EXPERTISE
Quantitative marketing
User generated content
Advertising and marketing communications
FACULTY PROFILE
EDUCATION
Ph.D., Marketing, University of Illinois at Urbana-Champaign
M.S., Applied Statistics, University of Illinois at Urbana-Champaign
Ph.D., Management, Peking University
M.S., Economics, Zhejiang University
B.S., Marketing, Zhongyan Institute of Technology
BIOGRAPHY
Dr. Xuefeng Liu is an Assistant Professor of Marketing at Governors State University. He earned a Master’s degree in Applied Statistics and a Ph.D. in Marketing from the University of Illinois at Urbana–Champaign. His research focuses on online marketing, advertising and consumer decision-making. He teaches courses in quantitative marketing, including Marketing Research and Marketing Analytics. His work has been published in leading academic journals such as the Journal of Retailing, the Journal of Marketing, and the Journal of Consumer Behaviour.
RESEARCH AND PUBLICATIONS
Liu, Xuefeng (2024), “The Role of Religiosity on Seeking Help”, Journal of Consumer Behaviour, 23(3): 1357-1367.
Chen, Jinjie, Alison Jing Xu, Maria A. Rodas, and Xuefeng Liu (2023), “Rating and Tipping: The Influence of Rating Service Professionals on Tipping”, Journal of Marketing, 87(1): 81-96.
Liu, Xuefeng, Kenv Yu, and Xuefeng Liu (2019), “Matches between Network Structure and Competitive Strategies”, International Journal of Technology, Policy, and Management, 19(4): 420-437.
4. Liu, Xuefeng and Eric Fang (2017), “Open Innovation: Is It a Good Strategy in Consumers’ Eyes?”, Academy of Marketing Studies Journal, 21 (1): 1-15.
Wang, Feng, Xuefeng Liu, and Eric Fang (2015), “User Reviews Variance, Critic Reviews Variance, and Product Sales: An Exploration of Customer Breadth and Depth effects”, Journal of Retailing, 91(3): 372-389 (The first two authors contributed equally).