Guha, Mithila

Mithila Guha

Assistant Professor of Marketing
Department of Marketing and Business Analytics
Lucas College and Graduate School of Business
San Josè State University




  • Ph.D. Marketing (Minor: Computer Science), Drexel University, 2023
  • Master of Economics, North Carolina State University, 2018
  • Master of Social Sciences in Economics, University of Dhaka, 2015
  • Bachelor of Social Sciences (Hons) in Economics, University of Dhaka, 2014



Dr. Mithila Guha, an Assistant Professor of Marketing at San Jose State University, specializes in the intersection of Marketing analytics, the transformative role of Marketing in driving positive social changes, Brand activism, and Online strategies. Her expertise is rooted in empirical quantitative marketing research, focusing on brand-consumer interactions across diverse social media and online platforms. Through applied econometric modeling, text analytics, and machine learning, she uncovers invaluable insights into firms' strategies for online activism and purpose-driven marketing campaigns.

Dr. Guha's research has recently been published in the Journal of Brand Management, underscoring her contributions to the field. Her exceptional work was further recognized with the prestigious Best In Track Award at the 2022 Summer AMA Conference for her outstanding achievements in the Digital & Social Media Marketing Track. Beyond academia, Dr. Guha's commitment extends to serving as a certified Mental Health First-aider, demonstrating her dedication to making a meaningful impact in the lives of others, both within and beyond the classroom.