Juncai Jiang has been appointed an assistant professor in the Department of Marketing at Virginia Tech’s Pamplin College of Business.

Jiang is one of nine new faculty members at Pamplin this fall. Their addition reflects the college’s commitment to hiring tenured and tenure-track faculty to further strengthen its teaching, research, and business outreach, particularly in the areas of business intelligence and analytics, innovation through entrepreneurship, and international programs.

Jiang received his Ph.D. in marketing in 2013 from the University of Texas at Dallas. He has a master’s degree in management science and a bachelor’s degree in computer science, both from Tianjin University in China.

His research interests are in consumer search, price-matching guarantees, and online advertising.

His dissertation examined consumer online searches related to purchasing decisions and competitive marketing strategies.

His work in progress examines the value of sponsored listings, an advertising technique used by firms to improve their visibility in online markets; price-matching guarantees in the travel industry; and cooperative advertising and coordination.

He received several honors and awards, including the Outstanding Student Teaching Award and a graduate research and teaching scholarship from the University of Texas at Dallas, the American Marketing Association-Sheth Doctoral Consortium Fellowship, and the University of Houston Doctoral Consortium Fellowship.