Ajit Kumar is an Assistant Professor in the Department of Commerce and Business Management at DAV University, specializing in Marketing Management. A UGC-NET-qualified academician, he holds a Master of Commerce (Honours) from the University Business School, Panjab University, Chandigarh, and he is pursuing his PhD in Marketing Management at the same institution. His doctoral research examines the factors that shape the adoption of Over-the-Top (OTT) platforms among Indian consumers, reflecting his wider interest in how technology changes the way people choose, consume and engage with brands. He prepares and delivers lectures, designs course materials, leads discussion sessions, and develops and evaluates assignments and examinations, giving students structured feedback that supports their academic growth. His research interests include consumer behavior, technology adoption, digital and social media marketing, sustainable consumption, financial literacy and digital currency adoption, generative AI use among students, corporate restructuring and green crypto markets. His work has appeared in journals, at national and international conferences, and in an edited book, and combines bibliometric analysis with quantitative and qualitative methods. He is proficient in SPSS, AMOS, Smart PLS, R-Studio, Jamovi and MS Excel, and uses Mendeley and Zotero for reference management. He has strengthened his expertise through workshops on research methodology, mixed-method research and AI tools for research, and through certifications in digital marketing, e-commerce and AI in marketing from Google and the University of Virginia. Ajit Kumar is committed to student-centred teaching that links marketing theory with real business practice.