Satish S Maheswarappa

+91 431 250 5003    sms@iimtrichy.ac.in

Marketing

Ph.D. (IIT Madras), PGDM (IIM Ahmedabad), BVSC (Veterinary College, Bangalore)

Linkedin

Satish S. M. is a Professor of Marketing. He holds a doctoral degree in Marketing from the Indian Institute of Technology Madras and a Post Graduate Diploma in Management from the Indian Institute of Management Ahmedabad. Before joining the Indian Institute of Management Tiruchirappalli, he worked at the Indian Institute of Management Lucknow. Prior to entering academia, he worked for over a decade in the corporate sector in the domains of business development and marketing across the pharmaceutical and IT industries.

His research analyses the consumer decision-making journey, including pre-purchase online and offline information search behaviour, information processing, the impact of advertising appeals, and choice behaviour. By studying these patterns of consumer behaviour and touchpoints, factors influencing consumer choice can be identified. He also examines the influence of consumer socialization among teenagers and young adults, particularly in relation to electronic word-of-mouth and social media behaviour.

His primary research interests include online and offline information search behaviour, information processing, consumer choice, consumer socialization, anti-branding activities, and digital marketing. He has published his research in reputed peer-reviewed international journals such as the Journal of Business Research, Marketing Intelligence & Planning, and the Asia Pacific Journal of Marketing and Logistics.

He teaches courses in marketing research, integrated marketing communication, pricing strategies, and digital marketing.

Journal Articles

Krishna, Kriti, Sivakumaran, Bharadwaj, Maheswarappa, Satish S., and Jha, Ankur | Year – 2023
Mind the game you set for better website patronage. European Journal of Marketing, Vol. 57 No. 5, pp. 1560-1590. https://doi.org/10.1108/EJM-04-2021-0247. ABDC Category A* Journal

Srivastava, Ekta, Sivakumaran, Bharadwaj, Maheswarappa, Satish S. and Paul, Justin | Year – 2023
Nostalgia: A Review, Propositions, and Future Research Agenda. Journal of Advertising, Vol. 52 No. 4, pp. 613-632. https://doi.org/10.1080/00913367.2022.2101036. ABDC Category A Journal

Srivastava, Ekta, Maheswarappa, Satish S. and Bharadwaj, Sivakumaran | Year – 2019
Nostalgic advertising: managing ambivalence to make it work. Marketing Intelligence and Planning, Vol. 37 No. 3, pp. 284-297. https://doi.org/10.1108 /MIP-04-2018-0127. ABDC Category A Journal

Mishra, A., Satish S. Maheswarappa , Maity, M., & Samu, S. | Year – 2018
Teenagers’ eWOM intentions: a nature vs nurture perspective. Marketing Intelligence & Planning, Published, doi: 10.1108/MIP-09-2017-0186

Mishra, A., Satish S. Maheswarappa, & Colby, C. L. | Year – 2018
Technology readiness of teenagers: a consumer socialization perspective. Journal of Services Marketing, Published, doi: 10.1108/JSM-07-2017-0262

Mishra, Anubhav and Maheswarappa, Satish S. | Year – 2018
“How Content Valence and Online Impression Influence Goal Achievement in Social Media Environment?” Global Business Review, Volume: 20 issue: 5, page(s): 1267-1281, https: //doi.org /10.1177/0972150918793964. ABDC Category C Journal

Mishra, Anubhav, Maheswarappa, Satish S., Maity, Moutusy and Samu, Sridhar | Year – 2018
Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender, Journal of Business Research, Volume 86, May 2018, Pages 394-405. https://doi.org/10.1016/j.jbusres.2017.04.005. ABDC Category A Journal

Mishra, Anubhav, Maheswarappa, Satish S., Maity, Moutusy and Samu, Sridhar | Year – 2018
Teenagers’ eWOM intentions: A Nature vs. Nurture perspective, Marketing Intelligence and Planning, Vol. 36 No. 4, pp. 470-483. https://doi.org/10.1108 /MIP-09-2017-0186. ABDC Category A Journal

Mishra, Anubhav, Maheswarappa, Satish S., and Colby, Charles | Year – 2018
Technology Readiness of Teenagers: A Consumer Socialization Perspective, Journal of Services Marketing, Vol. 32 No. 5, pp. 592-604. https://doi.org/10.1108/JSM-07-2017-0262. ABDC Category A Journal

Maheswarappa, Satish S., Bharadhwaj, Sivakumaran and Kumar, Arun | Year – 2017
Returns to Search when Consumers Use and Do Not Use Recommendation Agents, Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 4, pp. 813-836. https://doi.org/10.1108/APJML-10-2016-0188. ABDC Category A Journal

