Sorry, you need to enable JavaScript to visit this website.
Bio: 

Dr Raj S Murthy is the J.Warren McClure Research Professor in Marketing. 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 quantitative analytics, research methods and branding. His primary area of interest is in the design and execution of data driven consumer engagement strategies. 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 is also the recipient of the Exemplary Performance in Teaching Effectiveness Award from the Saunders College of Business in 2016. In 2015, he was awarded the Exemplary Performance in Teaching and Student Impact Award. A constant innovator in the classroom, he was the finalist for Best Lecture Award from the Innovative Learning Institute in 2016.

Raj's focus on analytics and data driven decision making can be seen across all his courses. He developed and offered an online Pay-Per-Click advertising seminar in 2015, a first for RIT. In 2012, he was awarded the Provost Learning and Innovation Grant 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 the Search Engine Marketing and Analytics class - another first at RIT and still one of the few such courses in business schools across the country. His students participate in the Google Online Marketing Challenge with remarkable results and have secured six figure Google Grants for local non-profits. Over the past few years his classes have helped more than 100 local and national businesses grow their firms.

Dr. Murthy teaches several courses ranging from Marketing Analytics, Marketing Research, Database and Analytics, Quantitative Analytics, and Product Commercialization among others across.

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: 
  • Director | Saunders Consulting Group | 2015-Present
  • 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: 
  • 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: 
  • Web Analytics Association
  • Society for Marketing Advances
  • Delta Sigma Pi
  • Beta Gamma Sigma
  • Association of Computing Machinery
  • American Marketing Association
Certifications: 
  • SAS Base Programmer
  • Google AdWords Partner Certification (Search and Display)
  • Google Analytics Partner Certification
  • Hubspot Inbound Marketing Certified Professional
  • Market Motive Online Marketing Certified Professional
Articles: 
  • Sashittal, H., Hodis, M., & Sriramachandramurthy, R. (2014). Is Your Brand a Living Entity?. , 55 (3), 95-96.
Awards: 
  • Provosts Innvation and Learning Grant - - 2017
  • Cengage Pride-Ferrell - - 2017
  • Exemplary Performance in Teaching Effectiveness - - 2016
  • Faculty Summer Scholarship Grant - It's all about me! A two-step model for consumer brand engagement. - - 2016
  • Eisenhart Award for Outstanding Teaching Excellence - - 2016
  • Innovative Learning Institute Finalist - Best Lecture - - 2016
  • Faculty Summer Scholarship Grant - Second Screens: Serious Distraction or Enhanced Engagement - - 2015
  • Exemplary Performance in Teaching and Student Impact - - 2015
  • Eisenhart Award for Outstanding Teaching Excellence - - 2015
  • Rochester Institute of Technology - - 2015
  • Faculty Summer Scholarship Grant - The Prowess and Pitfalls of Bayesian Structural Equation Modeling: Important Considerations for Management Research - - 2013
  • Eisenhart Award for Outstanding Teaching Excellence - - 2013
  • Provost's Learning and Innovation Grant (PLIG) - Effective Social Media for Marketing Communications - - 2012
  • Richard and Virginia Eisenhart Provost's Award - Finalist - - 2012
  • Faculty Summer Scholarship Grant - The Role of Mentoring in Entrepreneurship , Saunders College of Business - - 2012
  • Faculty Evaluation and Development Grant (FEAD) - Partial Least Squares Seminar - - 2012
  • Richard and Virginia Eisenhart Provost's Award for Excellence in Teaching - Nominated - - 2010
  • Richard and Virginia Eisenhart Provost's Award for Excellence in Teaching - Nominated - - 2009
  • Marketing Management Association Best Paper Award - Technology Track - - 2008
  • Consortium Fellow, Society for Marketing Advances - - 2008
  • Consortium Fellow, Marketing Science Institute: INFORMS - - 2008
Journals: 
  • 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.
  • Hodis, M., Sriramachandramurthy, R., & Sashittal, H. (2015). Interact with Me: A Four Segment Facebook Engagement Framework for Marketers. Journal of Marketing Management.
  • Stromeyer, W., Miller, J., Sriramachandramurthy, R., & DeMartino, R. (2015). The Prowess and Pitfalls of Bayesian Structural Equation Modeling: Important Considerations for Management Research. Journal of Management.
  • 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.
  • 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). Case Version: Targeting college students on Facebook? How to stop wasting your money. Harvard Business Review.
  • Sashittal, H., Sriramachandramurthy, R., & Hodis, M. (2012). Targeting college students on Facebook? How to stop wasting your money. Business Horizons, 55 (5), 495-507.
  • 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: 
  • Gianiodis, P., Murthy, R., & Ettlie, J. (2017). Mergers & Acquisitions, R&D and Crowd Sourcing: Substitution or Complements?. World Open Innovation Conference.
  • Murthy, R., Hodis, M., & Sashittal, H. (2017). Indulgence on Facebook: The Case of Narcissism and Voyeurism. Society for Marketing Advances.
  • Murthy, R., Hodis, M., & Sashittal, H. (2017). Mediated Voyuerism and Narcissistic Indulgence on Facebook. Marketing Management Association Spring Conference.
  • Murthy, R., Ettlie, J., & Gianiodis, P. (2017). Acquiring Open Innovation. 25TH IPDMC: INNOVATION AND PRODUCT DEVELOPMENT MANAGEMENT CONFERENCE, 25 (1).
  • Sriramachandramurthy, R., Hodis, M., Gentilucci, M., & Long, D. (2016). Second Screens: The Case of Distraction vs Enhanced Engagement. Society for Marketing Advances.
  • 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.
  • 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.
  • Angelis, J., & Sriramachandramurthy, R. (2012). Are Innovative Companies also More Interactive? Evidence from Company Websites. INFORMS.
