Professional Activities

Pei Xu is the George Phillips Privett Associate Professor of Business Analytics at Auburn University. She has been on Auburn faculty since 2014. Her research focus is on understanding the economic and social impact of emerging information technology, in areas including Artificial Intelligence, online user-generated content, crowdsourcing, social media for e-commerce and healthcare, and FinTech. In her research, a variety of quantitative approaches (e.g., econometrics & causal inference, machine learning, text mining, social network analysis, data scraping) are leveraged to discover insights from corporate datasets. She has presented her work at numerous conferences and published in high-quality peer-reviewed journals, including several Financial Times' Top 50 Business Journals. She offers multiple business analytics courses at both undergraduate and graduate levels, which cover a variety of data analytics skills and tools. She was the winner of the departmental Research and Teaching awards. She also serves as the coordinator of the Auburn Business Analytics Case Competition.

Selected Publications

1. “The Untamed Frontier of Brands' Social Media Pages: How Uncivil Consumer Replies Lead to Perceived Injustice, Perceived Ostracism, and Consumer Disengagement.”, with Wolter, J., Bacile, T., Journal of Service Research. 2022 May.
2. “Understanding the Impact of Crowd Voting on Participation in Crowdsourcing Contests.” with Chen, L., Liu, D., Journal of Management Information Systems, 2020, 37(2), pp.510-535.
3. “Employee satisfaction trajectories and their effect on customer satisfaction and repatronage intentions”, with Wolter, J. S., Bock, D., Mackey, J., Smith, J. S., Journal of the Academy of Marketing Science, 2019, 47(5), pp. 815-836. 

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