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Raj Murthy, Ph.D.

Associate Professor

Office Location: LOW-2319

Office Phone: 585-475-5383

Fax: 585-475-5975

Email:
rajsmurthy@saunders.rit.edu

Marketing
Program Info. | Faculty List

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Meet Raj

Dr Raj S Murthy is an Associate Professor of Marketing at the Saunders College of Business. He holds a Ph.D. in Business Administration (Specialization - Marketing), a Masters in Business Administration (Management of Information Systems) and a Bachelors in Engineering. An active business consultant, his research is tied strongly to his experience and his teaching interests in the domain of analytics, data and branding. His primary area of interest is in the design and execution of data driven consumer engagement strategies. His recent work is centered in the area of predictive analytics and machine learning. His research has been featured in the Harvard Business Review (2 cases) and MIT's Sloan Management Review as well as published in top academic journals such as the Journal of Management, Journal of Marketing Management and Business Horizons. His expertise includes consulting engagements across various companies including Sprint, The World Bank, Dun & Bradstreet, Nuance Communications and Cognizant Technology Solutions among others.

Raj is the recipient of the Eisenhart Award for Outstanding Teaching for AY2015-16, which represents the University's highest recognition of exemplary teaching. He was also the finalist for Best Lecture Award from the Innovative Learning Institute in 2016. In 2015, he was awarded the Exemplary Performance in Teaching and Student Impact Award from the Saunders College of Business. A constant innovator in the classroom, Raj was awarded the Provost Learning and Innovation Grant in 2012 for the development of a new course on Social Media. This course was offered as the first course in social media marketing at RIT under the title - Effective Social Media for Marketing Communication. In 2011, he pioneered a brand new Search Engine Marketing and Analytics class as part of RIT's paradigm shifting Digital Business curriculum. He continues to teach both classes helping local area businesses with his applied consulting projects. His students successfully participate in the Google Online Marketing Challenge and have even secured Google Grants for local non-profits. Raj is currently designing a new graduate class on quantitative analytics.

Dr. Murthy teaches several courses ranging from Commercialization (G), Marketing Research and Analytics (G), Database and Analytics (G), Marketing Concepts (G) and New Product Development(G) as well as Internet Marketing (UG), Principles of Marketing (UG) among others. He will be on sabbatical from May 2016 to Feb 2017.


Office Hours & Staff Assistant Information
Tuesday: 11:30 AM 12:30 PM

Thursday: 12:00 12:30 PM

Or by appointment.



Staff Assistant: Sarah Geiss
Staff Assistant Phone: 585-475-6057
Education
  • Ph.D. in Business Administration from Southern Illinois University, 2009
  • M.B.A. in Management of Information Systems from Illinois, 2004
  • B.E. in Electrical Engineering and Computer Science from Honors, 1999
Experience
  • Associate Professor | Rochester Institute of Technology | 2015-Present
  • Assistant Professor | Rochester Institute of Technology | 2009-2015
  • Consultant | Sprint | 2005-2008
  • Consultant | B-Reality Inc | 2002-2004
  • Senior Associate | World Bank - International Finance Corporatio | 2001-2002
  • Associate - Systems Analyst | Dun and Bradstreet | 2000-2001
  • Programmer Analyst | Cognizant Technology Solutions | 1999-2000
Expertise [expertise maps]
  • Consulting
  • Consumer behavior
  • eBusiness
  • Electronic commerce
  • Ethics: business and society
  • Marketing high technology
  • Marketing management: development of strategy implementations
  • Marketing research
  • Marketing strategy
  • SPSS
Memberships
  • American Marketing Association
  • Association of Computing Machinery
  • Beta Gamma Sigma
  • Delta Sigma Pi
  • Society for Marketing Advances
  • Web Analytics Association
Professional Certifications
  • Market Motive Online Marketing Certified Professional
  • Hubspot Inbound Marketing Certified Professional
  • Google Analytics Partner Certification
  • Google AdWords Partner Certification (Search and Display)
  • SAS Base Programmer
Awards
  • Innovative Learning Institute @ Rochester Institute of Technology - - 2016
  • Rochester Institute of Technology - - 2015
  • Rochester Institute of Technology - - 2015
  • Faculty Summer Scholarship Grant - Second Screens: Serious Distraction or Enhanced Engagement - - 2015
  • Faculty Summer Scholarship Grant - The Prowess and Pitfalls of Bayesian Structural Equation Modeling: Important Considerations for Management Research - - 2013
  • Rochester Institute of Technology - - 2013
  • Rochester Institute of Technology - - 2012
  • Rochester Institute of Technology - - 2012
  • Faculty Summer Scholarship Grant - The Role of Mentoring in Entrepreneurship , Saunders College of Business - - 2012
  • Faculty Evaluation and Development Grant (FEAD), Rochester Institute of Technology - - 2012
  • Rochester Institute of Technology - - 2010
  • Rochester Institute of Technology - - 2009
  • Consortium Fellow, Society for Marketing Advances - - 2008
  • Consortium Fellow, Marketing Science Institute: INFORMS - - 2008
  • Best Paper Award, Marketing Management Association - - 2008
Research

