Liu's research focuses on the intersection of marketing and machine learning, particularly in the areas of visual marketing, social media, product design, branding, and consumer choice modeling. Her recent work proposes a “visual listening in” approach to measure brand perceptions portrayed on social media and shows what insights brand managers can gather from consumer-created brand images. It leverages the state-of-art machine learning and deep learning methods to generate insights from visual data on social media. Another research stream develops novel machine learning methods that better capture complex consumer choice processes. It takes advantage of the efficiency and scalability of machine learning, and it is tailored specifically to marketing applications with a deep understanding of human behavior and economic theories.
social media, product design, consumer choice modeling, branding, machine learning