Prof. Jia LIU

Prof. Jia LIU

Assistant Professor

Academic qualification

  • PhD Columbia university
  • MS Columbia University
  • MS Michigan State University
  • BS Tianjin University


  • Substantive: Consumer Online Search, Search Engine Marketing, TV Advertising, CrossChannel Advertising, Loyalty Programs, Behavioral Economics, Recommendation System, User Generated Content, Social Media.


  • Methodological: Topic Modeling, Natural Language Processing, Machine Learning, Deep Neural Network, Bayesian Methods, Causal Inference, Lab/Field Experiments.


  • Liu, Jia, Olivier Toubia, and Shawndra Hill (2020), “Content-based Model of Web Search Behavior: An Application to TV Show Search.” forthcoming at Management Science.
    - Best paper award at the 2018 China Marketing International Conference
  • 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 (2019) “Search Query Formation by Strategic Consumers,” Quantitative Marketing and Economics, August, 1-40.
  • Liu, Jia and Olivier Toubia (2018) “A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries,” Marketing Science, 37 (6) 855-1052.
    - Winner, 2018 John Little award for best marketing paper published in Marketing Science or Management Science
    - Finalist, 2018 Frank M. Bass outstanding dissertation award
    - Chosen for INFORMS press release by Editor-in-Chief of Marketing Science


Journal of Marketing Research (editorial board)