Yinglu Wu

Background

About Yinglu Wu

Yinglu Wu is an associate professor of marketing at Boler School of Business. Dr. Wu received her Ph.D. in Marketing and Master of Applied Statistics from Louisiana State University. Dr. Wu offers expertise in online marketing strategies through both quantitative and qualitative analyses of consumer online shopping behavior and companies’ online activities. Dr. Wu’s primary research interest is developing insights into consumer online purchase behavior. Dr. Wu has focused her research on analyzing consumer-generated content (such as online reviews and social network posts) and converting these insights into online marketing strategies. For example, she has developed models to quantitatively classify consumer segments based on how consumers process online reviews and evaluate online purchase risk. Her research also utilizes text-mining methods to extract consumer insights from online content to improve companies’ product, promotion, and pricing strategies. Dr. Wu has taught various undergraduate marketing courses including digital marketing, digital advertising, advertising & brand promotion, national advertising competition, and marketing principles.