  • 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.
  • 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.
  • 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). 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.
  • Angelis, J., DeMartino, R., Miller, J., & Sriramachandramurthy, R. (2010). Intentionality of Growth: How Strategic Intent Affects Growth Tactics. INFORMS.
  • 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., 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.
Research Grants: 
  • 2018: Kesgin, M., & Murthy, R., Integrated Destination Management: Maximizing the Synergies among Attractions.
  • 2008: Murthy, R., Research grant to Investigate Mainstream Adoption of Open Source Software. <br />.
  • 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. <br />.
Working Paper: 
  • 2018: Murthy, R., & Kesign, M., Exploring Visitor Engagement and Visitor Industry Brand Performance in Social Media through the Lens of Social Currency. This paper provides results from a broader investigation studying the nature and degree of consumers&rsquo; social engagement with brands&rsquo; social media platforms and brands&rsquo; performances in their social media platforms. The study utilizes two approaches to study the nature of social engagement. The first approach is based on the concept of social currency, the degree to which consumers share information about a brand with others and act on it. The study examines the role of six social currency (affiliation, identity, information, conversation, utility, and advocacy) dimensions in the maintenance of allegiance and engagement with brands. The second approach is based on sentiments analysis examining positive, neutral, and negative aspects of consumers&rsquo; actual experiences with their potential consequences on recommendation and revisit intentions. The study utilizes engagement measures to assess the brand performances and hierarchy of consumer engagement. Research examining the nature and role of social currency on visitor brand allegiance and engagement is scant. This research aims to fill this gap and provide prescriptive recommendations comparing similarities and differences in multiple contexts (e.g. visitor attractions across both hedonic and utilitarian domains - such as distillery/vineyard or brewery, museum and/or art gallery, and safari/park/zoo/aquarium)..
  • 2017: Murthy, R., & Hodis, M., Mediated Voyeurism and Narcissism on Facebook. Facebook is a structured social networking site that provides users the ability to create customized profiles and connect, share and interact with others on the platform. Individual tendencies such as narcissism and voyeurism have received less attention thus far. The few scant studies reveal inconsistent results and leave a gap in the literature. This empirical study identifies the drivers of narcissistic indulgence and mediated voyeurism on Facebook using a motivation lens. Specifically, we find that the use of Facebook as an identity crafting platform leads to narcissistic indulgences whereas using Facebook as a means connection seeking may lead to more voyeuristic behavior.&nbsp;.
  • 2016: Ettlie, J., Veloso, F., Ozer, M., & Murthy, R., R&D Dynamic Capabilities in a Changing Regulatory Context. An extension of the dynamic capabilities model (Teece, 2009, 2012) was tested in a rapidly changing and complex context: the global automotive sector. This industry is undergoing significant change to improve sustainable performance (e.g., alternative power train technologies with less pollution, and better energy performance) and changing locus of innovation (i.e., suppliers investing more in R&amp;D). Using a comparative, validated sample of 104 R&amp;D projects in the U.S. and China we found support for a variety of constructs associated with both incremental and radical technology views of this theory. <p class="MsoNormal"><span style="font-size:12.0pt;line-height:115%;font-family:&#10;&quot;Times New Roman&quot;,serif"><o:p></o:p></span></p>.
  • 2016: Murthy, R., Hodis, M., & Sashittal, H., 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 &ldquo;brand engagement&rdquo; 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., & Murthy, R., Dreams Become You: Cognitive Style, Innovation and the Dream State. Anecdotes proliferate about how dreams at night become reality during the day. &nbsp;Is there evidence that there a general relationship between dreams and acquired behavioral predispositions&mdash;especially those related to creativity? &nbsp;This question is explored with self-report data on the relationship between attitude toward dreams, cognitive style and innovation behaviors. &nbsp;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.&nbsp;.
  • 2016: Demartino, R., Atkins, S., Murthy, R., Barbato, R., & Stromeyer, W., The Career Motivators and Dynamics of Entrepreneurship in the Deaf Community. &nbsp;A growing stream of research explores the dynamics and characteristics of entrepreneurship within marginalized groups. &nbsp;These marginalized communities are often defined by racial, ethnic, and immigrant status, etc. (Edelman et al., 2010; Shinnar and Young, 2008; Robb, 2002). &nbsp;A more recent development has been the emergence of a nascent literature exploring entrepreneurship within the disabled community. &nbsp;The disability community represents a large and&mdash;when measured by employment classification&mdash;growing percentage of the developed world&rsquo;s population. &nbsp;This group, however, is quite diverse and it is uncertain if recent research insights are generalizable from one community to another. &nbsp;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.&nbsp;.
  • 2016: 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: Murthy, R., Second Screen: Serious Distraction or Enhanced Engagement. &nbsp;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.&nbsp;.

Raj S Murthy, Ph.D.

J. Warren McClure Professor of Marketing
Marketing
MIS, Marketing & Digital Business
585-475-5383
LOW-2319
Office Hours: 

Tuesday & Thursday: 10:30am to 11:00am or 2:00pm to 3:00pm

Also by appointment.

Staff Assistant: 
Sarah Geiss