Business & Management

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Jiayun Wu

Associate Professor
Savannah State University


Dr. Gavin Jiayun Wu is an Associate Professor of Marketing (with tenure) and Marketing Program Coordinator in the College of Business Administration (AACSB accredited) at Savannah State University. He previously published under Jiayun (Gavin) Wu, Jiayun Wu. Dr. Wu received his bachelor of engineering and master of engineering in China, and his Ph.D. from the University of Arizona in the United States. Dr. Wu primarily teaches marketing courses, and his recent overall teacher effectiveness rating has been one of the highest (4.6 out of 5.0 or 92%). Dr. Wu’s familiarity with both Western and Asian cultures, including fluency in both English and Chinese and a working knowledge of Japanese, enables him to work effectively with faculty, staff, and students from diverse ethnic, cultural, and socioeconomic backgrounds. Along with the engineering foundation he acquired during his bachelor’s and master’s studies, Dr. Wu have gained a comprehensive understanding of marketing theories and applications through his doctoral studies, teaching, and ongoing research. His more than 35 published peer-reviewed articles and proceedings by 2017 (European Journal of Marketing, Journal of Marketing Channels, and Journal of Research for Consumers), as well as many ongoing projects attest not only to his research capability, but also his commitment to quality research.

Research Interest

1) Marketing strategies which emphasize the short-term vs. long-term strategies. (2) Research methods (formative measurement issue, structural equation modeling, big data analytics). (3) Psychological and cultural aspects of goal-directed behaviors.

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