Research Interests
Viral Advertising, Advertising Effectiveness, Social Media and Digital Marketing, Consumer Psychology, Experimental Research, Services Marketing
BioSketch
Research
A typology of viral ad sharers using sentiment analysis
2020
Kalpak K. Kulkarni, Arti D. Kalro, Dinesh Sharma, and Piyush Sharma | Elsevier
Journal: Journal of Retailing and Consumer Services (ABDC-A, IF=10.972)) Volumes: 53 ,
The interaction effect of ad appeal and need for cognition on consumersâ intentions to share viral advertisements
2020
Kalpak K. Kulkarni, Arti D. Kalro, and Dinesh Sharma | Wiley
Journal: Journal of Consumer Behavior (ABDC-A, IF=3.199) Pages: 327-338 , Volumes: 19(4) ,
Sharing of Branded Viral Advertisements by Young Consumers: The Interplay between Personality Traits and Ad Appeal
2019
Kalpak K. Kulkarni, Arti D. Kalro and Dinesh Sharma | Emerald
Journal: Journal of Consumer Marketing (ABDC-A) Volumes: 36(6) ,
Conference Papers - Moment Marketing: Decoding the Hottest Form of New Age Advertising
2020
Kalpak K. Kulkarni | ISDI
Journal: 3rd ICDE & 14th ISDSI Annual Conference 2020, IIM Raipur, INDIA Pages: 106 ,
The effects of need for cognition in viral advertising: an individualâdifference perspective
2017
Kalpak, K. Kulkarni, Arti, D. Kalro, and Dinesh, Sharma | ISDSI
Journal: 11th ISDSI International Conference, 2017, IIM Trichy
Multi-dimensional approach to viral advertising: past research & future opportunities
2015
Kalpk, K. Kulkarni, Arti, D. Kalro, and Dinesh, Sharma | GLIM, Chennai
Journal: 9th Great Lakes NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai
Honors And Awards
Teaching Engagements
Students
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