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Dr Mathew Parackal

Mathew Parackal image 2022BSc (Allahabad), MSc (Allahabad), PGDip (Massey), PhD (Massey)

Room: Otago Business School 4.35
Tel +64 3 479 7696
Email mathew.parackal@otago.ac.nz

Mathew is interested in the application of technology in marketing. His research focuses on analytics, big data and digital communication. Mathew’s work in Public Health led to the developing of a dynamic transactional model of communication for communicating health messages via social media. This research was a finalist in the 2020/21 Business Research Translation Award. Mathew pioneered a method to use natural language processing for studying marketing phenomena. In one study, using supervised machine learning, he quantified human values and used them in conjunction with voting intentions to improve the predictions of political election results.

Mathew teaches Sales & Sales Management at the undergraduate level and Digital Marketing at the postgraduate level. He supervises postgraduate and PhD research in digital communication and branding, sustainability and political election and crisis management.

Mathew comes from a family-business background. Having spent several years in the industry, working for leading agrochemical firms, and running his own chemical business, he comes with a rich experience in starting and setting up new ventures. He keeps his passion for business alive by actively helping New Zealand firms develop their business and digital strategies. Mathew uses his skills in designing and developing online systems to help firms take full advantage of technology.

Teaching responsibilities

Mathew’s teaching responsibilities include:

  • MART 304 Sales and Sales Management (Semester One)
  • MART 466 Digital Marketing (Semester One)

Office Hours

Mathew’s Office Hours are:
Mondays: 4:00pm to 5:00pm

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Publications

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2021). Mining brand value propositions on Twitter: Exploring the link between marketer-generated content and eWOM outcomes. Social Network Analysis & Mining, 11, 83. doi: 10.1007/s13278-021-00790-8

Parackal, M., Parackal, S., Mather, D., & Eusebius, S. (2021). Dynamic transactional model: A framework for communicating public health messages via social media. Perspectives in Public Health, 141(5), 279-286. doi: 10.1177/1757913920935910

Torkestani, M. S., Jahedi, P., Parackal, M., Biggemann, S., & Zadeh, K. B. (2019). Using brand concept map in destination marketing. In J. E. Richard & D. Kadirov (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Winds of Change. (pp. 1156-1159). Retrieved from https://confer.nz/anzmac2019

Parackal, S., Parackal, M., & Harraway, J. (2019). Associated factors of drinking prior to recognising pregnancy and risky drinking among New Zealand women aged 18 to 35 Years. International Journal of Environmental Research & Public Health, 16(10), 1822. doi: 10.3390/ijerph16101822

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2019). Shallow vs. deep customer engagement: A study of brand value propositions in Twitter. Proceedings of the 27th European Conference on Information Systems (ECIS). (pp. 1-12). Retrieved from https://aisel.aisnet.org/ecis2019_rp/96

Harris, P., Parackal, M., Rudd, C., & Williams, J. (2013). Reflections on engagement in an evolving political process: Evidence from Aotearoa, the Land of the Long White Cloud. In K. Gouliamos, A. Theocharous & B. Newman (Eds.), Political marketing: Strategic campaign culture. (pp. 114-131). New York, NY: Routledge.

Chapter in Book - Research

Rudd, C., Connew, S., Harris, P., & Parackal, M. (2007). Political advertising in the metropolitan newspapers. In S. Levine & N. S. Roberts (Eds.), The Baubles of office: The New Zealand general election of 2005. (pp. 197-210). Wellington, New Zealand: Victoria University Press.

Chapter in Book - Research

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2021). Mining brand value propositions on Twitter: Exploring the link between marketer-generated content and eWOM outcomes. Social Network Analysis & Mining, 11, 83. doi: 10.1007/s13278-021-00790-8

Journal - Research Article

Parackal, M., Parackal, S., Mather, D., & Eusebius, S. (2021). Dynamic transactional model: A framework for communicating public health messages via social media. Perspectives in Public Health, 141(5), 279-286. doi: 10.1177/1757913920935910

Journal - Research Article

Parackal, M., & Parackal, S. (2019). A renewed media-mix, based on the dynamic transactional model, for communicating the harms of alcohol to women in New Zealand. Health Promotion International, 34, 921-930. doi: 10.1093/heapro/day033

Journal - Research Article

Parackal, S., Parackal, M., & Harraway, J. (2019). Associated factors of drinking prior to recognising pregnancy and risky drinking among New Zealand women aged 18 to 35 Years. International Journal of Environmental Research & Public Health, 16(10), 1822. doi: 10.3390/ijerph16101822

