DIRECTOR OF RESEARCH

Assistant Professor at the Ramon V. del Rosario College of Business at De La Salle University (DLSU)

Noel Sajid Murad (he/him) is a PhD Candidate in Communication at the University of the Philippines Diliman (UPD) and an Assistant Professor of the Ramon V. del Rosario College of Business at De La Salle University (DLSU). Previously, he earned his master’s degree in Marketing Communications from DLSU and his bachelor’s degree in Communication Arts from the University of Santo Tomas.

He is a Holder of the Claude M. Wilson Academic Chair in Marketing and Management and a Holder of the J. Romero & Associates Academic Chair in Advertising. He is the current Practicum & Thesis Coordinator of the Department of Marketing and Advertising. 

He teaches Integrated Marketing Communications, Consumer Behavior Research, Copywriting and Creative Management, and Social Marketing to undergraduate and graduate students. He also mentors students for their final thesis requirement and student groups for their research presentations in local and international conferences.

Aside from being the Research Director for the Philippine Association for Media and Communication Research, Inc. (PACMRI), he is also the Secretary of the Philippine Association of Management (PAoM), the Managing Editor of the PAoM e-Journal, and the President of the UPD College of Mass Communication Graduate Students’ Association (GSA). Since 2021, he has been part of the core group organizing the annual National Business and Management Conference (NBMC).

Before joining the academe, he held several creative and management roles for Ogilvy Philippines. As the Social Project Manager and Operations Core for Social+ Ogilvy, he conducted weekly training sessions for Social Content Managers and Remote Community Managers assigned to total Ogilvy brands. While at the agency, he handled a roster of regional and local accounts including Coca-Cola Philippines, Coke Studio Philippines, Unilever, and Mondelez. Before that, he was a copywriter for McCann Worldgroup Philippines, handling mostly Nestle accounts and winning pitches for the agency.

His research interests include popular culture and fandom-based activism, queer studies, media representations and socio-political advocacies, and the lived experiences of marginalized identities. He has presented his research papers at the International Communication Association (ICA) conferences and the International Association for Media and Communication Research (IAMCR) conferences.

He has a book chapter in Bangtan Remixed: A Critical BTS Reader by scholarly publisher Duke University Press, and has upcoming book chapters in The Handbook of Drag by Palgrave, and Taylor Swift: Culture, Capital & Society by Routledge. 

 Journal Articles:

• De Guzman, M. L., Jose, D. S., Murad, N. S., Torre, V. H., Macatangay, E. M., & Aguilar, M. B. (2024). Investigating Consumers’ Purchase Intent Drivers from Cow’s Milk to Plant-Based Milk, Evidence in Vitasoy Marketing Campaign via Multiple Regression Models. Journal of Global Business, 13(2). ISSN 2350-7179
• Bautista Jr., R. A., Suplico-Jeong, L., Murad, N. S., & Guillen Jr., N. B. (2022). Does media affect adherence to COVID-19 quarantine protocols? DLSU Business and Economics Review (DLSUBER). 32(1), 80-91. ISSN 0116-7111 
• Suplico-Jeong, L., Bautista Jr., R.A., Guillen Jr., N. B., and Murad, N. S. (2022). Adherence to Quarantine Protocols to Prevent the Spread of Covid-19: The Mediating Effect of Intrinsic and Extrinsic Motivations. Asian Education and Development Studies. 11(2), 366-379. https://doi.org/10.1108/AEDS-05-2020-0122
• Galvez, K., & Murad, N. S. (2021). What Drives the Intention of Filipino Freelancers to Cowork? Assessing the Physical and Social Elements of Coworking Spaces. Philippine Academy of Management e-Journal, 4(1), 88-102. ISSN 26517124 
• Murad, N. S., Perez, J. T., & Quenano, L. (2018). Techno Stress: Examining the Relationship of Psychological Traits with Compulsive Smartphone Usage and their Impact on College Students in Metro Manila. Philippine Academy of Management e-Journal. 2(2), 57-69. ISSN 26517124. 

