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Pei Xu is the George Phillips Privett endowed Associate Professor in the Department of Business Analtyics and Information Systems at Auburn University. With a keen focus on the intersection of technology, business, and society, her research explores the economic and social impact of digital innovation, spanning emerging information technologies such as Artificial Intelligence (AI), online user-generated content, crowdsourcing, social media for e-commerce and healthcare, and blockchain.

Her research employs a diverse arsenal of quantitative methodologies, including econometrics & causal inference, machine learning, natural language processing, social network analysis, and data scraping, to extract meaningful insights from complex corporate datasets. Her research work has been published in numerous high-impact, peer-reviewed journals, including the Journal of Management Information Systems, Journal of Marketing,  Decision Support Systems, Information & Management, Journal of Service Research.

She was recognized with the faculty Research Award and Teaching Award by the Department of Business Analytics and Information Systems. Her work on social media user-generated content received the Editor鈥檚 Choice Award (2023) from the Journal of Business Research. She serves on the Editoral Board for the Journal of Database Management.

Dr. Xu has taught a broad spectrum of business analytics and information system courses at both undergraduate and graduate levels, equipping students with cutting-edge data analytics skills and tools. She founded the inaugural Auburn Business Analytics Case Competition in 2022 and has since served as its coordinator annually, fostering a competitive and collaborative analytics learning environment for aspiring students across campus.

To explore her research and publications, please visit: