Karthik Sridhar is an Assistant Professor of Marketing and Director of Digital Marketing Programs at the Zicklin School. He holds a Ph.D. in Marketing from the University at Buffalo and a B.S. in Electronics Engineering from Anna University, India. He researches topics pertaining to social media marketing, digital marketing and mobile advertising. He is an expert in the empirical application of quantitative models to study the impact of various factors such as retail-formats, health perceptions, direct marketing communications and social media, on consumer choice. He has published in top-tier marketing journals and also has actively consulted with prominent retail chains on their social media strategies.