Seshadri Tirunillai

Assistant Professor

Seshadri Tirunillai


Seshadri is an Assistant Professor of Marketing. He received his PhD in Business Administration (Marketing) from University of Southern California. His research interests are in online media, marketing strategy and sales. His does empirical research employing statistical/ econometric methods to answer interesting questions in marketing. 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) and had a honorable mention in Shankar-Spiegel Award (2008), instituted by Marketing EDGE (formerly Direct Marketing Educators Foundation).

Research Interests

  • Current 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: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation. Seshadri Tirunillai and Gerard J. Tellis (2014) Journal of Marketing Research. 51:4, 463-479

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