Management and Marketing

Education

  • MS, University of Connecticut
  • PHD, University of Connecticut

Assistant Professor of Management and Marketing

Contact Information

Hualu Zheng earned both a Ph.D. and master’s degree from the University of Connecticut. Before joining Susquehanna University, Zheng was a visiting assistant professor of marketing at the University of Connecticut, where she taught a variety of marketing courses. Prior to her academic career, Hualu was a marketing analyst in the private sector where she gained hands-on marketing experience. Zheng’s research interests include marketing analytics, social media marketing, and marketing and public policy.

Publications and working projects:

Zheng, Hualu, Lu Huang, and William Ross Jr. (2019), “Reducing Obesity by Taxing Soft Drinks: Tax Salience and Firms’ Strategic Responses,” Journal of Public Policy & Marketing, 38(3) 297-315.

“Owned Social Media Advertising: Brand Purchase and Spillover Effects”, with Lu Huang, manuscript in preparation for submission to Journal of Marketing

“Battle against Obesity through Reducing Soda Consumption: Size Banning or Taxation?”, with Youngyoon Choi, target journal: Journal of Public Policy and Marketing

“Natural or Organic: An Examination of Breakfast Cereal Industry”, target journal: International Journal of Research in Marketing

“Children’s Pester Power and Advertising Effects: An Examination of Household Purchase of Breakfast Cereals”, Hualu Zheng and Tina He

“Inactive Firm Accounts on Social Networks and Brand Equity: A Social Media Dilemma” Hualu Zheng

  • MKTG-382: Consumer Behavior
  • MKTG-382: Consumer Behavior
  • MKTG-381: Marketing Research
  • MKTG-381: Marketing Research
  • MKTG-488: Strategic Marketing and Analysis

About Me

Hualu Zheng earned both a Ph.D. and master’s degree from the University of Connecticut. Before joining Susquehanna University, Zheng was a visiting assistant professor of marketing at the University of Connecticut, where she taught a variety of marketing courses. Prior to her academic career, Hualu was a marketing analyst in the private sector where she gained hands-on marketing experience. Zheng’s research interests include marketing analytics, social media marketing, and marketing and public policy.

Publications and working projects:

Zheng, Hualu, Lu Huang, and William Ross Jr. (2019), “Reducing Obesity by Taxing Soft Drinks: Tax Salience and Firms’ Strategic Responses,” Journal of Public Policy & Marketing, 38(3) 297-315.

“Owned Social Media Advertising: Brand Purchase and Spillover Effects”, with Lu Huang, manuscript in preparation for submission to Journal of Marketing

“Battle against Obesity through Reducing Soda Consumption: Size Banning or Taxation?”, with Youngyoon Choi, target journal: Journal of Public Policy and Marketing

“Natural or Organic: An Examination of Breakfast Cereal Industry”, target journal: International Journal of Research in Marketing

“Children’s Pester Power and Advertising Effects: An Examination of Household Purchase of Breakfast Cereals”, Hualu Zheng and Tina He

“Inactive Firm Accounts on Social Networks and Brand Equity: A Social Media Dilemma” Hualu Zheng

Courses Taught

  • MKTG-382: Consumer Behavior
  • MKTG-382: Consumer Behavior
  • MKTG-381: Marketing Research
  • MKTG-381: Marketing Research
  • MKTG-488: Strategic Marketing and Analysis