Welcome!

I am Mengjie (Magie) Cheng, an Assistant Professor of Marketing at the University of Texas at Austin’s McCombs School of Business, and part of the UT Austin NLP community. I received my Ph.D. in Business Administration from Harvard Business School. My research focuses on content marketing, digital marketing, and generative AI. I combine economics principles and behavioral insights with large language models, machine learning, and causal inference to inform strategic marketing decisions in the digital era. 

Research Interests

Substantive: Content marketing, digital marketing, generative AI.

Methods: Machine learning, large language models, causal inference, empirical models.