Selected Publications

The purpose of this paper is to investigate how social media affects US retailers’ customer-based brand equity (CBBE) which is an important indicator of brand success. The authors find strong impacts of owned and earned social media on CBBE across the board. However, they find that owned social media harms CBBE of retailers dealing in hedonic and high involvement products. Whereas owned social media helps general retailers in building CBBE, it reduces CBBE of specialty retailers.
In Admin Sci., 2018

Companies that engage in corporate activism risk taking stances that reflect the values of their management but alienate key segments of a politically divided customer base. Our data suggests that company executives should think carefully about customers’ political affiliations and likelihood to engage in positive and negative word-of-mouth.
In HBR, 2018

Analyzing daily data for 45 brands in 21 sectors using vector autoregression models, we find that social media brand fan following improves brand awareness, purchase intent, and customer satisfaction. Earned social media engagement volume affects brand awareness and purchase intent but not customer satisfaction, while positive and negative valence have the largest effects on customer satisfaction. Owned social media increases brand awareness and customer satisfaction but not purchase intent, highlighting a nonlinear effect of brand-controlled social media.
In JM, 2018

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Jun 1, 2030 1:00 PM

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I invest (modestly) in both US and Indian stock markets. For the last few days I observed that on the days when US market was down, the Indian market was not necessarily down. This is somewhat unexpected given my past experience (I used to work in the financial sector back in India). When I posted my observation on Facebook, people asked me for more concrete evidence for a lack of this correlation.


Translating Between Statistics and Machine Learning Summary: If you are like me, who has been trained in statistics and econometrics, not all the terminology used in machine learning is easily understandable. I think that machine learning guys are good marketers and they know how to name their techniques! For example, creating plain vanilla ‘dummy variables’ becomes ‘one hot encoding’ in machine learning :) There are some confusing things too. In statistics bias typically refers to the bias in the estimates.


In this post I show how to make a simple animation depicting the changing composition of Indian Parliament between 1998 and 2014, which was the last election year. In India there are several political parties and two major coalitions: National Democratic Alliance (NDA) and United Progressive Alliance (UPA). NDA leans right while UPA leans left. However, each of the coalitions is made up of several parties that have different ideologies.


In this week’s digest I am posting NLP related articles. Detecting Sarcasm with Deep Convolutional Neural Networks: This article talks about a paper from 2017 that used Twitter data to build a deep learning model for sarcasm detection. I found that there is another more recent paper [PDF] that does sarcasm detection. An NLP Approach to Mining Online Reviews using Topic Modeling (with Python codes): This is a simple tutorial that does topic modeling on online reviews.


This week’s articles: A 60-Minutes Course on Fairness in Machine Learning Summary: The course focuses on the bias in machine learning because of humans! I think this is an important area of work. Model-Based Machine Learning Book Summary: This is actually not an article but an entire book. I have read a few pages of the book but I am not at a point where I can summarize anything!



I am scheduled to teach the following courses in fall 2018:

  • DA 6233 Section 1B: Data Analytics Visualization and Communication (MS in Data Analytics)
  • DA 6233 Section 2B: Data Analytics Visualization and Communication (MS in Data Analytics)
  • MKT 7043 Section 2: Seminar in Marketing Strategy (Marketing PhD)