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Fujie Jin - Indiana University, Kelley School of Business. Bloomington, IN, US

Fujie Jin Fujie Jin

Assistant Professor of Decision and Information Technologies and 3M Faculty Fellow | Indiana University, Kelley School of Business

Bloomington, IN, UNITED STATES

Fujie Jun is an expert in the areas of IT and firm productivity, social media, entrepreneurship, social networks and online labor markets.

Secondary Titles (1)

  • 3M Faculty Fellow





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Fujie Jin is an Assistant Professor in the Department of Operations & Decision Technologies at the Kelley School of Business, Indiana University.

Industry Expertise (3)

Social Media


Financial Services

Areas of Expertise (8)

Business Analytics

Big Data

Social Networks

Social Media

IT and Firm Productivity


Online Labor Markets


Accomplishments (5)

3M Nontenured Faculty award


William and Phyllis Mack Institute for Innovation Management Research Grant


Baker Retail Center PhD Research Grant


Wharton Risk Center Russell Ackoff Doctoral Student Fellowship


Outstanding Graduate of Peking University


Education (3)

University of Pennsylvania: Ph.D., Operations, Information and Decisions 2016

Peking University: B.S., Statistics 2011

Peking University: B.A., Finance 2011

Media Appearances (1)

How a Twitter Audience of One Can Drive Business

Knowledge @ Wharton  online


Because social media interactions can permeate every step of the sales process, there’s no easy formula to determine ROI. In separate study, Hitt, along with Lynn Wu, also a Wharton professor of operations, information and decisions, and Fujie Jin, a former Wharton Ph.D. student who is now a professor at Indiana University’s Kelley School of Business, noted that “the cost of using social media is rarely observable; by observing only the benefits but not the costs, it is difficult to evaluate whether incremental sales of a social media campaign provide an adequate return on investment.” But they found that the return on these efforts increases as organizations have more employees with data analytics skills. (Knowledge@Wharton interviewed Wu about this research.)...

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Articles (5)

Global Differences in Online Shopping Behavior: Understanding Factors Leading to Trust

Journal of Management Information Systems

2017 Trust underlies much of the online shopping behavior. We compare trust in online shopping in four countries: (1) the United States, a mature online market; (2) Germany; (3) China, the fastest growing online market, where consumers are plagued by counterfeits, forgeries, and spoiled or defective items; and (4) Singapore. We performed laboratory experiments in all four countries. We used three experimental treatments: (1) no assurances; (2) promises of product quality and authenticity; and (3) promises backed up by third-party assurances. We examined subjects’ perceived risk associated with different treatments across different vendor types. The impact of treatments and of vendor reputation on consumers’ trust varied across countries in ways that we did not expect. In mature online markets like the United States, online shopping appears to be treated as just another form of shopping. In China, if an online vendor can establish a reputation for quality, consumers appear to treat those merchants much as Americans do their own favorite online vendors, despite problems with Chinese shopping more generally.

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Data skills and value of social media: Evidence from large-sample firm value analysis

Association for Information Systems

2015 Despite the rapid adoption and increased spending on social media in the recent years, there is little existing research on the economic value of social media investment or the factors that affect this value. In this study, we first provide empirical evidence using a large sample of firm across industries to show firm market value is increasing in social media use, not just adoption. In addition, the value of social media investments are higher in firms that have a larger number of employees with data analytic skills (rather than just IT skills), and that this complementarity is increased when employees with data analytic skills are dispersed throughout the firm. Overall, these results suggest that value of social media for firms lies in its ability to facilitate the gathering and use of external data, and can be extracted more fully when a firm adjusts its human resource and organizational structure to facilitate data analysis and decision making.

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Investigations into consumers preferences concerning privacy: an initial step towards the development of modern and consistent privacy protections around the globe

System Sciences HICSS

2014 Online privacy is becoming an increasingly important topic, and an increasingly controversial one. The EU is imposing strict limitations on the use of data obtained from its citizens' online activities [9], while Big Data advocates and online advertisers in the United States are concerned that this may represent interference in their basic business models or even in international trade [13]. It is clear that laws and regulations are inconsistent across national borders. They are also inconsistent within nations, depending on the industry classification of companies, or even the designation given to specific technologies. ISPs are prohibited from reading subscribers' email, other information services companies can do so legally. Data stored electronically is offered protection that is denied to data stored in the cloud. This paper proposes that regulatory confusion be addressed starting with some basic principles of uniformity. More importantly, it suggests that regulation be driven by what consumers actually want, and provides some preliminary research aimed at determining what consumers want from privacy regulation around the world.

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The Role of Trust in Successful Ecommerce Websites in China: Field Observations and Experimental Studies


2013 The ecommerce market in China is both the largest online market in the world and the market with the greatest number of low quality or counterfeit product offerings. We examine three very successful online companies in China and their very different paths to success and then use our experience to develop testable hypotheses, as proposed by Eisenhardt and Graebner. We present our hypotheses and then discuss the experiments that were conducted in China, the United States, Germany, and Singapore in order to test these hypotheses. We expected to see that the role of reputation is critical in China, and that it is more critical in China than in ecommerce markets elsewhere. Consistent with our hypotheses, we find first that vendor reputation is indeed the most important factor influencing consumers' willingness to shop at and willingness to pay for goods from a specific vendor in China and elsewhere. We find only limited support for our hypotheses concerning the role of risk mitigation mechanisms in general, but we do find support for the hypothesis that the Chinese online markets differ from online markets elsewhere.

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The Special Challenges of Ecommerce in China: A Preliminary Investigation of Sufficient Conditions for Generating Adequate Consumer Trust for Initial Launch

System Science (HICSS)

2012 The ecommerce market in China is both the largest online market in the world and the one with the greatest number of low quality or counterfeit product offerings. Using case studies to develop testable hypotheses, as proposed by Eisenhardt and Graebner, we examine three very successful online companies in China and their very different paths to success. Our findings suggest that offering promises, assurances, and guarantees to consumers is not sufficient, because it is relatively easy for low quality sellers to offer counterfeit promises along with counterfeit products. We do find that promises backed up reputational capital can be sufficient to generate necessary online trust, and that actions must be taken to maintain quality in order to maintain trust. We understand the limitations of the work: since the same dataset cannot be used both to generate hypotheses and to test them we view this work as theory generation and not theory testing.

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