Journal Articles

  • DeMartino, R., Sriramachandramurthy, R., Miller, J., & Angelis, J. (2015). Looking Inside the Black Box of Growth Efforts in Declining Small Firms: The Role of Growth Factors, Planning and Implementation. Advances in Entrepreneurship, Firm Emergence and Growth .
  • Sashittal, H., Hodis, M., & Sriramachandramurthy, R. (2015). Case Version: Entifying your brand among Twitter-using millenials. Harvard Business Review .
  • Sashittal, H., Hodis, M., & Sriramachandramurthy, R. (2015). Entifying Your Brand Among Twitter-using Millenials. Business Horizons .
  • Stromeyer, W., Miller, J., Sriramachandramurthy, R., & DeMartino, R. (2014). The Prowess and Pitfalls of Bayesian Structural Equation Modeling: Important Considerations for Management Research. Journal of Management .
  • Hodis, M., Sriramachandramurthy, R., & Sashittal, H. (2014). Interact with Me: A Four Segment Facebook Engagement Framework for Marketers. Journal of Marketing Management .
  • Liao, A., Hull, C., & Sriramachandramurthy, R. (2013). The Six Facets Model of Technology Management: A Study in the Digital Business Industry. International Journal of Innovation and Technology Management, 10 (4), 24.
  • Sashittal, H., Sriramachandramurthy, R., & Hodis, M. (2012). Targeting college students on Facebook? How to stop wasting your money. Business Horizons, 55 (5), 495-507.
  • Sashittal, H., Sriramachandramurthy, R., & Hodis, M. (2012). Case Version: Targeting college students on Facebook? How to stop wasting your money. Harvard Business Review .
  • Sriramachandra Murthy, R., Balasubramanian, S., & Hodis, M. (2009). Spyware and Adware: How Do Internet Users Defend Themselves?. American Journal of Business, 24 (2), 41-52.

