Shijie Lu
Marketing
Howard J. and Geraldine F. Korth Associate Professor of Marketing
- Interaction between firms and consumers
- Digital media
- Online advertising
- Competitive strategy
- Digital piracy
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phys.org
Social media marketing shown to be most effective when it prompts consumers to start posting
August 01, 2023
"The Ripple Effect of Firm-Generated Content on New Movie Releases," published in the Journal of Marketing Research from lead author Shijie Lu, the Howard J. and Geraldine F. Korth Associate Professor of Marketing at Notre Dame's Mendoza College of Business, analyzes 145,502 firm-generated and 5.9 million user-generated Twitter posts associated with 159 movies.