Janarthanan B
PhD (NITT)
Assistant Professor and in-charge website and social media interactions
  • Dr. Janarthanan has published 15 Scopus journals (including 6 SCI/SSCI’s, 2 ABDC ‘B’ Category, 6 ABDC ‘C’ category journals
  • His latest research on “Selfitis” has received 619 international impressions across 38 countries
  • A well-known academician in South India, in the area of Digital Marketing

Dr. Janarthanan is a competent researcher and passionate teacher with 5 years of academic and 3 years of industry experience. He completed his PhD from NITT in the area of social media marketing. He is open for consultancies in the area of building digital infrastructure and market studies.

Area of Research: Cyberpsychology and Consumer Behaviour

  • Balakrishnan, J., & Griffiths, M. D. (2018).Loyalty towards online games, gaming addiction, and purchase intention towards online mobile in-game features. Computers in Human Behavior. (Yet to publish, https://doi.org/10.1016/j.chb.2018.06.002)
  • Balakrishnan.J & Goswami.S. (2018).Sharing YouTube content in offline mode: An attempt to explore conversation through and experimental study.International Journal of Entrepreneurship and Innovation Management.(Accepted. Yet to Publish)
  • Balakrishnan, J., & Griffiths, M. D. (2018). Perceived addictiveness of smartphone games: A content analysis of game reviews by players. International Journal of Mental Health and Addiction, 1-13. (Yet to publish, https://doi.org/10.1007/s11469-018-9897-5)
  • Griffiths, M. D., & Balakrishnan, J. (2018). The psychosocial impact of excessive selfie-taking in youth: a brief overview. Education and Health, 36(1), 3-6.
  • Balakrishnan, J., & Griffiths, M. D. (2017).An Exploratory Study of “Selfitis” and the Development of the Selfitis Behavior Scale. International Journal of Mental Health and Addiction, 16(3), 722-736.
  • Balakrishnan, J., & Griffiths, M. D. (2017). Social media addiction: What is the role of content in YouTube?. Journal of behavioral addictions, 6(3), 364-377.
  • Saraswathy, R., & Balakrishnan, J. (2017). Facets of talent retention: role of employee and employer branding as catalysts. International Journal of Business Forecasting and Marketing Intelligence, 3(4), 407-432.
  • Chakraborty, T., & Balakrishnan, J. (2017).Exploratory tendencies in consumer behaviour in online buying across gen X, gen Y and baby boomers. International Journal of Value Chain Management, 8(2), 135-150.
  • Balakrishnan, J., &Manickavasagam, J. (2017). User Disposition and Attitude towards Advertisements Placed in Facebook, LinkedIn, Twitter and YouTube: A Decision Tree and MANOVA Approach. In Advertising and Branding: Concepts, Methodologies, Tools, and Applications (pp. 1512-1532). IGI Global. – Book Chapter
  • Balakrishnan, J., &Manickavasagam, J. (2016). User Disposition and Attitude towards Advertisements Placed in Facebook, LinkedIn, Twitter and YouTube: A Decision Tree and MANOVA Approach. Journal of Electronic Commerce in Organizations, 14(3), 17-34.
  • Janarthanan, B., Rastogi, S., & Jeevananthan, M (2015). Is Interactivity a Major Consideration for Facebook Pages? Evidence from WHO Facebook page, Prastuti, 4(1), Editor’s Preface, 1.
  • Natarajan, T., Balakrishnan, J., Balasubramanian, S. A., &Manickavasagam, J. (2015). Examining beliefs, values and attitudes towards social media advertisements: results from India. International Journal of Business Information Systems, 20(4), 427-454.
  • Balasubramanian, S. A., Manickavasagam, J., Natarajan, T., & Balakrishnan, J. (2015).An experimental analysis of forecasting the high frequency data of matured and emerging economies stock index using data mining techniques. International Journal of Operational Research, 23(4), 406-426.
  • Natarajan, T., Balakrishnan, J., Balasubramanian, S., &Manickavasagam, J. (2015). The state of Internet marketing research (2005-2012): A systematic review using classification and relationship analysis. In Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications(pp. 282-305). IGI Global. (Book Chapter)
  • Natarajan, T., Balakrishnan, J., Balasubramanian, S. A., &Manickavasagam, J. (2014). Perception of Indian consumers towards social media advertisements in Facebook, LinkedIn, YouTube and Twitter. International Journal of Internet Marketing and Advertising, 8(4), 264-284.
  • Arasu, B. S., Jeevananthan, M., Thamaraiselvan, N., & Janarthanan, B. (2014).Performances of data mining techniques in forecasting stock index–evidence from India and US. Journal of the National Science Foundation of Sri Lanka, 42(2).
  • Natarajan, T., Balakrishnan, J., Balasubramanian, S., &Manickavasagam, J. (2013). The state of Internet marketing research (2005-2012): A systematic review using classification and relationship analysis. International Journal of Online Marketing (IJOM), 3(4), 43-67.
  • Natarajan, T., Balasubramanian, S., Balakrishnan, J., &Manickavasagam, J. (2013). Examining beliefs towards social media advertisements among students and working professionals: an application of discriminant analysis. Australian Journal of Basic and Applied Sciences, 7(8), 697-705.

Area of teaching: Digital Marketing and Consumer Behaviour

Teaching subjects

  • Digital and Social Media Marketing
  • Consumer Behaviour
  • Integrated Marketing Communications
  • Research Methods in Marketing

Membership, Consultancies and MDP’s

Dr. Janarthanan is a registered member with American Marketing Association and American Psychological Association. So far, he has been associated with three organisations in consulting activities and have handled more than 30 sessions in MDP and research colloquiums.

Conferences Attended:

  • The Role of Exploratory Tendencies in Consumer Behaviour and Intention to Buy Online: Moderation Analysis using Big Five Personality Dimensions, Proceedings of MARCON, IIM-C.
  • Beliefs towards advertisements in Facebook, Google Plus, LinkedIn: An application of MDA, Emerging Markets and Issues in Management, VIT.