Mrs. Mimansa Bairathi | Management and Accounting | Best Researcher Award

University College London | United Kingdom

Mrs. Mimansa Bairathi is an accomplished academic and researcher currently serving as an Assistant Professor of Marketing at the UCL School of Management, United Kingdom. She holds a Ph.D. and M.Res. in Marketing from the London Business School, complemented by an MBA in Marketing and Finance from the Indian Institute of Foreign Trade and a B.Tech. in Civil Engineering from the National Institute of Technology, Jaipur. Her interdisciplinary educational background provides a strong analytical and strategic foundation for her research in digital markets, platform economies, and consumer behavior in online environments. Mrs. Bairathi’s expertise spans causal inference, large-scale experimental design, and machine learning applications in marketing, with a particular focus on understanding online advertising dynamics, influencer marketing strategies, and the economics of digital platforms. Her scholarly output includes 78 academic documents, 807 citations, and an h-index of 17, demonstrating growing global recognition for her contributions to marketing science. Her article, “The Value of Platform Endorsement,” published in Marketing Science (2024), gained significant international attention and was featured in Forbes, highlighting her work’s relevance to both academia and industry. She actively collaborates with distinguished researchers from globally renowned institutions, including London Business School, New York University, and the University of California, bringing together diverse perspectives to address critical questions in digital economics and online market regulation. Beyond research, Mrs. Bairathi is deeply committed to teaching and academic service. She has designed and delivered postgraduate courses on “Customers and Markets,” integrating cutting-edge digital marketing insights with empirical learning. Her professional experience in leading organizations such as Flipkart, ZS Associates, and the Indian School of Business further enhances the practical relevance of her academic contributions.

Profile: Google Scholar

Featured Publications

1. Bairathi, M., Zhang, X., & Lambrecht, A. (2025). The value of platform endorsement. Marketing Science, 44(1), 84–101.
2. Bairathi, M., Lambrecht, A., & Rao, A. (2024). Social media, music consumption, and cross-platform spillover effects. Unpublished manuscript.
3. Bairathi, M., & Lambrecht, A. (2023). Influencer marketing: Sponsorship disclosure and authenticity. Available at SSRN 4679776.
4. Bairathi, M., Lambrecht, A., & Zhang, X. (2023). Gender disparity in online reputation: Evidence from an online freelance platform. Available at SSRN 4635329.