Kunal Swani, Ph.D.

Rike Hall 202, 3640 Colonel Glenn Hwy, Dayton, OH 45435-0001

Education History

Ph.D., University of Massachusetts - Amherst, 2014

M.B.A., Marketing, Hofstra University, 2009

B.E., Polymer, Pune University, 2005


Marketing Research

Integrated Marketing Communications

Principles of Marketing

Viral and Social Media Marketing

Services Marketing

Research Statement

Areas of Interest:

Marketing Communications

B2B Advertising

Humor in Advertisements

Interactive Marketing

Consumer Privacy


  1. Labrecque, Lauren, Ereni Markos, Kunal Swani, and Priscilla Peña (2021) "When data security goes wrong: Examining the impact of stress, social contract violation, and data type on consumer coping responses following a data breach." Journal of Business Research, 135, 559-571.
  1. Swani, Kunal, George R. Milne, and Alec N. Slepchuk (2021), "Revisiting Trust and Privacy Concern in Consumers' Perceptions of Marketing Information Management Practices: Replication and Extension," Journal of Interactive Marketing (in press).
  1. Swani, Kunal (2020), “To App or Not to App: A Business-To-Business Seller’s Decision,” Industrial Marketing Management, 93, 389-400.
  1. Swani, Kunal and Lauren Labrecque (2020), “Like, Comment, or Share? Self-presentation vs. Brand Relationships as Drivers of Social Media Engagement Choices,” Marketing Letters, 31, 279-298.
  1. Labrecque, Lauren, Kunal Swani, and Andrew Stephen (2020), “The impact of pronoun choices on consumer engagement actions: Exploring top global brands' social media communications,” Psychology & Marketing, 37 (6), 796-814.
  1. Swani, Kunal, Brian Brown, and Susan Mudambi (2020), “The untapped potential of B2B advertising: A literature review and future agenda,” Industrial Marketing Management, 89, 581-593.
  1. Swani, Kunal, George Milne, and Elizabeth Miller (2019), “Social media services branding: The use of corporate brand names,” Journal of Business Research, 125, 785-797.
  1. Gulas, Charles, Kunal Swani, Marc Weinberger (2019), “Audience Reactions to Comedic Advertising Violence after Exposure to Violent Media,” Journal of Current Issues & Research in Advertising, 40 (1), 3-19.
  1. Goodrich, Kendall, Kunal Swani, and James Munch (2018), “How to Connect with your Best Student Prospects: Saying the Right Things, to the Right Students, in the Right Media,” Journal of Marketing Communications.
  1. Swani, Kunal, and George R. Milne (2017), "Evaluating Facebook brand content popularity for service versus goods offerings," Journal of Business Research, 79 (October), 123-133.
  1. Dinsmore, John, Kunal Swani, and Riley Dugan (2017), “To free or not to free: Trait predictors of mobile app purchasing tendencies,” Psychology and Marketing, 34 (2), 227-244.
  1. Swani, Kunal and Easwar Iyer (2017), “The impact of the great recession on financial services advertising: An exploratory study,” Services Marketing Quarterly, 38 (3), 1-17.
  1. Swani, Kunal, George R. Milne, Brian P. Brown, A. George Assaf, and Naveen Donthu (2017), "What messages to post? Evaluating the popularity of social media communications in business versus consumer markets." Industrial Marketing Management, 62 (April), 77-87.
  1. Weinberger, Marc G., Kunal Swani, Hye Jin Yoon, and Charles S. Gulas (2017), "Understanding responses to comedic advertising aggression: The role of vividness and gender identity." International Journal of Advertising 36 (4), 562-587.
  1. Swani, Kunal, George R. Milne, and Brian P. Brown (2014), “Should B2B tweets differ from B2C tweets? An Analysis of Fortune 500 Companies’ Twitter Communication,” Industrial Marketing Management, 43 (5), 873-881.

Ranked by Elsevier Publishing as Top 10 most downloaded Economics articles since January 2014.

  1. Swani, Kunal, Marc G. Weinberger, and Charles S. Gulas (2013), “The impact of violent humor on advertising success: A gender perspective,” Journal of Advertising, 42 (4), 308-312.
  1. Swani, Kunal, George R. Milne, and Brian P. Brown (2013), “Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of fortune 500 companies,” Journal of Research in Interactive Marketing, 7 (4), 269-294.

Selected by Emerald Publishing as an “Emerald Gem” and will appear in New Perspectives in Marketing by Word-of-Mouth based on being “[one] of the most highly cited, read and innovative research in its field.”

  1. Swani, Kunal, George R. Milne, Cory Cromer, and Brian P. Brown (2013), “Fortune 500 companies use of Twitter communications: A comparison between product and service tweets,” International Journal of Integrated Marketing Communications, 5, 47-56.
  1. Swani, Kunal and Boonghee Yoo (2010), "Interactions between price and price deal," Journal of Product and Brand Management, 19 (2), 143-152.
  1. Berman, Barry and Kunal Swani (2010), "Managing product safety of imported Chinese goods," Business Horizons, 53 (1), 39-48.


  1. Dinsmore, John, Kunal Swani, Kendall Goodrich, and Umut Konus (2021), "Introduction: Advancing understanding of mobile applications in marketing," 126 361-362.
  1. Brown, Brian, Kunal Swani, Susan Mudambi (2020), “Introduction to the special issue: B2B advertising,” Industrial Marketing Management.

Book Chapter

  1. Bahl, S., George Milne, Spencer Ross, and Kunal Swani (2018), “The Role of Mindfulness and Subjective Well-being on College Campuses,” Marketing & Humanity: Discourses in the Real World.
  1. Gulas, C., Marc G. Weinberger, and Kunal Swani (2017), “Humor and violence,” Wiley Handbook of Violence and Aggression.

Professional Affiliations/Memberships

Associate Editor, Journal of Business Research

Editorial board member, Industrial Marketing Management

Editorial board member, Journal of Marketing Analytics


  • 2018 Presidential Award for Faculty Excellence: Early Career Achievement (WSU)
  • 2016 College Outstanding Scholarship Award, Fall 2017
  • Graduate School Fellowship Award (UMASS) ($17,000), Spring 2013
  • Isenberg School of Management (UMASS), Outstanding Doctoral Student Researcher Award, Spring 2013
  • AMA-Sheth Doctoral Consortium Fellow, University of Michigan, Spring 2013
  • Harold E. Hardy Award Winner (departmental) ($1,500 scholarship), Spring 2012
  • Awarded a medallion for Scholastic Achievement by Beta Gamma Sigma, New York Chapter, Spring 2009
  • President of Theta Chapter of Beta Gamma Sigma, Zarb School of Business, Spring 2009
  • Awarded M.B.A. Scholarship, Zarb School of Business, Fall 2007
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