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Adithya Pattabhiramaiah

Sharon A. and David B. Pearce Professor

Associate Professor of Marketing

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adithya.pattabhi@scheller.gatech.edu

404-385-3038

Academic Areas: Marketing

Functional Areas: Business Analytics

Office: 4212

Biography

Dr. Adithya (Adi) Pattabhiramaiah joined the Scheller College as an Assistant Professor of Marketing in August 2014 after receiving his Ph.D. in Business Administration from the University of Michigan in Ann Arbor. His research interests lie in the areas of media monetization, digital/social media marketing, nutrition, education, sustainability and public policy. His research has been published or is forthcoming in Marketing Science, Management Science, the Journal of Marketing, the Journal of Marketing Research, IMPACT@JMR, and Marketing Letters.

Adithya has taught courses titled "Marketing Research: Analytics," "Pricing Strategy and Analytics," and "AI and ML Applications in Marketing and Business Research" at the Scheller College. He has previously taught Marketing at the University of Michigan's Ross School of Business.

Adithya has been recognized as an MSI Scholar (class of 2024). His research has received various forms of recognition, including being a finalist for the '2022 Shelby D. Hunt/Harold H. Maynard Award', the '2021 AMA Paul E. Green Award,' the '2022 AMA/MSI H. Paul Root Award', the '2019 MSI H. Paul Root Award’ and a winner of the '2013 MSI Alden G. Clayton Dissertation Competition Award.’ He is also a recipient of the Distinguished Alumni Award from the University of Michigan's Ross School of Business.

He serves as an Associate Editor for the Journal of Marketing and the Journal of Marketing Research. Prior to joining the academic world, he worked in product development / management for SAP Labs and Perot Systems, after receiving his Bachelor's degree in Electrical Engineering from the National Institute of Technology at Surathkal in India.

Education

Ph.D., University of Michigan, 2014
B.E., National Institute of Technology-Surathkal, 2004

Research Areas

Two-Sided Markets
Digital/Social Media Marketing
Media Markets
Social Impact
Public Policy
Sustainability

Research

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Year

Type

Year	Title	Journal	Author(s)	Type
2022	Spillovers from Online Engagement	Management Science	Pattabhiramaiah, Adithya Overby, Eric M. Xu, Lizhen	Published Papers
Adithya Pattabhiramaiah, Eric M. Overby, and Lizhen Xu. 2022. "Spillovers from Online Engagement: How A Newspaper Subscriber's Activation of Digital Paywall Access Affects Her Retention and Subscription Revenue," Management Science, Vol. 68, No. 5, pp. 3528-3548.
2022	The Impact of Corporate Social Responsibility on Brand Sales	Journal of Marketing	Nickerson Lowe Pattabhiramaiah Sorescu	Published Papers	View
Nickerson, Lowe, Pattabhiramaiah and Sorescu (2022), The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective, Journal of Marketing, Vol. 86, Issue 2, pp. 5-28.
2022	Spillovers from Online Engagement: How a Newspaper Subscriber's Activation of Digital Paywall Access Affects Her Retention and Subscription Revenue	Management Science	Pattabhiramaiah Overby Xu	Published Papers	View
Pattabhiramaiah, Overby and Xu (2022), Spillovers from Online Engagement: How a Newspaper Subscriber's Activation of Digital Paywall Access Affects Her Retention and Subscription Revenue, Management Science, Vol 68, Issue 5, 3528-3548.
2022	Scarcity-driven Monetization of Media Content	Frontiers in Research Metrics & Analytics	Kanuri Pattabhiramaiah	Published Papers
Kanuri and Pattabhiramaiah, Scarcity-driven Monetization of Media Content, 2022, Frontiers in Research Metrics & Analytics, Vol 7, ISSN=2504-0537.
2021	The Minimum Wage and Consumer Nutrition	Journal of Marketing Research	Palazzolo Pattabhiramaiah	Published Papers	View
Palazzolo and Pattabhiramaiah (2021), The Minimum Wage and Consumer Nutrition, Journal of Marketing Research, Vol. 58, Issue 5, pp. 845-869.
2021	The Impact of Corporate Social Responsibility on Brand Sales	Journal of Marketing	Dionne Nickerson Pattabhiramaiah, Adithya Sorescu, Alina Lowe, Michael	Published Papers
Dionne Nickerson, Adithya Pattabhiramaiah, Alina Sorescu and Michael L. Lowe (2021), “The Impact of Corporate Social Responsibility on Brand Sales: An Accountability Perspective,” Journal of Marketing, published online Aug. 19, 2021.
2019	Paywalls- Monetizing Online Content	Journal of Marketing	Pattabhiramaiah Sriram Manchanda	Published Papers	View
Pattabhiramaiah, Sriram and Manchanda (2019), Paywalls: Monetizing Online Content, Journal of Marketing, Vol 83, Issue 2, pp. 19-36.
2018	Rising Prices under Declining Preferences	Marketing Science	Pattabhiramaiah Sriram Sridhar	Published Papers	View
Pattabhiramaiah, Sriram and Sridhar (2018), Rising Prices under Declining Preferences: The case of the U.S. Print Newspaper Industry, Marketing Science, Vol. 37, Issue 1, pp. 97-122.
2015	Social Dollars- The Economic Impact of Customer Participation	Marketing Science	Manchanda Packard Pattabhiramaiah	Published Papers	View
Manchanda, Packard and Pattabhiramaiah (2015), Social Dollars: The Economic Impact of Customer Participation in a Firm-Sponsored Online Customer Community, Marketing Science, Vol. 34, Issue 3, pp. 367-387.

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Journal Editorial Roles

Associate Editor: Journal of Marketing; Journal of Marketing Research

In the News

2023

Georgia Tech Scheller College of Business Celebrates 15th Annual Honors Day

2022

2021

2020

Paywalls: Monetizing Online Content