Qiuli (Julie) Su, PhD

Assistant Professor

photo placeholder for Su, Qiuli (Julie)

Contact

qiulisu@creighton.edu
Marketing & Management - Business
Heider College of Business
HARP - Harper Center for Student Life & Learn

Qiuli (Julie) Su, PhD

Assistant Professor

Qiuli (Julie) Su is an Assistant Professor of Marketing at the Heider College of Business, Creighton University. She teaches Digital Marketing, Marketing Analytics, and Principles of Marketing at Creighton. Qiuli’s research centers on digital marketing and marketing analytics, with a primary focus on understanding consumer behavior and optimizing company strategies in online markets. Her work explores key areas such as e-commerce, social media, big data, and artificial intelligence. Methodologically, Qiuli utilizes statistical modeling, econometrics, and machine learning to analyze real-world marketing data, uncover actionable customer insights, and support evidence-based decision-making for businesses. She also employs structural equation modeling to examine the psychological and behavioral mechanisms underlying individual decision-making processes.

Qiuli received the Best Paper Award for the Marketing Research and Analytics Track at the 2024 American Marketing Association Summer Academic Conference. Her research has been published in high-quality, peer-reviewed journals, such as the International Journal of Advertising and the Journal of Consumer Marketing. She has also presented her work at leading conferences, including the Marketing Science Conference, the American Marketing Association Academic Conference, and the INFORMS Annual Meeting.

Qiuli holds a Ph.D. in Marketing from Louisiana State University, an MBA from the China Europe International Business School, and an MSc in Mechanical Engineering from Shanghai Jiao Tong University. Before pursuing her Ph.D., Qiuli was a Brand Manager at AstraZeneca in China. Prior to that, she worked as a Product Development Lead at Intel in the United States, Japan, and China.

Teaching Interests

  • Digital Marketing; Marketing Analytics

Research Focus

Digital Marketing; Marketing Analytics

Department

Marketing and Management

Position

Assistant Professor

Articles

  • Atlantic Journal of Communication
    Chunmin Lang, Qiuli Su, Sibei Xia &James Zboja The effectiveness of social media communication of sustainable fashion brands: evidence from consumer engagement, p. 1-20 2024
  • Journal of Consumer Marketing
    Qiuli Su, Aidin Namin, Seth Ketron 'The effect of online company responses on app review quality'
    41 No. 1, p. 110-125. 2024
  • International Journal of Advertising
    Qiuli Su, Jianan Wu 'Differential Effects of Online Review Characteristics on Innovators and Imitators in New Product Adoption'
    41, p. 1338-1357 2021

Presentations

  • Qiuli Su and Tirimba Obonyo, Prior Outcomes and Subsequent Risk-Taking: Evidence from New York City Taxi Rides. Presented at the Marketing Science Conference, Washington, D.C. 2025
  • Qiuli Su and Tirimba Obonyo, "Prior Outcomes and Subsequent Risk-Taking: Evidence from New York City Taxi Rides". Presented at American Marketing Association Summer Academic Conference in Boston, MA 2024
  • Qiuli Su. The Effect of Online Company Responses on Review Quality: An Empirical Study of App Developer Company Responses to Customer Reviews. Invited to present at INFORMS Annual Meeting in Phoenix, AZ. 2023
  • Qiuli Su. The Effect of Online Company Responses on Review Quality: An Empirical Study of App Developer Company Responses to Customer Reviews. Presented at American Marketing Association Summer Academic Conference in San Francisco, CA. 2023

Awards

  • The Best Paper Award for the Marketing Research and Analytics Track
    2024 American Marketing Association Summer Academic Conference in Boston, MA.
  • The AMA-Sheth Foundation Doctoral Consortium Fellow
    2022 American Marketing Association-Sheth Foundation