Yinglu (Elle) Wu, Ph.D.
Associate Professor of Marketing
Field(s) of Expertise
Marketing, Business Statistics
Background
Yinglu Wu is an assistant 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. Prior to John Carroll University, Dr. Wu has worked at University of Wisconsin-Stevens Point as an assistant professors for two years. She is currently a member of INFORMS Society for Marketing Science and American Advertising Federation. Dr. Wu offers expertise in online marketing strategies through both quantitative and qualitative analyses of consumer online shopping behavior and companies’ online activities.
Courses
Dr. Wu has taught various undergraduate marketing courses including advertising & brand promotion, advertising seminar, online marketing, and marketing principles.
Research
Dr. Wu’s primary research interest is developing insights on 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 in using online reviews, assess how consumer evaluate online purchase risk, and how consumers form purchase decisions in online market environments. Information extracted from online content is then used to improve companies’ product, promotion, and pricing strategies. Her research has been presented in Society for Marketing Science Conference and published in Decision Support Systems.
Additional Information
Dr. Wu has also served as a contributor to Entrepreneurial and Business Elites of China: The Chinese Returnees Who Have Shaped Modern China and a reviewer for marketing textbooks and marketing conferences.