MASB Director since 2017, Purushottam “Purush” Papatla is Professor of Marketing in the Sheldon B. Lubar School of Business at the University of Wisconsin-Milwaukee. His current research interests include Bayesian modeling of Big Data to understand how and why Instagram posts by consumers affect how other consumers respond to brands. He is also using Bayesian and Big Data methods with psycholinguistics to investigate consumer engagement with brands on Facebook, why consumers retweet brands’ tweets, how Uber and AirBNB have affected consumer response to legacy taxi and hotel brands, and whether consumer ratings affect sales in the restaurant, hospitality, and music categories.
Purush works with companies through non-commercial research relationships and publishes his findings through scholarly journals. He teaches Marketing Strategy and Digital Marketing Strategy in the Executive MBA program and doctoral seminars on Bayesian Methods and Models in Marketing.
He holds a PhD in Marketing from the Kellogg School of Northwestern University, a Master’s in Industrial and Systems Engineering from the University of Illinois-Chicago, and a Bachelor’s degree in Mechanical Engineering from Osmania University in India.
Purush is a member of the Finance in Marketing Course Project team.