Directory

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RESEARCH INTERESTS

• Substantive: Online Search, Advertising, Loyalty Programs, Recommendation System, User Generated Content, Social Network, Pricing, Assortments, Branding, Visual Marketing, Synthetic Data, Supply Chain

• Methodological: Topic Modeling, Bayesian Methods, NLP, Deep/Graph Neural Networks, Causal Inference, Lab/Field Experiments, Structural Models, Diffusion Models, Agentic AI

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PUBLICATIONS

• Cong, Ziwei, Jia Liu, and Puneet Manchanda, “From Live to Recording: Consumer Demand and Response to Price Across the Livestreaming Lifecycle,” forthcoming at Marketing Science.

• Feuerriegel, Stefan and Barrie, Christopher and Crockett, M. J. and Globig, Laura K. and ...... and Liu, Jia and ...... (2026), “A Reporting Checklist for LLMs in Behavioural Science,” forthcoming at Nature Human Behaviour - A guideline paper with 81 authors from various institutions and geographic regions.

• Yin, Mingzhang, Ziwei Cong, and Jia Liu (2026), "Unraveling User Multifaceted Preferences on Digital Platforms: A Bayesian Deep Learning Approach," forthcoming at Marketing Science.

• Liu, Jia, Shawndra Hill, and David Rothschild (2025), “Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry,” Journal of Marketing, 90(2), 73-95.
  - Featured by MediaCat
• Dew, Ryan, Padilla, Nicolas and Luo, Lan E. and Oblander, Shin and Ansari, Asim and Boughanmi, Khaled and Braun, Michael and Feinberg, Fred M. and Liu, Jia and Otter, Thomas and Tian, Longxiu and Wang, Yixin and Yin, Mingzhang (2024), “Probabilistic Machine Learning: New Frontiers for Modeling Consumers and their Choices,” forthcoming at the International Journal of Research in Marketing.
• Liu, Jia, and Ziwei Cong (2023), "The Daily Me versus The Daily Others: How Do Recommendation Algorithms Change User Interests? Evidence from a Knwoledge-Sharing Platform," Journal of Marketing Research, 60 (4), 767-791.
  - Featured by Matter of Facts Paper Update
  - Featured in “My Journal Read” by American Marketing Association
• Liu, Jia, Olivier Toubia, and Shawndra Hill (2021), “Content-based Model of Web Search Behavior: An Application to TV Show Search,” Management Science, 67(10), 6378-6398.
  - Best paper award at the 2018 China Marketing International Conference
  - Media: HK Economic Times
• Liu, Jia, and Shawndra Hill (2021), “Frontiers: Moment Marketing: Measuring Dynamics in Cross-channel Ad Effectiveness,” Marketing Science, 40(1), January–February, pp. 13–22.
  - One of the first few papers accepted by the Marketing Science Frontiers section
  - Media: HK Economic Times
  - Featured by HKUST Business Review, Vol. 1, Issue 1, 2025 Oct
• Liu, Jia and Asim Ansari (2020) “Understanding Consumer Dynamic Decision Making Under Competing Loyalty Programs,” Journal of Marketing Research, April, 57(3), 422-444.
• Liu, Jia, and Olivier Toubia (2020) “Search Query Formation by Strategic Consumers,” Quantitative Marketing and Economics, 18, 155-194.
• Liu, Jia and Olivier Toubia (2018) “A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries,” Marketing Science, 37 (6), 930-952.
  - Appears in INFORMS Analytics Collections Vol. 16: Advances in Integrating AI & O.R
  - Winner, 2018 John Little award for best marketing paper published in Marketing Science, Management Science, or other INFORMS journal
  - Finalist, 2018 Frank M. Bass outstanding dissertation award
  - Chosen for INFORMS press release by Editor-in-Chief of Marketing Science

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REVIEWING FOR

Editoral board: Journal of Marketing Research, Marketing Science, Journal of Consumer Research.