Wei Lu
Empirical Marketing Researcher in Digital Platform & AI | Husband & Dad.
55 Lexington Avenue, New York, NY 10010
Welcome to my website! I am an Assistant Professor of Marketing at Baruch College, City University of New York, where I study how digital platforms shape consumer behavior, innovation, and market outcomes.
My research lies at the intersection of digital marketing, platform economics, and algorithmic design, and I draw on methods from causal inference, structural modeling, and machine learning to address questions of both academic significance and real-world relevance.
Current projects examine how platforms influence product diffusion, how fairness and engagement trade off in algorithmic design, and how large language models can be aligned with human preferences to improve policy and consumer decision-making. My work aims to generate actionable insights for platform strategy, consumer protection, and responsible AI governance.