Journal - Research Article

Parackal, M., Mather, D., & Holdsworth, D. (2018). Value-based prediction of election results using natural language processing: A case of the New Zealand General Election. International Journal of Market Research, 60(2), 156-168. doi: 10.1177/1470785318762234

Journal - Research Article

Parackal, M., & Parackal, S. (2017). Implication of alcohol consumption on aggregate wellbeing. Perspectives in Public Health, 137(4), 220-226. doi: 10.1177/1757913916669538

Journal - Research Article

Parackal, M., Parackal, S., Eusebius, S., & Mather, D. (2017). The use of Facebook advertising for communicating public health messages: A campaign against drinking during pregnancy in New Zealand. JMIR Public Health & Surveillance, 3(3), e49. doi: 10.2196/publichealth.7032

Journal - Research Article

Parackal, M. (2016). A Global Happiness Scale for measuring wellbeing: A test of immunity against hedonism. Journal of Happiness Studies, 17, 1529-1545. doi: 10.1007/s10902-015-9657-1

Journal - Research Article

Parackal, S. M., Parackal, M. K., & Harraway, J. A. (2013). Prevalence and correlates of drinking in early pregnancy among women who stopped drinking on pregnancy recognition. Maternal & Child Health Journal, 17(3), 520-529. doi: 10.1007/s10995-012-1026-7

Journal - Research Article

Chua, A., Robertson, K., Parackal, M., & Deans, K. R. (2012). Conveying trust: Transparency and credibility methods in corporate blogs. New Zealand Journal of Applied Business Research, 10(2), 1-15.

Journal - Research Article

Fam, K.-S., Shukla, P., Sinha, A., Luk, C.-L., Parackal, M., & Chai, J. C. Y. (2011). Rankings in the eyes of the beholder: A vox populi approach to academic journal ranking. Asian Journal of Business Research, 1(1), 1-17.

Journal - Research Article

Chua, A. P. H., Parackal, M., & Deans, K. R. (2010). Conceptualising co-creation of value via corporate Blogs: A proposed research framework. International Journal of the Computer, the Internet & Management, 18(1), 1-8.

Journal - Research Article

Parackal, M. (2010). Correcting the illogicality in probability data of mutually exclusive behaviours. Australasian Marketing Journal, 18(2), 105-111. doi: 10.1016/j.ausmj.2009.12.001

Journal - Research Article

Parackal, S. M., Parackal, M. K., & Harraway, J. A. (2010). Warning labels on alcohol containers as a source of information on alcohol consumption in pregnancy among New Zealand women. International Journal of Drug Policy, 21(4), 302-305. doi: 10.1016/j.drugpo.2009.10.006

Journal - Research Article

Parackal, M., Harris, P., & Rudd, C. (2009). Election forecasting: Development of the constant sum scale to be used in telephone surveys. International Journal of Market Research, 51(6), 735-750. doi: 10.2501/s1470785309200943

Journal - Research Article

Parackal, S. M., Parackal, M. K., Harraway, J. A., & Ferguson, E. L. (2009). Opinions of non-pregnant New Zealand women aged 16-40 years about the safety of alcohol consumption during pregnancy. Drug & Alcohol Review, 28(2), 135-141. doi: 10.1111/j.1465-3362.2008.00018.x

Journal - Research Article

Parackal, M. (2008). The effect of item-order-effect on Juster Scale estimates. Australasian Journal of Market & Social Research, 16(1), 19-25.

Journal - Research Article

Parackal, M. (2007). Use of the Juster Scale to identify optimal prices for services with no historical data. Canadian Journal of Marketing Research, 24(1), 41-45.

Journal - Research Article

Parackal, M., & Garland, R. (2006). Investigating the contextual requirements of the Juster Scale. Australasian Journal of Market & Social Research, 14(2), 27-38.

Journal - Research Article

Parackal, M., & Brennan, M. (1999). Obtaining purchase probabilities via a web based survey: Some Corrections! Marketing Bulletin, 10, 93-101.

Journal - Research Article

Brennan, M., Rae, N., & Parackal, M. (1998). Survey-based experimental research via the web: Some observations. Marketing Bulletin, 10, 83-92.

Journal - Research Article

Parackal, M., & Brennan, M. (1998). Obtaining purchase probabilities via a web based survey: The Juster Scale and the Verbal Probability Scale. Marketing Bulletin, 10, 67-75.

