About Me

Since joining SU, Dr. Zheng has strengthened the quantitative rigor of the marketing program by aligning course design with industry demand for data-driven decision-making. She has enhanced upper-level courses such as Marketing Research and Marketing Analytics, created new courses such as Social Media Marketing, and led the standardization of the foundational marketing course, imparting a cohesive knowledge foundation for students to adeptly navigate advanced marketing courses.

Recognized for her excellence in teaching and mentorship, Dr. Zheng received the SWSB Award for Outstanding Teaching and Advising in 2022 and the university’s Donald D. Housley Teaching Award in 2023. Students commend her dedication to their success and her innovative teaching methods. Her nominators also praised her integration of experiential learning, her ability to connect theory with real-world applications, and her active contributions to the university community.

Dr. Zheng’s research focuses on marketing analytics and marketing and public policy, with publications in esteemed marketing journals. She holds two master’s degrees from Mississippi State University and a doctorate in applied economics with a concentration in food marketing from the University of Connecticut. Before Joining SU, she gained industry experience as a marketing analyst in the private sector and previously served as a visiting assistant professor at the University of Connecticut.

Professional Experience

Academic Affiliations

• American Marketing Association (AMA) Member

• Academy of Marketing Science Member

• AMA Central PA Chapter Member

Journal Referee

• Journal of Public Policy and Marketing

• Health Economics

• Agribusiness

Scholarly & Creative Works

Chang, Xinyu, Hualu Zheng, Shuai Yang, Lu Huang, and William T. Ross Jr. (2025), “How Do Implausible Tensile Price Claims Affect Consumer Perceptions of Deceptiveness and Consumer Willingness to Purchase in Online Environments?” (first two authors share equal authorship), Journal of Interactive Marketing, 60(1), 100-21. DOI

Yu, Ziyue, Shuai Yang, Hualu Zheng, and Xinyu Chang (2024), “Charity Ugliness Premium: Donors’ Empathy for Unattractiveness During the COVID-19 Pandemic and Implications for Charity Advertising,” Journal of Consumer Behaviour, 23(3), 1463-77. DOI

Liu, Yahui, Hualu Zheng, Yang, Shuai, and Junjie Wang (2023), “How Pop-Ups Drive Online Sales: Moderating Effects of Online Promotions,” European Journal of Marketing, 57(8), 2112-41 (first two authors share equal authorship). DOI

Zheng, Hualu, and Lu Huang (2022), “Owned Social Media Advertising: Cannibalization and Competition,” Journal of Interactive Marketing, 57(3), 442-56. DOI

Zheng, Hualu, Lu Huang, and William T. Ross Jr. (2019), “Reducing Obesity by Taxing Soft Drinks: Tax Salience and Firms’ Strategic Responses,” Journal of Public Policy & Marketing, 38(3), 297-315. DOI

Courses Taught