faculty portrait if available
Joyce Zhou
Professor
School of Management
HMPH 304
318-342-1180
ULM logo

Joyce Zhou, PhD
Professor, Marketing
Biedenharn Chair in Business

Education

Ph D

2009, Marketing and International Business
Saint Louis University

MBA

2004, MBA
Northeastern Illinois University

BA

2001, International Studies with Minor in Management (Magna Cum Laude)
Centenary College

Biographical Sketch

Joyce Zhou is a Professor of Marketing in the College of Business and Social Sciences, University of Louisiana Monroe. She obtained her PhD in marketing from Saint Louis University. Her teaching and research interests are in the areas of consumer behavior, advertising, and international marketing. Her papers have been published in Journal of the Academy of Marketing Science, Journal of Business Research, International Marketing Review, Journal of Small Business Management, Journal of Consumer Marketing, Journal of International Consumer Marketing, Journal of Internet Commerce, Journal of Promotion Management, and International Journal of Management Theory and Practices.

Licensure & Certification

Certificate of Completion: Practical Solutions for Faculty: Higher-Order Learning Winter Enrichment 2023-2024, Magna Publications. (January 7 2024 - Present)
Certificate of Completion: Principles of Effective College Teaching Winter Enrichment 2023-2024, Magna Publications. (January 7 2024 - Present)
Build Dashboards in Power BI, Coursera Project Network. (October 22 2023 - Present)
Prompt Engineering Generative AI for Marketing & Advertising, Coursera Project Network. (October 21 2023 - Present)
Cultivating Digital Literacy, Adobe Education. (July 2023 - Present)
Digital Publishing with Your Students, Adobe Education. (July 2023 - Present)
Adobe Lightning Learning Student Presentations with Adobe Express, Adobe Education. (July 2023 - Present)
QM Rubric Update Seventh Edition (RU)2023, Quality Matters. (June 11 2023 - Present)
Adobe Lightning Learning Infographics with Adobe Express, Adobe Education. (June 2023 - Present)
Certificate of Completion: Data Storytelling and Data Visualization Mastery, Udemy. (2023 - Present)
Certificate of Completion: Career Coaching Certification in Career Development Coaching, Udemy. (2023 - Present)
Sustainable Tourism: A Complete Guide, Udemy. (November 2022 - Present)
Mind Mapping for Coaches, Mentors and Business Consultants, Udemy. (November 2022 - Present)
Learn Hubspot CRM from Scratch, Udemy. (July 2022 - Present)
Teaching Marketing Analytics Certificate, Successful Completion of the AMS Excellence in Marketing Education Professional Development Series Program, Academy of Marketing Science. (June 26 2022 - Present)
Parkinson's Disease Management Training Program for Eight Contact Hours, ULM Gerontology Program. (April 2022 - Present)
Community Emergency Response Team (CERT) Basic Training, Volunteer Louisiana. (December 13 2021 - Present)
Certificate in SAP University Alliances Americas Virtual Boot Camps, SAP. (January 2020 - Present)
Writing Meaningful and Measurable Student Learning Outcomes, Emporia State University. (October 2019 - Present)
Assessment Essentials: The Foundations for Success Workshop, Emporia State University. (September 2019 - Present)
Human Research - Social & Behavioral Research Investigators, CITI program. (July 2023 - 2025)
Human Research - IRB Members Reference Resource, CITI program. (July 2023 - 2025)
Certificate in Advanced Google Analytics, Google Analytics Academy. (January 12 2021 - January 12 2024)
Google Analytics for Beginners, Google Analytics Academy. (January 11 2021 - January 11 2024)
Diversity Edu: Personal Skills for a Diverse Campus Certificate of Completion, Emporia State University. (2019 - 2020)
Cybersecurity IT Training Completion Certificate, Emporia State University. (2018 - 2020)
National Clean Out your Computer Day workshop, Emporia State University. (2018 - 2019)
AI Literacy for Human Resource Professionals, Udemy. (2022 - Present)

