EDUCATION Ph.D., Krannert Graduate School of Management, Purdue University, 2006 Major: Marketing; Minor: Econometrics

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1 University Address: 215G Jacobs Management Center University at Buffalo, Buffalo, NY Phone: (716) RAM BEZAWADA Home Address: 18 Sandhollow Court Getzville, NY, Phone: (716) EDUCATION Ph.D., Krannert Graduate School of Management, Purdue University, 2006 Major: Marketing; Minor: Econometrics M.S. in Statistics, Statistics Department, School of Science, Purdue University M.B.A. in International Business, Indian Institute of Foreign Trade (IIFT), New Delhi, India B.E. (Hons.) in Chemical Engineering, Birla Institute of Technology & Science, Pilani, India EMPLOYMENT HISTORY Associate Professor of Marketing, School of Management, State University of New York at Buffalo, 2013-Current Assistant Professor of Marketing, School of Management, State University of New York at Buffalo, By Courtesy: Associate Professor of Management Science and Systems, School of Management, State University of New York at Buffalo, 2015-Current HONORS AND AWARDS Winner of MSI Competition on Social Interactions and Social Media Marketing, 2014 Nominee, Best European Research Paper of the Year in the ICT Area, Award sponsored by CIONET Best Paper in Track Award, AMA Summer Educators Conference, San Francisco, 2011 Winner of the MSI/WIMI Competition for Modeling Multichannel Customer Behavior, 2010 UB-2020 Interdisciplinary Research Foundation Award, 2009 University wide award for inter-disciplinary research involving collaboration across schools Robert W. Johnson Award for Distinguished Research, Purdue University, 2004 AMA-Sheth Doctoral Consortium Fellow, Texas A&M University, 2004 Krannert Excellence in Teaching Award, Purdue University, 2005 Krannert Excellence in Teaching Award, Purdue University, 2004 Krannert Distinguished Teaching Award, Purdue University, 2003 GRANT/FUNDING SUPPPORT AND AWARDS FOR RESEARCH MSI Award, Marketing Science Institute, 2014, Amount: $10,250 (Co-PI) Premier Research Grant, Funding from a Local Business to support research (with Arun Jain), , Amount: $55,000 (Co-PI) Premier Research Grant, Funding from a Local Business to support research (with Arun Jain), , Amount: $45,000 (Co-PI) UB-2020 Interdisciplinary Research Foundation Award (with Aidong Zhang and Arun Jain), Amount: $26,000 (Co-PI)

2 MSI/WIMI Award, Marketing Science Institute, , Amount: $7,000 (Co-PI) Purdue Research Foundation Grant, Purdue University, , Amount: $38,500 (PI) Baldy Center for Law and Public Policy Small Grant, , Amount: $900 (PI) Various Small Grants from UB SOM and UUP, , Amounts ranging from $300 -$1800 (PI) RESEARCH INTERESTS (Substantive) Marketing Analytics, Business Analytics, Social and Digital Media Analytics, Digital Marketing, Multichannel Marketing, Big Data Issues, Health Care Analytics, New Products and Branding, Cross-Category Models, Topics in Retailing (Methodological) Consumer Learning/Structural Models, Spatial Models, Applied Bayesian Techniques JOURNAL PUBLICATIONS (Major/Top journals are underlined) Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman and P.K. Kannan (2016), From Social to Sale: The Effect of Firm-Generated Content in Social Media on Customer Behavior, Journal of Marketing, 80(1), 7-25 This is the lead article of the issue. Winterich, Karen, Michael J. Barone, Robert Carter, Ramkumar Janakiraman and Ram Bezawada (2015), How Gender, Age and Residence Segments Vary in Choice of a Discount vs. a Donation-based Promotion, Journal of Consumer Psychology, 25(4), Hariharan, Vijay, Ram Bezawada and Debabrata Talukdar (2015), Aggregate Impacts of Different Brand Development Strategies, Management Science, 61(5), SSRN Top Ten Download List in Managerial Marketing ejournal (December 2013) Pickering, Gary J., Arun K. Jain and Ram Bezawada (2013), Super-tasting Gastronomes? Taste Phenotype Characterization of Foodies and Wine Experts, Food Quality and Preference, 28(1), April, Ramkumar, Rishika, Ashish Kumar, Ramkumar Janakiraman and Ram Bezawada (2013), The Effect of Customer Social Media Participation on Customer Visit Frequency and Profitability, (Equal Contribution), Information Systems Research (ISR), 24 (1), March, Nominee, Best European Research Paper of the year in the ICT area sponsored by CIONET Bezawada, Ram and Koen Pauwels (2013), What is Special about Marketing Organic Products? How Organic Assortment, Price and Promotions Drive Retailer Performance, Journal of Marketing, 77 (1), January, Sridhar, Karthik, Ram Bezawada and Minakshi Trivedi (2012), Investigating the Drivers of Consumer Cross Category Learning for New Products Using Multiple Data Sets, Marketing Science, 31 (4), July/August,

