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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 primary research interests include studying cultural differences in advertising with an emphasis on Indian markets and abroad, and advertising that emphasizes social responsibility issues like green advertising, while secondary research interests include social media and online 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 American Academy of Advertising (AAA) and the Association for Education in Journalism and Mass Communication (AEJMC).


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 2302)
Advertising as a Cultural Force (ADV 6371)
Responsibility and Social Entrepreneurship (ADV 6372)


  1. Muralidharan, S., & Sheehan, K. (forthcoming). ‘Green’ with guilt: Assessing gender differences in ownership messaging efforts in support of England’s plastic bag charge. Journal of Advertising Research.
  2. Men, R. L., & Muralidharan, S. (2016). Antecedents and relational outcomes of peer communication about companies on social media: Evidence from China and the United States. Journalism and Mass Communication Quarterly. DOI: 10.1177/1077699016674187
  3. Muralidharan, S., & Xue, F. (2016). ‘Personal Networks’ as a precursor to a green future: A study of Millennials from India and China. Young Consumers, 17(3), 226-242.
  4. Muralidharan, S. (2016). Spoofing: Social commentary or effective marketing tool? Testing promotion vs. prevention message frames in college students’ fight against obesity. Social Influence, 11(3), 151-165.
  5. 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, 22(3), 200-217.
  6. 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.
  7. Muralidharan, S., & Sung, Y. (2016). Direct and mediating effects of information efficacy on voting behavior: Political socialization of young adults in the 2012 U.S. Presidential elections. Communication Reports, 29(2), 100-114.
  8. 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.
  9. 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.
  10. 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.
  11. 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.
  12. 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.
  13. 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.
  14. 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.
  15. 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)

  • Muralidharan, S. (2016). India: Insecurities of a nation on the rise. In C. P. Campbell (Ed.), The Routledge companion to race and media (pp. 276-288). New York, NY: Routledge.

Industry Publications

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

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