• PHONE: 617-353-9640
  • EMAIL:  monic@bu.edu
  • OFFICE: 671
  • OFFICE HOURS: By Appointment
  • ADDRESS: BOSTON UNIVERSITY
    Questrom School of Business
    Rafik B. Hariri Building
    595 Commonwealth Avenue
    Boston, MA 02215

PROFILE SUMMARY

Monic Sun's research primarily focuses on the impact of new information technologies in the realm of digital marketing. She has used both theoretical and empirical approaches to explore the strategic interactions between firms and consumers in the context of online product reviews, informative advertising, blogs, social networks and mobile marketing. She is currently exploring the consequences and optimization of retargeted advertising and bilateral ratings on peer-to-peer platforms. Broadly speaking, she is interested in markets with rapid changes taking place and the counter-intuitive consequences for firms as a result of these changes.

Sun's research has appeared in premier journals such as Marketing Science, Journal of Marketing Research and Management Science. She was also a finalist for the John D.C. Little Award for the best paper published in Marketing Science and Management Science in 2012. Prior to joining Questrom, she served on the faculties of Stanford Graduate School of Business and USC Marshall School of Business. She holds a Ph.D. in Economics from Boston University and a B.Econ. from Peking University. 

  • EDUCATION Open or Close

    PH D, Boston University, Economics, 2008.

    BA, Peking University, Economics, 2003.

  • CURRENT COURSESOpen or Close

    GSM MK852 F1 Data Driven Marketing Decisions

    SMG MK447 A1 Marketing Research

  • PUBLICATIONSOpen or Close

    JOURNAL ARTICLES:

      Branco, F., Sun, M., & Villas-Boas, M. (2016). Too Much Information? Information Provision and Search Costs. Marketing Science, 35(4), 605-618.
      See Publication Online

      Sun, M., & Zhu, F. (2013). Ad Revenue and Content Commercialization: Evidence from Blogs. Management Science, 59(10), 2314-2331.
      See Publication Online

      Branco, F., Sun, M., & Villas-Boas, J. (2012). Optimal Search for Product Information. Management Science, 58(11), 2037-2056.
      See Publication Online

      Sun, M. (2012). How Does the Variance of Product Ratings Matter?. Management Science, 58(4), 696-707.
      See Publication Online

      Thomadsen, R., Zeithammer, R., Iyer, G., Mayzlin, D., Orhun, Y., Pazgal, A., Peruhit, D., Rao, R., Riordan, M., Shin, J., Sun, M., & Villas-Boas, J. (2012). A Reflection on Analytical Work in Marketing: Three Points of Consensus. Marketing Letters, 23(2), 381-389.
      See Publication Online

      Liu, T., & Sun, M. (2012). Informal Payments in Developing Countries’ Public Health Sectors. Pacific Economic Review, 17(4), 514-524.
      See Publication Online

      Sun, M. (2011). Disclosing Multiple Product Attributes. Journal of Economics & Management Strategy, 20(1), 195-224.
      See Publication Online

      Sun, M., Chen, Y., & Li, X. (Accepted). Competitive Mobile Geo-Targeting. Marketing Science,
      See Publication Online

      Sun, M., & Trudel, R. (Accepted). The Effect of Recycling versus Trashing on Consumption: Theory and Experimental Evidence. Journal of Marketing Research,
      See Publication Online

  • AWARDS AND HONORSOpen or Close

    Management Science Meritorious Service Award, Management Science, Service, Professional. (August 1, 2016).

    Management Science Meritorious Service Award, 2016


    Management Science Distinguished Service Award, Management Science, Service, Professional. (August 1, 2015).
    Management Science Distinguished Service Award, 2015


    Management Science Distinguished Service Award, Management Science, Service, Professional. (August 1, 2014).
    Management Science Distinguished Service Award, 2014


    Management Science Meritorious Service Award, Management Science, Service, Professional. (August 1, 2013).
    Management Science Meritorious Service Award, 2013


    Finalist, John D.C. Little Award, Research. (July 12, 2013).
    For the Best Marketing Paper Published in Marketing Science or Management Science


    Management Science Distinguished Service Award, Management Science, Service, Professional. (August 1, 2012).
    Management Science Distinguished Service Award, 2012


    NET Institute Summer Research Grant, Research. (July 1, 2012).
    "To Belong or to Be Different? Evidence from a Large-Scale Field Experiment in China"


    Management Science Meritorious Service Award, Management Science, Service, Professional. (August 1, 2011).
    Management Science Meritorious Service Award, 2011


    NET Institute Summer Research Grant, Research. (July 1, 2011).
    "Ad Revenue and Content Commercialization: Evidence from Blogs"


  • WEB LINKSOpen or Close