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Sidharth Muralidharan

Associate Professor and Graduate Program Coordinator

Dr. Sidharth Muralidharan, associate professor in the Temerlin Advertising Institute, earned his Ph.D. in mass communication in 2012 from The University of Southern Mississippi. He formerly worked as a junior account executive for Zehnder Communications, Baton Rouge. His primary research interests are on cross-cultural studies and advertising’s impact on mitigating social and environmental issues in India and abroad, while secondary research interests include social media and online advertising. His work has been published in Journal of Advertising; Journal of Advertising Research; International Journal of Advertising; Health Communication; Social Influence; Asian Journal of Communication; Cyberpsychology, Behavior, and Social Networking; Journalism and Mass Communication Quarterly; and International Journal of Consumer Studies, among others. Muralidharan is a member of the American Academy of Advertising (AAA).


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, Society & Ethics (ADV 2302)
Strategic Brand Management-1 (ADV 2342)
Advertising as a Cultural Force (ADV 6371)
Responsibility and Social Entrepreneurship (ADV 6372)


  1. Muralidharan, S., & La Ferle, C. (2020). Would shaming or instilling hope in Indian bystanders lead to positive reporting intentions? Examining the impact of emotional appeals and perceived social support in domestic violence prevention PSAs. Journal of Nonprofit and Public Sector Marketing (accepted).
  2. Muralidharan, S., La Ferle, C., & Howard, L. (2020). The role played by self-focused emotional ad appeals on the intentions to call a domestic violence helpline: Exploring guilt, hope, and the independent self-construal in the Indian context. Social Marketing Quarterly, 26(4), 345-360.
  3. Muralidharan, S., Adams, T., & Pitasi, A. (2020). The forgotten few: Can trust, knowledge, and efficacy help the network-disenchanted and abate the digital divide? Central European Political Science Review, 21(79), 111-128.
  4. Muralidharan, S. & Kim, E. (2020). Can empathy offset low bystander efficacy? Effectiveness of domestic violence prevention narratives in India. Health Communication, 35 (10), 1229-1238.
  5. Kim, E., & Muralidharan, S. (2019). The role of empathy and efficacy in public service announcements: Using narratives to induce bystander interventions in domestic violence. Journal of Advertising Research (accepted).
  6. La Ferle, C., Muralidharan, S., & Kim, E. (2019). Using guilt and shame appeals from an Eastern perspective to promote bystander intervention: A study of mitigating domestic violence in India. Journal of Advertising, 48(5), 555-568.
  7. La Ferle. C., & Muralidharan, S. (2019). Religion in domestic violence prevention PSAs: The role of religiosity in motivating Christian bystanders to intervene. Journal for the Scientific Study of Religion, 58(4), 874-890.
  8. Muralidharan, S., & Kim, E. (2019). “I owe my life to the kind individual who called the helpline”: Exploring the interplay of self-views and social distance in narrative advertising on domestic violence prevention in India and the United States. International Journal of Advertising, 38(5), 704-730.
  9. Heo, J. & Muralidharan, S. (2019). What triggers young Millennials to purchase eco-friendly products? The interrelationships among knowledge, perceived consumer effectiveness, and environmental concern. Journal of Marketing Communications, 25(4), 421-437.
  10. Muralidharan, S., & La Ferle, C. (2018). Religious symbolism in the digital realm: A social advertising approach to motivate bystanders to aid victims of cyberbullying. International Journal of Consumer Studies, 42(6), 804-812.
  11. Muralidharan, S., & Sheehan, K. (2018). The role of guilt in influencing sustainable pro-environmental behaviors among shoppers: Differences in response by gender to messaging about England’s plastic-bag levy. Journal of Advertising Research, 58(3), 349-362.
  12. Muralidharan, S., La Ferle, C., & Pookulangara, S. (2018). Studying the impact of religious symbols on domestic violence prevention in India: Applying the theory of reasoned action to bystanders’ reporting intentions. International Journal of Advertising, 37(4), 609-632.
  13. Muralidharan, S., La Ferle, C., & Pookulangara, S. (2018). Can divine intervention aid in domestic violence prevention? An analysis of bystanders’ advertising attitudes and reporting intentions in India. Journal of Promotion Management, 24(1), 1-23.
  14. Muralidharan, S., & Sheehan, K. (2017). ‘Tax’ and ‘fee’ frames in green advertisements: The influence of self-transcendence in reusable bag usage. Journal of Promotion Management, 23(6), 852-872.
  15. Muralidharan, S., La Ferle, C., & Sung, Y. (2017). Are we a product of our environment? Exploring culturally congruent green advertising appeals, novelty, and environmental concern in India and the United States. Asian Journal of Communication, 27(4), 396-414.
  16. Muralidharan, S., Yoon, H. J., Sung, Y., Miller, J., & Lee, A. (2017). Following the breadcrumbs: Analyzing online product review characteristics by online shoppers. Journal of Marketing Communications, 23(2), 113-134.
  17. Men, R. L., & Muralidharan, S. (2017). Understanding social media peer communication and organization-public relationships: Evidence from China and the United States. Journalism and Mass Communication Quarterly, 94(1), 81-101.
  18. 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.
  19. 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.
  20. Muralidharan, S., & Sheehan, K. (2016). ‘Tax’ and ‘fee’ message frames as inhibitors of plastic bag usage among shoppers: A social marketing application of the theory of planned behavior. Social Marketing Quarterly, 22(3), 200-217.
  21. 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.
  22. 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.
  23. 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.
  24. 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.
  25. 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.
  26. 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.
  27. 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.
  28. 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.
  29. 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 media and race (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.

Editorial Review Board

  • Management Decision
  • World Complexity Science Academy Journal

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