Dr. Deepak Verma is Assistant Professor at Indian Institute of Management Kashipur. He has Ph.D. in Marketing from Indian Institute of Management, Lucknow and MBA from IIM Kozhikode. He has also worked in several leading organizations including PwC US Advisory, Honda Motorcycle and Scooter India and Jindal Global University. His work has been published in Journal of Business Research, Online Information Review and Asian Journal of Management Cases. His research interest includes eWOM, and consumer behavior.
EDUCATION
PhD: IIM Lucknow
MBA: IIM Kozhikode
RESEARCH INTERESTS
eWOM, Meta Analysis,
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Scopus Publications
Scopus Publications
Unethical Pro-Organizational Behavior Across the Cultures: A Meta-Analysis of Antecedents From 16 Countries Vivek Mishra, Varun Sharma, Deepak Verma Journal of Cross Cultural Psychology, 2025 This meta-analysis investigates the moderating effect of national culture dimensions, as delineated by Hofstede (1991), on the relationship between unethical pro-organizational behavior (UPB) and its leading antecedents. Leveraging data from 91 published articles, with 175 effect sizes and 36,664 participants across 16 countries, the study investigates the extent to which national culture shapes employees’ inclination for UPB. The results highlight that specific cultural dimensions—power distance, individualism-collectivism, masculinity-femininity, and uncertainty avoidance—exhibit a pronounced impact on the relationships between UPB and specific antecedents, such as moral identity, reciprocity, and job satisfaction. The findings underscore that societies characterized by higher power distance, higher collectivism, more masculinity, and lower uncertainty avoidance are more conducive to UPB, where the pro-organizational element may exert a greater sense of obligation toward organizations among employees. These findings carry significant ramifications for multinational corporations and diverse teams in the context of cross-cultural management and leadership by elucidating how the variations in employees’ inclination toward UPB may be attributed to the moderating impact of their national culture.
Enerzi Microwave Systems: Growth Strategies in Emerging Market Deepak Verma, Prem Prakash Dewani Asian Journal of Management Cases, 2024 In April 2018, Enerzi Microwave Systems Pvt. Ltd. (EMSPL), a company established by Dr Prakash, was selected as one of the best companies in the medium, small and micro enterprise category. Dr Prakash was very proud of his company’s achievements, but at the same time, he was anxious about its growth in the future. EMSPL, which started in a 200-sq ft space in Bengaluru, is now one of the leading industrial microwave heating systems suppliers. However, Dr Prakash is now facing a challenging situation—to find a path that can provide rapid growth to the company. There are multiple questions in front of Dr Prakash. Should EMSPL expand into different market segments or remain focussed on the current segment? Should EMSPL invest in new product development? His team has suggested four options that can help Dr Prakash make a decision. Dr Prakash needs to find the best possible option, which can provide rapid growth to the company.
Understanding the impact of eWOM communication through the lens of information adoption model: A meta-analytic structural equation modeling perspective Deepak Verma, Prem Prakash Dewani, Abhishek Behl, Yogesh K. Dwivedi Computers in Human Behavior, 2023 In the last decade, eWOM has arguably become the most preferred way for consumers to seek and share consumption-related information. eWOM as a research topic also garnered huge attention from the research community, which led to the vast academic literature on eWOM. However, there is a lack of consensus on how different eWOM attributes impact consumer responses to eWOM communication. Moreover, there is also inconsistency regarding the mechanism through which eWOM messages influence consumers' behavioral intentions. To address this gap, we conduct a meta-analysis of 179 studies comprising 186 unique samples and 65,655 observations, which reveals the strength and significance of the association between eWOM attributes and eWOM response. Further, based on the Information Adoption Model, this study investigates the various mechanisms through which eWOM credibility, eWOM usefulness, and attitude towards eWOM impact purchase intention. In addition, this study discusses the moderating role of culture, product and platform type. Results of meta-analytic structural equation modeling (MASEM) support a serial mediation model of eWOM credibility and attitude towards eWOM on purchase intention through eWOM usefulness and eWOM adoption. From the research perspective, this study resolves the inconsistencies in the extant literature to provide more reliable generalizations. Managers can use this study to enhance the consumers’ purchase intention through effective management of eWOM communication.
eWOM credibility: a comprehensive framework and literature review Deepak Verma, Prem Prakash Dewani Online Information Review, 2020 PurposeThe purpose of this paper is to provide a comprehensive review on electronic word-of-mouth (eWOM) credibility. Further, the authors propose a comprehensive and integrated model on eWOM credibility.Design/methodology/approachThe authors conducted a systematic review of the extant literature on marketing, sociology and psychology to identify the factors that affect eWOM credibility. Further, the authors developed themes and identified factors which lead to eWOM credibility.FindingsFour factors were identified, i.e. content, communicator, context and consumer, which affect eWOM credibility. Several variables associated with these four factors were identified, which result in eWOM credibility. Further, the authors developed 22 propositions to explain the causal relationship between these variables and eWOM credibility.Research limitations/implicationsThe conceptual model needs empirical validation across various eWOM platforms, i.e. social networking websites, e-commerce websites, etc.Practical implicationsManagers and e-commerce vendors can use these inputs to develop specific design elements and assessment tools which can help consumers to identify credible eWOM messages. Credible eWOM messages, in turn, will increase the “trust” and “loyalty” of the customers on e-commerce vendors.Originality/valueThis paper provides a conclusive takeaway of eWOM credibility literature by integrating multiple perspectives and arguments from the extant literature. This study also presents an integrated model, which provides a theoretical framework for researchers to further examine the interaction effect of various variables, which results in eWOM credibility.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-06-2020-0263