Journal - Research Article

Parackal, M., Goodwin, P., & O'connor, M. (2007). Judgement in forecasting [Editorial]. International Journal of Forecasting, 23, 343-345. doi: 10.1016/j.ijforecast.2007.05.004

Journal - Professional & Other Non-Research Articles

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2019). Shallow vs. deep customer engagement: A study of brand value propositions in Twitter. Proceedings of the 27th European Conference on Information Systems (ECIS). (pp. 1-12). Retrieved from https://aisel.aisnet.org/ecis2019_rp/96

Conference Contribution - Published proceedings: Full paper

Torkestani, M. S., Jahedi, P., Parackal, M., Biggemann, S., & Zadeh, K. B. (2019). Using brand concept map in destination marketing. In J. E. Richard & D. Kadirov (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Winds of Change. (pp. 1156-1159). Retrieved from https://confer.nz/anzmac2019

Conference Contribution - Published proceedings: Full paper

Alwash, M., Savarimuthu, B. T. R., & Parackal, M. (2016). Identifying and classifying value propositions in brand tweets: A study of top 10 coffee brands. Proceedings of the Pacific Asia Conference on Information Systems (PACIS). 168. Retrieved from http://aisel.aisnet.org/pacis2016/168

Conference Contribution - Published proceedings: Full paper

Eusebius, S., Parackal, M., & Gnoth, J. (2016). Text mining the expression of "brand love" in user-generated social media content. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 308-315). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Full Paper]

Conference Contribution - Published proceedings: Full paper

Chua, A. P. H., Deans, K. R., & Parackal, M. (2009). Corporate blogs in New Zealand: Motivations and challenges. In M. Ewing & F. Mavondo (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC): Sustainable Management and Marketing. Retrieved from www.anzmac2009.org

Conference Contribution - Published proceedings: Full paper

Parackal, M., Parackal, S., Ferguson, E., & Harraway, J. (2007). An application of the verbal probability scale for estimating socially undesirable behaviour. In M. Thyne, K. R. Deans & J. Gnoth (Eds.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 3461-3468). Dunedin, New Zealand: Department of Marketing, University of Otago. [Full Paper]

Conference Contribution - Published proceedings: Full paper

Harris, P., Parackal, M., Rudd, C., & Williams, J. (2006). Reflections on engagement in an evolving political process: Evidence from Aotearoa, the Land of the Long White Cloud. Proceedings of the 3rd International Political Marketing Conference. (pp. 1-18). [Full Paper]

Conference Contribution - Published proceedings: Full paper

Harris, P., Parackal, M., & Rudd, C. (2005). Forcasting election results: Contrasting political poll forecasting between a telephone survey with a hybrid survey approach. Proceedings of the Academy of Marketing incorporating the 5th American Marketing Association/Academy of Marketing Joint Biennial Conference. Dublin, Ireland: Dublin Institute of Technology. [Full Paper]

Conference Contribution - Published proceedings: Full paper

Parackal, M. (2005). A study investigating the affect of item order effect on Juster Scale forecasts. In S. Purchase (Ed.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 83-89). Fremantle, WA, Australia: ANZMAC. [Full Paper]

Conference Contribution - Published proceedings: Full paper

Parackal, M., Rudd, C., Harris, P., & Williams, J. (2005). Engagement in the political process. In S. Purchase (Ed.), Proceedings of the Australia and New Zealand Marketing Academy Conference. [CD-ROM], (pp. 178-183). Fremantle, WA, Australia: ANZMAC. [Full Paper]

Conference Contribution - Published proceedings: Full paper

Parackal, M., Garland, R., & Lewis, T. (2004). Investigating the contextual requirements of the Juster Scale. Proceedings of the Australian and New Zealand Marketing Academy. [CD-ROM] Wellington: Victoria University. [Full Paper]

Conference Contribution - Published proceedings: Full paper

Parackal, M. (2003). Internet-based and mail survey: A hybrid probabilistic survey approach. In A. Treloar & A. Ellis (Eds.), Proceedings of AusWeb03, the Ninth Australian World Wide Web Conference: Changing the way we work. (pp. 1-12). Lismore, NSW: Southern Cross University. [Full Paper]

Conference Contribution - Published proceedings: Full paper

Parackal, M., & Parackal, S. (2002). Database driven web-based survey approach for forecasting adoption of new technology based products. In D. Bloesch (Ed.), Proceedings of the 26th CIRET Conference. http:/www., (pp. 1-12). Zurich: Swiss Institute for Business Cycle Research. [Full Paper]

Conference Contribution - Published proceedings: Full paper

Berg, D., Parackal, M., Anakin, M., & Casey, B. (2018). The value of optimising academic self-efficacy for students and its impact on curricula development: A panel discussion. Proceedings of the Higher Education Development Centre (HEDC) Symposium: Celebrating Higher Education. (pp. 19). Retrieved from https://www.otago.ac.nz/hedc

