Dr. Meta Dev Prasad Murthy is an Assistant Professor of Marketing Management at the Indian Institute of Management (IIM) Sambalpur, India. Prior to that, he completed his Ph.D. from IIM Kozhikode, India, focusing on the dynamics of persuasion, specifically examining how placebo messaging and critical message characteristics influence persuasion effectiveness. During his doctoral studies, he secured an overall CGPA of 3.68 (out of 4.33) in coursework. His research work titled “Align or Alienate? The Impact of Ideological Confidence and Message Certainty in Responses to Brand Activism” was awarded the “Best Competitive Paper Award” at the Association for Consumer Research (ACR) 2025 Conference held in Washington, D.C. (October 9–11, 2025). He previously earned his MBA from IIM Sambalpur, where he was awarded the Director’s Gold Medal for exemplary academic performance, and holds a B.Tech (Honours) degree from the National Institute of Technology Rourkela, India.
He has published widely in reputed international journals such as the Journal of Consumer Behaviour, International Journal of Tourism Research, Association for Consumer Research, and Journal of Islamic Marketing. His research interests include sustainable consumption, voluntary simplicity lifestyle, message-based persuasion, and technology in marketing. He can be reached at murthymdp@iimsambalpur.ac.in
Marketing Management – I
Marketing Management – II
Marketing Research
Advanced Marketing Research
AI/ML in Marketing
Research Design in Behavioral Sciences (Ph.D. course)
Research :
- V, V. P., Murthy, M. D. P., Joseph, J., & Adhikari, A. (2024).What decides my purchase of non-fungible tokens?Journal of Consumer Behaviour, 1–22. https://doi.org/10.1002/cb.2221(ABDC A)
- Murthy, M. D. P., V, V. P., & Sreejesh, S. (2024).Exploring the Path to Tourist Well-being: Analysis of Voluntary Simplicity Tourism Engagement.International Journal of Tourism Research, 1–19.https://doi.org/10.1002/jtr.70113 (ABDC A)
- Murthy, M. D. P., V, V. P., Patri, W., & Joseph, J. (2025).Align or alienate? The impact of ideological confidence and message certainty in responses to brand activism.Association for Consumer Research, [Ahead of Print].(ABDC B)
- Murthy, M. D. P., V, V. P., Jain, R., Patri, W., & Joseph, J. (2025).Standing for a cause, stumbling at the finish: Why activism trust gains vanish overnight.Association for Consumer Research, [Ahead of Print].(ABDC B)
- Murthy, M. D. P., & Rehman, A. (2025).Stimulating Consumers’ Switch from Conventional to Islamic Banking in Malaysia: Where Faith Meets Finance.Journal of Islamic Marketing, [Ahead of Print].(ABDC B)
Conference Presentations :
- 9–11 October 2025:“Align or alienate? The impact of ideological confidence and message certainty in responses to brand activism.”2025 Advances in Consumer Research (ACR) Annual Conference, Association for Consumer Research, Washington, DC, USA.
- 9–11 October 2025:“Standing for a cause, stumbling at the finish: Why activism trust gains vanish overnight.”2025 Advances in Consumer Research (ACR) Annual Conference, Association for Consumer Research, Washington, DC, USA.
- 5–7 June 2025: “Social Dynamics in the Metaverse: Understanding Stereotypical Perceptions of Retail Brands.”19th International Research Symposium on Service Excellence in Management (QUIS19), Rome, Italy.
- 22–24 January 2024: “Unraveling the psychological factors behind anti-brand consumer behaviors in streaming platforms.”9th PAN-IIM World Management Conference, IIM Sambalpur.
- 26–28 December 2023:“When I enjoy Netflix, why should others chill? Exploring the impact of OTT firms in curbing unauthorized account sharing among subscribers.” 16th ISDSI-Global 2023 Conference, IIM Ranchi.
- 19–20 December 2022: “What decides my purchase of NFTs?” 16th NASMEI Conference 2022, GLIM, Chennai, India.
Small Business Management Training Programme for Master Weavers (July, 2025)
Topic: Marketing & Pricing
Duration of facilitation: 1.5 hours
No. of participants: 50 (approx.)
Methodology: Conceptual building through facilitated dialogues, small and large group activities
Residential Training for Channel Partners of Hindustan Petroleum Corporation Limited (HPCL)
(November, 2024)
Topic: Customer Centricity
Duration of facilitation: 1.5 hours
No. of participants: 45
Methodology: Conceptual building through facilitated dialogues, small and large group activities, application of service design principles for building customer persona and service excellence
Mid-Career Programme for the Officers of Indian Oil Corporation Limited (IOCL) (October, 2024) :
Topic: Customer Delight
Duration of facilitation: 1.5 hours
No. of participants: 64
Methodology: Pre-work, small and large group activities, application of design thinking principles through a simulation approach