3 Kumar, Ashish, Minakshi Trivedi, Ram Bezawada and Karthik Sridhar (2012), A Comparative Analysis of Differential Consumer Response across Supermarket and Specialty Stores, Journal of Retailing and Consumer Services, 19 (6), November, Akcura, Tolga M., Ram Bezawada and Ajay Kalra (2012), The Strategic Role of Private Labels on Retail Competition, Boğaziçi Journal of Economics & Administrative Sciences, 26 (1), Hariharan, Vijay, Ram Bezawada and Debabrata Talukdar (2012), Trial, Repeat Purchase and Spillover Effects of Cobranded Extensions, Journal of Product & Brand Management, 21 (2), Wang, Hui-Ming (Deanna), Ram Bezawada and Julia C. Tsai (2010), An Investigation of Consumer Brand Choice Behavior Across Different Retail Formats, Journal of Marketing Channels, 17(3), Bezawada, Ram, S. Balachander, Venkatesh Shankar and P.K. Kannan (2009), Cross-Category Effects of Aisle and Display Placements: A Spatial Modeling Approach and Insights, Journal of Marketing, 73(3), May, This paper received wide media coverage BOOK CHAPTERS Kumar, Ashish and Ram Bezawada (2013), Effects of Consumers Social Media Participation on Consumer Behavior: A Marketing Perspective, in Harnessing the Power of Social Media and Web Analytics, Anteneh Ayanso and Kaveepan Lertwachara (Editors), IGI Global, USA CONFERENCE PROCEEDINGS Abdelhamid, M., Raj Sharman and Ram Bezawada (2015), "Better Patient Privacy Protection with Better Patient Empowerment about Consent in Health Information Exchanges" (2015). WISP 2015 Proceedings. Rishika, Rishika, Ashish Kumar, Ramkumar Janakiraman and Ram Bezawada (2013), Customers Social Media Participation and Business Value for Firms: Evidence from a Field Study, AMA Winter Educators' Conference Proceedings, Vol. 24, 8-9. Wang, Hui-Ming (Deanna) and Ram Bezawada (2011), Global Branding and Firm Performance: Global Brand Equity, Multi Stakeholder Relations, and Firm Performance, AMA Summer Educators' Conference Proceedings, Vol. 22, Ge, Liang, Arun K. Jain, Ram Bezawada and Aidong Zhang (2011), Interactive Mining of Customer Purchase Patterns for Direct Marketing, SIAM International Workshop on Data Mining for Marketing, April, PAPERS UNDER REVIEW Janakiraman, Ramkumar, Yan (Lucy) Liu, Ram Bezawada and Subodha Kumar (2015), The Impact of Product Returns on Consumer Learning of Channel Quality, (Equal Contribution), Revise and Resubmission Request for 3 rd Round, Journal of Marketing Research.

4 Bezawada, Ram, Ashish Kumar and Ramkumar Janakiraman (2015), An Empirical Examination of the Drivers and Behavioral Consequences of Customer Participation in Firm Hosted Social Media, (Equal Contribution), Revise and Resubmission Request for 2 nd Round, Marketing Science. Lim, Joon Ho, Ramkumar Janakiraman, Rishika Rishika and Ram Bezawada (2016), The Effect of Data Breach on a Multi-channel Retailer, Revise and Resubmission Request for 2 nd Round, Journal of Marketing. Ivanov, Anton, Ram Bezawada and Raj Sharman (2106), Exploring the IT-Factors that Affect Oncologists Referral Rates,, Revise and Resubmission Request for 2 nd Round, ACM Transactions on MIS. Kuntz, Christian, Thomas Falk, Ashish Kumar and Ram Bezawada (2016), Consumer Online Social Embeddedness Conceptualization, Measurement, and Effects on Consumer-Brand Relationships, Resubmission Requested as New Manuscript, Journal of Marketing. Kumar, Ashish and Ram Bezawada (2016), Effects of Customer Online Responses on Firm s Strategic Decision Making in a Multi-channel Behavior Context, Resubmission Requested as New Manuscript, Journal of Marketing Research. WORKING PAPERS Ivanov, Anton, Ram Bezawada and Raj Sharman (2016), Exploring the Impact of Online Reviews on Specialized Physicians Referral Rates, Draft Complete: Undergoing Revisions before Submission to Journal. Venkatesan, Srikanth, Ram Bezawada and Raj Sharman (2016), Do Patients Provide Quality Advice in Online Health Social Networks? An Analysis of Threads at a Patient Portal, Draft Complete: Undergoing Revisions before Submission to Journal. Lee, Jei-Young, Ashish Kumar, Ram Bezawada and Minakshi Trivedi (2016), The Dynamic Effects of Online and Offline Advertising and Promotion on Sales, Draft Complete: Undergoing Revisions before Submission to Journal. Sridhar, Karthik and Ram Bezawada (2016), The Impact of Ratings on Consumer Choice Analysis Complete, Draft Preparation in Progress. Ram Bezawada (2016), The Effects of Store Relocation on Consumer Choice Analysis in Progress. INVITED PRESENTATIONS Payne Research Symposium (2014), University of Arizona Seminar Series (2014), Indian School of Business School of Pharmacy and Pharmaceutical Sciences (2011), State University of New York Buffalo

