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Sundar Bharadwaj

Sundar Bharadwaj, The Coca-Cola Company Chair, Marketing, Terry College of Business University of Georgia. Visiting Professor and Research Scholar, at the Indian School of Business (ISB).

Complementary Roles of PCs and Smartphones in Enabling Digital India

The research by Professors Sundar Bharadwaj, S Arunachalam, and Ananthanarayanan S indicates that India’s technological revolution, which is heavily based on smartphone usage, is yet to address several critical areas of knowledge building. For the Digital India Programme to be effective, India needs to be a knowledge based economy as well as a digitally empowered one and hence, a good …

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Engaging in Real-Time: Understanding the Effect of ‘Real-Time’ Social Media Messages On Consumer Engagement

This research contributes to the academic literature, by understanding characteristics of real-time marketing (RTM) messages on social media and systematically looking at its impact on consumer engagement. The researchers empirically examine the effect of RTM messages on consumer engagement in social media and integrate insights from practice (using field interviews) and existing theory to propose and test two mechanisms by …

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