Dr. Jia Li

Robinson-Lightcap Faculty Fellow; Associate Professor

OFFICE: Farrell 329

BIOGRAPHY

I am a marketing researcher who is interested in using data to analyze marketing problems that also have strong relevance in other areas including organizational behavior and human resources, operations management, economics, and strategy, and that can have a practical impact on multiple functions of companies. While multidisciplinary research has been gaining increasing recognition and emphasis, truly interdisciplinary studies remain rare.

Specifically, I have sought to bridge disciplines through three research pillars: (1) social and peer influence in marketing, (2) new marketing channels, and (3) the application of machine learning and big data in business. As an empirical modeler, I have applied econometric techniques, structural modeling, and machine learning methods on large-scale company internal data to answer my research questions. I have also conducted field experiments in real firms.

My research outcomes have been published in not only a best marketing journal (Marketing Science and Journal of Marketing) but also the top general management journal (Management Science), the flagship journal in operations management (Production and Operations Management), and a leading journal in industrial organization (International journal of Industrial Organization). My work has been cited by researchers in many disciplines, such as Science, Management Science, Marketing Science, Journal of Marketing Research, Strategic Management Journal, and Academy of Management Journal. I have been invited to present my research in many preeminent business schools all over the world such as University of Chicago Booth School of Business, Stanford University Graduate School of Business, Peking University Guanghua School of Management, Tsinghua University School of Economics and Management, and University of Sydney Business School.

HONORS

2024 - Robinson-Lightcap Faculty Fellow, Wake Forest University, School of Business
2017 - Coca-Cola Rising Faculty Fellowship, Wake Forest University, School of Business

EXPERTISE

Marketing Analytics, Digital and Social Media Marketing, Marketing

IN THE MEDIA

June 12, 2024 - 4th of July Facts & Figures , WalletHub
April 18, 2022 - Consumer Financial Service Purchase , MoneyGeek| more information
April 21, 2021 - Progressive Insurance , WalletHub
March 13, 2020 - Best Credit Card for Groceries , WalletHub| more information

RESEARCH INTERESTS

Substance: Retailing, E-commerce, Sales Management, Branding and Consumer Behavior, Social and Peer Influence in Marketing, Sustainable and Green Marketing, Societal Impact of Marketing Practices

Methodology: Quantitative Marketing, Machine Learning and Artificial Intelligence in Marketing,
Designing and Conducting Field Experiments

TEACHING INTERESTS

Marketing Analytics, Digital and Social Media Marketing, Marketing Management, Marketing Research

EDUCATION

Ph D, Washington University in St. Louis- 2010

PUBLICATIONS

Journal of Marketing

Group or Individual Sales Incentives? What Is Best for Brand-Managed Retail Sales Operations?

Zhang, W. , Li, J. , & Balachander, S.

Journal of Retailing

The Role of Political Ideology on Variety-Seeking Behavior During Crisis-Induced Threats: Evidence from the COVID-19 Pandemic

Lu, S. Q. , Vassallo, J. P. , Choi, A. , & Li, J. (2024)

Public Health

Disruptions to In-person Medical Visits Across the U.S. During the COVID-19 Pandemic: Evolving Disparities by Medical Specialty and Socioeconomic Status

Liu, W. , Li, J. , & Dalton, C. M. (2023)

Marketing Letters

Expectation-Based Consumer Purchase Decisions: Behavioral Modeling and Observations

Jia, J. , Li, J. , & Liu, W. (2023)

Naval Research Logistics

Potential Value of Air: Effect of Air Pollution on Retail Store Performance and Customer Behavior

Liu, W. , Li, J. , Huang, S. , & Wang, Y. (2023)

Journal of Marketing Analytics

Consumer Communications and Current Events: A Cross-Cultural Study of the Change in Consumer Response to Company Social Media Post Due to the COVID-19 Pandemic

Li, J. , & McCrary, R. (2022)

IntechOpen

Consumers' Curbside Pickup and Home Delivery Shopping Behavior in the Post-Pandemic Era

Li, J. , & Fisher, P. (2022)

Journal of Marketing Channels

Manufacturers' Product Returns: An Empirical Study

Li, J. , & Kim, S. (2022)

Journal of Relationship Marketing

Measuring Customer Lifetime Value in a Semi-Contractual Transaction Setting

Qi, J. , Zhou, Y. , & Li, J. (2022)

Marketing Science

Examining Salesperson Effort Allocation in Teams: A Randomized Field Experiment

Li, J. , Lim, N. , & Chen, H. (2020)

Marketing Letters

Hoping Grey Goes Green: Air Pollution's Impact on Consumer Automobile Choices

Li, J. , Moul, C. , & Zhang, W. (2017)

Production and Operations Management

What Happens When Manufacturers Perform the Retailing Functions

Li, J. , Chan, T. , & Lewis, M. (2016)

International Journal of Industrial Organization

Vertical Contracts, Customer Service, and Social Welfare in a Chinese Mobile Phone Market

Li, J. , & Moul, C. (2015)

Management Science

Compensation and Peer Effects in Competing Sales Teams

Chan, T. , Li, J. , & Pierce, L. (2014)

Marketing Science

Learning from Peers

Chan, T. , Li, J. , & Pierce, L. (2014)

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