5 CONFERENCE PRESENTATIONS/PARTICIPATION (2009-Current) The Effect of Customer Data Breach Announcement on Customers Purchase and Channel Choice Behavior: Evidence from a Natural Experiment (Special Session on Social Media), AMA Winter Marketing Educators Conference, February 2016, Las Vegas. Marketing Mix and Multi-Channel Marketing (Special Session on Social Media), AMA Winter Educators Conference, February 2016, Las Vegas. Ratings and Reviews on Healthcare Provider Business Value, Workshop on Information Technologies and Systems (WITS), December 2015, Dallas. The Impact of Online Ratings and Reviews on Healthcare Provider Business Value, INFORMS Conference on Information Systems and Technology, November 2015, Philadelphia. The Impact of Online Ratings and Reviews on Healthcare Provider Business Value, Workshop on Health IT and Economics (WHITE) Conference, October 2015, Maryland. Fostering Patient Informed Consent to Sharing Personal Health Information: A Field Experiment, Workshop on Health IT and Economics (WHITE) Conference, October 2015 Maryland. The Effect of Firm Generated Content in Social Media on Business Value: Evidence from a Field Study (Special Session), AMA Summer Marketing Educators Conference, August Investing the Factors that Drive Patients Willingness to Consent to Sharing Health Information in HIEs, INFORMS Healthcare Conference 2015 (Nashville, TN), July Customers Social Media Participation and Business Value for Firms, INFORMS Marketing Science Conference, June Impact of Digital (Dis) Engagement on Sales: Evidence from Advertising, INFORMS Marketing Science Conference, June Customers Social Media Participation and Business Value for Firms: An Empirical Investigation, INFORMS Marketing Science Conference, June Consumers Learning of Channel Quality: The Role of Product Returns, Conference on Information Systems and Technology (CIST), Minneapolis, October Understanding the Structure and the Motivating Factors of Consumers Social Media Participation, INFORMS Marketing Science Conference, July The Effect of Social Media Marketing Communication on Customer Behavior: An Empirical Investigation, INFORMS Marketing Science Conference, July 2013.

6 The Effect of Customers Social Media Participation on Customer Visit Frequency and Profitability, AMA Winter Educators Conference, February 2013, Las Vegas. The Effect of Customers Social Media Participation on Customer Visit Frequency and Profitability, NASMEI Conference, December 2012, Chennai, India. The Impact of Customers Social Media Participation on Customer-Firm Relationship Duration, INFORMS Marketing Science Conference, June 2012, Boston. The Impact of Customers Social Media Participation on Customer-Firm Relationship Duration, ISR Workshop on Social Media, June 2012, University of Maryland, College Park. Global Brand Equity, Multi-stakeholder Relations, and Firm Performance, AMA Summer Marketing Educators' Conference, August 2011, San Francisco (Best in Track Paper Award). The Impact of Customers Social Media Participation on Customer-Firm Relationship Duration, NASMEI Conference, December 2011, Chennai, India. Investigating the Impact of Multiple Communication and Marketing Mix Elements in a Multichannel Environment, INFORMS Marketing Science Conference, June 2011, Houston. Investigating the Impact of Multiple Communication and Marketing Mix Elements in a Multichannel Environment, MSI/ WIMI Conference, December 2010, Philadelphia. Branding Decisions and Firm Choice, INFORMS Marketing Science Conference, June 2010, Cologne, Germany. Store Format Choice and Consumer Decision Making, INFORMS Marketing Science Conference, June 2010, Cologne, Germany. Evaluating the ROI of Marketing Actions in the Presence of Integrated Marketing Communications: The Case of Wine Marketing, INFORMS Marketing Science Conference, June 2009, Ann Arbor-MI. Understanding Consumer Learning for New Attributes, INFORMS Marketing Science Conference, June 2009, Ann Arbor, MI. Investigating the Strategic Impact of Emerging Categories on Retail Strategies, INFORMS Marketing Science Conference, June 2009, Ann Arbor, MI. EXTERNAL RECOGNITION Interviewed extensively by local media on issues related to branding, e-commerce, social media, healthy eating and various issues concerning retailing The 2013 ISR paper received wide media coverage around the world including: Biz Inc, Yahoo!Canada, Yahoo!Finance India, Fox Business, IEEE Computer Society, NetIndia123.com,

