Karthik Sridhar

Asst Professor

Zicklin School of Business

Department: Allen Aaronson Dept of Mkt/IB

Areas of expertise:

Email Address: karthik.sridhar@baruch.cuny.edu

> View CV

Karthik Sridhar is an Assistant Professor and the Director of Digital Programs at the Allen G.
Aaronson Department of Marketing and International Business at the Zicklin School of Business,
Baruch College – The City University of New York. He holds a Ph.D. in Marketing from the
School of Management, State University of New York at Buffalo. As Director of Digital
Programs, he has interacted with upcoming and established digital marketing professionals in
crafting the curriculum and pedagogy for the undergraduate and graduate Digital Marketing
tracks at Baruch College.

His research interests lie in digital marketing initiatives, consumer shopping behavior and
consumer learning, contemporary digital marketing transformations, new product development
and health product marketing. He is also exploring topics relating to omnichannel shopping,
social media, digital marketing and new media. He has skills in the empirical application of
quantitative modeling to study the impact of various factors such as format, pricing, health
perceptions and, more recently, direct marketing communications and social media on consumer
choice.

He has published in journals such as Marketing Science, Journal of Retailing, Journal of
Consumer Psychology, Journal of Business Research and Journal of Retailing and Consumer
Services. His Marketing Science publication merges data from multiple sources to track
consumer learning for new products in the marketplace is considered one of the pioneering
studies on “Customer-side” Big Data analytics.

Education

Ph.D., Marketing, State University of New York at Buffalo, School of Management Buffalo NY

B.Tech, Electronics, Madras Institute of Technology, Anna University Chennai India

SemesterCourse PrefixCourse NumberCourse Name
Fall 2023MKT4123Mark Web Analyt & Intelligence
Summer 2023MKT4123Mark Web Analyt & Intelligence
Spring 2023MKT9794Spec Topics-Digital Marketing
Spring 2023MKT4555Internet Marketing
Spring 2023MKT4123Mark Web Analyt & Intelligence
Fall 2022MKT88800Selected Topics in Marketing
Summer 2022MKT4123Mark Web Analyt & Intelligence
Spring 2022MKT9794Spec Topics-Digital Marketing
Spring 2022MKT9785Digital Marketing Strategy
Fall 2021MKT4555Internet Marketing
Fall 2021MKT4555Internet Marketing
Spring 2021MKT4555Internet Marketing
Fall 2020MKT4555Internet Marketing
Fall 2020MKT4555Internet Marketing
Spring 2020MKT4555Internet Marketing
Spring 2020MKT4555Internet Marketing
Fall 2019MKT4555Internet Marketing
Fall 2019MKT4555Internet Marketing
Spring 2019MKT6001HHonors - Marketing I
Spring 2019MKT4555Internet Marketing
Fall 2018MKT4555Internet Marketing
Spring 2018MKT4555Internet Marketing
Spring 2017MKT4555Internet Marketing
Spring 2017MKT4555Internet Marketing
Fall 2016BUS89500Independent Study
Fall 2016MKT4555Internet Marketing
Fall 2016MKT4555Internet Marketing
Spring 2016MKT4555Internet Marketing
Fall 2015MKT4555Internet Marketing
Fall 2015MKT4555Internet Marketing
Spring 2015MKT4555Internet Marketing
Fall 2014MKT9780Digital Marketing
Spring 2014MKT9790Special Top In MKT
Spring 2014MKT4555Internet Marketing
Fall 2013MKT4555Internet Marketing

Journal Articles

Sridhar, K., Kumar, A., & Bezawada, R. (2022). Investigation of Cross-Media Effects in a Multichannel Shopping: Roles of Email, Catalog, Television, & Radio. Marketing Letters,

Sridhar, K., & Banerjee, S. (2022). Understanding In-store Consumer Experiences via User-Generated Content from Social Media. Journal of Consumer Research,

Hada, M., Sridhar, K., & Gupta, A. (2021). When Customers Violate Contracts. Management Science, In Progress.

Sridhar, K., Bezawada, R., & Kumar, A. (2021). Investigating the Impact of Expert Ratings on Product Demand. Marketing Science,

Sridhar, K., Hada, M., & Grewal, R. (2020). Grace Period Strategies. Marketing Science, In Progress.

Poddar, A., Banerjee, S., & Sridhar, K. (2019). False Advertising or Slander? Using Location Aware Tweets To Assess Online Review-Reliability. Journal of Business Research, 99(June). 390-397.

Vallen, B., Sridhar, K., Rubin, D., Ilyuk-Morace, V., Block, L., & Argo, J. J. (2018). Shape- and Trait-Congruency: Using Appearance-based Cues as a Basis for Product Recommendations. Journal of Consumer Psychology, 29(2). 271-284.

