Dr. Khan is a Ph.D. in Marketing from the Indian Institute of Management, Indore (India). He also holds a B.Tech in I.T. from NITK Surathkal and an M.B.A. from IIM Ranchi. Prior to joining Ph.D., he has extensive work experience in a variety of marketing and business development roles in agency as well as brand side. As a digital marketing Business Analyst at Merkle Sokrati, he has worked for major e-commerce clients to expand their businesses. In his role as a Senior Business Development Analyst at Cognizant, he has helped win multiple analytics deals in the BFSI sector across Europe, US, and South East Asia. As a Deputy Marketing Manager at Exide Life Insurance, he handled multiple digital marketing projects including website, SEO, UX, UI, and AI initiatives. His customer service and sales chatbot at Exide Life Insurance won the digital product award in 2018. He joined Reliance Home Finance as a Senior Marketing Manager where he took care of full stack of marketing activities including digital, social media, SEO, branding, advertising, and online lending platform. During his internships, he has worked with SenoCAD Research GmBH in Karlsruhe, Germany on developing cancer imaging software and with Polaris Off-road vehicles in Delhi on digital marketing and offline racing events.

His research focuses on consumer psychology of AI-powered “intelligent” products and services. He uses multiple methodological approaches such as experiments, structural equation modelling, qualitative interviews and netnography. His research has been published in internationally reputed journals such as the European Journal of Marketing, Journal of Service Theory and Practice, Journal of Consumer Marketing, Journal of Macromarketing, and Aslib Journal of Information Management. He has presented his research in international conferences such as AMA (US) and ANZMAC (Australia) and received encouraging feedback. He has also won multiple awards for his research such as the 2023 AMSR-Sheth Foundation Doctoral Competition for Conceptual Articles, 2024 Sheth Travel Grant for AMA, and Best paper award at the 2019 EMCB conference. He also reviews for reputed marketing journals such as the European Journal of Marketing and AMS Review. He continues to work on solving problems in the area of consumer psychology of technology to drive higher adoption while preserving consumer well-being.

His teaching interest include Digital Marketing, Digital Product Management, AI for Marketing, Consumer Psychology of Technology, and Marketing Automation.

• Khan, Abdul Wahid, and Abhishek Mishra (2024), “AI Credibility and Consumer-AI Experiences: A Conceptual Framework,” Journal of Service Theory and Practice, 34 (1), 66-97. (ABDC-A, ABS-1)
• 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)
• 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)
• 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)
• Khan, Abdul Wahid, and Nikita Kataria (2021), “Marketing 5.0: Technology for Humanity,” Journal of Macromarketing, 41 (1), 699-701. (ABDC-A, ABS-2) – A book review.

• 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, 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. (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. (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. & 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
   

Khan, A. W. (2024). How can firms make AI more credible for customers? Annual International Conference of D.Y. Patil School of Business, Pune (India) [Virtual]

• Research on consumer motivations for “Financial Independence, Retire Early” (FIRE) movement covered in The Free Press Journal, English (2024) – print and digital
• Research on marketing’s impact on consumer psychology for food choices covered in Patrika, Hindi (2023) - print, digital, and social media
• Research on consumer psychology for food choices covered in The Free Press Journal, English (2023) – print and digital