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Kalpak Kulkarni
Assistant Professor
kalpak.kulkarni[at]ms.iitr.ac.in
123, First Floor, Department of Management Studies (DoMS), IIT Roorkee
+91 1332 284795
Research Interests

Biosketch
Educational Details
Professional Background

Research
Projects
Publications
Patents
Books
Collaborations

Honours and Awards
Honors
Memberships

Teaching Engagements
Teaching Engagements

Students
Supervisions
Associate Scholars

Miscellaneous
Events
Visits
Administrative Positions
Miscellaneous
Research Interests
Viral Advertising, Advertising Effectiveness, Social Media and Digital Marketing, Consumer Psychology, Experimental Research, Services Marketing
BioSketch
Educational Details
Shailesh J Mehta School of Management, IIT Bombay
2021
PhD, Marketing Management
University of Mumbai
2008
MMS, Marketing Management
Professional Background
Assistant Professor
02 Aug 2021 - Present
Department of Management, IIT Roorkee
Assistant Professor - Marketing
01 Mar 2021 - 30 Jul 2021
Goa Institute of Management, Goa
Research
Publications
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 consumers’ 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 individual‐difference 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
Honors
IIT Bombay
2018
Industrial Research and Consultancy Centre Fellowship
University Grants Commission, MHRD, India
2011
UGC-NET with JRF
SAMSIKA Academy of Brand Management
2009
SAMSIKA Award for Academic Excellence in Marketing
Teaching Engagements
Teaching Engagements
Marketing Management 2 ( BMN 511 )
Autumn
Digital Marketing ( BMN 678 )
Spring
Services Marketing ( BMN 677 )
Spring
Business Environment ( BMN 506 )
Autumn
Students
SuperVisions
Consumer Behaviour on Social Media
03 Jan 2022 - Present
Other Supervisors: , Scholar: Simran Kaur
Miscellaneous
Administrative Positions
Professor-in-Charge : Placements and Internships
02 May 2022 - Present
DoMS, IIT Roorkee
Member - Advisory Committee for International Relations
20 Jun 2022 - Present
DoMS, IIT Roorkee
Faculty Co-ordinator - Gender Advancement for Transforming Institutions (GATI)
01 Dec 2021 - Present
DoMS, IIT Roorkee
Co-Convener - Alumni Seminar Series
01 Nov 2021 - Present
DoMS, IIT Roorkee
Member - Anti Ragging Committee
01 Jan 2022 - Present
DoMS, IIT Roorkee