Rebecca J. H. Wang

Rebecca Wang joined Lehigh University starting in the Fall of 2016 in the Department of Marketing within the College of Business. Before Lehigh, she was at Kellogg School of Management, Northwestern University, where she received her Ph.D. in marketing.

Rebecca's research in marketing, data science, and technology, delves into digital and mobile channels, social media dynamics, and data-driven marketing strategies. By collaborating with industry partners and analyzing large datasets, she uses causal inference and statistical methods to answer questions related to omnichannel strategies and direct marketing. She has published in numerous outlets, including the Journal of Marketing Research, Journal of Consumer Research, Journal of Retailing, Journal of Interactive Marketing, and Computers in Human Behavior, and presented at conferences such as Marketing Science, American Marketing Association, Marketing EDGE Summit, Academy of Marketing Science, International Communication Association, AdExchanger in Chicago, and International Conference on Computational Social Science.

Before her doctoral studies, she worked as a consultant at Monitor Group in Cambridge, MA, and later as a data engineer at a healthcare software-as-a-service company, Connance, Inc. in Waltham, MA for six years.

Education

• Dartmouth College, A.B./B.E.
• Dartmouth College, M.E.M.
• Northwestern University, Ph.D.

Research Interests

• Mobile Marketing and Omni-channel Strategies
• Customer Relationship Management
• Social and New Media
• Causal Inference and Econometric Models
• Data Analytics and Machine Learning

• Mummalaneni, S., Wang, R. J. H., & Isaac, M. S. (2024). Email Campaigns That Suit the Candidate: Leveraging Automated Text Analysis to Increase Political Donations. Journal of Interactive Marketing, 10949968241240453.
• Schindler, R. M., Isaac, M. S., & Wang, R. J. H. (2023). Strategic use of just-below numbers in packaged-foods calorie information. Marketing Letters, 34(2), 237-250.
• Koukova, N. T., Wang, R. J. H., & Isaac, M. S. (2023). “If you loved our product”: Do conditional review requests harm retailer loyalty? Journal of Retailing, 99(1), 85-101.
• Lin, H. E., Yu, A., Stambaugh, J., Tsao, C. W., Wang, R. J. H., & Hsu, I. C. (2023). Family CEO duality and research and development intensity in public family enterprises: Temporality as a model boundary. Journal of Business Research, 158, 113572.
• Isaac, Mathew, Carl Obermiller, and Rebecca Jen-Hui Wang (2021), “The Downside of Divinity? Reputational Harm to Sectarian Universities from Overtly Religious Advertising,” Journal of Advertising. 
• Humphreys, Ashlee, Mathew Isaac, and Rebecca Jen-Hui Wang (2021), “Construal Matching in Online Search: Applying Text Analysis to Illuminate the Consumer Decision Journey,” Journal of Marketing Research, published by SAGE.
• Wang, Rebecca Jen-Hui. “Branded Mobile Application Adoption and Customer Engagement Behavior.” Computers in Human Behavior, 106 (2020). 
• Humphreys, Ashlee and Rebecca Jen-Hui Wang. “Automated Text Analysis for Consumer Research.” Journal of Consumer Research, 44, 6 (2018). https://doi.org/10.1093/jcr/ucx104.
• Wang, R. J. H., Krishnamurthi, L., & Malthouse, E. C. (2018). When reward convenience meets a mobile app: Increasing customer participation in a coalition loyalty program. Journal of the Association for Consumer Research, 3(3), 314-329.
• Wang, Rebecca Jen-Hui, Su Jung Kim, and Edward C. Malthouse (2016), “Branded Apps and Mobile Platforms as New Tools for Advertising.” in The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era, Ruth E. Brown, Valerie K. Jones and Ming Wang Eds. Santa Barbara, CA: ABC-CLIO.
• Kim, Su Jung, Rebecca Jen-Hui Wang, Ewa Maslowska, and Edward Malthouse. “Understanding a Fury in Your Words: The Effects of Posting and Viewing Electronic Negative Word-of-Mouth on Purchase Behaviors.” Computers In Human Behavior, 54 (2016), 511-521.
• Wang, Rebecca Jen-Hui, Edward C. Malthouse, and Lakshman Krishnamurthi. “On the Go: How Mobile Shopping Affects Customer Purchase Behavior.” Journal of Retailing, 91.2 (2015): 217-234.
  • Selected as one of the ten articles in “What Should Marketers Read? Our Academic Trustee’s Choices from 2015” by Marketing Science Institute (MSI)  
  • Featured in Kellogg Insight
  • Included in 2016 alum reunion special print edition of Kellogg Insight as one of the “favorite content in the past year”
  • Other features in news media include
    • "The impact of mobile technology on purchasing patterns." Phys.org
    • "Nonstop shopping: Impact of mobile technology on purchasing patterns." Science Daily
• Kim, Su Jung*, Rebecca Jen-Hui Wang* (*equal authorship), and Edward C. Malthouse. “The Effects of Adopting and Using a Brand's Mobile Application on Customers' Subsequent Purchase Behavior.” Journal of Interactive Marketing, 31 (2015), 28-41.