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Lina Xu

Assistant Professor of Marketing


Lina’s research mainly integrates behavioral science and data analytics to help online businesses create effective digital marketing strategies that significantly improve e-commerce metrics.

Lina has published in Journal of Business Research, Journal of Internet Commerce, Journal of Social Marketing, and many others. She has recently been Ad Hoc Reviewer for ACR (Association of Consumer Research) and SMA (Society for Marketing Advances) annual conferences.

Research Gate (full text available)                                     

Google Scholar


Lina has taught Marketing Research, Digital Marketing and E-Commerce, Data Analytics, and Marketing Principles courses in online, hybrid, or face-to-face modes. She currently teaches Consumer Behavior, Business Statistics, and Business Analytics at the University of West Alabama.

Selected Awards and Honors:

2020 AMA-Sheth Foundation Doctoral Consortium Fellow

2020 SMA Doctoral Consortium Fellow

2019 McCarter Research Award, New Mexico State University

2019 Sautter Endowed Scholarship, New Mexico State University

2019 Watts Fellowship Award, New Mexico State University

2018 Course “Principles of Marketing” met standards of Quality Matters Review



  • Ph.D., Marketing New Mexico State University 2022
  • Recent Publications

  • Cashback as cash forward: The serial mediating effect of time/effort and money savings Publisher: Journal of Business Research (Ranked as the highest marketing journal in Google Scholar's h-index ranking; ranked at "A" level on 2019 ABDC journal quality list; 2022 CiteScore journal impact: 11.2) May 2022
  • Mitigating versus Adaptation: Climate-change-related appeals and pondering the future Publisher: Journal of Social Marketing (Ranked at "B" level on 2019 ABDC journal quality list) June 2022
  • A dual process model of the influence of recommender system on purchase intentions in online shopping environment Publisher: Journal of Internet Commerce (ranked at "B" level on 2019 ABDC journal quality list) March 2022