Skip to main content
School of Business and Management
  1. School of business and management
  2. Staff
  3. Academic Staff
  4. Profiles

Dr Jie Sheng

Jie

Programme Director, MSc Digital Marketing; Senior Lecturer in Marketing

Email: j.sheng@qmul.ac.uk

Profile

Roles:

  • Programme Director, MSc Digital Marketing
  • Senior Lecturer in Marketing
  • Academic Member of the Department of Marketing
  • Member of MINDS Research Group

Biography:

Dr Jie Sheng (PhD, MSc, BSc, FHEA) is a Senior Lecturer (Associate Professor) in Marketing in the School of Business and Management at Queen Mary University of London. Before joining Queen Mary, she worked as a Lecturer in Management at the School of Management, University of Bristol. She holds a PhD in Management and a MSc in Economics Finance and Management from University of Bristol, and a BSc in Economics from Shandong University, China.

Jie’s research focuses on new media in marketing. Her research explores topics including digital communications supported by new media and emerging technologies, online social interactions in a networked environment, data-driven marketing and implications of data analytics on consumer welfare and business agility, and media and information exposure. Her research mainly uses quantitative methods and machine learning techniques to analyse large-scale real-world data.

Teaching

Postgraduate:

  • BUSM099 – Digital Marketing
  • BUSM212 – Integrated Digital Communications and Campaign

Jie is a Fellow of the Higher Education Academy.

Research

Research Interests:

Dr Sheng’s current research lies in the following areas:

  • Digital communications via new media: user and marketer-generated content, influencer marketing, communications aid by emerging technologies
  • Online social interactions on digital platforms: firm and consumer engagement via digital means
  • Data-driven marketing and data analytics: unstructured data, the dark side of data-driven practice
  • Media and information exposure: exposure tactics, impression management

Publications

Journal publications

  • Zhang, Y., Wang, X., Zhi, B., and Sheng, J. (2024). Channel and bundling strategies: Forging a “win-win” paradigm in product and service operations. Decision Support Systems, 187, 114325,
  • Sheng, J., Li, Y. and Lan, H. (2024). Parasocial relationship with micro-influencer: Do sponsorship disclosure and electronic word-of-mouth disrupt? Internet Research, 34(3), 849-867.
  • Lan, H. and Sheng, J. (2023). Buffer against failing business during pandemic: The role of impression and earnings management. Industrial Marketing Management, 115, 355-367.
  • Zhao, C., Wang, X., Xiao, Y.B., and Sheng, J. (2022). Effects of online reviews and competition on quality and pricing strategies. Production and Operations Management, 31(10), 3840-3858.
  • Sheng, J., Wang, X., and Amankwah-Amoah, J. (2021). The value of firm engagement: How do ratings benefit from managerial responses, Decision Support Systems, 147, 113578.
  • Sheng, J., Amankwah-Amoah, J., Khan, Z., and Wang, X. (2021). COVID-19 pandemic in the new era of big data analytics: Methodological innovations and future research directions. British Journal of Management, 32(4), 1164-1183.
  • Sheng, J. (2019). Being active in online communications: Firm responsiveness and customer engagement behaviour, Journal of Interactive Marketing, 46, 40–51.
  • Sheng, J., Amankwah-Amoah, J., Wang, X., and Khan, Z. (2019). Managerial responses to online reviews: A text analytics approach, British Journal of Management, 30(2), 315–
  • Sheng, J., Amankwah-Amoah, J., and Wang, X. (2019). Technology in the 21st century: New challenges and opportunities, Technological Forecasting & Social Change, 143, 321–335.
  • Sheng, J. and Lan, H. (2019). Business failure and mass media: An analysis of media exposure in the context of delisting event, Journal of Business Research, 97, 316-323.
  • Sheng, J., Amankwah-Amoah, J., and Wang, X. (2017). A multidisciplinary perspective of big data in management research. International Journal of Production Economics, 191, 97-112.
  • Chen, X., Sheng, J., Wang, X., and Deng, J. (2016). Exploring determinants of attraction and helpfulness of online product review: A consumer behaviour perspective. Discrete Dynamics in Nature and Society, 2016.

Reports

  • Smith, J., Nairn, A., Rossi, R., and Sheng, J. (2019). Biddable youth. Sports and eSports gambling advertising on Twitter: Appeal to children, young and vulnerable people.

Conference / Seminar presentations

  • Sheng, J., Amankwah-Amoah, J., and Wang, X. (2016 April). A multidisciplinary perspective of big data in business and management research. 43rd Academy of International Business Conference – UK & Ireland Chapter Conference, London UK.
  • Sheng, J., Amankwah-Amoah, J., and Wang, X. (2017 July). User-generated content and service innovation. 24th European Operations Management Association Conference, Edinburgh UK.
  • Sheng, J., Amankwah-Amoah, J., and Wang, X. (2017 September). Strategizing from big data: Emerging issues, challenges and opportunities, British Academy of Management Conference. Warwick UK.
  • Sheng, J. (2019 October). Digital platforms in service operations. INFORMS Annual Meeting, Seattle US.
  • Yuan, S., Lan, H., and Sheng, J. (2021 May). FRC individual audit inspection disclosure and corporate tax avoidance. BAFA 31st Audit & Assurance Conference, Online.
  • Harnessing big data analytics in studying contemporary management challenges. Invited talk, Coventry Business School, Coventry University, June 2021.
  • Sheng, J., Huang, D.Y., and Lan, H. (2023 June). Behavioural or sentimental engagement? The impact of marketer-generated content on consumer engagement. China Marketing International Conference 2023, Chengdu, China.
  • Lan, H., and Sheng, J. (May 2024). Corporate site visits and ESG rating divergence. 46th Annual Congress of the European Accounting Association, Bucharest, Romania.
  • Guo, Y.T., Sheng, J., Dickert, S., and Yoganathan, V. (2024 June). Impact of avatar realism on perceived manipulative intent. INFORMS Society for Marketing Science (ISMS) Marketing Science Conference, Sydney, Australia. 

Supervision

Jie welcomes doctoral candidates who are interested in new media, digital communications, and data-driven marketing and have strong quantitative skills.

Current PhD students:

  • Yuetong Guo (1st supervisor)
  • Xinru Niu (1st supervisor)

Public Engagement

Jie is a member of INFORMS and American Marketing Association. She serves as a reviewer for internationally excellent academic journals, including Journal of Management Studies, Journal of Business Venturing, British Journal of Management, Journal of Interactive Marketing, Decision Support Systems, Internet Research, International Journal of Production Economics, Journal of Business Research, Technological Forecasting & Social Change, among others.

Jie is an external examiner for the Business and Society related units in the undergraduate programmes for the School of Management at the University of Bath.

Back to top