SelectedWorks - Kunal Swani

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Selected Works of Kunal Swani

Professor, Marketing

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About Kunal Swani

August 2021 - Present	Professor, Wright State University ‐ Marketing
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August 2018 - August 2021	Associate Professor, Wright State University ‐ Marketing
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July 2014 - August 2018	Assistant Professor, Wright State University ‐ Marketing
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Business, Marketing, Social and Behavioral Sciences, Communication, and Social Media

Advertising and Marketing Communications, Humor in Advertising, B2B Advertising, Interactive Marketing, and Marketing Research

Department Page

Rike Hall 202

3640 Colonel Glenn Hwy

Dayton, OH 45435-0001

(937) 775-2260

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Articles (21)

To App or Not to App: A Business-To-Business Seller's ...

Industrial Marketing Management (2020)

Although business-to-business (B2B) selling firms increasingly realize the benefits of adoption and usage of B2B mobile applications (apps), few studies ...

How to Connect With Your Best Student Prospects: Saying the ...

Journal of Marketing Communications (2020)

Kendall Goodrich, Kunal Swani and James M. Munch

Most market segmentation in prior academic research on higher education has been largely based on demographic variables, providing a limited ...

Like, Comment, or Share? Self-Presentation vs. Brand Relationships as Drivers ...

Marketing Letters (2020)

Kunal Swani and Lauren I Labrecque

To enhance our understanding of consumer engagement with social media brand posts, this research explores the underlying mechanisms driving consumer ...

The Impact of Pronoun Choices on Consumer Engagement Actions: Exploring ...

Psychology and Marketing (2020)

Lauren I Labrecque, Kunal Swani and Andrew T Stephen

To enhance the understanding of consumer engagement with brand content on social media, this study examines how pronoun choices affect ...

The Untapped Potential of B2B Advertising: A Literature Review and ...

Industrial Marketing Management (2019)

Kunal Swani, Brian P Brown and Dusan M Mudambi

Academic research has not kept pace with the growth of and investment in B2B advertising. Important topics need to be ...

Social Media Services Branding: The Use of Corporate Brand Names

Journal of Business Research (2019)

Kunal Swani, George Milne and Elizabeth G Miller

Companies are increasingly searching for ways to better engage consumers through social media. In this paper, we explore the impact ...

Evaluating Facebook Brand Content Popularity for Service Versus Goods Offerings

Journal of Business Research (2017)

Kunal Swani and George Milne

Marketers using social media are struggling with its successful implementation, specifically in engaging their audiences through creation of popular brand ...

Humor and Violence

Marketing Faculty Publications (2017)

Charles S. Gulas, Marc G. Weinberger and Kunal Swani

Violence has been described as physical aggression enacted by a perpetrator with the intent to harm, demean, or humiliate. Humor, ...

Understanding Responses to Comedic Advertising Aggression: The Role of Vividness ...

International Journal of Advertising (2017)

Marc G. Weinberger, Kunal Swani, Hye Jin Yoon and Charles S. Gulas

As the use of comedic aggression in advertising has become more frequent, questions about the boundary conditions of its effectiveness ...

What Messages to Post? Evaluating the Popularity of Social Media ...

Industrial Marketing Management (2017)

Kunal Swani, George Milne and Brian P Brown

Although social media usage in business markets continues to grow, managers still struggle with designing popular brand message posts. This ...

To “Free” or Not to “Free”: Trait Predictors of Mobile ...

Psychology and Marketing (2017)

John B Dinsmore, Kunal Swani and Riley G Dugan

This research is the first to examine the relationship between personality traits and mobile application (app) purchasing tendencies, specifically the ...

Audience Reaction to Comedic Advertising Violence After Exposure to Violent ...

Journal of Current Issues and Research in Advertising (2017)

Charles S. Gulas, Kunal Swani and Marc G. Weinberger

As comedic violence has increased in advertising, questions arise about whether and when it is effective. This research addresses the ...

Does Linguistic Style in Social Media Communications Impact Consumer Engagement ...

Creating Marketing Magic and Innovative Future Marketing Trends (2017)

Lauren I Labrecque and Kunal Swani

The rise of social media has boosted marketers’ interest in using these platforms to build relationships with customers and as ...

The Impact of the Great Recession on Financial Services Advertising ...

Services Marketing Quarterly (2017)

Kunal Swani and Easwar S Iyer

We explore how advertising managers of financial services organizations have responded to the repercussions of the Great Recession in their ...

What Messages to Post? Evaluating the Popularity of Social Media ...

Industrial Marketing Management (2016)

Kunal Swani, George Milne, Brian P. Brown, A. George Assaf, et al.

Although social media usage in business markets continues to grow, managers still struggle with designing popular brand message posts. This ...

Should Tweets Differ for B2B and B2C? An Analysis of ...

Industrial Marketing Management (2014)

Kunal Swani, Brian P. Brown and George Milne

Business-to-business (B2B) marketers hesitate to embrace social media as a marketing tool, unlike their business-to-consumer (B2C) counterparts, and they struggle ...

Spreading the Word Through Likes on Facebook: Evaluating the Message ...

Journal of Research in Interactive Marketing (2013)

Kunal Swani, George Milne and Brian P. Brown

Purpose – This research aims to investigate the message strategies most likely to promote online “word-of-mouth” (WOM) activity for business-to-business ...

Fortune 500 Companies' Use of Twitter Communications: A Comparison between ...

International Journal of Integrated Marketing Communications (2013)

Kunal Swani, George Milne, Cory Cromer and Brian P. Brown

The growth of Twitter through the years has attracted the attention of IMC marketers who perceive it as a tool ...

The Impact of Violent Humor on Advertising Success: A Gender ...

Journal of Advertising (2013)

Kunal Swani, Marc G. Weinberger and Charles S. Gulas

Recent academic research has focused on the use of novelty and shock in advertising executions. One manifestation of this approach ...

Managing Product Safety of Imported Chinese Goods

Business Horizons (2010)

Barry Berman and Kunal Swani

While recent recalls and scares have focused greatly on Chinese manufactured toys and foodstuffs, the issue of product safety extends ...

Interactions between Price and Price Deal

Journal of Product & Brand Management (2009)

Kunal Swani and Boonghee Yoo

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to ...

Should B2B Tweets Differ From B2C Tweets? An Analysis of ...

Marketing Faculty Publications (2013)

Kunal Swani, George Milne and Brian P. Brown

101 People Like This: Evaluating The Facebook Message Strategy Effectiveness ...

2012 American Marketing Association Winter/Summer Educators' Proceedings (2012)

Kunal Swani, George Milne and Brian P. Brown

The Effectiveness of Social Media Messages in Organizational Buying Contexts

2011 American Marketing Association Educators' Proceedings (2011)

Kunal Swani and Brian P. Brown

Unpublished Paper

WHAT MESSAGES TO POST? EVALUATING THE EFFECTIVENESS OF SOCIAL MEDIA ...

Doctoral Dissertations

Marketers are struggling with the successful implementation of social media executions in their marketing efforts. The effectiveness of their social ...