How to craft social media posts that drive both clicks and profits.
Abhishek Borah is an Assistant Professor of Marketing at INSEAD with expertise in (1) how firms can use social media and big data to create customer value, and (2) how firms can manage brand crisis such as product recalls, data breaches, privacy issues, etc.
He holds a PhD in Marketing from the Marshall School of Business at the University of Southern California with a focus in quantitative marketing and econometrics. Prior to joining INSEAD, he was a faculty member at the Foster School of Business at the University of Washington in Seattle. Previous to that he worked in McKinsey and Company.
Abhishek’s research interests lie at the intersection of media, technology, and human behaviour. His research has appeared in leading academic journals such as Customer Needs and Solutions, Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, and Strategic Management Journal. His research has been referenced in outlets such as Nature, Wall Street Journal, Ad Age, Fast Company, Forbes, and futurity.org.
In recognition of his research, Abhishek has been named as a 2019 Young Scholar by the Marketing Science Institute( MSI) where MSI identifies faculty members who are likely leaders of the next generation of marketing academics. Abhishek Borah won the MSI Robert D. Buzzell Best Paper Award 2018 for “The Dark Side of Big Data's Effect on Firm Performance,” which is determined by MSI Company Trustees for the most significant contribution to marketing practice and thought. His paper on “Data Privacy: Effects on Customer and Firm Performance”, in the Journal of Marketing was a finalist for both the Maynard Award and the MSI Paul Root Award.
He was awarded the Undergraduate Faculty of the Year cross all disciplines in the year 2017-2018 at the Michael G. Foster School of Business, University of Washington, Seattle. He has received funding for his research from the Marketing Science Institute, American Marketing Association, EBSCO, National Science Foundation, and University of Southern California’s Center for Global Innovation.
Abhishek Borah sits on the editorial review board for the Journal of Marketing Researchand the Journal of Academy of Marketing Science, and reviews papers on a regular basis for leading academic journals. He is also a co-editor of a special section on the application of Artificial Intelligence (AI) in the marketing-finance interface at the International Journal of Research in Marketing and a co-chair of the Marketing Strategy Meets Wall Street Conference, 2019.
Within the field, marketing communications are on an uptrend, while channel management is declining.