Jia Liu 劉佳

LSK4051, HKUST, Clear Water Bay, Hong Kong · +852 2358-7709 · jialiu@ust.hk
I am an Assistant Professor of Marketing and an (affiliated) Assistant Professor of Industiral Engineering & Decision Analytics (IEDA) at HKUST. My research interests are in the area of quantitative marketing, which combines marketing theories with quantitative methods, including statistical modelling, econometrics, machine learning, and artificial intelligence. My primary research objective is to develop advanced data analytic methods that can help practitioners generate managerial insights from big data. I also help companies/brands evaluate the effectiveness of various marketing polices. The substantive topics of my research cover a broad range of areas, including consumer search, advertising, pricing, recommender systems, user generated content, social media, big data nalytics, behavioral economics, product assortment, supply chain, blockchain.

My past/current research have invovled brands and companies from various sectors, such as department store, retail vending, IT, telecommunication company, automobile company, fast food restaruant chain, social media platforms, knowledge-sharing platforms, search engines for travel, grocery e-commerce, advertisng agencies, and email marketing company.

* RA Hiring *

I currently only look for part-time research assistants.


Hong Kong University of Science and Technology, HK

Assistant Professor of Markting, August 2018 - Present

Meta (previously Facebook), New York, NY

Academic Collaborator, Core Data Science Team, December 2021 - present

Microsoft Research, New York, NY

Postdoctoral Researcher, Augst 2017 - June 2018
Research Intern, May 2016 - July 2016
Consulting Researcher, February 2016 - April 2016

Advertising Research Foundation, New York, NY

Research Intern, May 2011 - August 2011


Columbia University, New York, NY

Ph.D. in Marketing, 2017
M.S. in Marketing, 2011

Michigan State University, East Lansing, MI

M.S. in Statistics, 2010

Tianjin University, Tianjin, China

B.S. in Mathematics, 2008


  • Liu, Jia, and Ziwei Cong (2022), ``The Daily Me versus The Daily Others: How Do Recommendation Systems Change User Interests? Evidence from a Knowledge-Sharing Platform?" forthcoming at Journal of Marketing Research . [Paper]
  • Liu, Jia, and Shawndra Hill (2020), “Moment Marketing: Measuring Dynamics in Crosschannel Ad Effectivenes.” Marketing Science, 40 (1), 13-22. [Paper]
    • One of the first few papers accepted by the Marketing Science Frontiers section
  • Liu, Jia, Olivier Toubia, and Shawndra Hill (2020), “Content-based Model of Web Search Behavior: An Application to TV Show Search.” Management Science, 67 (10), 6378-6398. [Paper]
    • 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, 57(3), 422-444. [Paper]
  • Liu, Jia, and Olivier Toubia (2020), “Search Query Formation by Strategic Consumers.” Quantitative Marketing and Economics, 18, 155-194. [Paper]
  • Liu, Jia, and Olivier Toubia (2018), “A Semantic Approach for Estimating Consumer Content Preferences from Online Search Queries.” Marketing Science, 37 (6), 930-952. [Paper]
    • 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

Please see my CV for working papers and selected projects-in-progress.