Boya Xu

Boya Xu is an Assistant Professor of Marketing at the Pamplin College of Business, Virginia Tech. She holds a Ph.D. and MA in Marketing/Economics from Duke University and a BS in Statistics from Zhejiang University, China.

Education:

• BS in Statistics, Zhejiang University (China)
• MA in Economics, Duke University
• PhD in Marketing, Duke University

Research focuses on:

• Platform design and digital content strategy
• Economies of emerging technologies (e.g., green food tech adoption)
• Algorithmic bias in online recommendations
• Influencer marketing dynamics including controversial content framing

Methods include econometrics, online experiments, and unstructured data analytics.

Awards:

• 2024 ASA Marketing Dissertation Award
• 2023 NET Institute Grant

Advising/grants: Active in doctoral supervision and maintains research grants focused on digital marketing innovation.