Lteif, L., Block, L., & Sridhar, K. (2018). When humor backfires: The influence of humor, brand maturity and brand trust on perceived responsibility for product-harm crises. Journal of Consumer Psychology, In Progress.

Sridhar, K., & Bezawada, R. (2017). A Category Management Model of Dynamic Retailer Decisions: A Multi Factor Approach to Efficient Category Management Decision Making. Decision Support Systems, In Progress.

Sridhar, K., Trivedi, M., & Kumar, A. (2016). Impact of Healthy Alternatives on Consumer Choice: A Balancing Act. Journal of Retailing, 92(1). 65-82.

Kumar, A., Bezawada, R., Trivedi, M., & Sridhar, K. (2012). A Comparative Analysis of Differential Consumer Response across Supermarket and Specialty Stores in the Candy Category. Journal of Retailing and Consumer Services, 19(6). 561-569.

Sridhar, K., Bezawada, R., & Trivedi, M. (2012). Investigating the Drivers of Consumer Cross-Category Learning for New Products using Multiple Data Sets. Marketing Science, 31(4). 668-688.

Presentations

Sridhar, K., Bezawada, R., & Kumar, A. (2020, June 12). Antecedents and Consequences Of Cart Abandonment. Informs Marketing Science Conference 2020. online: INFORMS.

Sridhar, K., Hada, M., & Grewal, R. (2020, June 13). Grace Period Strategies for Customer Retention. Informs Marketing Science Conference 2020. Online: INFORMS.

Sridhar, K., Bezawada, R., & Kumar, A. (2019, June 21). Disentangling the impact of Expert Product Ratings to inform Market Strategies. Informs Marketing Science Conference 2019. Rome, Italy: INFORMS.

Hada, M., Sridhar, K., & Gupta, A. (2019, June 22). Forgiving Customers and Customer Engagement. Informs Marketing Science Conference 2019. Rome, Italy: INFORMS.

Sridhar, K., Bezawada, R., & Kumar, A. (2019, February 22). Disentangling the impact of Expert Product Ratings to inform Market Strategies. AMA Winter Academic Conference 2019. Austin, Texas: AMA.

Sridhar, K., Hada, M., & Grewal, R. (2018, February 28). Grace Period Strategies. 2018 AMA Winter Marketing Educator's Conference. New Orleans, LA: American Marketing Association.

Sridhar, K., Hada, M., & Grewal, R. (2017, October 13). Grace Period Strategies. First Annual Symposium on Business Analytics: Research and Pedagogy. New York, NY: BARUCH COLLEGE.

Sridhar, K., Hada, M., & Grewal, R. (2017, February 28). Customer Contract Renewal: Firm’s “Forgiving” Strategies in the Grace Period. 2017 AMA Winter Marketing Educator's Conference. Orlando, FL: American Marketing Association.

Sridhar, K., Banerjee, S., & Poddar, A. (2016, July 22). Gems or Fakes? Using Location Aware Tweets To Assess Online Review -Reliability. 2016 Global Marketing Conference at Hong Kong. Hong Kong: Global Alliance of Marketing & Management Associations.

Sridhar, K. (2016, June 9). . Workshop on Business Analytics. Madrid, Spain: Baruch College - Universidad Carlos III de Madrid.

Sridhar, K. (2015, June 20). Social Media II. Marketing Science Conference 2015. Baltimore, Maryland: INFORMS.

Sridhar, K., & Hada, M. (2015, June 18). Customer Noncompliance and Firm relationship in a contractual setting. Marketing Science Conference 2015. Baltimore, Maryland: INFORMS.

Sridhar, K., Aaravindakshan, A., & Banerjee, S. (2015, June 20). Understanding In-store Consumer Experiences via User-generated Content from Social Media. Marketing Science Conference 2015. Baltimore, Maryland: INFORMS.

Sridhar, K. (2014, November 5). Creating Consumer Connections with Technology and Shared Data. From Wearables to Shareables: Creating Consumer Connections. 55 Lexington Ave, New York, New York: Baruch College, Inetrbrand, Ready Set Rocket.

