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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Lu’s 91ÊÓƵ
Lu in the News
Futurity
April 13, 2026
Traditional methods of measurement, which rely mostly on ratings and aggregate market data, appear to overestimate ad effectiveness by 55% in a study of advertising for food delivery services, according to Shijie Lu, an associate professor of marketing at Notre Dame’s Mendoza College of Business.
Business News This Week
April 08, 2026
Traditional methods of measurement, which rely mostly on ratings and aggregate market data, appear to overestimate ad effectiveness by 55 percent in a study of advertising for food delivery services, according to Shijie Lu, the Howard J. and Geraldine F. Korth Associate Professor of Marketing at Notre Dame’s Mendoza College of Business.
Business News for Profit
April 08, 2026
Traditional methods of measurement, which rely mostly on ratings and aggregate market data, appear to overestimate ad effectiveness by 55 percent in a study of advertising for food delivery services, according to Shijie Lu, the Howard J. and Geraldine F. Korth Associate Professor of Marketing at Notre Dame’s Mendoza College of Business. Lu’s research, “Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy,” is published online in Marketing Science.
Majesty Life Coach
April 08, 2026
Traditional methods of measurement, which rely mostly on ratings and aggregate market data, appear to overestimate ad effectiveness by 55 percent in a study of advertising for food delivery services, according to Shijie Lu, the Howard J. and Geraldine F. Korth Associate Professor of Marketing at Notre Dame’s Mendoza College of Business.
Gupteswar
April 08, 2026
Traditional methods of measurement, which rely mostly on ratings and aggregate market data, appear to overestimate ad effectiveness by 55 percent in a study of advertising for food delivery services, according to Shijie Lu, the Howard J. and Geraldine F. Korth Associate Professor of Marketing at Notre Dame’s Mendoza College of Business. Lu’s research, “Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy,” is published online in Marketing Science.
Shreyas Solutions
April 08, 2026
Traditional methods of measurement, which rely mostly on ratings and aggregate market data, appear to overestimate ad effectiveness by 55 percent in a study of advertising for food delivery services, according to Shijie Lu, the Howard J. and Geraldine F. Korth Associate Professor of Marketing at Notre Dame’s Mendoza College of Business.
South Bend Tribune
March 19, 2026
Last summer, Shijie Lu, Notre Dame's Howard J. and Geraldine F. Korth associate professor of marketing, published a research article, "Effectiveness of Online Education During the COVID-19 Pandemic: Evidence from Chinese Universities," which explored the impact of online education on a group of over 7,000 undergraduate students in Chinese universities.
Futurity
November 25, 2025
Surprisingly, the undergraduates in the new study performed better in math after switching to online classes—improving their scores by about eight to 11 points on a 100-point scale, according to Shijie Lu, an associate professor of marketing at the University of Notre Dame’s Mendoza College of Business.
phys.org
November 19, 2025
Surprisingly, the undergraduates performed better in math after switching to online classes—improving their scores by about eight to 11 points on a 100-point scale, according to Shijie Lu, the Howard J. and Geraldine F. Korth Associate Professor of Marketing at Notre Dame's Mendoza College of Business.
The EDU Ledger
November 19, 2025
"Contrary to the widespread belief that online education is less effective than face-to-face instruction, our findings show that students actually performed better online, at least in quantitative subjects during the pandemic," said Dr. Shijie Lu, the Howard J. and Geraldine F. Korth Associate Professor of Marketing at Notre Dame's Mendoza College of Business.
phys.org
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.