Yinglu Wu

Background

Yinglu (Elle) Wu, PhD, is an Associate Professor of Marketing at the Boler College of Business, John Carroll University. Her research explores the dynamic landscape of consumer-firm interactions in the digital realm, such as insights from user-generated content, consumer engagement facilitated by technology, and implications of user behaviors on crowdfunding platforms. She has also focused on various experiential learning pedagogies, with experience in leading student teams in national competitions, managing real-client projects, utilizing simulations, and leading study-abroad trips. She is the director of Boler’s student-run digital marketing agency. Prior to John Carroll University, Dr. Wu worked at the University of Wisconsin-Stevens Point.

Areas of Expertise

• Marketing
• Digital Marketing
• Marketing Analytics
• Marketing Technology
• Consumer Behavior

Research Interests

Her research explores the dynamic landscape of consumer-firm interactions in the digital realm, such as insights from user-generated content, consumer engagement facilitated by technology, and implications of user behaviors on crowdfunding platforms. She has published in Decision Support Systems, Information and Management, Journal of Interactive Marketing, Journal of Macromarketing, Journal of Retailing and Consumer Services, and Journal of Teaching in International Business. She currently serves as the Co-Editor of the Journal of Teaching in International Business.

Education

Courses Taught

Publications

• Wu, Jin-Feng, Zhen Zhang, Yinglu Wu, and Xin-Jie Tang, 2025, “The effectiveness of immersive media in promoting consumer products: Augmented vs. virtual reality,” Journal of Retailing and Consumer Services, 86, 104323.
• Wu, Jin-Feng, Jiao Dong, Yinglu Wu, and Ya Ping Chang, 2024, “Shopping through mobile augmented reality: The impacts of AR embedding and embodiment attributes on consumer-based brand equity,” Information & Management, 103999.
• Watson, Forrest and Yinglu Wu, 2022, “The Impact of Online Reviews on the Information Flows and Outcomes of Marketing Systems,” Journal of Macromarketing, 42(1), 146-164.
• Wu, Yinglu and James Martin, 2018, “Incorporating a short-term study abroad service trip for educating international entrepreneurship in the BOP market,” Journal of Teaching in International Business, 29(3), 213-248.
• Wu, Yinglu and Jianan Wu, 2016, “The Impact of User Review Volume on Consumers’ Willingness-to-Pay: A Consumer Uncertainty Perspective,” Journal of Interactive Marketing, 33, 43-56.
• Wu, Jianan, Yinglu Wu, Jie Sun, and Zhilin Yang, 2013, “User Reviews and Uncertainty Assessment: A Two Stage Model of Consumers’ Willingness-to-Pay in Online Markets,” Decision Support Systems, 55(1), 175-185.

• Zhan, Feng and Yinglu Wu, 2025, “Integrating Economic and Other Theoretical Frameworks in the Teaching of International Business,” Journal of Teaching in International Business, 36(3), 163-165.
• Zhan, Feng and Yinglu Wu, 2025, “Student Composition and Theoretical Implications in International Business Education,” Journal of Teaching in International Business, 36(2), 101-103.
• Wu, Yinglu and Feng Zhan, 2025, “Ongoing Evaluation and Advancement of IB Teaching and Education: An Updated Aim and Scope,” Journal of Teaching in International Business, 36(1), 1-4.
• Aggarwal, Raj and Yinglu Wu, 2023, “Improved Pedagogies in Teaching International Business,” Journal of Teaching in International Business, 34(4), 143-147.
• Aggarwal, Raj and Yinglu Wu, 2023, “Using Cross Border Virtual Teams in International Business Education,” Journal of Teaching in International Business, 34(3), 61-65.
• Aggarwal, Raj and Yinglu Wu, 2023, “Innovative Study Abroad and Student Intercultural Skills,” Journal of Teaching in International Business, 34(1-2), 1-6.
• Aggarwal, Raj and Yinglu Wu, 2022, “Teaching International Business Considering Students’ Multiple Facets,” Journal of Teaching in International Business, 33(2-3), 101-105.
• Aggarwal, Raj and Yinglu Wu, 2022, “International Business Teaching for Remote Students: Challenges and Adaptations,” Journal of Teaching in International Business, 33(1), 1-6.
• Aggarwal, Raj and Yinglu Wu, 2021, “Cross-Cultural Competence Development for Business Students,” Journal of Teaching in International Business, 32(2), 103-108.
• Aggarwal, Raj and Yinglu Wu, 2021, “Teaching International Business in Europe and Latin America,” Journal of Teaching in International Business, 32(1), 1-6.
• Aggarwal, Raj and Yinglu Wu, 2020, “Cross-Cultural Communication and I.B. Teaching,” Journal of Teaching in International Business, 31(3), 185-190.
• Aggarwal, Raj and Yinglu Wu, 2020, “Internalization of Student Cross-Cultural Skills,” Journal of Teaching in International Business, 31(2), 101-105.
• Aggarwal, Raj and Yinglu Wu, 2020, “Online Teaching in International Business,” Journal of Teaching in International Business, 31(1), 1-6.
• Aggarwal, Raj and Yinglu Wu, 2019, “Functional Areas in Improving Depth of IB Teaching,” Journal of Teaching in International Business, 30(4), 309-313.
• Aggarwal, Raj and Yinglu Wu, 2019, “Enriching I.B. Course Design with Active Learning,” Journal of Teaching in International Business, 30(3), 215-218.
• Aggarwal, Raj and Yinglu Wu, 2019, “Challenges in Implementing Experiential Learning in I.B. Education,” Journal of Teaching in International Business, 30(1), 1-5.
• Liguori, Eric and Yinglu Wu, “Chen Naike, CEO of BOYI Pneumatic Technology Institute,” in Entrepreneurial and Business Elites of China: The Chinese Returnees Who Have Shaped Modern China, W. Zhang, H. Wang, and I. Alon (Eds.), Emerald Publishing, 2011.
• Wu, Yinglu and Eric Liguori, “Mao Daqing, President of Beijing Vanke,” in Entrepreneurial and Business Elites of China: The Chinese Returnees Who Have Shaped Modern China, W. Zhang, H. Wang, and I. Alon (Eds.), Emerald Publishing, 2011.
• Wu, Yinglu and Eric Liguori, “Xu Changdong, Chairman of China Anda Travel & Resort,” in Entrepreneurial and Business Elites of China: The Chinese Returnees Who Have Shaped Modern China, W. Zhang, H. Wang, and I. Alon (Eds.), Emerald Publishing, 2011.