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School of Business and Management

Dr Jie Sheng


Joint Programme Director, MSc Digital Marketing; Senior Lecturer in Marketing




  • Joint Programme Director, MSc Digital Marketing
  • Senior Lecturer in Marketing
  • Member of the Department of Marketing


Dr Jie Sheng is a Senior Lecturer in Marketing at Queen Mary University of London, School of Business and Management. She holds a PhD in Management and a MSc in Economics Finance and Management from University of Bristol, and a BSc in Economics from Shandong University, China. Before joining Queen Mary, she worked as a Lecturer in Management at School of Management, University of Bristol.


Jie is a Fellow of the Higher Education Academy.


Research Interests:

Jie’s research focuses on new media in marketing. Her works investigate online social interactions among actors in a networked environment; media exposure and firms’ tactics and distorted behaviour; firms’ engagement with digital platforms and firm- or marketer-generated content; data-driven strategies in marketing and operational practices; and the impact of big data analytics on business agility and digital transformation. Her research is multidisciplinary and employs a mixed-method approach to analysing big unstructured data.


Journal articles

Zhao, C., Wang, X., Xiao, Y., and Sheng, J. (2022). Effects of online reviews and competition on quality and pricing strategies. Production and Operations Management.

Sheng, J., Wang, X., and Amankwah-Amoah, J. (2021). The value of firm engagement: How do ratings benefit from managerial responses, Decision Support Systems, 147, 113578.

Sheng, J., Amankwah-Amoah, J., Khan, Z., and Wang, X. (2020). COVID-19 pandemic in the new era of big data analytics: Methodological innovations and future research directions. British Journal of Management, 0, 1-20.

Sheng, J. (2019). Being active in online communications: Firm responsiveness and customer engagement behaviour, Journal of Interactive Marketing, 46, 40–51.

Sheng, J., Amankwah-Amoah, J., Wang, X., and Khan, Z. (2019). Managerial responses to online reviews: A text analytics approach, British Journal of Management, 30(2), 315–327.

Sheng, J., Amankwah-Amoah, J., and Wang, X. (2019). Technology in the 21st century: New challenges and opportunities, Technological Forecasting & Social Change, 143, 321–335.

Sheng, J. and Lan, H. (2019). Business failure and mass media: An analysis of media exposure in the context of delisting event, Journal of Business Research, 97, 316-323.

Sheng, J., Amankwah-Amoah, J., and Wang, X. (2017). A multidisciplinary perspective of big data in management research. International Journal of Production Economics, 191, 97-112.

Chen, X., Sheng, J., Wang, X., and Deng, J. (2016). Exploring determinants of attraction and helpfulness of online product review: A consumer behaviour perspective. Discrete Dynamics in Nature and Society, 2016.


Smith, J., Nairn, A., Rossi, R., and Sheng, J. (2019). Biddable youth. Sports and eSports gambling advertising on Twitter: Appeal to children, young and vulnerable people.

Conference presentations

  • Sheng, J., Amankwah-Amoah, J., and Wang, X. (2016 April). A multidisciplinary perspective of big data in business and management research. 43rd Academy of International Business Conference – UK & Ireland Chapter Conference, London UK.
  • Sheng, J., Amankwah-Amoah, J., and Wang, X. (2017 July). User-generated content and service innovation. 24th European Operations Management Association Conference, Edinburgh UK.
  • Sheng, J., Amankwah-Amoah, J., and Wang, X. (2017 September). Strategizing from big data: Emerging issues, challenges and opportunities, British Academy of Management Conference. Warwick UK.
  • Sheng, J. (2019 October). Digital platforms in service operations. INFORMS Annual Meeting, Seattle US. Seattle US.
  • Yuan, S., Lan, H., and Sheng, J. (2021 May). FRC individual audit inspection disclosure and corporate tax avoidance. BAFA 31st Audit & Assurance Conference, Online.


Jie welcomes doctoral applicants whose research interests lie in the area of new media, digital communications, and data-driven marketing.

Public Engagement

Jie serves as a reviewer for academic journals, including Journal of Management Studies, Journal of Business Venturing, British Journal of Management, Decision Support Systems, International Journal of Production Economics, Journal of Business Research, Technological Forecasting & Social Change, among others.

Jie is an External Reviewer at the School of Management, University of Bath.

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