New research shows that social media mentions have a substantially bigger effect on a company's sales than do the effects of a news story in a traditional media outlet. What does this mean for digital marketers?
BA, Economics University of Madras
MBA XLRI, Jamshedpur, India
PhD in Business Administration, University of Georgia
Marketing Management, Brand Management
Vanitha Swaminathan joined the faculty at the University of Pittsburgh in 2002. Her first stream of research is in branding strategy and consumer-brand relationships. Specifically, her focus is on understanding why consumers are attached to certain brands, and the conditions that foster consumer-brand relationships. Additionally, her research investigates how firms can successfully design brand strategies (e.g., co-branding, brand extensions, loyalty programs) to strengthen brand attachment. More recently, her focus is on understanding brand presence in social media influences brand equity and how brand managers can leverage the power of social media to build stronger relationships with customers.
A second stream of research focuses on how various brand acquisitions and marketing alliances contribute to firm value. In this context, her research examines how brand names that are acquired in a merger or acquisition can be successfully leveraged to enhance value creation. Further, her research examines how firm networks of partnerships and marketing alliances contribute to firm value.
Professor Swaminathan serves on the editorial review board of Journal of Marketing and is an Area Editor for Journal of Consumer Psychology.
Her research has been cited in various media sources including The Miami Herald, Sirius Radio, Science Daily, EurekAlert! (DC), PhysOrg.com (VA), Eureka! Science News (Canada), Houston Chronicle, Pittsburgh Business Times, Hindu (India), Economic Times (India), Frontline (India), BBC Brasil (UK),Último Segundo (Brazil), O Globo (Brazil), Terra Brasil (Brazil), Estadão (Brazil), G1.com.br (Brazil). She has worked with numerous companies, such as H.J. Heinz Co., The Hershey Company, StarKist Co., AC Nielsen, GlaxoSmithKline, and P&G, on marketing and branding consulting projects. She has also extensively worked with small businesses on advising them regarding their digital marketing efforts.
Dommer, Sara Loughran, and Vanitha Swaminathan (2013), "Explaining the Endowment Effect through Ownership: The Role of Identity, Gender, and Self-Threat", Journal of Consumer Research, 39 (5), 1034-1050.
Kopalle, Praveen K., Scott A. Neslin, Baohong Sun, Yacheng Sun, Vanitha Swaminathan (2012), "A Dynamic Structural Model of the Impact of Loyalty Programs on Customer Behavior", Marketing Science, 31 (2), 216-235.
Swaminathan, Vanitha, Srinivas K. Reddy and Sara Dommer (2011), "Spillover effects of ingredient branded strategies on brand choice: A field study," Marketing Letters (21 October),1-15.
Swaminathan, Vanitha and Christine Moorman (2009), "Marketing Alliances, Firm Networks and Firm Value Creation," Journal of Marketing, 73 (5), 52-69.
Swaminathan Vanitha, Karen Stilley and Rohini Ahluwalia (2009) "When Brand Personality Matters: The Moderating Role of Attachment Styles", Journal of Consumer Research, 35 (6), 985-1002.
Shah, Reshma and Vanitha Swaminathan (2008), "A Contingency Framework of Factors Influencing Partner Selection in Strategic Alliances: Exploring The Moderating Role of Alliance Context," Strategic Management Journal, 29 (5), 471-494.
Swaminathan, Vanitha, Feisal Murshed and John Hulland (2008) "Value Creation Following Merger and Acquisition Announcements: The Role of Strategic Emphasis Alignment," Journal of Marketing Research, 45(1), 33-47.
Swaminathan, Vanitha, Karen Page and Zeynep Gurhan-Canli (2007), "My Brand or Our Brand: Individual-and Group-Based Brand Relationships and Self-Construal Effects on Brand Evaluations," Journal of Consumer Research, 34(2), 248-259.
Leigh, James, George Zinkhan and Vanitha Swaminathan (2006), "Dimensional Relationships Of Recall And Recognition Measures With Selected Cognitive And Affective Aspects Of Print Ads.," Journal of Advertising, 35(1), 105-122.
*Received the Best Paper of the Year Award, 2006 from the American Academy of Advertising
Swaminathan, Vanitha, Richard J. Fox and Srinivas K. Reddy (2001) "The Impact of Brand Extension Introduction on Choice," with Richard J. Fox and Srinivas K. Reddy, Journal of Marketing, 65 (4), 1-15 (Lead Article).
Winner the 2002 Lehmann Award for the Best Dissertation-Based Article published in the Journal of Marketing or Journal of Marketing Research in the years 2000 and 2001.
Reddy, Srinivas K., Vanitha Swaminathan and Carol M. Motley "Exploring the Determinants of Broadway Show Success (1998)," Journal of Marketing Research, 35 (3), 370-383.
Marketing Management (Core)
PhD Seminar in Marketing Strategy
Press Coverage for "Explaining the Endowment Effect through Ownership: The Role of Identity, Gender, and Self-Threat", Journal of Consumer Research, February 2013, (co-authored with Sara Dommer):
Swaminathan, Vanitha and Alokparna (Sonia) Monga (2011), "Self and Brand Relationships," forthcoming, Identity and Consumption, edited by Russ Belk and Ayalla Ruvio, published by Taylor and Francis.
"For customers, will United-Continental merger fly?," with Vikas Mittal and Christopher Groening, Houston Chronicle, October 9, 2010, article published in Houston Chronicle
Swaminathan, Vanitha and Sara Loughran Dommer (2011), "When is our Connection to Brands like our Connection to People? Differentiating Between Consumer-Brand Relationships and Interpersonal Relationships," forthcoming in Consumer-Brand Relationships, edited by Marc Fetscherin, Mike Breazeale, Susan Fournier, and T.C. Melewar and published by Routledge.
"Personal attachments" article featured Professor Swaminathan's research in Pitt Magazine, Spring, 2010 (http://www.pittmag.pitt.edu/?p=1798)
"Pitt's Google AdWords project offers Insight into Online Advertising" article featuring Professor Swaminathan's MBA marketing management class project was described in Future of the MBA series in Pittsburgh Business Times, April 9, 2010.
"The Future of Business" article noted how Professor Swaminathan's MBA marketing management Google project reflected recent trends in MBA education in Pittsburgh Business Times, April 9, 2010.
2011 AMA Doctoral Consortium Faculty
2009 Faculty Participant, Academy of Marketing Science Doctoral Consortium, Oslo, Norway
2006 Best Paper of the Year Award, Journal of Advertising.
2003 Marketing Science Institute, Young Scholar Program Participant.
2002 Lehmann Award for the Best Dissertation Article in Journal of Marketing or Journal of Marketing Research in 2000 and 2001.
Best Special Session Award, 2002 Winter Educators' Conference (Session Chair and Organizer).
Recipient of the 1997-98 dissertation award from Procter & Gamble's Innovation Research Fund.