Sridhar, K. (2014, May 19). 7 Must Haves to Enjoy Content Generation Success. Internet Week 2014. New York

Sridhar, K. (2011, October 31). A Basket Level analysis of Organic Product Purchases Incorporating Consumer Learning. Ohio Association of Economists and Political Scientists Conference. Bowling Green State University

Sridhar, K. (2010, June 30). Investigating Consumer Response across Retail Store Formats. Marketing Science. Cologne

Sridhar, K. (2009, October 31). Evil Intuitions: Why Belief in the 'Unhealth = Tasty' Intuition Leads to Unhealthy Food Choices. 2009 Association for Consumer Research Meetings. University of Pittsburg

Sridhar, K. (2009, May 31). A Study of Differential Response Behavior across Store Formats. Marketing Science. Ann Arbor

Sridhar, K. (2009, May 31). Understanding Preference Learning of New-age Attributes among Consumers. INFORMS Marketing Science Conference. University of Michigan - Ann Arbor

Sridhar, K. (2008, June 30). A Study of Promotional Effects of Dynamic Price Sensitivity. INFORMS Marketing Science Conference. University of British Columbia, Canada

TitleFunding Agency SponsorStart DateEnd DateAwarded DateTotal FundingStatus
Pregnancy, racial divide and access to healthy products: An investigation of event based changes in consumption patterns using Machine-Learning algorithmsPSC-CUNY 5107/01/202012/31/202205/15/202012000Completed
Geo-targeting Customers using Sentiments Elicited through Conversations in Mobile Social Media PlatformsPSC-CUNY 4607/01/201506/30/201604/17/20155993.6Completed
Honor / AwardOrganization SponsorDate ReceivedDescription
Best Paper in Track “Field Experiments”AMA Winter Academic Conference 20192019The paper Disentangling the impact of Expert Product Ratings to inform Market Strategies was accepted for presentation at the AMA Winter Educators conference in 2019 and was awarded the Best Paper in Field Experiments track.
Outstanding Contribution to Reviewing Journal of Retailing2018-08-15Awarded Outstanding Contribution to Reviewing in 2018.
Teaching Excellence In Zicklin School of BusinessZicklin School of Business2018
43rd AMA Sheth Foundation Doctoral Consortium FellowUniversity of Missouri, Columbia2008
Alutto Research Fellowship recipientState University of New York at Buffalo2008
Alutto Research Fellowship recipientState University of New York at Buffalo2007
CRM fellowState University of New York at Buffalo2006
CRM fellowState University of New York at Buffalo2005
CRM fellowState University of New York at Buffalo2004
Doctoral FellowshipState University of New York at Buffalo2004
Best EmployeeInfosys Technologies Ltd.2003Exceptional, quality and timely coding solutions provided at client site

College

Committee NamePosition RoleStart DateEnd Date
Senate committee on Educational PolicyCommittee MemberPresent
Zicklin Executive Degree Programs Student OrientationFaculty Mentor8/13/2022
Faculty Senate CommitteCategory III Senator from Marketing Department9/22/2021
Information Literacy Summer SeminarCommittee Member9/12/2021
Zicklin School Student OrientationsFaculty Advisor8/19/2021
Marketing Analytics Faculty Search CommitteeCommittee Member3/31/2016
Beeby Clark And Meyer Digital Marketing ChallengeFaculty Judge in Evaluation Panel3/15/2016
Zicklin School Student OrientationsMarketing Department representative6/23/2014
Digital Marketing Full-time Lecturer Search CommitteeCommittee Member5/31/2014

Professional

OrganizationPosition RoleOrganization StateOrganization CountryStart DateEnd DateAudience
Journal of RetailingReviewer, Ad Hoc Reviewer1/1/2018Present
Journal of Public Policy and MarketingReviewer, Ad Hoc Reviewer5/1/2017Present
Journal of Business ResearchEditorial Review Board Member4/1/2016Present
Journal of Retailing and Consumer ServicesReviewer, Ad Hoc Reviewer5/1/2012Present
Journal of Business Research, Editorial Review BoardEditorial Review BoardNew YorkUnited StatesPresentInternational
AMA Winter Academic Conference 2019ReviewerNew YorkUnited StatesPresentInternational
AMA Winter Academic Conference 2018ReviewerNew YorkUnited StatesPresentInternational
AMA Winter Academic Conference 2016ReviewerNew YorkUnited StatesPresentInternational
Journal of Marketing Research, ReviewerAdhoc ReviewerNew YorkUnited StatesPresentInternational
AMA Winter Academic Conference 2019Reviewer, Conference Paper8/1/20189/30/2018
AMA Winter Academic Conference 2018Reviewer, Conference Paper6/1/20178/31/2017
AMA Winter Educators Conference 2015Reviewer, Conference Paper6/1/20148/31/2014
Internet Week 2014Program OrganizerNew YorkUnited States3/1/20145/19/2014Regional

Public

OrganizationPosition RoleOrganization StateOrganization CountryStart DateEnd DateAudience
Journal of Retailing, ReviewerAd hoc ReviewerNew YorkUnited StatesPresentInternational
Journal of Retailing and Consumer Services, ReviewerAdhoc ReviewerNew YorkUnited StatesPresentInternational
Journal of Public Policy and Marketing, ReviewerAdhoc ReviewerNew YorkUnited StatesPresentInternational