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- Biography
- Teaching
- Research and Creative Activity
- Grants
- Honors and Awards
- Service
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
| Semester | Course Prefix | Course Number | Course Name |
|---|---|---|---|
| Spring 2024 | MKT | 3620 | Digital Transformation of Mark |
| Spring 2024 | MKT | 3620 | Digital Transformation of Mark |
| Fall 2023 | MKT | 4123 | Mark Web Analyt & Intelligence |
| Summer 2023 | MKT | 4123 | Mark Web Analyt & Intelligence |
| Spring 2023 | MKT | 9794 | Spec Topics-Digital Marketing |
| Spring 2023 | MKT | 4123 | Mark Web Analyt & Intelligence |
| Spring 2023 | MKT | 4555 | Internet Marketing |
| Fall 2022 | MKT | 88800 | Selected Topics in Marketing |
| Summer 2022 | MKT | 4123 | Mark Web Analyt & Intelligence |
| Spring 2022 | MKT | 9785 | Digital Marketing Strategy |
| Spring 2022 | MKT | 9794 | Spec Topics-Digital Marketing |
| Fall 2021 | MKT | 4555 | Internet Marketing |
| Fall 2021 | MKT | 4555 | Internet Marketing |
| Spring 2021 | MKT | 4555 | Internet Marketing |
| Fall 2020 | MKT | 4555 | Internet Marketing |
| Fall 2020 | MKT | 4555 | Internet Marketing |
| Spring 2020 | MKT | 4555 | Internet Marketing |
| Spring 2020 | MKT | 4555 | Internet Marketing |
| Fall 2019 | MKT | 4555 | Internet Marketing |
| Fall 2019 | MKT | 4555 | Internet Marketing |
| Spring 2019 | MKT | 4555 | Internet Marketing |
| Spring 2019 | MKT | 6001H | Honors - Marketing I |
| Fall 2018 | MKT | 4555 | Internet Marketing |
| Spring 2018 | MKT | 4555 | Internet Marketing |
| Spring 2017 | MKT | 4555 | Internet Marketing |
| Spring 2017 | MKT | 4555 | Internet Marketing |
| Fall 2016 | MKT | 4555 | Internet Marketing |
| Fall 2016 | MKT | 4555 | Internet Marketing |
| Fall 2016 | BUS | 89500 | Independent Study |
| Spring 2016 | MKT | 4555 | Internet Marketing |
| Fall 2015 | MKT | 4555 | Internet Marketing |
| Fall 2015 | MKT | 4555 | Internet Marketing |
| Spring 2015 | MKT | 4555 | Internet Marketing |
| Fall 2014 | MKT | 9780 | Digital Marketing |
| Spring 2014 | MKT | 9790 | Special Top In MKT |
| Spring 2014 | MKT | 4555 | Internet Marketing |
| Fall 2013 | MKT | 4555 | Internet 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
| Title | Funding Agency Sponsor | Start Date | End Date | Awarded Date | Total Funding | Status |
|---|---|---|---|---|---|---|
| Pregnancy, racial divide and access to healthy products: An investigation of event based changes in consumption patterns using Machine-Learning algorithms | PSC-CUNY 51 | 07/01/2020 | 12/31/2022 | 05/15/2020 | 12000 | Completed |
| Geo-targeting Customers using Sentiments Elicited through Conversations in Mobile Social Media Platforms | PSC-CUNY 46 | 07/01/2015 | 06/30/2016 | 04/17/2015 | 5993.6 | Completed |
| Honor / Award | Organization Sponsor | Date Received | Description |
|---|---|---|---|
| Best Paper in Track “Field Experiments” | AMA Winter Academic Conference 2019 | 2019 | The 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 Retailing | 2018-08-15 | Awarded Outstanding Contribution to Reviewing in 2018. |
| Teaching Excellence In Zicklin School of Business | Zicklin School of Business | 2018 | |
| 43rd AMA Sheth Foundation Doctoral Consortium Fellow | University of Missouri, Columbia | 2008 | |
| Alutto Research Fellowship recipient | State University of New York at Buffalo | 2008 | |
| Alutto Research Fellowship recipient | State University of New York at Buffalo | 2007 | |
| CRM fellow | State University of New York at Buffalo | 2006 | |
| CRM fellow | State University of New York at Buffalo | 2005 | |
| CRM fellow | State University of New York at Buffalo | 2004 | |
| Doctoral Fellowship | State University of New York at Buffalo | 2004 | |
| Best Employee | Infosys Technologies Ltd. | 2003 | Exceptional, quality and timely coding solutions provided at client site |
College
| Committee Name | Position Role | Start Date | End Date |
|---|---|---|---|
| Senate committee on Educational Policy | Committee Member | Present | |
| Zicklin Executive Degree Programs Student Orientation | Faculty Mentor | 8/13/2022 | |
| Faculty Senate Committe | Category III Senator from Marketing Department | 9/22/2021 | |
| Information Literacy Summer Seminar | Committee Member | 9/12/2021 | |
| Zicklin School Student Orientations | Faculty Advisor | 8/19/2021 | |
| Marketing Analytics Faculty Search Committee | Committee Member | 3/31/2016 | |
| Beeby Clark And Meyer Digital Marketing Challenge | Faculty Judge in Evaluation Panel | 3/15/2016 | |
| Zicklin School Student Orientations | Marketing Department representative | 6/23/2014 | |
| Digital Marketing Full-time Lecturer Search Committee | Committee Member | 5/31/2014 |
Professional
| Organization | Position Role | Organization State | Organization Country | Start Date | End Date | Audience |
|---|---|---|---|---|---|---|
| Journal of Retailing | Reviewer, Ad Hoc Reviewer | 1/1/2018 | Present | |||
| Journal of Public Policy and Marketing | Reviewer, Ad Hoc Reviewer | 5/1/2017 | Present | |||
| Journal of Business Research | Editorial Review Board Member | 4/1/2016 | Present | |||
| Journal of Retailing and Consumer Services | Reviewer, Ad Hoc Reviewer | 5/1/2012 | Present | |||
| Journal of Business Research, Editorial Review Board | Editorial Review Board | New York | United States | Present | International | |
| AMA Winter Academic Conference 2019 | Reviewer | New York | United States | Present | International | |
| AMA Winter Academic Conference 2018 | Reviewer | New York | United States | Present | International | |
| AMA Winter Academic Conference 2016 | Reviewer | New York | United States | Present | International | |
| Journal of Marketing Research, Reviewer | Adhoc Reviewer | New York | United States | Present | International | |
| AMA Winter Academic Conference 2019 | Reviewer, Conference Paper | 8/1/2018 | 9/30/2018 | |||
| AMA Winter Academic Conference 2018 | Reviewer, Conference Paper | 6/1/2017 | 8/31/2017 | |||
| AMA Winter Educators Conference 2015 | Reviewer, Conference Paper | 6/1/2014 | 8/31/2014 | |||
| Internet Week 2014 | Program Organizer | New York | United States | 3/1/2014 | 5/19/2014 | Regional |
Public
| Organization | Position Role | Organization State | Organization Country | Start Date | End Date | Audience |
|---|---|---|---|---|---|---|
| Journal of Retailing, Reviewer | Ad hoc Reviewer | New York | United States | Present | International | |
| Journal of Retailing and Consumer Services, Reviewer | Adhoc Reviewer | New York | United States | Present | International | |
| Journal of Public Policy and Marketing, Reviewer | Adhoc Reviewer | New York | United States | Present | International |