Seshadri ('Sesh') Tirunillai

Assistant Professor

Seshadri Tirunillai


Seshadri ('Sesh') has a Ph.D (Marketing) from Marshall School of Business, University of Southern California, Masters (Management) from School of Management, Indian Institute of Technology-Bombay and bachelors in Electrical and Electronics Engineering from Birla Institute of Technology and Science (BITS-Pilani). His past honors include the John A. Howard/AMA Doctoral Dissertation Award (2012), Best paper based on doctoral dissertation at European Marketing Conference (2009) and an honorable mention in Shankar-Spiegel Award (2008) instituted by Direct Marketing Educators Foundation.

Research Interests

  • His research interests are in User-Generated Content and Online behavior, crowd funding, and top Management influence on firm innovation. His recent research examines the financial impact of User Generated Content (UGC) ('how UGC impacts firm, financially), assessing product quality from the textual content in UGC ('how firms can harness the power of UGC to gain consumer insights') and influence of advertising on UGC ('how firm actions impacts UGC'). From a methodological standpoint, his interest is in analyzing the dynamics using a combination of time series methods, statistical/machine learning techniques, text mining and quasi-experimental techniques.


  • Tirunillai, Seshadri and Tellis, Gerard (2012). Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance. Marketing Science (31-2 p198-215)

Activities & Interests

Open Source Computing - Linux, Python, C/C++ and R

Contact Info

No Web Site Currently


  • MARK 7397 - Internet Marketing (Special topics in marketing)
  • MARK 4365 - eCommerce


Ph.D, University of Southern California

Master of Management, Indian Institute of Technology-Bombay

B.E (Hons), Electrical and Electronics, Birla Institute of Technology and Science, Pilani