Seshadri Tirunillai

Assistant Professor

Seshadri Tirunillai


Seshadri has a Ph.D (Marketing) from Marshall School of Business, University of Southern California, masters in Management from School of Management, Indian Institute of Technology-Bombay and bachelors in Electrical and Electronics Engineering from Birla Institute of Technology and Science, 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), honorable mention in Shankar-Spiegel Award (2008) instituted by Direct Marketing Educators Foundation and finalist, Bass Dissertation award (2014).

Research Interests

  • His research interests are in User-Generated Content and Online Communities. His recent research examines the financial impact of User Generated Content (UGC), extracting product quality from the textual content in UGC and influence of advertising on UGC. In term of methods, his interest is in analyzing the dynamics using a combination of time series models, 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)
  • Mining Marketing Meaning from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation. Seshadri Tirunillai and Gerard J. Tellis (2014) Journal of Marketing Research. 51:4, 463-479

Activities & Interests

Issues related to open source computing - especially issues related to Linux, Python, C/C++ and R.

Contact Info

No Web Site Currently


  • MARK 7365 (MBA) - Internet Marketing
  • MARK 4365 (Undergraduate) - Internet Marketing


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