), 457-472. [ABDC-A] DOI
  • Roy, G., & Sharma, S. (2021). Analyzing one-day tour trends during COVID-19 disruption – applying push and pull theory and text mining approach. Tourism Recreation Research, 46(2), 288-303. [ABDC-A] DOI
  • Roy, G., Basu, R., & Ray, S. (2023). Antecedents of online purchase intention among ageing consumers. Global Business Review, 24(5), 1041-1057. [ABDC-C] DOI
  • Roy, G., Datta, B., Mukherjee, S., Basu, R., & Shrivastava, A. K. (2021). Effect of eWOM valence on purchase intention: the moderating role of product. International Journal of Technology Marketing, 15(2-3), 158-180. [ABDC-C] DOI
  • Roy, G., Datta, B., & Mukherjee, S. (2019). Role of electronic word-of-mouth content and valence in influencing online purchase behavior. Journal of Marketing Communications, 25(6), 661-684. [ABDC-B] DOI
  • Roy, G., Datta, B., & Basu, R. (2017). Effect of eWOM valence on online retail sales. Global Business Review, 18(1), 198-209. [ABDC-C] DOI
  • Roy, G., Datta, B., & Basu, R. (2017). Trends and future directions in online marketing research. Journal of Internet Commerce, 16(1), 1-31. [ABDC-B] DOI
  • Roy, G., Debnath, R., Mitra, P. S., & Shrivastava, A. K. (2021). Analytical study of low-income consumers’ purchase behaviour for developing marketing strategy. International Journal of System Assurance Engineering and Management, 12(5), 895-909. (Scopus Indexed) DOI
  • Pancotto, J. Z., Eckert, A., & Roy, G. (2020). Determinantes da intenção de compra em e-commerce entre consumidores de moda feminina. Caderno Profissional de Marketing UNIMEP.
  • Eckert, A., Milan, G. S., Roy, G., & Bado, R. (2021). Welcome back: Repurchase intention of Brazilian customers on e-commerce websites. Ciencias da Administração, 23(59), 106-120.
Book / Book Chapters:
  • Paul, I., & Roy, G. (2024). How eco-service quality affects tourist engagement behaviour in ecotourism: eco-consciousness and eco activity-based learning and S-O-R Theory. In Tourism and the Environment, pp. 1–18. DOI
  • Roy, G., & Bhattacharjee, P. (2018). Bootstrap Marketing Innovation. Wordsmith University Press, Kolkata, India. ISBN: 978-1-329-60155-0
  • Pancotto, J. Z., Eckert, A., & Roy, G. (2020). Determinants of E-commerce Purchase Intent among Brazilian Female Fashion Consumers. Caderno Profissional de Marketing UNIMEP (CPMark).
Conferences:
  • Maksud, Roy, & Banerjee (2025). Examining the Value Co-creation in Sustainable Fashion Retail – A Review. 11th Management Doctoral Colloquium, January 30–31, 2025, VGSOM, IIT Kharagpur, India.
  • Roy, G., & Paul, I. (2024). Roles of online cues on purchasing sustainable luxury beauty from online retail platform. SUSCON 2024, November 21–23, IIM Shillong, India.
  • Ray, A., Roy, G., Bandyopadhyay, B., & Paul, I. (2024). Impact of personality traits on the knowledge absorption capacity of students. Indian Management Conclave and International Research Conference (IMC-IRC), September 20–21, 2024, XLRI Jamshedpur.
  • Roy, G., Datta, B., Mukherjee, S., Eckert, A., & Paul, I. (2023). Examining the Effect of rich e-word-of-Mouth Content on Online e-Word-of-Mouth behaviour. ISDSI-Global Conference 2023, December 27–29, 2023, IIM Ranchi, India.
  • Paul, I., & Roy, G. (2023). Effect of Consumption Value on Tourist Engagement behaviour in Ecotourism. 9th PAN IIM World Management Conference, December 21–23, 2023, IIM Sambalpur, India.
  • Roy, G., Datta, B., Mukherjee, S., Eckert, A., & Dixit, S. (2022). Does the nature of online travel reviews source matter to travelers’ behavioral intentions? Analysis with SEM-Artificial Neural Network (ANN) approach. ISDSI-Global Conference 2022, December 27–29, 2022, Bengaluru, India.
  • Paul, I., & Roy, G. (2022). Role of Personal Values and Social Media Travel Group in Driving Ecotourism Engagement. ISDSI-Global Conference 2022, December 27–29, 2022, Bengaluru, India.
  • Paul, I., & Roy, G. (2021). Tourist’s Engagement in Eco-Tourism: A Systematic Literature Review. IMI Kolkata Research Colloquium 2021, December 8–10, 2021, Kolkata, India.
  • Paul, I., & Roy, G. (2021). Digitalization Trends in Retail: A Literature Review with ACI Framework for Future Research Directions. ISDSI-Global Conference 2021, December 27–30, 2021 (Online).
  • Roy, G., Datta, B., & Mukherjee, S. (2018). Effect of electronic word of mouth valence and volume on online consumer behaviour. First PAN IIT International Management Conference (PANIITIMC 2018), November 30–December 2, 2018, IIT Roorkee, India.
  • Roy, G., & Datta, B. (2017). Role of eWOM on Online Purchase Behaviour. Australia and New Zealand Marketing Academy Conference (ANZMAC 2017), December 1–6, 2017, RMIT University, Melbourne, Australia.
  • Roy, G., & Datta, B. (2017). How does rich electronic word of mouth content affect online purchase behaviour? 5th PAN-IIM World Management Conference, December 14–16, 2017, IIM Lucknow, India.
  • Roy, G., & Datta, B. (2017). Role of word of mouth content and valence in influencing online behavior and digital marketing strategy – applying deductive analysis approach. IIM Lucknow Conference, January 5–7, 2017, IIM Lucknow (Noida Campus), India.
  • Roy, G., Datta, B., & Basu, R. (2016). Role of mixed neutral electronic word of mouth on online purchase intention. 4th International Marketing Conference, December 22–24, 2016, IIM Calcutta, India.
Research/Consultancy Projects:

