Seshadri Tirunillai

University of Houston - C.T. Bauer College of Business

Houston, TX 77204-6021

United States

SCHOLARLY PAPERS

4

DOWNLOADS

1,212

SSRN CITATIONS

19

CROSSREF CITATIONS

3

Scholarly Papers (4)

Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance

ERIM Report Series Reference No. ERS-2011-021-MKT
Number of pages: 71 Posted: 01 Jun 2011
Seshadri Tirunillai and Gerard J. Tellis
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 691 (39,295)
Citation 12

Abstract:

Loading...

User-Generated Content, stock returns, online word-of-mouth, Vector Auto-Regression (VAR), computational text processing

Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance

Marketing Science, Vol. 31, No. 2, 2012; pp. 198-215; DOI: 10.1287/mksc.1110.0682
Posted: 24 Oct 2012
Seshadri Tirunillai and Gerard J. Tellis
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business, Department of Marketing

Abstract:

Loading...

user-generated content (UGC), stock returns, online word of mouth, vector autoregression (VAR), computational text processing

2.

Extracting Dimensions of Consumer Satisfaction with Quality from Online Chatter: Strategic Brand Analysis of Big Data Using Latent Dirichlet Allocation

Number of pages: 61 Posted: 15 Mar 2014 Last Revised: 20 Mar 2014
Seshadri Tirunillai and Gerard J. Tellis
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 336 (96,956)
Citation 9

Abstract:

Loading...

Consumer Satisfaction, Quality, Dimensions, Brand Mapping, Big Data, Latent Dirichlet Allocation, Online Chatter, User Generated Content

3.

Does Offline TV Advertising Affect Online Chatter? Quasi-Experimental Analysis Using Synthetic Control

Number of pages: 40 Posted: 21 Dec 2016
Seshadri Tirunillai and Gerard J. Tellis
University of Houston - C.T. Bauer College of Business and University of Southern California - Marshall School of Business, Department of Marketing
Downloads 117 (256,852)
Citation 4

Abstract:

Loading...

User-Generated Content, Online Chatter, Synthetic Control, TV Advertising, Difference-In-Difference, Quasi-Experiments, Matching, Virality, Offline Advertising

4.

What Drives Virality (Sharing, Spread) of YouTube Video Ads: Emotion vs Brand Prominence and Information

Marketing Science Working Paper Series
Number of pages: 55 Posted: 23 Apr 2020 Last Revised: 28 Apr 2020
University of Southern California - Marshall School of Business, Department of Marketing, University of Southern California - Marketing Department, University of Houston - C.T. Bauer College of Business and Uber Technologies Inc.
Downloads 68 (361,031)

Abstract:

Loading...

Virality, shares, information spread, brand prominence, ad content, ad cues, optimum video length, video ads, YouTube videos, emotion, argument