Mishra, A., Satish S. Maheswarappa , Maity, M., & Samu, S. | Year – 2017
Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender. Journal of Business Research, Volume 86 (394-405), doi: 10.1016/j.jbusres.2017.04.005

Satish S. Maheswarappa, Sivakumaran, B., & Kumar, A. G. | Year – 2017
Returns to search when consumers use and do not use recommendation agents. Asia Pacific Journal of Marketing and Logistics, Volume 29 (813-836), doi: 10.1108/APJML-10-2016-0188

Srivastava, Ekta, Maheswarappa, Satish S. and Bharadwaj, Sivakumaran | Year – 2017
Nostalgic Advertising in India: Content Analysis of Indian TV Advertisements. Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 1, pp. 47-69. https: //doi.org/10.1108/APJML-10-2015-0152. ABDC Category A Journal

Mishra, Anubhav and Maheswarappa, Satish S. | Year – 2016
eWOM: Extant Research Review and Future Research Avenues. Vikalpa, Vol. 41 No. 3, pp. 1-12. https: //doi.org/10.1177/0256090916650952

Bharadhwaj Sivakumaran, (Late) Simmons, Lee C. and Maheswarappa, Satish S. | Year – 2014
Trust-Commitment in E-Commerce: A Cross-Cultural Exploration. The Great Lakes Herald, 8, 2, 65-93.

Maheswarappa, Satish S. and Bharadhwaj Sivakumaran | Year – 2010
Patterns of External Information Search Behaviour among New Car Buyers: A Two-Step Cluster Analysis. IIMB Management Review, 22, 1/2, 5-15. https://doi.org/10.1016 /j.iimb.2010.03.005. ABDC Category B Journal

Kumar, Rajesh and Maheswarappa, Satish S. | Year – 2007
Product Innovations and Wealth Creation- Evidence from India. Journal of Applied Business and Economics, 7, 3, 94-114.

Conference/Seminar Proceedings

Maheswarappa, Satish S. | Year – 2022
B2B Brand Building through CBBE Model in Social Media, ICMC 2022: MICA's International Communication Management Conference held online between January 05 – 07, 2022.

Maheswarappa, Satish S. | Year – 2022
Future Ready Self-Directed Learning Students for a Successful Career, ICETI 2022: 13th International Conference on Education, Training and Informatics held online between March 08 – 11, 2022.

Prabhu, Jeevan and Satish S. Maheswarappa | Year – 2022
A Machine Learning based Approach towards Customer Churn Management in B2B Contractual Selling. ISDSI – International Society for Data Sciences and Innovation Global Conference.

Prabhu, Jeevan and Satish S. Maheswarappa | Year – 2022
A Systematic Exploration of Customer Retention Management Activities in Advanced Markets, leveraging Close-loop Systems and Commitment Mode. 16th NASMEI Conference 2022: An International Marketing Conference in India, held at Great Lakes Institute of Management, Chennai, India on 19-20, 2022.

Kriti Krishna, Bharadhwaj Sivakumaran, Satish S. Maheswarappa, Ashish Dubey | Year – 2019
Shopping gets gamified: a content analysis of different gamification types across e-commerce websites, NASMEI Marketing Conference held at Great Lakes Institute of Management, India, from 16-18 December 2019.

Kriti Krishna, Pallavi Pandey, Satish S. Maheswarappa | Year – 2018
Digital exclusion: an exploratory study of the challenges of online shopping for persons with disabilities in India, International journal of Arts and Sciences Conference, Rome in 25-28th September 2018.

Kriti Krishna, Pallavi Pandey, Satish S. Maheswarappa | Year – 2017
Digital India or digital divide? Identifying the barriers and enablers of shopping online among persons with disabilities in India, 5th Pan-IIM conference held at IIM Lucknow, India from 14-16 Dec 2017

Mishra, Anubhav, Maheswarappa, Satish S., Maity, Moutusi and Samu, Sridhar | Year – 2016
Technology Adoption among Adolescents: A Consumer Socialization perspective " to the 10th Great Lakes NASMEI Marketing Conference has been accepted for presentation

Mishra, Anubhav, Maheswarappa, Satish S. and Maity, Moutusi. | Year – 2015
Adolescent’s eWOM Intentions and Smart Products Usage: A Consumer Socialization Perspective. Indian Academy Management Conference.

Srivastava, Ekta, and Maheswarappa, Satish S. | Year – 2015
Affective and Cognitive Consequences of Nostalgic Advertising among Consumers. Published in the proceedings of the 37th ISMS Marketing Science Conference to be held between June 18-20, 2015 at Baltimore USA.

Srivastava, Ekta, and Maheswarappa, Satish S. | Year – 2015
Managing the complexity of nostalgia: A study of affective and cognitive consequences of nostalgic advertising among customers. Published in the proceedings of the 14th International Marketing Trends Conference held at ESCP Paris during January 22-24, 2015.

