Mendoza School of Business

Shijie Lu

Howard J. and Geraldine F. Korth Associate Professor of Marketing
  393 Mendoza College of Business
  • Biography
  • Background
  • Publications
  • Awards

Shijie Lu is the Howard J. and Geraldine F. Korth Associate Professor of Marketing at the Mendoza College of Business, University of Notre Dame. He is an empirical modeler. His research focuses on the interaction between firms and consumers on digital media, including topics related to online advertising, user-generated content, competitive strategy, and digital piracy.

His research has appeared in leading business journals, including Marketing Science, Management Science, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, and International Journal of Research in Marketing. He currently serves on the editorial review board of Marketing Science, Journal of Marketing Research, and Journal of Marketing.

His past recognition includes a finalist for the Don Lehmann Award for the best dissertation-based paper published in Journal of Marketing or Journal of Marketing Research, the INFORMS Society for Marketing Science dissertation proposal award, and an honorable mention in the Marketing Science Institute's Clayton dissertation proposal competition. He was also awarded the best reviewer award by Marketing Science and Journal of Marketing.

Dr. Lu received his Ph.D. in business administration (marketing) from the University of Southern California, where he also earned a master's degree in economics. He earned his B.S. in mathematics and B.A. in economics from the Peking University. Prior to joining Mendoza, he served on the faculty at UNC Chapel Hill and the University of Houston.

Ph D, University of Southern California
MA, University of Southern California
BA, Peking University
BS, Peking University

Areas of Expertise
Online advertising
User-generated content
Business analytics

Editorial Boards
Special Issue Associate Editor
Journal of Marketing
January 1, 2024

Special Issue Associate Editor
Marketing Science
November 1, 2023

Developmental Editor
Journal of Marketing
October 5, 2023

Editorial Board Member
Marketing Science
January 1, 2022

Editorial Board Member
Journal of Marketing
December 23, 2021

Editorial Board Member
Journal of Marketing Research
January 1, 2019

"Crowding-Out in Content Monetization under Pay What You Want: Evidence from Live Streaming", (With Dai Yao, Xingyu Chen), Production and Operations Management - Accepted (awaiting publication)

"The Ripple Effect of Firm-Generated Content on New Movie Releases", (With Isaac Dinner, Rajdeep Grewal), Journal of Marketing Research, 60, 2023

"Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry", (With Eunsoo Kim, Annie Ding, Shane Wang), Journal of Marketing, 87, 2023

"Immediate and Enduring Effects of Digital Badges on Online Content Consumption and Generation", (With Ying Xie, Xingyu Chen), International Journal of Research in Marketing, 40, 2023

"Audio Mining: The Role of Vocal Tone in Persuasion", (With Xin (Shane) Wang, Xi Li, Mansur Khamitov, Neil Bendle), Journal of Consumer Research, 48, 2021

"Do Larger Audiences Generate Greater Revenues under Pay What You Want? Evidence from a Live Streaming Platform", (With Dai Yao, Xingyu Chen, Rajdeep Grewal), Marketing Science, 40, 2021

"Do Spoilers Really Spoil? Using Topic Modeling to Measure the Effect of Spoiler Reviews on Box Office Revenue", (With Jun Hyun (Joseph) Ryoo, Xin (Shane) Wang), Journal of Marketing, 85, 2021

"The Effect of Over-the-Top Media Services on Piracy Search; Evidence from a Natural Experiment", (With Koushyar Rajavi, Isaac Dinner), Marketing Science, 40, 2021

"Does Piracy Create Online Word of Mouth?", (With Xin (Shane) Wang, Neil Bendle), Management Science, 66, 2020

"Position Auctions with Budget Constraints: Implications for Advertisers and Publishers", (With Yi Zhu, Anthony Dukes), Marketing Science, 34, 2015

"Modeling Competition and Its Impact on Paid-Search Advertising", (With Sha Yang, Xianghua Lu), Marketing Science, 33, 2014

"Marketing Science Service Award", Marketing Science, 2024

"Top 50 most productive researchers worldwide based on number of publications in the premier marketing journals", AMA DocSig, 2024

"Finalist, Donald R. Lehmann Award", AMA Marketing Research SIG , 2023

"James Dincolo Outstanding Research Award", Mendoza College of Business, 2023

"Journal of Marketing Outstanding Reviewer Award", American Marketing Association, 2023

"Marketing Science Service Award", Marketing Science, 2023

"Melcher Excellence in Research Award", Bauer College of Business, 2021

"Junior Faculty Development Award", University of North Carolina, 2015

"Greif Entrepreneurship Research Award", University of Southern California, 2014

"Honorable Mention, MSI Clayton Dissertation Proposal Award", Marketing Science Institute (MSI), 2014

"ISMS Dissertation Proposal Award", The INFORMS Society for Marketing Science (ISMS), 2014