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Poole College of Management

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Rishika Rishika

Assistant Professor of Marketing, Department of Business Management

Nelson Hall 2326

Area(s) of Expertise

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, multi-channel retailing, online communities and marketing and public policy.

She has published in top-tier ‘UT-Dallas’ business journals such as Management ScienceJournal of Marketing and Information Systems Research.

In her recent research, Rishika has examined how customer participation in firms’ social media efforts can subsequently transform their purchase 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 multi-channel retailing issues.

Rishika has taught marketing analytics, principles of marketing, new product development and marketing strategy at both the graduate and undergraduate levels.


Rishika Rishika is currently an assistant professor of marketing at the Poole School of Management at North Carolina State University. Rishika completed her doctoral studies in marketing at the University of California, Irvine. Prior to joining NC State, Rishika was on the faculty at the Mays Business School, Texas A&M University and at the Moore School of Business, University of South Carolina.

Research Publications

Peer-reviewed publications:

Rishika, Rishika and Jui Ramaprasad (2018), “The Effects of Asymmetric Social Ties, Tie Strength and Structural Embeddedness on Online Content Contribution Behavior: A Disaggregate Level Analysis,” forthcoming at Management Science.

Janakiraman, Ramkumar, Lim, Joon Ho and Rishika Rishika, (2018), “The Effect of Data Breach Announcement on Customer Behavior: Evidence from a Multichannel Retailer,” Journal of Marketing, 82(2), 85-105 (equal contribution).

Park, Eunho, Rishika Rishika, Ramkumar Janakiraman, Mark Houston and Byungjoon Yoo (2018), “Social Dollars in Online Communities: The Effect of Product, User and Network Characteristics,” Journal of Marketing, 82 (1), 93-114.

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 Participation on Customer Visit Frequency and Profitability: An Empirical Investigation,” Information Systems Research, 24(1), 108-127.


View CV


Ph.D., Business Administration (Marketing), University of California, Irvine (2008)
M.A., Economics, Delhi School of Economics (Delhi, India) (1999)
B.A. (Honors), Economics, Shri Ram College of Commerce (Delhi, India) (1997)