Research Interests

Consumer behavior, advertising, and international marketing

Recent Publications

Gohar, Z., Yu, J., Zhou, J. (2024). Small Initiative, Big Impact: The Case of the Green and Blue Quetta Project. (pp. 23-33).
Sultana, U., Yu, J., Zhou, J., Sonju, J., Shikha, S. (2023). Perceptions of Health Warning Labels on Cigarette Packages: A Study of Bangladesh Smokers (pp. 98-110). Journal of Applied Business and Economics.
Yu, J., Zhou, J. (2023). The Development of Entrepreneurial Marketing (pp. 1-12). Journal of Marketing Development and Competitiveness.
Gomez, E., Zhou, J., Yu, J. (2023). Financial Literacy of College Students: Focus on First-Generation Students (pp. 1-8). Journal of Business Diversity.
Zhou, J., Tolleson, W., Yu, J. (2022). Impact of Community Engagement on Students’ College Experience (pp. 1-10). Journal of Higher Education Theory and Practice.
Lu, T., Zhou, J., Yu, J., Soykoth, M. (2022). The Effect of Fancy Brand Names on Brand Perception and Brand Attitude of Young Consumers. Journal of Management Policy and Practice.
Chen, H., Zhou, J., Yu, J. (2022). Chinese Consumers’ Perception of Organic Food and the Associated Purchase Behavior (pp. 45-54). Journal of Marketing Development and Competitiveness.
Yang, X., Zhou, J., Yu, J. (2020). The Attitudes Toward Credit Products Among Young Chinese Consumers (pp. 29-39). Journal of Applied Business and Economics.
Mwangi, K., Zhou, J., Yu, J. (2019). A Case Study of the Application of the Kenyan “Sheng” Language in Marketing (pp. 64-71). Journal of Marketing Development and Competitiveness.
Taylor, C., Zhou, J. (2019). How Does Culture Affect International Business between the United States and China? (pp. 124-132). Journal of Marketing Development and Competitiveness.
Liu, X., Zhou, J., Yu, J., Liu, Z. (2019). Chinese Parents’ Gender-Role Perception & Product Choice for Young Children (pp. 29-44). International Journal of Business Research.
Zhen, Y., Coulson, K., Zhou, J., Yu, J. (2017). A Content Analysis of Business School Magazines (pp. 106-116). Journal of Applied Business and Economics.
Yu, J., Zhou, J., Yu, B. (2017). Chinese Consumers’ Perception of Advertising: A Regional Analysis (pp. 33-42). Journal of Marketing Development and Competitiveness.
Chen, H., Zhou, J., Yu, J. (2016). Consumer Perception and Consumer Behavior Regarding Luxury Products in the Fashion Industry (pp. 84-96). International Journal of Business, Marketing, and Decision Sciences.
Bauman, A., Zhou, J., Zheng, J. (2016). Online Trust and Financial Performance: a Case of Bookstores (pp. 49-62). Journal of Marketing Development and Competitiveness.
Westjohn, S., Magnusson, P., Zhou, J. (2015). Does the Value of Global Brands Apply to Both Foreign and Domestic-Based Global Brands? (pp. 267-286). Advances in International Marketing.
Yan, H., Zhou, J., Yu, J. (2013). Gender Stereotypes in Gift Purchasing and Giving in the Chinese Context (pp. 13-24). International Journal of Business, Marketing, and Decision Sciences.
Yu, J., Coulson, K., Zhou, J., Wen, J. (2013). Substantive and Associative Claims in Environmental Communication: A Study of Fortune 500 Websites (pp. 211-223). Journal of Promotion Management.
Yu, J., Zhou, J., Wang, Y., Xi, Y. (2013). Reading Institutional Perspective from Entrepreneur Stories (pp. 183-195). Journal of Small Business Management.
Riedy, M., Yu, J., Zhou, J. (2012). Effect of Teaching Method on Students’ Perceptions of Instructor Attributes (pp. 141-146). Advances in Business Research.
Yu, J., Zhou, J., Wen, J. (2011). New Product Concept Generation: The Case of B2B E-marketplace in Developing and Developed Markets (pp. 24-43). International Journal of Management Theory and Practices.
Yu, J., Coulson, K., Zhou, J., Wen, J., Zhao, Q. (2011). Communicating Corporate Environmental Citizenship: An Examination of Fortune 500 Web Sites (pp. 193-207). Journal of Internet Commerce.
Park, J., Zhou, J., Yu, J. (2010). Consumer Innovativeness and Shopping Styles (pp. 437-446). Journal of Consumer Marketing.
Yu, J., Zhou, J. (2010). Segmenting Young Chinese Consumers based on Shopping Decision Styles: A Regional Comparison (pp. 59-71). Journal of International Consumer Marketing.
Zhou, J., Arnold, M., Pereira, A., Yu, J. (2010). Chinese Consumer Decision-Making Styles: A Comparison between the Coastal and Inland Regions (pp. 45-51). Journal of Business Research.
Westjohn, S., Arnold, M., Magnusson, P., Zdravkovic, S., Zhou, J. (2009). Technology Readiness and Usage: A Global-Identity Perspective (pp. 250-265). Journal of the Academy of Marketing Science.
Zhou, J., Liang, B. (2009). Book Review: Selling to New Chinese Consumers (pp. 87-88). Journal of International Consumer Marketing.
Magnusson, P., Wilson, R., Zdravkovic, S., Zhou, J., Westjohn, S. (2008). Breaking through the Cultural Clutter: A Comparative Assessment of Multiple Cultural and Institutional Frameworks;Literati Network Awards for Excellence 2009 as a Highly Commended Award Winner (pp. 183-201). International Marketing Review.

