research overview
- Harsha Gangadharbatla’s research focuses on new and emerging media, social and economic effects of advertising, and environmental communication.
- Contact Info
Ganga, Harsha Associate Professor
Positions
- Associate Professor, Advertising, Public Relations and Media Design
Research Areas
Research
keywords
- media effects, social and digital media, social and economic effects of advertising, interactive advertising, video games, environmental communication
Publications
selected publications
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book
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chapter
- Social Media and Advertising Theory 2019
- Gamified Self: Factors Influencing Self-Tracking Technology Acceptance. Ed. Gamified Self: Factors Influencing Self-Tracking Technology Acceptance. 2017
- How motivations for social media usage can change and what it means for e-businesses. 62-78. 2013
- Individual Factors and Green Message Reception: Framing, Lifestyles, and Environmental Choices 2012
- Social Media and Advertising Theory. 402-416. 2012
- Motivations for social networking site adoption 2010
- Telepresence and persuasion. 113-136. 2010
- Impact of self-efficacy on e-Service brands 2009
- Individual differences in social networking site adoption 2009
- e-CRM: Understanding internet confidence and implications for customer relationship management 2005
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conference proceeding
- An Exploratory Look at Gen Z’s Reception of Ads Featuring Stay-at-home and Involved Dads 2019
- The Role of Artificial Intelligence (AI) in Advertising, Proceedings of the American Academy of Advertising Conference, Eric Haley (ed.), Knoxville, TN: University of Tennessee. 2019
- Planning, Executing and Sustaining Academic Assessment of Curricula in Advertising. 60-61. 2017
- Programmatic Everything: Is This the Future of Advertising?. 158-160. 2017
- Gamification of Health: Lessons for the Advertising Industry. 139-142. 2016
- How to Reach Green Consumers on the Internet? Digital and Social Media Strategies for Addressing the Environmentally Conscious. 32-45. 2016
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journal article
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Antecedents and consequences of binge-watching for college students.
First Monday.
2019
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eWOM across channels: comparing the impact of self-enhancement, positivity bias and vengeance on Facebook and Twitter.
International Journal of Advertising.
1153-1172.
2019
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Propagation of user-generated content online.
International Journal of Internet Marketing and Advertising.
218-218.
2017
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A Comparison of In-Game Brand Placement for Active Versus Passive Players.
Journal of Interactive Advertising.
117-132.
2016
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Novelty Effects in Augmented Reality Advertising Environments: The Influence of Exposure Time and Self-Efficacy.
Journal of Current Issues and Research in Advertising.
113-130.
2016
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Examination of the factors that influence the technological adoption intentions of tomorrow's new media producers: A longitudinal exploration.
Computers in Human Behavior.
1117-1124.
2016
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Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions.
International Journal of Value-Based Management.
693-707.
2014
- Social Media and New Gathering: Tapping into the Millennial Mindset. 45-63. 2014
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Advertising Versus Product Placements: How Consumers Assess the Value of Each.
Journal of Current Issues and Research in Advertising.
21-38.
2013
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Psychophysiological Responses to Background Brand Placements in Video Games.
Journal of Advertising.
251-263.
2013
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Facebook versus television: advertising value perceptions among females.
Direct Marketing: An International Journal.
164-179.
2012
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Changing user motivations for social networking site usage: implications for internet advertisers.
International Journal of Internet Marketing and Advertising.
120-120.
2012
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Technology Component: A Modified Systems Approach to Creative Thought.
Creativity Research Journal.
219-227.
2010
- Exploring Gen Y’s motivations to join social networking sites. Media Asia -Singapore-. 240-248. 2009
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Soft drink advertising and consumption in the United States 1984-2007.
International Journal of Advertising.
351-367.
2009
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FacebookMe.
Journal of Interactive Advertising.
5-15.
2008
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What's changed? Does beer advertising affect consumption in the United States?.
International Journal of Advertising.
35-50.
2006
- Organizational virtual communities: Exploring motivations behind online panel participation. Journal of Computer-Mediated Communication. 2005
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The Novelty of 3D Product Presentations Online.
Journal of Interactive Advertising.
10-18.
2001
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Antecedents and consequences of binge-watching for college students.
First Monday.
2019
editor of
Teaching
courses taught
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APRD 1000 - Creative Industries
Primary Instructor - Summer 2018
Explores creative and strategic thinking and the many industries involved in creating brand communication as well as these industries growing interdependence in a changing media landscape. Considers technology's impact and the effect of commercial culture on an increasingly diverse society. -
APRD 1003 - Principles of Strategic Communication
Primary Instructor - Summer 2019
Introduces the foundations, nature, and practices of advertising and public relations and the various industry functions - including account management, market research, account planning, media planning, creative strategy, creative execution, branding, image reputation and crisis management. This course offers historical, organizational, financial, creative and critical perspectives concerning strategic communication. -
APRD 4404 - Advanced Ad Campaigns NSAC
Primary Instructor - Spring 2018
Work and design an ad campaign for a real world client through the National Student Advertising Competition (NSAC).
Background
education and training
- Ph.D., University of Texas at Austin 2006
- M.A., Michigan State University 2002
- B.E., Motilal Nehru Nat'l Institute of Tech (India) 1999
awards and honors
International Activities
global connections related to teaching and scholarly work (in recent years)
- Asia Continent
- Australia Country
- Australia and New Zealand Continent
- India Country