MITHILA GUHA

Assistant Professor of Marketing

San José State University, CA

I'm Mithila Guha, a tenure-track Assistant Professor of Marketing in the Department of Marketing and Business Analytics and an AI Faculty Fellow at San José State University. I earned my Ph.D. in Quantitative Marketing, with a minor in Computer Science, from Drexel University in 2023.

I am an empirical quantitative marketing researcher. My work spans two primary streams: (1) how firms and consumers engage in social media activism and purpose-driven marketing, and (2) the impact of artificial intelligence in marketing. I specialize in online strategy and social impact, using rigorous empirical methods to examine how brands and consumers interact in digital environments.

Beyond academia, I am a certified Mental Health First Aider, committed to fostering cultures of support, empathy, and well-being.

Home: Welcome

LDA Model: Simulated Data Generation in R & Parameter Recovery Study in RStan

In this post, I explain how to replicate the LDA model of Jacobs, Donkers, and Fok (2016) using Stan. They adapted the standard LDA model...

Jan 19, 20225 min read

Topic Modeling and the Latent Dirichlet Allocation

Humans are good at understanding topics in a document. When we read a document, we can find out the underlying topics. We can detect...

Apr 12, 20203 min read