Chu (Ivy) Dang

Professor Chu (Ivy) Dang is an Assistant Professor of Marketing at the Business School of The University of Hong Kong, where she has been teaching since 2020. Her research focuses on the economics of information in quantitative marketing, examining how consumers search for information, how this information influences their choices, and the information provision strategies of firms in digital environments.

• Business School, The University of Hong Kong
• Assistant Professor of Marketing
• Specializes in consumer behavior in digital contexts

Professor Dang received her Ph.D. in Marketing from The Chinese University of Hong Kong, where she also earned an M.S. in Economics. Her undergraduate degree is a B.S. in Applied Physics from Beijing Jiaotong University. Prior to her business studies, she spent two years conducting research in quantum information at RB Liu Lab as a Hong Kong PhD Fellowship Scheme (HKPFS) candidate in physics.

Her research spans multiple dimensions of consumer behavior in digital environments, with particular emphasis on consumer search behavior and information economics. She investigates how consumers acquire and process information in online contexts, with applications to social media marketing where she examines the effects of Marketer-Generated Content (MGC), User-Generated Content (UGC), and increasingly, AI-Generated Content (AIGC). Her work on emerging trends in live-commerce and influencer marketing has provided new insights into how these formats reshape consumer decision processes. Analysis of her publications reveals a consistent focus on empirical methods to study information economics, with increasing attention to social media dynamics and emerging e-commerce formats.

Professor Dang has secured significant research funding as Principal Investigator, including a General Research Fund grant (#17506824) and an Early Career Scheme grant (#27504221) from the Hong Kong Research Grants Council. She also leads projects funded by the HKU Business School Shenzhen Research Institutes and the HKU Seed Fund for Research. She recently co-organized the 14th Consumer Search and Switching Costs Workshop in Hong Kong in June 2025, demonstrating her leadership in this specialized research area. Her research has been published in top-tier journals including Journal of Marketing Research, Information Systems Research, and Marketing Science.

Her teaching portfolio includes Social Media Marketing at both undergraduate and Master's levels, where she brings her cutting-edge research insights into the classroom to prepare students for the rapidly evolving digital marketing landscape. In her personal time, Professor Dang enjoys running, hiking, and spending time with her family.