Profile Information

Profile

Sayan Gupta is an empirical marketing strategy researcher with a substantive focus on digital and social media marketing, marketing analytics, brand management and the marketing-finance interface. His dissertation titled "Essays on Brand Actions and Love-Hate Relationships with Consumers" investigated various aspects of consumer polarization in response to brand actions and won awards from the INFORMS Society of Marketing Science and the American Marketing Association. His work was published in the Journal of the Academy of Marketing Science.

Research Interests

• Social Media Firestorms, Brand Activism, Marketing-Finance Interface, Online Misinformation

Research Publications

• Swaminathan, Vanitha, Sayan Gupta, Kevin Lane Keller, and Donald Lehmann. "Brand actions and financial consequences: A review of key findings and directions for future research." Journal of the Academy of Marketing Science 50, no. 4 (2022): 639-664.