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Sidharth Muralidharan

Sidarth Muralidharan

Sidharth Muralidharan

Assistant Professor

Dr. Sidharth Muralidharan, Assistant Professor in the Temerlin Advertising Institute, earned his Ph.D. in mass communication in 2012 from The University of Southern Mississippi. His research interests include studying cultural differences in advertising with an emphasis on Indian markets and abroad, and advertising that emphasizes on social responsibility issues like green advertising. He has presented his research in national and regional conferences and formerly worked for Zehnder Communications, New Orleans. Muralidharan is a member of the Association for Education in Journalism and Mass Communication (AEJMC) and the American Academy of Advertising (AAA). He teaches undergraduate and graduate courses at Meadows.


Ph.D. Mass Communication, The University of Southern Mississippi, 2012
M.S. Communication, University of Louisiana at Lafayette, La., 2008
B.E. Information Technology, Bharathiar University, India, 2004


Survey of Advertising (ADV 2374)
Advertising Ethics (ADV 2375)
Responsibility and Social Entrepreneurship (ADV 6372)



  1. Muralidharan, S., & Sheehan, K. (2016). Testing the effectiveness of ‘tax’ and ‘fee’ message frames on shoppers’ plastic bag usage: An application of the theory of planned behavior. Social Marketing Quarterly. DOI: 10.1177/1524500416631522.
  2. Muralidharan, S., Rejón-Guardia, F., & Xue, F. (2016). Understanding the green buying behavior of Millennials from India and the United States: A structural equation modeling approach. Journal of International Consumer Marketing, 28(1), 54-72.
  3. Xue, F., & Muralidharan, S. (2015). A green picture is worth a thousand words? - Effects of visual and textual environmental appeals in advertising and the moderating role of product involvement. Journal of Promotion Management, 21(1), 82-106.
  4. Muralidharan, S., & Xue, F. (2015). Influence of TV endorser types on advertising attitudes and purchase intention among Indian rural women: An exploratory study. Asian Journal of Communication, 25(2), 213-231. [SSCI Indexed Journal]
  5. Muralidharan, S., & Sung, Y. Direct and mediating effects of information efficacy on voting behavior: Political socialization of young adults in the 2012 U.S. Presidential elections. Communication Reports. DOI: 10.1080/08934215.2015.1064537.
  6. Muralidharan, S., & Men, R. L. (2015). How peer communication and engagement motivations influence social media shopping behavior: Evidence from China and the United States. Cyberpsychology, Behavior, and Social Networking, 18(10), 595-601. [SSCI Indexed Journal]
  7. Muralidharan, S., La Ferle, C., & Sung, Y. (2015). How culture influences ‘social’ in social media: Socializing and advertising on smartphones in India and the USA. Cyberpsychology, Behavior, and Social Networking, 18(6), 356-360. [SSCI Indexed Journal]
  8. Muralidharan, S., Yoon, H. J., Sung, Y., Miller, J., & Lee, A. (2014). Following the breadcrumbs: Analyzing online product review characteristics by online shoppers. Journal of Marketing Communications. DOI: 10.1080/13527266.2014.949824.
  9. Muralidharan, S., Dillistone, K., & Shin, J. H. (2011). The Gulf Coast oil spill: Extending the theory of image restoration discourse to the realm of social media and beyond petroleum. Public Relations Review, 37(3), 226-232. [SSCI Indexed Journal] [Listed in Most Cited Public Relations Review Articles Since 2010 By Scopus].
  10. Muralidharan, S., Rasmussen, L., Patterson, D., & Shin, J. H. (2011). Hope for Haiti: An analysis of Facebook and Twitter usage during the earthquake relief efforts. Public Relations Review, 37(2), 175-177. [SSCI Indexed Journal] [Listed in Most Cited Public Relations Review Articles Since 2010 By Scopus].
  11. Narro, A. & Muralidharan, S. (2011). Local publishers have been ignored: An examination of publisher influence on content. Louisiana Communication Journal, 13, 29-48.

Book Chapters (Invited)

  1. Muralidharan, S. (forthcoming). Insecurities of a nation on the rise: Race, advertising, and media in the Indian context. In C. P. Campbell (Ed.), The Routledge companion to race and media. New York, NY: Routledge.

Industry Publications

  1. Muralidharan, S., Dillistone, K., & Shin, J. H. (2013). Using social media to restore BP’s corporate image. Hot Topics. International Advertising Association.


  1. Nominated by the Dean of Meadows – Dr. Samuel S. Holland – for the ‘2016 Emerging Leaders Seminar Series’ (Southern Methodist University, Dallas).
  2. Recipient of the 2010-2011 ‘Dr. Robert Gene Wiggins’ Fellowship (University of Southern Mississippi, Hattiesburg).
  3. Recipient of the 2010-2011 departmental ‘Top Graduate Student’ award (University of Southern Mississippi, Hattiesburg).
  4. Won top student paper in the PR Division at the 2011 Southern States Communication Association (SSCA) conference.
  5. Won top departmental paper at the 2011 Graduate Student Research Symposium (University of Southern Mississippi, Hattiesburg).
  6. Awarded the departmental ‘Outstanding Graduate Student’ in 2008 (University of Louisiana at Lafayette).

Areas of Study


Undergraduate Studies

Graduate Studies



Faculty and Staff


Internships, Employment & Class Clients

Student Resources


Art History

Arts Management and Arts Entrepreneurship

Corporate Communication and Public Affairs

Creative Computation


Film and Media Arts