Meet Chengzhe Liu
Chengzhe Liu is a PhD candidate specializing in marketing. Prior to joining Iowa State University, Liu received his bachelor of science in managerial economics from the University of California Davis and his master of science in business and intelligence analytics from Stevens Institute of Technology. Liu has worked as a sales representative for an international trading company for two years, with his responsibilities including identifying and contacting potential clients, negotiating contracts, and managing client relationships. Liu has also conducted market research to identify new business opportunities and developed marketing strategies to promote the company’s products.
Q: Why did you decide to get a PhD in marketing?
I’ve always been intrigued by the power of marketing to shape our world—how it influences what we value and the choices we make. Pursuing a PhD in marketing was a natural step for me to explore how we can harness this power responsibly and effectively. This opportunity allows me to explore strategies that not only drive business success but also foster sustainable growth for communities.
Q: How did you choose the Ivy College of Business? Please share any specific points that helped you decide.
I chose the Ivy College of Business primarily for its excellent academic reputation and high-quality research. A significant aspect of my decision was the supportive mentorship offered by dedicated faculty members who are deeply committed to student success. Additionally, the availability of cutting-edge resources and analytical tools confirmed my choice, providing a solid foundation for engaging in impactful, data-driven research.
Q: What types of research are you most interested in?
My research interests are centered around the dynamics of digital platforms, particularly in the context of live streaming. I’m interested in how policy changes, like revenue-sharing models, affect the behavior of content creators and their interaction with audiences. Methodologically, my work employs big data analytics and econometric techniques to dissect the causal relationships within these complex systems, providing insights into the interplay between platform policies and user activities.
Q: Would you encourage future PhD students to apply at Ivy? Please explain why.
Absolutely, I would recommend the Ivy College of Business to future PhD students. It provides excellent academic guidance, robust research opportunities, and a collaborative atmosphere essential for personal and professional development. The access to advanced tools and a broad network of experts makes Ivy an ideal place for students who aspire to contribute significantly to marketing research.
Q: What is your dream job after you complete your PhD?
Upon completing my PhD, I aspire to continue my research and teach as a faculty member at a leading university. This role would enable me to influence the evolution of marketing practices, especially in the digital realm, and equip future marketers with the latest, most relevant knowledge in the field.