Kumar, Sushant and Maheswarappa, Satish S. | Year – 2014
Can social media aid marketers in studying TV ads? The case of Wild Stone soaps. Published in the proceedings of the Annual Conference of the Emerging Markets Conference Board, IIM Lucknow on Jan 9 – 11.

Srivastava, Ekta and Maheswarappa, Satish S. | Year – 2014
Influence of Nostalgia on consumer processing style and brand connection: A conceptual framework and research propositions. Published in the proceedings of the Annual conference for Emerging Markets Conference Board held at Indian Institute of Management Lucknow during January 9-11.

Srivastava, Ekta, and Maheswarappa, Satish S. | Year – 2013
Impact of Nostalgia on consumers’ cognitive processing during evaluation: A conceptual framework and research propositions. Published in the proceedings of the 7th International NASMEI Conference held at Great Lakes Institute of Management Chennai during December 27-28.

Kumar, Sushant and Maheswarappa, Satish S. | Year – 2012
Brand Communities on Social Networking Sites in emerging markets: The case of MTV India. Published in the proceedings of AIM International Conference on Innovations in Marketing for Emerging Markets: Global Challenges and Opportunities, held at Bangalore, on July 29-30.

Kumar, Sushant and Maheswarappa, Satish S. | Year – 2012
Taming the Technological Beast: Effect of Corporate Response Strategies to Product Dissatisfaction Related Popular Anti-Brand Websites on Brand Evaluation. Published in the proceedings of Asia-Pacific Association for Consumer Research, Queenstown, New Zealand on July 06-08.

Kumar, Sushant, Maheswarappa, Satish S., Dubey, Ashish and Kumar, Sushil. | Year – 2012
Managing popular anti-brand narrative – The Case of Vodafail! Published at Sixth International Conference on Contemporary Business at DoMS, IIT Delhi, on October 18-19.

Kumar, Sushant, Maheswarappa, Satish S., Dubey, Ashish and Kumar, Sushil. | Year – 2012
Parodying the troubles - The role of brand parody in an online anti-brand movement. Published at Sixth Great Lakes-NASMEI International Marketing Conference, Chennai on December 29-30.

Maheswarappa, Satish S. and Bharadhwaj Sivakumaran. | Year – 2012
Do I Know How Much to Search? Effect of Extent of Search, Subjective Knowledge, and Involvement on Returns to Search in Ordered and Unordered Environments. Presented and published in the proceedings of Asia-Pacific Association for Consumer Research, Queenstown, New Zealand on July 06-08.

Maheswarappa, Satish S., Dubey, Ashish and Sandhya A. S. | Year – 2012
Diversity of Information Disclosure in Newspaper Advertising. Presented and published in the proceedings of IIM Lucknow International Conference in Marketing: Shaping the Future of Research in Marketing in Emerging Economies: Looking Ahead, IIM Lucknow Noida Campus, on January 12-14.

Kumar, Sushant and Maheswarappa, Satish S. | Year – 2011
Brand Communities on Facebook: An exploratory study on user participation on Facebook pages. Published in the proceedings of Fifth Great Lakes-NASMEI International Marketing Conference, Chennai, India, on December 29-30.

Sandhya A.S. and Maheswarappa, Satish S. | Year – 2011
Influence of Shopping Lifestyle, Shopping Motives and Knowledge on Apparel Store Patronage: Comparison between Specialty and General Cloth Merchant Stores in India. Presented and published in the proceedings of Fifth Great Lakes-NASMEI International Marketing Conference, Chennai, India, on December 29-30.

Kalro, Arti D., Thomas, Mathew, Marathe, Rahul R. and Maheswarappa, Satish S. | Year – 2009
The Game of Comparative Advertising: To Retaliate or Not? Published in the proceedings of Great Lakes – NASMEI International Marketing Conference on Creating, Communicating, and Delivering Value held at Great Lakes Institute of Management, Chennai, India on December 18-19.

Maheswarappa, Satish S. and Bharadhwaj Sivakumaran. | Year – 2006
Internet Banking Adoption in India: Extending Technology Acceptance Model. Presented and published in the proceedings of Great Lakes – NASMEI International Marketing Conference on Creating, Communicating, and Delivering Value held at Great Lakes Institute of Management, Chennai, India on December 18-19.

Maheswarappa, Satish S. and Bharadhwaj Sivakumaran. | Year – 2006
Study on the Influence of Internet on Information Search Behaviour: An Indian Perspective. Presented and full paper published in IIM Indore – NASMEI: International Marketing Conference proceedings, on Dec 18-20.

He teaches marketing research, integrated marketing communication, pricing strategies, and digital marketing.

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