Proceedings

  • Hodis, M., Sriramachandramurthy, R., & Sashittal, H. (2016). Communicating with Your Local Audience on Facebook: A Two-Step Local Engagement Model. 2016 Global Research Symposium on Marketing and Entrepreneurship.
  • Hodis, M., Sriramachandramurthy, R., & Sashittal, H. (2016). It's All About Me! A Two-Step Model to Consumer Brand Engagement on Facebook. American Marketing Association Summer Conference.
  • Sriramachandramurthy, R., Hodis, M., Gentilucci, M., & Long, D. (2016). Second Screens: The Case of Distraction vs Enhanced Engagement. Society for Marketing Advances.
  • Angelis, J., & Sriramachandramurthy, R. (2012). Are Innovative Companies also More Interactive? Evidence from Company Websites. INFORMS.
  • Sriramachandramurthy, R., Hodis, M., & Sashittal, H. (2011). Life on Facebook: An Exploratory Study of the Consumers Relationship with Facebook and the Challenges it Poses for Marketers. 19th International Colloquium in Relationship Marketing.
  • Miller, J., Angelis, J., Sriramachandramurthy, R., & DeMartino, R. (2011). Of Breeds, Tricks and Age: the Case of Small Business Growth and Market Choice Strategy. Academy of Marketing Science.
  • Liao, A., Sriramachandramurthy, R., & Hull, C. (2011). The Six Facets Model of Technology Management: A Study in the Digital Business Industry. Asia Pacific Business Innovation and Technology Management Society.
  • Miller, J., Angelis, J., Sriramachandramurthy, R., & DeMartino, R. (2011). The Effect of Resources, Entrepreneurship, and Strategic Intent on Small Business Growth Processes. The Production and Operations Management Society.
  • Angelis, J., Sriramachandramurthy, R., Miller, J., & DeMartino, R. (2011). Intentionality to Reality: A Study of How Small Businesses Begin Their Road to Growth. United States Association for Small Business and Entrepreneurship.
  • Sriramachandramurthy, R., Hodis, M., & Sashittal, H. (2011). Life on Facebook: An Exploratory Study of the Consumers Relationship with Facebook and the Challenges it Poses for Marketers. 19th International Colloquium in Relationship Marketing.
  • Hodis, M., & Sriramachandramurthy, R. (2010). Seeing is Believing: Video Reviews as a Substitute for Haptic Product Information. American Marketing Association Summer Conference.
  • Sriramachandramurthy, R., & Hodis, M. (2010). Why is Apple Cool? An Examination of Brand Coolness and its Marketing Consequences. American Marketing Association Summer Conference.
  • Angelis, J., DeMartino, R., Miller, J., & Sriramachandramurthy, R. (2010). Intentionality of Growth: How Strategic Intent Affects Growth Tactics. INFORMS.
  • Angelis, J., Sriramachandramurthy, R., Miller, J., & DeMartino, R. (2010). See How They Grow: Studying Small Venture Growth Through a Qualitative Lens. The Ewing Marion Kauffman Foundation.
  • Hodis, M., Balasubramanian, S., & Sriramachandramurthy, R. (2008). Can Consumers Feel Vicariously? A Comparison Between Haptic Information and Online Video Reviews. INFORMS: Marketing Science Institute.
  • Sriramachandramurthy, R., Hodis, M., & Balasubramanian, S. (2008). Is Proprietary Software Under Threat? An Investigation Into the Adoption of Open Source Software and User Characteristics. INFORMS: Marketing Science Institute.
  • Sriramachandramurthy, R., Balasubramanian, S., & Hodis, M. (2008). Spyware and Adware: How Do Internet Users Defend Themselves - Best Paper Award. Marketing Management Association.
  • Hodis, M., Balasubramanian, S., & Sriramachandramurthy, R. (2008). From Advertising as Information to Advertising as Entertainment: The Impact of Music on the Effectiveness of Current Advertising. Marketing Management Association.
  • Sriramachandramurthy, R., Balasubramanian, S., Bruner II, G., & Kumar, A. (2008). An Exploration into Consumer Attitudes towards Location Based Advertising. Society for Marketing Advances.

Magazine Articles

  • Sashittal, H., Hodis, M., & Sriramachandramurthy, R. (2014). Is Your Brand a Living Entity?. Sloan Management Review, 95-96.

Working Paper


  • 2016: Hodis, M., & Sriramachandramurthy, R., It's All About Me! A Two-Step Model to Consumer Brand Engagement on Facebook. Consumer brand engagement has become a topic of increasing interest in the marketing literature, especially over the past five years. While some consensus does seems to emerge with regard to the broad definition of the concept, almost every researcher interprets and applies “brand engagement” differently. While great strides have been made in understanding consumer brand engagement on Facebook and its consequences, there is still a lot of ambiguity when it comes to its drivers. Furthermore, almost every study uses a different measure of brand engagement. Responding to this need in the literature, our study uses a multimethod approach to analyze the user motivations and behaviors that act as antecedents to brand engagement on Facebook. In this study we provide a valuable, much needed, and called for addition to this emerging body of knowledge on brand engagement. Unlike previous efforts, we attempt to capture a more complete picture by looking at how user motivations drive both their non-brand related and brand related behaviors on Facebook, as well as the inter-relationships between the two.

