Unnati Narang

I am an Assistant Professor of Business Administration (Marketing) at the Gies College of Business, University of Illinois at Urbana-Champaign. My research interests lie broadly in mobile and location marketing, online platforms and privacy. Specifically, I study how users’ interactions with technologies (e.g., mobile apps) shape and influence their behaviors in the offline world (e.g., retail stores). I also investigate how context informs choice, e.g., how consumers' driving patterns predict their next retail visits. I'm also interested in data sharing and privacy trade-offs. I use causal modeling, econometrics, machine learning, and deep learning for unstructured image and text data.
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My research has been published in Marketing Science, the Journal of the Academy of Marketing Science, and Review of Marketing Research. I was awarded the 2019 Mathew Joseph Emerging Scholar Award, the 2019 PDMA Emerging Scholar Award, the 2019 Mays Business School Outstanding Doctoral Student Award for Research, and the 2018 Shankar-Spiegel Best Dissertation Proposal Award, and was the finalist for the EMAC-AiMark doctoral dissertation award 2021. I received my PhD in Business Administration (Marketing) from Mays Business School, Texas A&M University in May, 2020.