Seshadri Tirunillai

Assistant Professor

Seshadri Tirunillai


Seshadri received his PhD in Business Administration (concentration:Marketing) from University of Southern California. His research interests are in empirically answering interesting questions in digital media, marketing strategy and sales. His past honors include the John A. Howard/AMA Doctoral Dissertation Award (2012), Lehmann Award (2015) for best paper based on dissertation in Journal of Marketing/ Journal of Marketing Research and Best paper based on doctoral dissertation at European Marketing Conference (2009). He was a finalist for Bass Dissertation award (2014, Marketing Science) and had a honorable mention in Shankar-Spiegel Award (2008), instituted by Marketing EDGE (formerly Direct Marketing Educators Foundation).

Research Interests

  • User Generated Content (UGC)
  • Online Consumer Engagement
  • Sales


  • 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: Seshadri Tirunillai and Gerard J. Tellis (2014) Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation. Journal of Marketing Research. 51:4, 463-479
  • Tirunillai, Seshadri, and Gerard J. Tellis (2017). "Does offline TV advertising affect online chatter? Quasi-experimental analysis using synthetic control." Marketing Science 36.6, 862-878.
  • Bommaraju, Raghu, Michael Ahearne, Zachary R. Hall, Seshadri Tirunillai, and Son K. Lam. "The Impact of Mergers and Acquisitions on the Sales Force." Journal of Marketing Research (forthcoming).

Contact Info

MH 385C
No Web Site Currently


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


Ph.D (Business Administration)
University of Southern California

Masters (Management)
Indian Institute of Technology-Bombay

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