Kalpak Kulkarni - Department of Management Studies,Indian Institute of Technology Roorkee
Kalpak Kulkarni
Kalpak Kulkarni Assistant professor kalpak.kulkarni@ms.iitr.ac.in
Areas of Interest
  • Viral Advertising, Advertising Effectiveness, Social Media and Digital Marketing, Consumer Psychology, Experimental Research
Multiple Posts
FromPeriodPositionOrganisation
2021-11-01OngoingCo-Convener - Alumni Seminar SeriesDoMS, IIT Roorkee
2021-12-01OngoingFaculty Co-ordinator - Gender Advancement for Transforming Institutions (GATI)DoMS, IIT Roorkee
2022-01-01OngoingMember - Anti Ragging CommitteeDoMS, IIT Roorkee
Honors and Awards
AwardInstituteYear
Industrial Research and Consultancy Centre FellowshipIIT Bombay2018
UGC-NET with JRFUniversity Grants Commission, MHRD, India2011
SAMSIKA Award for Academic Excellence in MarketingSAMSIKA Academy of Brand Management2009
Educational Details
DegreeSubjectUniversityYear
PhDMarketing ManagementShailesh J Mehta School of Management, IIT Bombay2021
MMSMarketing ManagementUniversity of Mumbai2008
Teaching Engagements
TitleCourse CodeClass NameSemester
Marketing Management 2BMN 511MBA IAutumn
Digital MarketingBMN XXXMBA ISpring
Services MarketingBMN 677MBA IISpring
Business EnvironmentBMN 506MBA IAutumn
Referred Journal Papers
  • A typology of viral ad sharers using sentiment analysis, Kalpak K. Kulkarni, Arti D. Kalro, Dinesh Sharma, and Piyush Sharma, Elsevier, 2020 , Journal of Retailing and Consumer Services (ABDC-A) , 53 vols
  • The interaction effect of ad appeal and need for cognition on consumers’ intentions to share viral advertisements, Kalpak K. Kulkarni, Arti D. Kalro, and Dinesh Sharma, Wiley, 2020 , Journal of Consumer Behavior (ABDC-A) , 19(4) vols , 327-338 pages
  • Sharing of Branded Viral Advertisements by Young Consumers: The Interplay between Personality Traits and Ad Appeal, Kalpak K. Kulkarni, Arti D. Kalro and Dinesh Sharma, Emerald, 2019 , Journal of Consumer Marketing (ABDC-A) , 36(6) vols
  • Conference Papers - Moment Marketing: Decoding the Hottest Form of New Age Advertising, Kalpak K. Kulkarni, ISDI, 2020 , 3rd ICDE & 14th ISDSI Annual Conference 2020, IIM Raipur, INDIA , 106 pages
  • The effects of need for cognition in viral advertising: an individual‐difference perspective, Kalpak, K. Kulkarni, Arti, D. Kalro, and Dinesh, Sharma, ISDSI, 2017 , 11th ISDSI International Conference, 2017, IIM Trichy
  • Multi-dimensional approach to viral advertising: past research & future opportunities, Kalpk, K. Kulkarni, Arti, D. Kalro, and Dinesh, Sharma, GLIM, Chennai, 2015 , 9th Great Lakes NASMEI (North American Society for Marketing Education in India) International Marketing Conference, Chennai
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