Bio

I am a visiting faculty of Marketing at the Krannert School of Management, Purdue University. I received my PhD in marketing from Purdue. Before starting my academic career, I worked at MiTAC Information Technology Corp as an International Sales Representative.

My main research interests are word-of-mouth, social influence, viral marketing, and consumer decision making. My research focuses on understanding the scope of online word-of-mouth (WOM): how WOM forms; how it influences our decision making; and how consumers’ heterogeneity, opinion leaders, celebrity endorsement, and cultural factors moderate it in the United States and in Asia. My research seeks to identify unique and interesting patterns in WOM and to develop a fundamental understanding of how marketers and individuals can best exploit these WOM opportunities. For example, my current research suggests that a strong tie in a society enables firms to create an effective trend; an analysis of attributes of online reviews enables individuals to attract more followers; marketers can identify market segment by customers’ review behavior; companies can predict customers’ perception flow of a new product with a generalized Poisson process; and a celebrity’s nonprofit endorsement of a cause or product can increase our social welfare.

I teach International Marketing and Marketing Models PhD Seminar at Purdue. I have received distinguished teacher and outstanding teaching awards as well as a culture fest global classroom contest award. My teaching interests also include social media marketing, principles of marketing, marketing management, and marketing research.