  • 2016: Ettlie, J., & Sriramachandramurthy, R., Dreams Become You: Cognitive Style, Innovation and the Dream State.  Anecdotes proliferate about how dreams at night become reality during the day.  Is there evidence that there a general relationship between dreams and acquired behavioral predispositions—especially those related to creativity?  This question is explored with self-report data on the relationship between attitude toward dreams, cognitive style and innovation behaviors.  For a sample of MBAs and M.S. students, we found a significant relationship between attitude toward dreams and innovation for balanced thinkers. Implications and future research are presented. 

  • 2016: Demartino, R., Atkins, S., Sriramachandramurthy, R., Barbato, R., & Stromeyer, W., An exploratory study of the entrepreneurial drivers, career motivations and self-efficacy of the deaf community.  A growing stream of research explores the dynamics and characteristics of entrepreneurship within marginalized groups.  These marginalized communities are often defined by racial, ethnic, and immigrant status, etc. (Edelman et al., 2010; Shinnar and Young, 2008; Robb, 2002).  A more recent development has been the emergence of a nascent literature exploring entrepreneurship within the disabled community.  The disability community represents a large and—when measured by employment classification—growing percentage of the developed world’s population.  This group, however, is quite diverse and it is uncertain if recent research insights are generalizable from one community to another.  This exploratory study examines the drivers, nature, career motivations and prevalence of entrepreneurial activity of an under-researched disadvantaged group, the deaf and hard-of-hearing (henceforth, deaf) community. 

  • 2015: William, S., Sriramachandramurthy, R., Demartino, R., & Noe, R., The Influence of Mentoring on Entrepreneurial Self-Efficacy and the Desire to Become an Entrepreneur. This study proposes and tests a model of the relationships between entrepreneurial career mentoring, traditional career mentoring, and the desire and intent to become an entrepreneur. Career commitment, career satisfaction, and entrepreneurial self-efficacy were examined as mediators. The sample included 4,027 university alumni who provided survey data. A multi-group analysis strategy including calibration and validation samples was used to test the model. The results support the model fit and study hypotheses. Both types of mentoring were positively related to entrepreneurial self-efficacy. However, entrepreneurial career mentoring had a positive relationship with desire and intent to become an entrepreneur while traditional career mentoring had a negative relationship. The implications of the results for mentoring and entrepreneurship research and practice are discussed.

  • 2015: Sriramachandramurthy, R., Arora, M., & Schroeder, J., Social Shopping and Product Discovery: The Case of Polyvore. Polyvore stands at the intersection of content, community and commerce. As an excellent product discovery platform, it brings together the aspects of showrooming to online shopping. The active user of Polyvore is found to use it as a content creation platform that is used to express their style and aesthetic while allowing passive users to consume and curate this content as a veritable wish list. Pintrest in this view, is essentially a Pintrest for fashion products that a consumer would actually like to buy. This research investigates the motivations and behavior of content creators on Polyvore and seeks to understand the process of content creation and consumption within the network.

  • 2015: Sriramachandramurthy, R., Hodis, M., & Gentilucci, M., Second Screen: Serious Distraction or Enhanced Engagement.  The primary purpose of this research is to investigate the second screen phenomenon, introduce it to the field of marketing and provide evidence of increased recall and retention for product placements reinforced through engagement on the second screen. The study also sought to develop best practices for consumer interaction via second screens. The study finds that consumers are not good multitaskers, especially if they self-report to be better at multitasking. Instead we find that consumers employing rapid task switching usually loose either facets of the story or elements of promotional material embedded within the show. However, big brands may rejoice since they are recalled without assistance but this is often at the loss of storyline details. This research is the first of its kind in the field of marketing. The implications include several guidelines for media outlets and brands to better utilize second screens for increasing consumer loyalty and engagement. 

Research Grant


  • 2008: Murthy, R., Research grant to Investigate Mainstream Adoption of Open Source Software.

  • 2008: Murthy, R., Research grant to Investigate Impact of Manufacturer, Retailer and User Generated Video Reviews on Product Perception, Risk of Purchase and Intent to Purchase.