7 Newstrack India, The Spectrum, Calcutta News, Albuquerque Express, Herald Globe, India4u.com, TruthDive, News Track India, Yahoo! India News, NewsroomAmerica, India Vision, News.SmasHits.com, Computing Now, Press News.org, Webindia123.com, Science Newsline, Phys.Org, Science Blog, e! Science News, Business News Daily, World News, Innovations Report, Noodls, High Text Verlag, Alpha Galileo Alpha Galileo (DE) The 2009 JM paper received wide media mentions around the world including: Science daily, Category Management Association, Phys.org, US Fed News Service, Outlook India, States News Service, Science and technology report, Sify.com, News.SmasHits.com, News Track India PROFESSIONAL SERVICE Consulted and/or Provided Technical Assistance and Managerial Expertise to Local Companies Engaged Local Firms and Provided Guidance for Better Business Decision Making Ad Hoc Reviewer for the Following Journals: Journal of Marketing, 2009-Current Journal of Marketing Research, 2009 Journal of Retailing, 2011-Current International Journal of Research in Marketing, 2012-Current Marketing Letters, 2014-Current Journal of Marketing Management, Reviewer for the Following Conferences/Awards: AMA Summer and Winter Educators Conferences, 2011-Current Direct Marketing Educational Foundation, Fulbright Programs, 2013 RESEARCH SUPERVISION (Ph.D. Dissertations) Jei Young Lee (Marketing Department), Dissertation Co-Chair (current) Initial Placement: Science and Technology Policy Institute of Korea Weicun Han (Management Science and Systems Department), Dissertation Committee Member Initial Placement: University of Illinois, Urbana-Champaign Sima Fortsch (Operations Department), Dissertation Committee Member, Initial Placement: University of Michigan at Flint Ashish Kumar (Marketing Department), Dissertation Committee Member, Initial Placement: Helsinki School of Economics (Aalto University) Current Placement: Helsinki School of Economics (Aalto University) Vijay G. Hariharan (Marketing Department), Dissertation Committee Member, Initial Placement: Erasmus School of Economics, Erasmus University, Rotterdam Current Placement: Erasmus School of Economics, Erasmus University, Rotterdam Karthik Sridhar (Marketing Department), Dissertation Committee Member, Initial Placement: Ashland University, Ohio Current Placement: City University of New York (CUNY)-Baruch College

8 Amresh Kumar (Marketing Department), Dissertation Committee Member, Initial Placement: Susquehanna University, Pennsylvania TEACHING INTERESTS Business and Marketing Analytics, Social Media Analytics, Social and Digital Media Marketing, Digital Marketing Strategies, Health Care Marketing, Health Care Analytics, Retailing, Marketing Research, International Marketing, Multi-Channel Marketing COURSES TAUGHT Marketing Foundations (at Baruch College) Undergraduate Level Data Driven Marketing Strategy (at Baruch College) Master s (MBA) Level Special Topics in Marketing (at SUNY, Buffalo) Ph.D. Level Digital Marketing Strategies (at SUNY, Buffalo) MBA Level International Marketing (at SUNY, Buffalo) MBA Level Digital Marketing for IT (at SUNY, Buffalo) M.S. Level International Marketing (at SUNY, Buffalo) Undergraduate Level Marketing Research (at SUNY, Buffalo) Undergraduate Level Introduction to Marketing (at Purdue University) Undergraduate Level, university wide class for all majors (Class size: 300) Introduction to Marketing (at Purdue University) Undergraduate Level, class for business majors