Pei Xu is the George Phillips Privett Associate Professor of Business Analytics at Auburn University, where she has been a dedicated faculty member since 2014. With a keen focus on the intersection of technology, business, and society, her research explores the economic and social impact of digital innovation, spanning emerging information technologies such as Artificial Intelligence (AI), online user-generated content, crowdsourcing, social media for e-commerce and healthcare, and FinTech/Blockchain.

Her research employs a diverse arsenal of quantitative methodologies, including econometrics & causal inference, machine learning, text mining, social network analysis, and data scraping, to extract meaningful insights from complex corporate datasets. Her research work has been published in numerous high-impact, peer-reviewed journals featured on prestigious lists. Notable publications include research articles published in esteemed journals such as the Journal of Management Information Systems, Journal of Marketing, Journal of the Academy of Marketing Science, Decision Support Systems, Information & Management, Journal of Service Research, Journal of Business Research, and Journal of Medical Internet Research.

Dr. Xu has taught a broad spectrum of business analytics and information system courses at both undergraduate and graduate levels (e.g., BUAL2650, BUAL5610, BUAL5860, BUAL6610/6616, ISMN6900, ISMN7830, ISMN8020, ISMN8990, BUSI7120), equipping students with cutting-edge data analytics skills and tools.

She was recognized with the faculty Research Award (2023) and Teaching Award (2022) by the Department of Business Analytics and Information Systems. Her work on social media content received the Editor’s Choice Award (2023) in the Big Data track of the Journal of Business Research. 

She founded the inaugural Auburn Business Analytics Case Competition in 2022 and has since served as its coordinator annually, fostering a competitive and collaborative analytics learning environment for aspiring students across campus.

To explore her research and publications, please visit:

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