About
Juncai Jiang is a quantitative marketing scholar whose work examines digital marketing using causal inference, game theory, and computer vision. He is currently an Assistant Professor of Marketing at the University of Central Florida (2022–present) and previously served at Virginia Tech (2013–2022). His research has been published in Management Science, Marketing Science, Production and Operations Management, Journal of the Academy of Marketing Science, Journal of Service Research, and Journal of Business Research.
Jiang’s recent research combines large-scale datasets with causal inference and multimodal computer vision methods. Much of his work focuses on online marketplaces and creator platforms—such as Airbnb, Patreon, Instagram, and Yelp—where he studies seller and creator behavior, platform policy design, and the role of visual content in shaping market outcomes.
At the University of Central Florida, he teaches courses in marketing research, advanced digital marketing, and a Ph.D. seminar in empirical modeling. He also actively mentors Ph.D. students and serves on various departmental and college committees.
Juncai Jiang