Satish S Maheswarappa

Marketing

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

+91 431 250 5003

sms@iimtrichy.ac.in

Satish S. M. is Associate Professor of Marketing. He has doctoral degree in marketing from Indian Institute of Technology Madras and Post Graduate Diploma in Management from Indian Institute of Management Ahmedabad.

Before joining Indian Institute of Management Tiruchirappalli, he worked at Indian Institute of Management Lucknow. Prior to joining academics, he worked for over a decade in the corporate in the domain of business development and marketing across pharma and IT sectors.

He analysis consumer decision making journey from pre-purchase online and offline information search behaviour, information processing, impact of advertising appeal and choice behaviour. Using this patterns of consumer behaviour and touch points to influence their choice can be identified. He also analysis the influence of consumer socialization among teens and young adults to analyze their electronic word of mouth and their social media behaviour.

His main research interests are in the area of online and offline information search behaviour, information processing, consumer choice, consumer socialization, anti-branding activities, and digital marketing. He has published in the Journal of Business Research, Marketing Intelligence and Planning, Asia Pacific Journal of Marketing and Logistics, and other peer reviewed international journals.

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

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, 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

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

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

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

Publication and Research:

  • Mishra, Anubhav, Maheswarappa, Satish S., Maity, Moutusy and Samu, Sridhar (forthcoming 2018). “Teenagers’ eWOM intentions: A Nature vs. Nurture perspective”, Marketing Intelligence and Planning, Accepted for Publication.
  • Mishra, Anubhav, Maheswarappa, Satish S., Maity, Moutusy and Samu, Sridhar (2017). “Adolescent's eWOM intentions: An investigation into the roles of peers, the Internet and gender”, Journal of Business Research.
  • Mishra, Anubhav and Maheswarappa, Satish S. (forthcoming 2019). “How Content Valence and Online Impression Influence Goal Achievement in Social Media Environment?” Global Business Review
  • Maheswarappa, Satish S., Bharadhwaj, Sivakumaran and Kumar, Arun (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. 1-26.
  • Srivastava, Ekta, Maheswarappa, Satish S. and Bharadwaj, Sivakumaran (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.
  • Mishra, Anubhav and Maheswarappa, Satish S. (2016). eWOM: Extant Research Review and Future Research Avenues. Vikalpa, Vol. 41 No. 3, pp. 1-12.
  • Maheswarappa, Satish S. and Bharadhwaj Sivakumaran (2010). Patterns of External Information Search Behaviour among New Car Buyers: A Two-Step Cluster Analysis. IIMB Management Review, 22, 1/2, 5-15.
  • Kumar, Rajesh and Maheswarappa, Satish S. (2007). Product Innovations and Wealth Creation- Evidence from India. Journal of Applied Business and Economics, 7, 3, 94-114.

← Back to List