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Dr. Balamoorthy S

Dr. Balamoorthy S

Dr. Balamoorthy S

Assistant Professor



Mr. Balamoorthy has obtained his Master of Business Administration at Department of Management Studies, Madurai Kamaraj University. He then pursued his PhD from Indian Institute of Technology (Indian School of Mines), Dhanbad and submitted his thesis on “E-WOM Intention on Social Networking Sites”. He has about two years of teaching experience. His research interest revolves around customer value, social media marketing, and sensory and neuro marketing. He has published his research works in reputed journals like Journal of Marketing Communications, International Journal of Applied Management Science and presented his works in the international level conference of repute organised by IIM Indore and Raipur. He is excited to learn and discover the opportunities offered by consumer psychology with increasing focus on personification and anthropomorphism.


Balamoorthy S and Bibhas Chandra (2022). Sharing healthy lifestyle information on social media during the COVID-19 pandemic: a moderated mediation model, Journal of Marketing Communications. (ABDC:B)

Balamoorthy S and Pande M (2019). Colours in advertising and affective responses: the moderating role of gender and optimum stimulation level. International Journal of AppliedManagement Science, 11(3), 255-276. (Scopus)


Marketing Management I & II   



Balamoorthy S and Anshul Mathur (2014). Modikurta – Modi mania or marketing myopia, the marketing challenge. The case was presented at GSMC 2014, organised by Indian Institute of Management, Raipur.

Balamoorthy S (2017). Colours in advertisements and its effect on customers’ desired value change: a conceptual model. This work was presented at NASMEI summer marketing conference 2017, organised by Indian Institute of Management, Indore.


Completed the workshop on ‘Mediation, Moderation and Conditional Process Analysis’ held online on April 5-9, 2021 by Prof. Vishal Gupta, IIM Ahmedabad.

Participated in a study on ‘Individual differences and Negotion Effectiveness’ organised by IIMA and Olin Business School at Washington University in st. Louis in 2014.


Have cleared NET-2016, Tamil Nadu SET-2012, Andhra Pradesh SET -2012 and Maharashtra SET-2012 examinations.