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Home Faculty PROF. Dharun Kasilingam

Dharun Kasilingam

Dharun Kasilingam

Assistant Professor (Grade II)
Marketing Management

dharun[at]iimk[dot]ac[dot]in

https://tinyurl.com/dharuniimk

Dr. Dharun holds a Masters of Engineering (M.E.) degree in Industrial Engineering (PSG Tech) and a Ph.D. in Marketing and Analytics (NIT Trichy). He was the youngest to receive a Ph.D. at NIT Trichy at the early age of 25.

His research interests majorly are two folds: Unstructured Data Analytics, and Technology and Consumer Behavior. He has also published multiple research articles, including in top marketing journals like Journal of Retailing and Consumer Services, International Journal of Consumer Studies, Technology in Society, Journal of Consumer Behavior, Journal of Brand Management, etc, and medical Journals like Transboundary and Emerging Diseases. His papers in the Journal of Retailing and Consumer Services, and Technology in Society appear in the list of highest cited articles on the journal's home pages. His research has appeared in the proceedings of several renowned international conferences in India, Australia, Dubai, and Malaysia. He has a demonstrated ability to understand and apply advanced statistics and analytics to yield benefits to real-world business issues. He is also an expert in software packages Minitab, SPSS, Stata, AMOS, Smart-PLS, etc., and can proficiently code in R and Python. He teaches courses in marketing that intersect with Digital, Analytics, and Automation.

 

I am not hiring any Interns for now. 


Training

Business Management Program for Defence Personnel (Army, Navy, and Airforce) – July to December 2023

Design Thinking and Creativity for Women Leaders of Salesforce (2 Days) – August 2023

Accelerated Senior Management Development Program for Mankind Pharma (5 Days) – January 2023

Digital Marketing Training for Entry and Mid-Level Executives of Publicis Groupe (9 months) – October 2021 to March 2022

Marketing Analytics Training for The Advertising Club (6 months) – January 2021

Teaching

Marketing Analytics: Tools and Techniques for Decision Making and Automation

Digital Marketing

Marketing Research

Management of Service Business

Business Models for Digital Economy

Academic Positions

Assistant Professor – Marketing (Digital, Analytics & Automation), Indian Institute of Management, Kozhikode, Jun 2022 - Present

Assistant Professor & Area Leader – Digital Platform & Strategies, Specialization Leader – Marketing Analytics, MICA Ahmedabad, May 2019 - Jun 2022

Assistant Professor, Alliance School of Business Bangalore, July 2018 to April 2019

Significant Publications

Jublee, D. I., Kasilingam, D., & Stephen, G. (2023). Investigating the impact of brand vs cause interaction on cause related advertisements. Journal of Retailing and Consumer Services, 75, 103524.

Gopinath, K., & Kasilingam, D. (2023). Antecedents of intention to use chatbots in service encounters: A meta analytic review. International Journal of Consumer Studies.

Sv, P., Kasilingam, D., Lohia, R., Bhatia, R., Chakraborty, C., Ahmed, S. K., & Dhama, K. (2023). Understanding the emotions of Syrians and Turks towards the 2023 earthquake using Natural Language Processing techniques: crucial for mental health professionals in treating patients. Asian Journal of Psychiatry, 85, e103590-e103590.

Kasilingam, D., & Ajitha, S. (2022). Storytelling in advertisements: understanding the effect of humor and drama on the attitude toward brands. Journal of Brand Management, 1-22.

Trivedi, J., Kasilingam, D., Arora, P., & Soni, S. (2022). The effect of augmented reality in mobile applications on consumers' online impulse purchase intention: The mediating role of perceived value. Journal of Consumer Behaviour.

Kasilingam, D., & Krishna, R. (2021). Understanding the adoption and willingness to pay for internet of things services. International Journal of Consumer Studies.

Kasilingam, D., Sathiya Prabhakaran, S. P., Rajendran, D. K., Rajagopal, V., Santhosh Kumar, T., & Soundararaj, A. (2021). Predicting COVID-19 Growth using Machine Learning. Transboundary and Emerging Diseases, 68, 1001-1018.

Kasilingam, D. L. (2020). Understanding the attitude and intention to use smartphone chatbots for shopping. Technology in Society, 62, 101280.

Rajendran, D. K., Rajagopal, V., Alagumanian, S., Santhosh Kumar, T., Sathiya Prabhakaran, S., & Kasilingam, D. (2020). Systematic literature review on novel corona virus SARS-CoV-2: a threat to human era. Virusdisease, 31, 161-173.

Thamaraiselvan, N., Arul, S. T., & Kasilingam, D. (2019). Understanding the intention to use self service technologies in the airline industry. International Journal of Services, Economics and Management, 10, 89-109.

Natarajan, T., Balasubramanian, S. A., & Kasilingam, D. L. (2018). The moderating role of device type and age of users on the intention to use mobile shopping applications. Technology in Society, 53, 79-90.

Natarajan, T., Jublee, D. I., Kasilingam, D. L., & Stephen, G. (2018). The moderating role of social themes in cause-related marketing advertisements. International Review on Public and Nonprofit Marketing, 15, 433-454.

Natarajan, T., Balasubramaniam, S. A., Stephen, G., Jublee, D. I., & Kasilingam, D. L. (2018). The influence of audience characteristics on the effectiveness of brand placement memory. Journal of Retailing and Consumer Services, 44, 134-149.

Natarajan, T., Balasubramanian, S. A., & Kasilingam, D. L. (2017). Understanding the intention to use mobile shopping applications and its influence on price sensitivity. Journal of Retailing and Consumer Services, 37, 8-22

Research Areas

Technology and Consumer Behavior

Unstructured Data Analytics

Recent Consulting / Other Assignments

Media Mix Model for GroupM – January 2021

Marketing Analytics for Mega We Care – July 2022 

Indian Institute of Management Kozhikode

IIMK Campus P. O, Kozhikode, Kerala, India,
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