Academic Appointments

2023 – Present: Director, Institute of Modern Advertising, Peking University

2022 – Present: Research Professor and Doctoral Supervisor, School of Journalism and Communication, Peking University

2018 – 2022: Assistant Professor of Marketing, Feliciano School of Business, Montclair State University

Education

Ph.D. in Management (Marketing), Mitch Daniels School of Business, Purdue University

M.S. in Business Administration, Simon Business School, University of Rochester

M.S. in Advertising, College of Media, University of Illinois at Urbana-Champaign

B.A. in Advertising, School of Journalism and Communication, Peking University (Minor in Economics, National School of Development)

Research Interests

Study how digital technology shapes communication in international and marketing contexts, especially how it generates user engagement and market outcomes.

Teaching

Peking University

Global Marketing Communication

Global Branding and Advertising

Media Market and Media Strategy in China

Advertising Media Research

Advertising Case Studies

Montclair State University

Integrated Core Marketing

Introduction to Marketing

Marketing Research

Purdue University

Marketing Analytics

Marketing Management

Honors & Awards

2025: Ng Teng Fong/Sino Youth Distinguished Scholar Award, Peking University

2025: Excellent Advisor Award, the 24th Young Teachers' Teaching Competition, Peking University

2024: First Prize for Research, School of Journalism and Communication, Peking University

2024: First Prize, the 23rd Young Teachers' Teaching Competition, Peking University

2023: Silver Award (Academic Category), China Advertising Great Wall Awards (National Level Award)

2023: Teaching Excellence Award, School of Journalism and Communication, Peking University

2023: Special Prize for Research, School of Journalism and Communication, Peking University

2022: Excellence Award for Research, School of Journalism and Communication, Peking University

2018: Distinguished Teaching Award, Krannert School of Management, Purdue University

2017: Distinguished Teaching Award, Krannert School of Management, Purdue University

2016: Distinguished Teaching Award, Krannert School of Management, Purdue University

Selected Publications

Chen, Gang, Peihong Xie, Jing Dong, and Tianfu Wang. "Understanding programmatic creative: The role of AI." Journal of advertising 48, no. 4 (2019): 347-355.

Wang, Tianfu, Yam B. Limbu, and Xing Fang. "Consumer brand engagement on social media in the COVID-19 pandemic: the roles of country-of-origin and consumer animosity." Journal of Research in Interactive Marketing 16, no. 1 (2022): 45-63.

Fang, Xing, and Tianfu Wang. "Using natural language processing to identify effective influencers." International Journal of Market Research 64, no. 5 (2022): 611-629.

Limbu, Yam B., Christopher McKinley, P. Ganesan, Tianfu Wang, and Junzhou Zhang. "Examining how and when knowledge and motivation contribute to organic food purchase intention among individuals with chronic diseases: Testing a moderated mediation model." Sustainability 15, no. 19 (2023): 14584.

Su, Kun, Ruohan Yang, Qian Cui, and Tianfu Wang. "The geographic distance of independent directors and stock price crash risk: evidence from China." Research in International Business and Finance 69 (2024): 102270.

Gao, Jie, Deborah Kerstetter, and Tianfu Wang. "The impact of vacations on urban women's well-being from the perspective of feminist urbanism." Tourism Management 106 (2025): 105006.

Wang, Xi, Chao Gao, and Tianfu Wang. "The price of firm-level information uncertainty." Finance Research Letters 67 (2024): 105782.