Mithila Guha

PhD Candidate

Marketing

Headshot of Mithila Guha
Contact:
mg3529@drexel.edu
 Personal Website

On the Job Market

PhD Advisors

Dissertation Title

Social Media for Social Issues: A Text Mining Approach to Analyze Social Media Activism as an Online Branding Strategy

Education

ABD, Quantitative Marketing, Graduate Minor: Computer Science, Drexel University, PA (June 2023 expected)
Master of Economics, North Carolina State University, Raleigh, NC, 2018
Master of Social Sciences (Economics), University of Dhaka, Bangladesh, 2015
Bachelor of Social Sciences (Hons.) (Economics), University of Dhaka, Bangladesh, 2014

Research

Selected Working Papers

Guha, Mithila and Korschun, Daniel, “Peer Effects on Brand Activism: Evidence from Firm-Generated Content and Online Chatter”, Under Review (Revise and Resubmit), Job market paper.

Best Track Paper Award Winner in the “Digital and Social Media Marketing Track”: Summer AMA Academic Conference, Chicago, IL: August 2022.

Guha, Mithila, Korschun, Daniel and Andras, Trina, “Callouts and Shout-outs: Are Online Mentions on Social issues Loud Enough To Drive Brand Performance?”

Teaching Experience

Instructor

MKTG 326: Marketing Insights: Fall 22-23
MKTG 322: Advertising and Integrated Marketing Communications: Summer 21-22
MKTG 322: Advertising and Integrated Marketing Communications: Winter 21-22
MKTG 201: Introduction to Marketing Management Recitation: Spring21-22
MKTG 201: Introduction to Marketing Management Recitation: Spring 20-21
MKTG 201: Introduction to Marketing Management Recitation: Winter 20-21
MKTG 201: Introduction to Marketing Management Recitation: Fall 20-21
MKTG 201: Introduction to Marketing Management Recitation: Spring 19-20
MKTG 201: Introduction to Marketing Management Recitation: Winter 19-20
MKTG 201: Introduction to Marketing Management Recitation: Fall 19-20

Teaching Assistant

MKTG 510: Marketing Strategy- Winter 2018, Fall 2019, Fall 2020, Winter 2020, Fall 2021, Winter 2021
MKTG 348: Services Marketing- Winter 2018, Fall 2019, Winter 2019, Fall 2020, Winter 2020, Fall 2021, Winter 2021
MKTG 355: Interactive Marketing- Winter 2018
MKTG 364: Marketing for New Ventures- Winter 2018 \

Awards

  1. Winner, Best Paper Award in the Digital and Social Media Marketing Track, Summer AMA Academic Conference, Chicago, IL: 2022.
  2. Drexel News Research Spotlight: PhD Candidate Wins Best In Track Paper Award At 2022 AMA Conference, August 18, 2022
  3. ISMS Marketing Science Doctoral Consortium Fellow, 2022.
  4. TECK-KAH LIM Graduate Student Travel Subsidy Award, Drexel University (2022)
  5. Drexel’s Three Minute Thesis (3MT®) Competition Finalist, 2022.
  6. Drexel University Dean’s Fellowship, 2018-2023.
  7. NC State University Consumer Innovation Consortium Fellow, 2017.
  8. Undergraduate and Graduate Merit Scholarship from University of Dhaka, 2010-2014.