Liu, Angela Xia

Associate Professor, Department of Marketing

Curriculum Vitae

Phone             (86) (10) 62791254
Office            353 Weilun Building
Office Hours   Wed.  13:00-15:00 ( from the 8th Week of 2017 Autumn Term )

Angela Xia Liu, Associate professor of Marketing at Tsinghua Unviersity, got her Ph.D of business administration (minor in Economics) from Syracuse University in 2010. She also got a M.S. in Statistics, a M.S. in Education, and a M.A. in Philosophy. She visited as a research scholar at several top business schools such as Sloan School of Management at MIT and Tepper School of Management at Carnegie Mellon University. In SEM, she teaches Marketing Models at Ph.D. level and Advertising Management, Marketing Reserach at MBA and undergraduate level.

Professor Liu's research interests include quantitative marketing models, new product diffusion, entertainment marketing, branding and brand management, advertising and marketing-finance interface. She has published on serveral distinguished international peer review journals such as Management Science, Jounal of Marketing, Journal of Marketing Research, Marketing Letters, and Information Systems and e-Business Management.

At present, she is a member of American Marketing Association (AMA) and INFORMS.





Liu, Angela Xia, Jan-Benedict Steenkamp, Jurui Zhang, “Agglomeration as a Driver of the Volume of Electronic Word of Mouth in the Restaurant Industry,” Journal of Marketing Research, Forthcoming.


Liu, Angela Xia, Yong Liu, and Ting Luo, “What Drives a Firm's Choice of Product Recall Remedy? The Impact Remedy Cost, Product Hazard, and the CEO,” Journal of Marketing 80, no. 3 (2016): 79-95.


Liu, Angela Xia, Tridib Mazumdar, and Bo Li, “Counterfactual Decomposition of Movie Star Effects with Star Selection,” Management Science 61, no. 7 (2015): 1704-1721.


Ju, Xuenan, Zuohao Hu, and Angela Xia Liu, “Effects of Brand Portfolio and Product Line Strategy on Brand Market Share: Evidence from Chinese Cellphone Market,” Business and Management Research 4, no. 1 (2015): 48-62.


Liu, Angela Xia, Yong Liu, and Tridib Mazumdar, “Star Power in the Eye of the Beholder: A Study of the Influence of Stars in the Movie Industry,” Marketing Letters 25, no. 4 (2014): 385-396.


Liu, Angela Xia, Yinglei Wang, Xi Chen, and Xuping Jiang, “Understanding the Diffusion of Mobile Digital Content: a Growth Curve Modelling Approach,” Information Systems and e-Business Management 12, no. 2 (2014): 239-258.     




Liu, Lei, Chunling Yu, Angela Xia Liu, and Ping Zhao, “A Comparative Analysis of Event Marketing and Advertising Effect——Based on the Analysis of Chinese Real Estate Panel Data,” Journal of Tsinghua University (Philosophy and Social Science), no. 6(2015): 178-188.


He, Ximing, Saiquan Hu, Cheng Yi, and Angela Xia Liu, “The Effects of Platform Service and Logistics Service on Online Store Owners’ Confidence,” Chinese Journal of Management Science 23, no. 6(2015): 83-90.


Liu, Angela Xia, Xiaosong Dong, and Xuping Jiang, “The Spatial Patterns on the Diffusion and Imitation of Digital Content Product: An Empirical Analysis Based on Spatial Panel Model,” Chinese Journal of Management Science 22, no. 1(2014): 139-148.


Dong, Xiaosong, Angela Xia Liu, and Xuping Jiang, “Spatial Spillover and Cultural Distance: Evidence from Digital-content Product Diffusion,” Nankai Business Review 16, no. 5(2013): 100-109.


Gong, Shiyang, Angela Xia Liu, and Ping Zhao, “How Do Online Consumer Reviews Influence Product Sales? ——An Empirical Study Based on Online Book Reviews,” Chinese Soft Science Magazine, no. 6(2013): 171-183.


Gong, Shiyang, Angela Xia Liu, Yang Liu, and Ping Zhao, “Does Online Word-of-mouth Determine Product’s Fate: An Empirical Analysis of Online Book Reviews,” Nankai Business Review, no. 4(2012): 118-128.


Hu, Saiquan, Zhengmao Zhan, Angela Xia Liu, and Fei Li, “What Determinate Firm’s Product Innovativeness: External Environment or Core Competence?” Studies in Science of Science 30, no. 5(2012): 16-25.