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My research uses empirical modeling on large datasets to understand firms' strategies for social media activism as well as their purpose-driven online branding strategies promoting positive social change. Using natural language processing, machine learning and econometric models on unstructured data at both firm and individual levels, my research converts large-scale Twitter texts into marketing insights with the purpose of strengthening firms' strategies on societal issues.

 

Research Interest:

Substantive: Social Media and Digital Marketing, Online Branding Strategies, Digital Platforms,
User-Generated Content (Text and Images).
Methodological: Text Mining and Natural Language Processing, Applied Econometrics,
Causal Inference, Machine Learning

Selected Research:

Guha, Mithila and Daniel Korschun, “Peer Effects on Brand Activism: Evidence from Firm-Generated Content And Online Chatter”, (Conditional acceptance with minor revisions, at the Second Round)


Guha, Mithila, Daniel Korschun and Trina Andras, “Callouts and Shout-outs: Are Online Mentions On Social Issues Loud Enough To Drive Brand Performance?”

Selected Conference Presentation:
"Peer Effects on Brand Activism: Evidence from Firm-Generated Content And Online Chatter"

    • AMA Summer Academic Conference, 2022.
   -Best Track Paper Award Winner: Digital and Social Media Marketing Track.
   • ISMS Marketing Science Conference, 2022.
   • Drexel Emerging Graduate Scholars (DEGS) Conference, 2022.

“Callouts and Shout-outs: Are Online Mentions On Social issues Loud Enough To Drive Brand Performance?”
Session Chair and Presenter, To Be Presented at the 2023 Winter AMA Academic Conference, Nashville, Tennessee: February 10-12, 2023.

 

Invited Talks:

  • Special Session Panelist- 2023 Winter AMA Academic Conference, Invited by Dr. Shuba Srinivasan, Boston University;
    Session Topic: `Sociopolitical Risks: Impact on Consumers, Brands, and Firm Value', To be held at Nashville, Tennessee: February 10-12,2023.

  • Graduate College Scholars Share: Conversations on Graduate Research, Drexel University, Spring 2023

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