Yanqing Gui
Yanqing Gui joins the Leavey School of Business at Santa Clara University in Fall 2026 as an Assistant Professor of Marketing. His research studies the marketing implications of narratives through the lens of consumer outcomes. His work lies at the intersection of marketing, causal inference, and natural language processing.
He studies how narratives in news media and online platforms shape consumer perceptions and demand. His work develops methods to measure the economic impact of brand-related narratives, evaluate the role of emerging technologies in consumer activism, and address empirical challenges involving sparse and high-dimensional data. His research aims to better understand how narratives influence consumer behavior and the managerial implications for marketing, branding, and public relations.
Yanqing received his Ph.D. in Marketing from Cornell University (expected 2026). He also holds an M.S. in Statistics from the University of Chicago and a B.S. in Mathematics and Statistics, with a minor in Computer Science, from the University of Michigan–Ann Arbor.