Elina Tang

Associate Professor




  • Ph.D., University of Missouri, Marketing (Statistics minor)
  • M.S., Tufts University, Molecular Biology and Microbiology
  • Graduate Certificate, Harvard University, Administration and Management
  • B.S., Wuhan University, Biochemistry


Elina Tang (B.S., M.S., Ph.D)'s research interests focus on Transformative Service Research, innovation, sustainability, and sales. Her publications have appeared in the Financial Times’ top business journals such as Journal of the Academy of Marketing Science (JAMS), Marketing Science, and Journal of the American Statistical Association. With a longtime interest in transdisciplinary research, she has published in peer-reviewed marketing, public health, statistics, journalism, and biomedical journals such as European Journal of Marketing, Industrial Marketing ManagementJournal of Interactive MarketingPsychology & Marketing, International Journal on Media Management, and Population Health Management. Her work has been featured by Adweek, CBS, American Marketing Association (AMA), Missourian, among other outlets.

Tang serves on the Financial Times Top 50 (FT-50) journal JAMS Editorial Review Board and on the Adweek Academic Council. She is the recipient of awards such as the 2020 JAMS Best Reviewer, 2013 Best Paper in Journal of Interactive Marketing, 2018 Marketing Management Association Educators’ Conference Best Reviewer, AMA Best Paper in Market Research Methods and Innovative Research Approaches, and in the Sustainability Track.

An award-winning teacher, Tang has taught digital and social media marketing, marketing analytics, marketing research, consumer behavior, sales, and advertising. She has mentored at the undergraduate, Master’s and Ph.D. level. She brings to her classroom over a decade of industry market research and new product development experience, as well as consulting experience with AMA, American Council on Education, Meta, among others.

Tang’s hobbies include trail running and reading, usually not at the same time. A member of Team World Vision, she is a proud Bank of America Chicago Marathon finisher.

Selected Publications

Bunds , Kyle, Yihui (Elina) Tang & Joerg Koenigstorfer (2023), Community building in virtual participation charity sport events, Journal of Marketing Management, forthcoming.

Elina Tang and Christopher Blocker (2022), Promoting Social Resilience in Service Communities: A Molecular Biology Perspective, Journal of Services Marketing, 36 (7), 895-907 .

Hinsch, Christian, Elina Tang, Donald Lund (2021). Compulsion and Reactance: Why Do Some Green Consumers Fail to Follow Through with Planned Environmental Behaviors? Psychology & Marketing, 38 (12), 2209-2226. (Special Issue:: Psychological mechanisms enabling the acceptance, adoption, and engagement with Artificial Intelligence technology in marketing)

Huges, M. Courtney*, Elina Tang*, Shupei Yuan (2021). Collaboration Between Public Health and Marketing Experts as a Response to COVID-19. Population Health Management, 24(5), 527-531 (* First two authors equal contribution)

Tang, Elina, Christian Hinsch, Donald Lund and Hunsi Kharouf (2020). Service Gifts, Collective Social Connection and Reciprocity. European Journal of Marketing, 54(10), 2477-2500.

Tang, Elina and Lei Wang (2020), 3 Elements of Your Brand That Can Shine Through in These Harrowing Times: This Will Help Preserve Relationships with Consumers in The Long Run, Adweek, March 16, 2020

Tang, Elina and Detelina Marinova (2020), When Less Is More: The Downside of Customer Knowledge Sharing Within New Product Development Teams, Journal of the Academy of Marketing Science, 48 (2), 288–307

Tang, Elina and Haisu Zhang (2019), Disruption Reaches Healthcare – The Sector Is Being Shaken up by Digital Innovations, (Online version title: Healthcare Is Undergoing a Digital Revolution, Courtesy of Smart Devices), Adweek, October 7, 2019, page 11

Tang, Elina and Chris Hinsch (2018), Going Green to Be Morally Clean: An Examination of Environmental Behavior Amongst Materialistic Consumers, Psychology & Marketing, 35 (11), 845–862

Liu, Qing* and Elina Tang* (2015), Construction of Efficient Heterogeneous Choice Designs: A New Approach, Marketing Science, 34 (3): 346 – 366 (* Equal contribution)

Yang, Min, Stefanie Biedermann and Elina Tang (2013), On Optimal Designs for Nonlinear Models: A General and Efficient Algorithm, Journal of the American Statistical Association, 108 (504), 1411 – 1420

Raman, Kalyan*, Murali K. Mantrala*, Shrihari Sridhar* and Elina Tang* (2012), Optimal Resource Allocation with Time-Varying Marketing Effectiveness, Margins and Costs, Journal of Interactive Marketing, 26 (1), 43 – 52 (* Equal contribution)

Tang, Elina, Shrihari Sridhar, Esther Thorson and Murali Mantrala (2011), The Bricks That Build the Clicks: Newsroom Investments and Newspaper Online Performance, The International Journal on Media Management, 13 (2), 107 – 128

Bond, Edward, Mark Houston and Elina Tang (2008), Starting Up a High-Technology Knowledge Transfer Network: The Practical and Symbolic Roles of Identification, Industrial Marketing Management, 37 (6), 641 – 652

Elina Tang


BH 128A

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NIU College of Business
Barsema Hall
740 Garden Road
DeKalb, IL 60115

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