Conference Contribution - Published proceedings: Abstract

Mather, D., Parackal, M., McNeill, L., Wass, R., Casey, B., Insch, A., Zaharic, T., & Garry, T. (2018). Non-attendance at lectures: An investigation into the profiling of students by attendance at the University of Otago. Proceedings of the Higher Education Development Centre (HEDC) Symposium: Celebrating Higher Education. (pp. 28). Retrieved from https://www.otago.ac.nz/hedc

Conference Contribution - Published proceedings: Abstract

Parackal, M., Mather, D., Insch, A., Casey, B., Wass, R., McNeill, L., Zaharic, T., & Garry, T. (2018). Best-Worst Self-Efficacy Scale: A diagnostic tool for implementing customised interventions to improve the academic performance of students. Proceedings of the Higher Education Development Centre (HEDC) Symposium: Celebrating Higher Education. (pp. 27). Retrieved from https://www.otago.ac.nz/hedc

Conference Contribution - Published proceedings: Abstract

Parackal, S., & Parackal, M. (2017). Unravelling the pathways of alcohol exposed pregnancies in New Zealand. Proceedings of the New Zealand Public Health Association (PHA) Conference. 52. Retrieved from http://www.conference.co.nz/phanz17

Conference Contribution - Published proceedings: Abstract

Parackal, M., Parackal, S., & Eusebius, S. (2016). Facebook advertising: A channel for delivering social messages. In D. Fortin & L. K. Ozanne (Eds.), Proceedings of the Australian & New Zealand Marketing Academy Conference (ANZMAC): Marketing in a Post-Disciplinary Era. (pp. 871). Christchurch, New Zealand: Department of Management, Marketing, and Entrepreneurship, University of Canterbury. [Abstract]

Conference Contribution - Published proceedings: Abstract

Eusebius, S., Parackal, M., & Gnoth, J. (2014). An exploratory study of customer-based brand equity on Facebook. In E. Bigné (Ed.), Proceedings of the 43rd European Marketing Academy (EMAC) Annual Conference: Paradigm Shifts & Interactions. (pp. 203). Brussels, Belgium: European Marketing Academy. [Abstract]

Conference Contribution - Published proceedings: Abstract

Eusebius, S., Parackal, M., & Gnoth, J. (2014). Luhmann's theory of social systems: A new foundation for research on social media. In S. Rundle-Thiele, K. Kubacki & D. Arli (Eds.), Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Annual Conference: Agents of Change. (pp. 1224). ANZMAC. [Abstract]

Conference Contribution - Published proceedings: Abstract

Parackal, M., & Parackal, S. (2014). An S-D logic based communication strategy to inform New Zealand women of zero alcohol in pregnancy. In E. Bigne (Ed.), Proceedings of the 43rd European Marketing Academy (EMAC) Conference: Paradigm Shifts & Interactions. (pp. 121). EMAC. [Abstract]

Conference Contribution - Published proceedings: Abstract

Parackal, M. (2013). Google Adwords: A tool to bring the market place into the classrooms. In J. McDonald, S.-K. Loke, A. McLean & M. Rajoo (Eds.), Proceedings of the Spotlight on Teaching and Learning Colloquium. (pp. 21). Dunedin, New Zealand: HEDC, University of Otago. [Abstract]

Conference Contribution - Published proceedings: Abstract

Parackal, M., Biggemann, S., & Mitchell, R. (2013). Experiential education: A sales proposition with zero budget. In J. McDonald, S.-K. Loke, A. McLean & M. Rajoo (Eds.), Proceedings of the Spotlight on Teaching and Learning Colloquium. (pp. 58). Dunedin, New Zealand: HEDC, University of Otago. [Abstract]

Conference Contribution - Published proceedings: Abstract

Jackson, R., Parackal, M., & Gnoth, J. (2012). Mutual disclosure: Another twist to the relationship mix-up. Proceedings of the Australian & New Zealand Marketing Academy (ANZMAC) Conference. Retrieved from http://anzmac.info/conference/anzmac-2012-proceedings/

Conference Contribution - Published proceedings: Abstract

Parackal, M., Parackal, S., & Harraway, J. (2011). Micro-level stratification: A sampling method to eliminate post survey weighting. Proceedings of the Population Association of New Zealand (PANZ) Conference: New Zealand's Demographic Futures: Where to from here? PANZ. Retrieved from http://www.population.org.nz/2007-conference/2011-conference-presentations/

Conference Contribution - Published proceedings: Abstract

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