Shijie (CJ) Lu (吕世杰)

Welcome! I am an Assistant Professor of Marketing at the Kenan-Flagler Business School, University of North Carolina at Chapel Hill.

I am a quantitative marketing researcher. My research interests include Internet marketing, online advertising, competition, social media, and two-sided markets. My recent projects focus on several topics such as user profiling in online display advertising, relationship between movie piracy and online WOM, and user engagement in live broadcasting.

Several of my research has been published in Marketing Science. My dissertation has won the INFORMS Society for Marketing Science doctoral dissertation proposal award and received honorable mention in the Marketing Science Institute’s Clayton competition award.

Before joining UNC, I received my Ph.D. in business administration from the University of Southern California, where I also earned a master’s degree in economics. I obtained my B.S. in mathematics and B.A. in economics from Peking University. I am also an alumni of Ministry of Education of China's Special Science Program for less than 100 nationally selected high school students, waived of all college entrance examinations (less than 0.01% nationwide).