Gavin Jiayun Wu

Broadwell College of Business and Economics at Fayetteville State University
Associate Professor of Marketing

Gavin Jiayun Wu (Ph.D., University of Arizona) is an Associate Professor of Marketing in the Department of Graduate and Professional Studies in Business, Broadwell College of Business and Economics (AACSB accredited) at Fayetteville State University, part of the University of North Carolina System.


Along with the engineering foundation he acquired during his bachelor’s and master’s studies, Dr. Wu has gained a comprehensive understanding of marketing and management theories and applications through his doctoral studies, teaching, and ongoing research.  His current research interests focus on 1) marketing and management strategies which emphasize the short-term vs. long-term strategies involving the interplay among humans (managers, salespeople, and customers), offerings (innovation, new product development and adoption), technology (social media), and society; 2) research methods and analytics with special regard to structural equation modeling, constructs possessing a formative measurement nature, and social media and big data analytics; and 3) psychological and cultural aspects of goal-directed behaviors on individuals and groups.  His work is published in European Journal of Marketing, Qualitative Market Research: An International Journal, Journal of Marketing Channels, Management Research Review, Journal of Research for Consumers, Advances in Consumer Research, Accounting & Taxation, Journal of Financial Counseling and Planning, etc. For more information about his publications, please see: