Vijay Viswanathan

Professor

Northwestern University

United States

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Vijay Viswanathan is a Professor at Northwestern University, United States. His research areas encompass integrated marketing communication education, the impact of AI-driven virtual influencers in digital marketing, and consumer behavior in retail environments. Additionally, he explores the complex dynamics of loyalty programs, online reviews, and the shift in media consumption patterns driven by technological advancements.

Articles (9)

Year:

2024

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2024

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2023

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2023

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2022

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2020

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2020

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2020

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2020

Collaborators (5)

Arry Tanusondjaja

University of South Australia

AUSTRALIA

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Manfred Krafft

Professor

University of Muenster

GERMANY

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Su Jung Kim

Associate Professor

University of Southern California

UNITED STATES

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Tammo H.A. Bijmolt

Prof.dr

University of Groningen

NETHERLANDS

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Arnaud De Bruyn

Professeur

ESSEC Business School

FRANCE

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Vijay Viswanathan

Research Interests

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Articles (9)

The power of synergy to reinvent IMC education

“Threatened and empty selves following AI-based virtual influencers”: comparison between followers and non-followers of virtual influencers in AI-driven digital marketing

Examining Pareto Law across department store shoppers

Sustaining shopping momentum in retail malls using real-time messaging

Quantifying the effect of status in a multi-tier loyalty program

Platform War vs. Platform Synergy? A Longitudinal Analysis of Media Substitution between Personal Computers and Mobile Devices

Artificial Intelligence and Marketing: Pitfalls and Opportunities

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

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

Collaborators (5)

Arry Tanusondjaja

Manfred Krafft

Su Jung Kim

Tammo H.A. Bijmolt

Arnaud De Bruyn

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