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Dr Kuttimani Tamilmani

Assistant Professor

Faculty/Dept/School School of Management
(Faculty of Management, Law and Social Sciences)


Dr Kuttimani Tamilmani  joined the School of Management at University of Bradford in September 2019 as a Lecturer in Marketing. He obtained his PhD in Business Management and MBA in general management with distinction from Swansea University. Kuttimani has published and presented his research outputs in several highly regarded peer-reviewed journals and conferences such as Information systems frontiers, International Journal of Information Management, Journal of Advances in Management Research, European Marketing Academy, and Pacific Asia conference on information systems (PACIS). His research interests are in the area of social media and online consumer behaviour. Before this, he has held various positions in the banking and financial service industry for about four years in the Middle East and India before becoming a founding member of award-winning educational start-up He is a member of the British Academy of Management (BAM), European Marketing Academy (EMAC), and the Association for Information Systems (AIS).

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Technology Adoption & Diffusion



Teaching interests

International Marketing

Digital Marketing

Year Module code Title Subject
MAR6013-BProduct and Corporate Brand Management
MAR7504-AInternational Marketing
MAR7514-BStrategic Brand Management

Professional activities

  • 01-JAN-18: Research & Innovation Awards - Rising Star Postgraduate
  • 01-JAN-14: Awesome Startup Employee


Peer Reviewed Journal
TitleHow privacy practices affect customer commitment in the sharing economy: A study of Airbnb through an institutional perspective (2022)
AuthorsChen, Shijiao (Joseph); Tamilmani, Kuttimani; Tran, Khai Trieu; Waseem, Donia; Weerakkody, Vishanth;
JournalIndustrial Marketing Management
PublisherElsevier Inc.
TitleConsumer acceptance and use of information technology: A meta-analytic evaluation of UTAUT2 (2020)
AuthorsTamilmani, K.; Rana, N.P.; Dwivedi, Y.K
JournalInformation Systems Frontiers
TitleIndian Travellers’ Adoption of Airbnb Platform (2020)
AuthorsTamilmani, K.; Rana, N.P.; Nunkoo, R.; Raghavan, V.; Dwivedi, Y.K.
JournalInformation Systems Frontiers
TitleThe extended Unified Theory of Acceptance and Use of Technology (UTAUT2): A systematic literature review and theory evaluation (2020)
AuthorsTamilmani, K.; Rana, N.P.; Wamba, S.F.; Dwivedi, R.
JournalInternational Journal of Information Management
TitleUnderstanding consumer adoption of mobile payment in India: Extending Meta-UTAUT model with personal innovativeness, anxiety, trust, and grievance redressal (2020)
AuthorsPatil, P; Tamilmani, K; Rana, NP; Raghavan V
JournalInternational Journal of Information Management
TitleArtificial Intelligence (AI): Multidisciplinary Perspectives on Emerging Challenges, Opportunities, and Agenda for Research, Practice and Policy (2019)
AuthorsDwivedi, Y., Hughes, L., Ismagilova, E., Aarts, G., Coombs, C., Crick, T., Duan, Yanqing, Dwivedi, R., Edwards, J., Eirug, A., Galanos, V., Ilavarasan, P.V., Janssen, M., Jones, P., Kar, A.K., Kizgin, H., Kronemann, B., Lal., B., Medaglia, R., Le Meunier-Fitzhugh, K., Le Meunier-Fitzhugh, L.C., Misra, S., Mogaji, E., Sharma, S.K., Singh, J.B., Raghavan, V., Raman, R., Rana, N.P., Samathrakis, S., Spencer, S., Tamilmani, K., Tubadji, A., Walton, P., Williams, M.D.
JournalInternational Journal of Information Management
TitleThe Impact of Social Media on Consumer Acculturation: Current Challenges, Opportunities, and an Agenda for Research and Practice (2019)
AuthorsHatice Kizgin; Bidit Dey, Yogesh Dwivedi, Laurie Hughes, Ahmad Jamal, Paul Jones, Bianca Kronemann, Michel Laroceh, Lisa Peñaloza, Marie-Odile Richard, Nripendra Rana, Rene Romer, Kuttimani Tamilmani, Michael Williams
JournalInternational Journal of Information Management
TitleThe battle of Brain vs. Heart: A literature review and meta-analysis of Hedonic Motivation use in UTAUT2 (2019)
AuthorsTamilmani K.;Rana N.;Prakasam N.;Dwivedi Y.
JournalInternational Journal of Information Management
TitleExamining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust (2018)
AuthorsAli Abdallah Alalwan, Abdullah Baabdullah, Nripendra P. Rana, Kuttimani Tamilmani, Yogesh K. Dwivedi
JournalTechnology in Society
TitleAdvances in Social Media Research: Past, Present and Future (2018)
AuthorsKawaljeet Kaur Kapoor; Kuttimani Tamilmani; Nripendra P. Rana; Pushp Patil; Yogesh K. Dwivedi; Sridhar Nerur
JournalInformation Systems Frontiers
TitleSocial media research in the context of emerging markets: An analysis of extant literature from information systems perspective (2018)
AuthorsKuttimani Tamilmani, Nripendra P. Rana, Mohammad Abdallah Ali Alryalat, Wassan A.A. Al-Khowaiter, Yogesh K. Dwivedi
JournalJournal Of Advances In Management Research
Other Journal
TitleA Meta-Analysis Based Modified Unified Theory of Acceptance and Use of Technology (Meta-UTAUT): A Review of Emerging Literature (2020)
AuthorsDwivedi, Y.K.; Rana, N.P.; Tamilmani, K.; Raman, R.
JournalCurrent Opinion in Psychology
Book Chapters
TitleConsumer Mobile Shopping Acceptance Predictors and Linkages: A Systematic Review and Weight Analysis (2020)
AuthorsTamilmani, K., Rana, N.P., Dwivedi, Y.K., and Kizgin, H.
JournalResponsible Design, Implementation and Use of Information and Communication Technology
Other Publications
Other typeReviews
TitleSocial media research in the context of emerging markets: An analysis of extant literature from information systems perspective (2018)
AuthorsTamilmani K.;Rana N.P.;Alryalat M.A.A.;Al-Khowaiter W.A.A.;Dwivedi Y.K.
JournalJournal Of Advances In Management Research
Title Author(s)
Dark side of sharing economy: The privacy concerns of coworking service providers in UK (2022)Donia Waseem, Kuttimani Tamilmani, Shijiao (Joseph) Chen
Use of ‘Habit’ is not a habit in understanding individual technology adoption: A review of UTAUT2 based empirical studies (2019)Tamilmani K.;Rana N.P.;Dwivedi Y.K.