Kapil Gurung

PhD, Ajou University, South Korea, 2022

MBA, Hanseo University, South Korea, 2014

MA, Ajou University, South Korea, 2011

Dr. Kapil Gurung is a faculty member in Marketing at Wenzhou-Kean University. He holds a Ph.D. in Business Administration (Marketing) from Ajou University, South Korea. His research interests include digital marketing, consumer behavior, e-commerce, artificial intelligence in marketing, and political marketing. His research applies data-driven and computational approaches, including sentiment analysis and text analytics, to examine consumer and social phenomena. Dr. Gurung has taught e-business marketing, service marketing, social media marketing, marketing research, and global marketing at undergraduate and graduate levels.

• Consumer Behavior
• Digital and Social Media Marketing
• Sentiment Analysis and Text Analytics

Gurung, K. (2027). Why Users Complain: Identifying Service Quality Gaps in Nepal’s Leading e-wallets. In: Ma, HS., Chan, YW. (eds) Proceedings of Innovative Computing 2026 Vol 4-Emerging Topics in Future Internet. IC 2026. Lecture Notes in Electrical Engineering, vol 1646. Springer, Singapore. https://doi.org/10.1007/978-981-92-0779-4_12

Gurung, K., & Gnawali, S. (2025). Emoji Votes: Predicting Kathmandu’s 2022 Mayoral Election via Facebook Sentiment. Journal of Information Science Theory and Practice, 13(3), 72-84. https://doi.org/10.1633/JISTaP.2025.13.3.5

Gurung, K. (2025). Harnessing sentiment analysis for political campaigns: Trends, platforms, and future directions. JeDEM - EJournal of EDemocracy and Open Government, 17(3), 59–77. https://doi.org/10.29379/jedem.v17i3.1069

Gurung, K. and GI-CHEON PARK. (2025). ChatGPT Adoption in Academia: A study of Hedonic and Utilitarian values. Journal of the Korea Society of Digital Industry and Information Management, 21(4), 127-141. http://dx.doi.org/10.17662/ksdim.2025.21.4.127

Upreti, A., Pokhrel, L., Ban, H., & Gurung, K. (2025). Decoding digital campaigns: A multi-method analysis of Facebook posts during 2022 parliamentary elections in Nepal. Asia pacific journal of information systems, 35(1), 195-215. https://doi.org/10.14329/apjis.2025.35.1.195

Gurung K (2022) Investigation of consumer intention to use Airbnb based on utilitarian and hedonic values, trust and perceived risk. Journal of Hospitality and Tourism Studies 24:143–161. https://doi.org/10.31667/jhts.2022.06.92.143