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=11)) 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=4.4) 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; IF=2.7) Volumes: 36(6) ,
Unveiling the Shadows: Exploring the Dark Side of Influencer Marketing
2024
Kalpak K. Kulkarni | American Marketing Association
Journal: 2024 AMA Winter Academic Conference, St. Pete Beach, FL, USA Pages: 643-645 , Volumes: 35 ,
The Impact of De-Influencers on Consumer Behavior: An Experimental Study
2023
Kalpak K. Kulkarni | ISDSI
Journal: ISDSI-Global Conference 2023, IIM Ranchi, INDIA Pages: 492 ,
Effectiveness of Human-like vs. Cartoon-like Virtual Influencers in COVID-19
2023
Simran Kaur & Kalpak K. Kulkarni | ANZMAC
Journal: ANZMAC Conference, University of Otago Business School, 2023 Pages: 279 , Volumes: ISSN: 1447-3275 ,
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
Influencer Marketing, India
18 Dec 2021 - Present
Other Supervisors: , Scholar: Simran Kaur
Effectiveness of Ai-generated Advertising, India
14 Jul 2023 - Present
Other Supervisors: , Scholar: Saloni Anand
Sustainable Fashion and Consumer Behaviour, India
14 Jul 2023 - Present
Other Supervisors: , Scholar: Gayatri Pradhan
AI in Service Delivery, India
14 Jul 2023 - Present
Other Supervisors: Prof Pachi jain, Scholar: Joycee W Pol
Gamification in Marketing, India
24 Jul 2024 - Present
Other Supervisors: , Scholar: Srishti Negi
Miscellaneous