•  Murad, N. S., Labor, J. S. J., & Samonte, C. J. (2024, October 25-27) - Good Luck at Dapat Pakak!: Receptions of Triumphs and Tribulations in Drag Race Philippines [Conference Presentation]. 2024 Philippine Queer Studies Conference (PQSC), Diliman, Philippines.
• Murad, N. S. et al. (2024, June 20-24) - #NotMyAriel - Uncovering the Readings of Filipinos towards Black Ariel in Disney's “The Little Mermaid” Live-Action Remake [Conference      Presentation]. 74th Annual International Communication Association (ICA)      Conference, Gold Coast, Australia.
• Murad, N. S. et al. (2024, June 20-24) - Transmedia Adaptation and Video Game Consumption: The Case of “Arcane” and the Receptions of Filipino College Students towards the Portrayals of Female Characters [Conference Presentation]. 74th Annual International Communication Association (ICA) Conference, Gold Coast, Australia.
• Murad, N. S., & Atis, A. A. (2024, February 11-13) - Taylor Sheesh vs Taylor Shet: Filipino Taylor Swift Impersonations and the Intersections between Drag, Pop Music, and Fandom      Support [Conference Presentation]. Swiftposium 2024, Melbourne, Australia.
• Murad, N. S. et al. (2023) - Unwrapping the  Moderating Effects of Weverse Engagement on the Antecedents of DLSU Students’ Intention to Purchase K-Pop Albums [Conference Presentation].  10th World Association for Hallyu Studies (WAHS) Symposium, Paris, France.
• Murad, N. S., Atis, A. A., & Sison, H. R.  (2023, July 9-13) - ARMY for Leni: The Filipino BTS Fandom's Fight Against Disinformation in the 2022 Philippine National Elections [Conference Presentation]. International Association for Media and Communication      Research (IAMCR) 2023 Conference, Lyon, France.
• Murad, N. S., Fajardo, K. ., & Matangcas, P. M. (2023, May 25-29) - LGBTQIA+ for Leni: Constructing a Queer Filipino      Political Identity in the Face of Networked Disinformation [Conference  Presentation]. 73rd Annual International Communication Association (ICA)      Conference, Toronto, Canada.
• Murad, N. S., Labor, J. S. J., & Samonte, C. J. (2023, May 25-29) - Are the fans and the followers gagging? Glocal      receptions of triumphs and tribulations in #DragRacePH [Conference      Presentation]. 73rd Annual International Communication Association (ICA)      Conference, Toronto, Canada.
• Murad, N. S.(2023, May 25) - DJ Bumbay & Miss Universe: Narratives of the Media Mediating the Identity Construction of Indian Migrants in the Philippines [Conference Presentation]. 73rd Annual International Communication Association (ICA) Preconference - Ethics of Re-conceptualizing Culture in Intercultural Communication,      Toronto, Canada.
• Murad, N. S. (2023, May 25) - Negotiating Straight Cisgender Representation in a Queer Media Text: The RuPaul’s Drag Race Fandom as an Online Interpretive Community [Conference Presentation]. 73rd Annual International Communication Association (ICA) Preconference - Ethics of Re-conceptualizing Culture in Intercultural Communication, Toronto, Canada.
• Murad, N. S., Sison, H. R., & Atis, A. A. (2022, July 14-16) - ARMY for Leni: The Political Mobilization Strategies of the Filipino BTS Fandom to Counter Motivated Reading and Political Cheerleading amid the 2022 National Elections [Conference Presentation]. 3rd BTS Global Interdisciplinary Conference: The Post-Pandemic Era, Welcome to the New Humanity, Seoul, South Korea.
• Murad, N. S. (2022, May 26-31). The Meaning-Making of Queer Filipino Audiences on Trans and Gender Non-Conforming (TGNC) Portrayals in Media Texts: The Case of RuPaul’s Drag Race [Conference Presentation]. 72nd Annual International Communication Association (ICA) Conference, Paris, France. 
• Murad, N. S., Ranara, L. T., Salazar, M. R., & Seño, J. P. (2022, May 26-31) - What's NXT? - An Analysis of ABS-CBN's Digital Videos on COVID-19 [Conference Presentation]. 72nd Annual International Communication Association (ICA) Conference, Paris, France.
• Murad, N. S. (2022, May 26) - Negotiating Straight Cisgender Representation in a Queer Media Text: The RuPaul’s Drag Race Filipino Fandom as an Online Interpretive Community [Conference Presentation]. 72nd Annual International Communication Association (ICA) Preconference - Digital Asia: Civic Engagement in the Connected Asia, Paris, France.
• Murad, N. S., & Carillo, E. (2017). The Role of Narrative Transportation in LGBT-themed Advertising on Brand Affect. 11th Global Business Conference Proceedings, 108-116. ISSN 2367832.