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, R., Ahearne, M., Hall, Z. R., Tirunillai, S., & Lam, S. K. (2018). The Impact of Mergers and Acquisitions on the Sales Force. Journal of Marketing Research, 55(2), 254-264.
  • Bommaraju, R., Ahearne, M., Krause, R., & Tirunillai, S. (2019). Does a Customer on the Board of Directors Affect Business-to-Business Firm Performance? Journal of Marketing, 83(1), 823.

Contact Info

7137437113 (Pl avoid voice mail, send an email)
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