Research Grants

Zhou, J., "Emporia State University Graduate Research Grants (multiple)" (Funded), Sponsored By Emporia State University Graduate School, External to The University of Louisiana at Monroe, $. (2018 - 2019).
Zhou, J., "Emporia State University i3 grant ( Ignite, Innovate & Inspire) multiple grants" (Funded), Sponsored By Emporia State University Information Technology, External to The University of Louisiana at Monroe, $. (2017 - 2019).
Zhou, J., "Emporia State University Undergraduate Summer Research (multiple years)" (Funded), Sponsored By Emporia State University Honors College, External to The University of Louisiana at Monroe, $. (2017 - 2019).
Zhou, J., "Emporia State University High Impact Grants (multiple grants)" (Funded), Sponsored By Emporia State University Honors College & Community Sponsors, External to The University of Louisiana at Monroe, $. (2017 - 2018).
Zhou, J., "Competitive Grant Award from Center for Leadership and Ethics (multiple grants)" (Funded), Sponsored By Emporia State University Center for Leadership and Ethics, External to The University of Louisiana at Monroe, $. (2014 - 2016).

Awards & Honors

April 2024 Florencetta Gibson Award for Excellence in Service.

April 2024 Mentor for School of Management 1st place undergraduate oral presentation, 1st place undergraduate poster presentation, 2nd place undergraduate poster presentation.

February 2024 Spotlight Award for Commitment to Diversity, Equality, and Service to Community.

December 2023 Ambassador of the Month.

October 2023 Mentor for School of Management 1st place undergraduate oral presentation, 1st place graduate poster presentation, 2nd place undergraduate poster presentation, and 1st place School of Behavioral and Social Sciences undergraduate oral presentation.

March 2023 Faculty Advisor, Pelican Cup Entrepreneurship Finalist Team.

2023 Honors Faculty of the Year.

2023 Mentor of the Year.

2023 Faculty Advisor, Pelican Cup Entrepreneurship Competition 3rd place winning team.

May 2022 Stukent Profesor of the Month.

April 2022 Alma Sewell Fellowship Award.

2022 Nominee, Women Supporting Women, Community Impact, and DEI.

2022 Faculty Mentor, Successfully Completed ULM Career Center Mentorship Program for Academic Year 2021-2022 .

2022 Faculty Advisor, Pelican Cup Entrepreneurship Competition 3rd place winning team.

2021 Outstanding ESU Graduate Faculty Mentor Award.

2021 Faculty Judge and Mentor.

2020 Assessment Champion.

2019 ESU Graduate Research Grant.

2019 Kathrine White Faculty Incentive Grant .

2019 Faculty Mentor of the Year.

2019 i3 Grant- Ignite, Innovate, Inspire.

2019 ESU Undergraduate Summer Research Grant.

2018 Mary Headrick Award.

2018 ESU Graduate Research Grant.

2018 Kathrine White Faculty Incentive Grant .

2018 ESU High Impact Learning Grant (2 grants).

2018 ESU Undergraduate Summer Research Grant.

2017 Faculty Mentor of the Year.

2017 i3 Grant- Ignite, Innovate, Inspire.

2017 ESU Undergraduate Summer Research Grant.

2017 Outstanding Student Organization Advisor of the Year.

2016 Competitive grant award by Koch Center for Leadership and Ethics .

2016 Outstanding Student Organization Advisor of the Year.

Courses Taught

MRKT 2010MARKETING BEHAVIOR STUDY, 6 course(s)

MRKT 3001FUNDAMENTALS OF MARKETING, 5 course(s)

MRKT 3002CONSUMER BEHAVIOR, 2 course(s)

MRKT 5001SEMINAR, 1 course(s)