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Professor Fei Long

Fei Long

Assistant Professor of Marketing


McColl 4419B, CB 3490 Chapel Hill, NC 27599-3490

Fei Long’s research interests lie in understanding important and emerging phenomena in marketing, typically those driven by the digital economy.

Her work focuses on digital advertising and digital platforms, covering topics such as retail media, platform design strategies, the economic impact of AI and algorithms, and salesforce compensation. She uses both theoretical modeling and empirical, data-driven methodologies in her research.

Her research have been published in leading marketing journals, including Marketing Science and the Journal of Marketing Research.

Dr. Long’s teaching interests include digital marketing and business analytics. Her teaching experience spans various levels, including undergraduate, graduate and executive development programs.

Her industry experience includes a research scientist position at Hewlett-Packard in Palo Alto, where she contributed to the development of a unified big-data project for pricing, customer segmentation, new product introduction and competitive analysis.

Dr. Long also has experience as a quantitative researcher in the finance industry, where she leveraged machine learning techniques to predict loan default rates on a peer-to-peer lending platform.

She received her PhD in business from Columbia Business School. She also holds an MS in operations research from Columbia University and a BE in electrical engineering from Tsinghua University.