Management and Marketing

Education

  • PHD, University of Connecticut
  • MS, 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 and Lu Huang (2022), “Owned Social Media Advertising: Cannibalization and Competition,” Journal of Interactive Marketing, 57(3), 442-56.

Zheng, Hualu, Lu Huang, and William T. Ross Jr. (2019), “Reducing Obesity by Taxing Soft Drinks: Tax Salience and Firms’ Strategic Responses,” Journal of Public Policy & Marketing, 38(3), 297-315.

“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.

Yang, Shuai, Junjie Wang, Hualu Zheng, and Yahui Liu “How Pop-Ups Drive Online Sales, with Moderating Effects of Online Promotions”, 2nd Revise and Resubmit, European Journal of Marketing.

Yang, Shuai, Hualu Zheng, and Ziyue Yu “Charity Ugliness Premium: Donors’ Empathy for Unattractiveness During the Covid-19 Pandemic: Implications for Charity Advertising”, under review, Journal of Advertising.

Yang, Shuai, Xinyu Chang, Hualu Zheng, and William T. Ross Jr. “Does Implausible Tensile Price Claims in Online Advertising Work? Evidence from a Field Experiment”, constructing the manuscript for submission to the Journal of the Academy of Marketing Science.

Yizao Liu, Lu Huang, Hualu Zheng, and Pei Zhou “Media Bias in Consumer Learning of Product Health Information: Evidence of Plant-based Milk”, constructing the manuscript for submission to the International Journal of Research in Marketing.

  • MKTG-280: Marketing
  • MKTG-381: Marketing Research
  • MKTG-382: Consumer Behavior
  • MKTG-488: Marketing Analytics
  • MKTG-488: Strategic Marketing & 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 and Lu Huang (2022), “Owned Social Media Advertising: Cannibalization and Competition,” Journal of Interactive Marketing, 57(3), 442-56.

Zheng, Hualu, Lu Huang, and William T. Ross Jr. (2019), “Reducing Obesity by Taxing Soft Drinks: Tax Salience and Firms’ Strategic Responses,” Journal of Public Policy & Marketing, 38(3), 297-315.

“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.

Yang, Shuai, Junjie Wang, Hualu Zheng, and Yahui Liu “How Pop-Ups Drive Online Sales, with Moderating Effects of Online Promotions”, 2nd Revise and Resubmit, European Journal of Marketing.

Yang, Shuai, Hualu Zheng, and Ziyue Yu “Charity Ugliness Premium: Donors’ Empathy for Unattractiveness During the Covid-19 Pandemic: Implications for Charity Advertising”, under review, Journal of Advertising.

Yang, Shuai, Xinyu Chang, Hualu Zheng, and William T. Ross Jr. “Does Implausible Tensile Price Claims in Online Advertising Work? Evidence from a Field Experiment”, constructing the manuscript for submission to the Journal of the Academy of Marketing Science.

Yizao Liu, Lu Huang, Hualu Zheng, and Pei Zhou “Media Bias in Consumer Learning of Product Health Information: Evidence of Plant-based Milk”, constructing the manuscript for submission to the International Journal of Research in Marketing.

Courses Taught

  • MKTG-280: Marketing
  • MKTG-381: Marketing Research
  • MKTG-382: Consumer Behavior
  • MKTG-488: Marketing Analytics
  • MKTG-488: Strategic Marketing & Analysis