RESEARCH INTERESTS
Substantive: Brand-Consumer Online Activism, Artificial Intelligence, User-generated Content, Online Platforms and Engagement, Social Impact Marketing.
Methodological: Machine Learning, Text Mining & Natural Language Processing, Topic Modeling, Applied Econometrics, Web Scraping.
 

JOURNAL PUBLICATIONS
1. Guha, M., Korschun, D., & Larsen Andras, T. (2026). The double-edged sword: Polarised stakeholder engagement with corporate sociopolitical activism and its downstream effects on brand performance. Journal of Business Research, 204, 115861. https://doi.org/10.1016/j.jbusres.2025.115861

 

2. Guha, M., & Korschun, D. (2024). Peer effects on brand activism: evidence from brand and user chatter on Twitter. Journal of Brand Management 31, 153-167. https://doi.org/10.1057/s41262-023-00318-9.

3. Jackson, C., Huque, R., Satyanarayana, V., Nasreen, S., Kaur, M., Barua, D., Bhowmik, P. N., Guha, M., Dherani, M., Rahman, A., Siddiqi, K., & Chandra, P. S. (2016). "He Doesn't Listen to My Words at All, So I Don't Tell Him Anything"-A Qualitative Investigation on Exposure to Second Hand Smoke among Pregnant Women, Their Husbands and Family Members from Rural Bangladesh and Urban India. International journal of environmental research and public health, 13(11), 1098. https://doi.org/10.3390/ijerph13111098

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