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Darla Moore School of Business


Rishika Rishika

Title: Clinical Assistant Professor of Marketing
Department: Department of Marketing
Darla Moore School of Business
Phone: 803-777-8778
Office: Darla Moore School of Business 493A
Resources: Curriculum Vitae [pdf]


Rishika is currently a clinical assistant professor of marketing at the Darla Moore School of Business at the University of South Carolina. Rishika completed her doctoral studies in marketing at the University of California, Irvine, and then worked as an assistant professor of marketing at Texas A&M University prior to joining the Moore School. Rishika's research focuses on econometric modeling of consumer and firm decision-making. Her main research interests lie in the area of social media analytics, social media marketing, and marketing and public policy. She has published in top tier journals such as Information Systems Research and Journal of Marketing. In her recent research, Rishika has examined how customer participation in firms' social media efforts can subsequently transform their transactional behavior. Furthermore, from a firm perspective, she has studied how firms' social media marketing communications interact with more traditional forms of communication such as television advertising and other forms of digital advertising. Her current research efforts are devoted to studying user behavior in online communities and how the influence from peers may subsequently affect user behavior. Rishika teaches principles of marketing and marketing strategy at the Moore School.


Janakiraman, Ramkumar, Lim, Joon Ho and Rishika Rishika, (2017), "The Effect of Data Breach Announcement on Customer
Behavior: Evidence from a Multichannel Retailer," forthcoming at Journal of Marketing (equal contribution)

Park, Eunho, Rishika Rishika, Ramkumar Janakiraman, Mark Houston and Byungjoon Yoo (2017), "Social Dollars in Online Communities: The Effect of Product, User and Network Characteristics," forthcoming at Journal of Marketing (equal contribution).

Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, and P.K. Kannan (2016), "The Effects of Firm Generated Content in Social Media on Consumer Behavior: Evidence from Field Research," Journal of Marketing, 80(1), 7-25, LEAD ARTICLE (equal contribution).

  • Winner of Marketing Science Institute's (MSI) research proposal competition 2014, "Social Interactions and Social Media Marketing"

Banerjee, Syagnik and Rishika Rishika (2015), "The Art of Mistiming: How Interruptions Make Mobile Coupon Campaigns Effective," Journal of Direct, Data and Digital Marketing, 17, 101-113.

Rishika Rishika, Ashish Kumar, Ramkumar Janakiraman and Ram Bezawada (2013), "The Impact of Customers' Social Media Particiipation on Customer Visit Frequency and Profitability: An Empirical Investigation," Information Systems Research, 24(1), 108-127.

  • Finalist in the CIONET European Research Paper of the Year 2014