UMass Boston

Marketing Modeling, Social Network and Social Media

PhD, Marketing, University of Arizona
Masters in Marketing, Shanghai Jiao Tong University
BS, Business Administration, Huazhong University of Science & Technology

• "The Effects of Linguistic Coordination on Perceived Quality of Consumer Reviews: A Dual Process Perspective." Angela Xia Liu, Yinglei Wang, Jurui Zhang, Journal of Interactive Marketing, 2023.
• "Does Shape in Backgrounds Matter? Effects of Shape–Taste Congruence on Product Evaluations." Menglin Li, Yufang Jin, Jurui Zhang, and Raymond Liu, Journal of Retailing and Consumer Services , 2022.
• "The More the Better? Exploring the Effects of Reviewer Social Networks on Online Reviews." Jurui Zhang and Raymond Liu, Journal of Marketing Management, 2019.
• "Listening to the Consumer: Exploring Review Topics on Airbnb and Their Impact on Listing Performance." Jurui Zhang, Journal of Marketing Theory and Practice, 2019.
• "What's Yours is Mine: Exploring Customer Voice on Airbnb Using Text-mining Approaches." Jurui Zhang, Journal of Consumer Marketing, 2019.
• "It's Not Just What You Say, but How You Say It: The Effect of Language Style Matching on Perceived Quality of Consumer Reviews," with Angela Xia Liu and Ying Xie (equal authorship), Journal of Interactive Marketing, 2019.
• "Agglomeration As a Driver of The Volume of Electronic Word of Mouth in the Restaurant Industry," with Angela Xia Liu and Jan-Benedict E.M. Steenkamp (equal authorship), Journal of Marketing Research, 2018.
• "Popularity of Digital Products in Online Social Tagging Systems," Jurui Zhang and Raymond Liu, Journal of Brand Management, 2017, Volume 24, Issue 1, pp 105–127.
• “The Emergence of Innovation as a Social Process: Theoretical Exploration and Implications for Business Venturing.” with Lusch, R. F., Liu, Y., and Chen, Y. In Satish Nambisan; Don Siegel (Ed.), Open Innovation, Ecosystems and Entrepreneurship: Issues and Perspectives. World Scientific Publishing. 2018.
• Jurui Zhang, Yong Liu and Yubo Chen, "Social Learning in Networks of Friends versus Strangers," Marketing Science, Vol. 34, No. 4, July–August 2015, pp. 573–589.
• When Do Third-party Product Reviews Affect Firm Value, and What Can Firms Do? The Case of Media Critics and Professional Movie Reviews," with Yubo Chen and Yong Liu (equal authorship), Journal of Marketing, March 2012, Vol. 76, No. 2 pp. 116-134.

Awards and Grants

• Faculty Research Awards, College of Management, UMass Boston, 2018.
• “Popularity of Cultural Products in Online Social Media,"(principal investigator), Creative Economy Initiatives Fund , with Raymond Liu and Haiping Xu, University of Massachusetts, 2017-2018, $36,000.

Courses Taught

Digital Marketing, Marketing Management, Principles of Marketing, Social Media Marketing, Marketing Research

Research Interests

• Social Media and Big Data
• Social Interactions and Social Network Analysis
• E-commerce and Digital Marketing
• Innovation and New Product Development

Professional Activities

Reviewer:  Journal of Marketing, Journal of Retailing, Decision Sciences, Journal of Brand Management, Journal of Organizational Computing and Electronic Commerce, Management Research Review