Hu, Mandy Mantian(胡曼恬)

BA (Fudan University); MA (Tufts University); MPhil, PhD (New York)

Associate Professor
Director, MSc Programme in Marketing
Director, Centre for Consumer Insights


Department of Marketing

Room 1124, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 5908


Prof. Mantian (Mandy) Hu is Associate Professor in the Department of Marketing at The Chinese University of Hong Kong (CUHK) Business School. She is also Director of the Centre for Consumer Insights. She was the winner of the 2011 Doctoral Dissertation Proposal Competition sponsored by Society for Marketing Advances (USA). Her research focuses on using quantitative models to study and explain consumer behavior and using big data in industries such as telecommunication, automobile, e-commerce and FinTech. Prof. Hu is particularly interested in the effects of social network, word-of-mouth, search and learning on influencing consumer behaviour. Her research was published in Marketing Science, Management Science, The International Journal of Research in Marketing and other top journals. She edited and published two books, Big Data Applications in the Telecommunications Industry (by IGI Global), and Mining Over Air: Wireless Communication Networks Analytics (by Springer). Prof. Hu received BA in Economics from Fudan University and PhD in Marketing from Stern School of Business at New York University. She serves as an independent non executive director for the listed transportation and logistic company SITC International Holdings Company Limited.

Teaching Areas

Marketing Research
Internet Marketing

Research Interests

Empirical Modelling
Word of Mouth
Consumer Search and Learning
Social Network
TMT, Auto and FinTech industries

  • Grants
    • “Ideological Conflict and Internet Regulation on Online Platforms”, awarded by Social Science and Humanities Research Council of Canada (SSHRC) with 33,340 CAD (Co-investigator, with Prof. Xintong Han)
    • “Ideological Conflict and Internet Regulation on Online Platforms”, awarded by NET Institute Summer Grants 2021 with 3,000 USD (with Prof. Xintong Han)
    • “Consumer Privacy Preference in Micro Loan Applications “, awarded by Research Grants Council with HK$702,559, 2020-2022 (Principal Investigator)
    • “Consumer Behaviour Within a Network: Modelling Network Formation and the Effects of Network Structure”, awarded by Research Grants Council with HK$540,000, 2016-2019
    • “Consumer Buying and Referral of Social Coupons: Modelling Consumer Sequential Choices under Uncertainty and Assurance Contract “, awarded by Research Grants Council with HK$523,992, 2014-2016 (Principal Investigator)
  • Awards & Honours
    • Society for Marketing Advances Best Doctoral Dissertation Proposal Award, and Sharon Beatty Best Service Proposal Award, 2011
    • AMA-Sheth Doctoral Consortium Fellow, TCU, 2010
    • Doctoral Fellowship in Marketing, NYU, 2007-2012
    • Graduate Academic Scholarship, Tufts University, 2003-2005
    • University Scholarships for Superior Academic Performance, Fudan University, 1999-2003