Dr. Roy, Dr. Paul, Dr. Ray, and Dr. Bandyopadhyay (2025) Topic – Market research on “Emergence of third-party rating platform: Stakeholder’s perception (Part I)”
Client: Wordsmith Star, a leading restaurant rating platform with presence in UK, US, India. Nature of project: Consulting market project in analyzing stakeholder perception (B2B and B2C) to rating system and overall market trends in India.
Duration: 7 months (September 2024 to March 2025)
(Findings, fund and Data source: Confidential)
Awards

Teaching:
  • Digital Marketing Strategy
  • Gen AI in Marketing
  • Marketing Management II
  • Advanced Marketing Research
  • Services Marketing
  • B2B Marketing
Other Activites:

MDP, FDP, Guest Lectures, Panel Discussion

  • Workshop (Advanced ESDP for entrepreneurs): Gen AI application in Marketing organized by National Institute of Technology, Warangal, sponsored by MSME, on March 6, 2025.
  • FDP – Co-Program Director “Tools and techniques for high impact journal publication Part-II” – 2-6 October 2024.
  • Panel discussion – Moderator and program director: “Digital Transformations in Marketing: views from Industry and Academia.” 7 August 2024.
  • Guest lecture – “Impact of AI & GenAI in Enhancing Campus Recruitment and Career Success” organized by Assessfy on 20 June 2024.
  • FDP – Program Director: Advanced Research Methods in Marketing – Application of Artificial Intelligence & Machine Learning 17-19 May 2024.
  • FDP – Co-Program Director: Tools and techniques for high impact journal publication, PART -I, 10-15 June 2024.
  • MDP – Use of digital tools in onboarding and servicing customers in Banking sector for J&K Bank, 10 December 2023.
  • Guest lecture/Master class: Strategic disruption: Navigating Business Transformation in Digital at Bhawanipur Education Society College, 24 November 2023.
  • MDP – Use of digital tools in onboarding and servicing customers for Tripura Grameen Bank of PNB-Metlife, 8 July 2023.
  • MDP- Digital Marketing Strategy for PCBL Limited, May 2022.
  • FDP: Advanced Research Methods for Publication in the Top-Tier Journals, 9 – 12 June, 2021.
  • FDP: Publishing Research Papers Using Advanced Research Methodology – Part I, January 30, 2021.
  • MDP: Digital Marketing for Managing Business Under COVID-19 Disruption – Analysis In Brazil And Indian Context, Dr. Gobinda Roy and Dr. Alex Eckert, 19 June 2020.
  • Guest lecture on “The Business Without Marketing” at Seshadripuram Institute of Management on 14 July 2021.
  • Guest lecture on Online workshop “Entrepreneurship Skill, Attitude and Behaviour Development”, at OP Jindal University, Raigarh, on 19 January 2022.
  • Guest lecture on Web Analytics- Organized by Visleshana, GITAM School of Business, 22 December 2022.
  • FDP – Extreme Ownership “No Bad Teams, Only Bad Leaders” by Leif Babin, Participants: Faculties of OPJU, 17 January 2019.
  • MDP- Young Leadership Program (YLP)- subject “Digital Transformation for Business Excellence” 1 day MDP at JSPL Raigarh, 31 August 2018.
  • MDP- advanced course in Marketing Management to week-end Executive MBA for JSPL employees at OPJU Campus (July – December 2018).