Vijay Viswanathan

  • 168 Citations

Research output per year

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Personal profile

Research Interests

Focuses on consumer decision making, especially in the realm of branding, pricing, cross-media consumption and social influence. His research has important implications for the economic impact of managerial decisions related to brand architecture, loyalty programs, consumer engagement and omnichannel strategy.

Education/Academic qualification

Marketing, PhD, Emory University

… → 2010

Mechanical Engineering, Bachelor's Degree, Birla Institute of Technology and Science Pilani

International Business, Master's Degree, Indian Institute of Foreign Trade, New Delhi

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Research Output

  • 168 Citations
  • 25 Article
  • 3 Chapter
  • 2 Conference contribution

How consumers attend to online reviews: an eye-tracking and network analysis approach

Maslowska, E., Segijn, C. M., Vakeel, K. A. & Viswanathan, V., Feb 17 2020, In : International Journal of Advertising. 39, 2, p. 282-306 25 p.

Research output: Contribution to journalArticle

Open Access
  • 1 Scopus citations

    Engaging with TV events on Twitter: The interrelations between TV consumption, engagement actors, and engagement content

    Segijn, C. M., Maslowska, E., Araujo, T. & Viswanathan, V., Jan 1 2019, In : Internet Research.

    Research output: Contribution to journalArticle

  • Consumer-driven media planning and buying

    Schultz, D. E., Block, M. P. & Viswanathan, V., Nov 17 2018, In : Journal of Marketing Communications. 24, 8, p. 761-778 18 p.

    Research output: Contribution to journalArticle

  • 1 Scopus citations

    Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing

    Viswanathan, V., Malthouse, E. C., Maslowska, E., Hoornaert, S. & Van den Poel, D., Jan 1 2018, In : Journal of Service Management. 29, 3, p. 378-398 21 p.

    Research output: Contribution to journalArticle

  • 4 Scopus citations

    Keep it, shave it, cut it: A closer look into consumers’ video viewing behavior

    Fudurić, M., Malthouse, E. C. & Viswanathan, V., Jan 1 2018, In : Business Horizons. 61, 1, p. 85-93 9 p.

    Research output: Contribution to journalArticle

  • 5 Scopus citations