Pankhuri Malhotra

Dr. Pankhuri Malhotra joined the Michael F Price College of Business in August 2021 as an Assistant Professor of Marketing. Before joining The University of Oklahoma, Professor Malhotra was a Post-Doctoral Researcher in Quantitative Marketing at The Kellogg School of Management, Northwestern University.

Pankhuri is a computational social scientist with an interest in graph-based methods for improving and scaling marketing research. Her research on social networks has been published in outlets such as Journal of Marketing, Harvard Business Review and AAAI. In her free time, she also writes for news outlets such as The Conversation. Her working papers are currently under review at quant marketing journals such as Marketing Science.

The majority of her current research applies combined methods from marketing, network and data science for mining user perception of brands using publicly available social media datasets. She is also working with influencer datasets on Twitter and Instagram to understand social activism and build network-based recommender systems. Recently she has started working on exploring the role of DEI initiatives in the influencer economy space. Her academic training includes a range of research methods, including data analytics, network analyses, econometrics, survey-based methods, machine learning, text analytics, deep learning, and causal inference

Publications

• Malhotra, P., Bhattacharyya, S., Bolino, M. (2023). How Social Media Can Help you Find a Partner Brand, Harvard Business Review. Full article – https://hbr.org/2023/03/research-how-social-media-can-help-you-find-a-partner-brand
• Malhotra, P., & Bhattacharyya, S. (2022). Leveraging Cofollowership Patterns on Social Media to Identify Brand Alliance Opportunities. Journal of Marketing. https://doi.org/10.1177/00222429221083668
  
• Malhotra, P., & Bhattacharyya, S. (2018). Large Scale Online Brand Networks to Study Brand Effects. AAAI 2018. https://aaai.org/Library/Workshops/ws18-02.php. The Association for the Advancement of Artificial Intelligence (AAAI)
  
• Malhotra, P., (2022) Ye and Adidas break up: Why brand marriages sometimes go bad, The Conversation. Full article – https://theconversation.com/ye-and-adidas-break-up-why-brand-marriages-sometimes-go-bad-191975
  
• Malhotra, P., Cui, Y., & Zhao, K. (2022, January). Modeling Co-Engagement Patterns in Brand Information Networks. In 2022 IEEE 16th International Conference on Semantic Computing (ICSC) (pp. 257-262). IEEE Computer Society – https://ieeexplore.ieee.org/document/9736320