Cao, Xinyu(曹馨宇)

BS (Tsinghua University); MS (UC Berkeley); PhD (MIT)

Vice-Chancellor Associate Professor


Department of Marketing

Room 1112, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 7829


Prof. Xinyu Cao is Vice-Chancellor Associate Professor of Marketing at the Chinese University of Hong Kong (CUHK) Business School. Prior to that, she was a Visiting Scholar at CUHK (2022-2023) and Assistant Professor of Marketing at New York University Stern School of Business (2018-2023). She received her Ph.D. in Management (with a concentration in Marketing) from MIT Sloan School of Management. She also holds a M.S. degree in Industrial Engineering and Operations Research from University of California Berkeley and a B.S. degree in Mathematics and Physics from Tsinghua University.

Prof. Cao’s research focuses on the area of quantitative marketing, with emphases on digital marketing, social media, platform management, and market research methodology. Her research works have appeared in Marketing Science, M&SOM, and Marketing Letters. She has won the John D.C. Little Award for the best marketing paper published in INFORMS journals, and also been a finalist for the Frank Bass Award for the best marketing thesis. She is on the editorial board for Marketing Science.

Teaching Areas

Social Media Analytics
Marketing Management
Marketing Strategy

Research Interests

Digital Marketing
Social Media
Platform Management
Market Research Methodology

  • Grants
    • Hong Kong RGC Grant, General Research Fund 2023-2024, HK $867,613, PI
    • CUHK Vice-Chancellor Early Career Professorship 2023-2029, HK $2,000,000, PI
  • Awards & Honours
    • MSI 2023 Young Scholars
    • ISMS Early Career Scholars Camp Fellow, 2022
    • MIT Sloan Doctoral Research Forum, Faculty Fellow, 2022
    • INFORMS John D. C. Little Award, Winner, 2021
    • INFORMS Frank M. Bass Award, Finalist, 2021
    • AMA-Sheth Foundation Doctoral Consortium Faculty Fellow, NYU, 2019
    • Faculty Development Forum Fellow, Washington University in St. Louis, 2019
  • Academic/Professional Services
    • Marketing Science, 2022-Present
    • Editorial Review Board: Marketing Science, 2022-Present
    • Referee: Marketing Science, Management Science, Journal of Marketing Research, Quantitative Marketing and Economics, Production and Operations Management, Information System Research
    • 41st Annual ISMS Marketing Science Conference, Advisory Committee, 2019
    • CUHK Marketing PhD Program Coordinator (quant side), 2023-Present
    • CUHK Marketing PhD Committee, 2023-Present
    • Member of the Faculty Sub-committee of Survey and Behavioral Research Ethics (SBRE), CUHK, 2023-Present