Will Wu (PhD’28)
Photo by Bartholomew Baker
As an undergrad at New York University, Will Wu dabbled in vlogging—sharing videos to demystify Asian culture on topics like the history of chopsticks. But they never took off. “I wasn’t good at marketing them,” he laughed. Too bad he couldn’t have taken the digital marketing class then that he’s teaching now.
But those less-than-stellar results didn’t dampen Wu's interest in social media—they fueled it. He is a social media devotee. He admits he uses it too much.
In his case, that’s good news. His passion for digital platforms sparked his doctoral research—another love. At the heart of both interests are two essential ingredients: a deep curiosity of “wanting to know, like, everything,” as Wu puts it, and a genuine belief in using innovative technologies to better society.
He has seen those benefits firsthand. Two pivotal internships—one at a Wall Street law firm and another with the American Red Cross—proved to him that social media can be a powerful tool for sharing helpful—even lifesaving—information. “I felt like I could actually make a difference,” he said.
Making the world better
As an undergrad, Wu majored in communications but was fascinated by how business works. To be well-rounded, he added a business minor, and his first course toward it was Intro to Marketing, taught by Alix Barasch. He followed up with her to become a research assistant. Little did he know then that those would be the steps that would lead him to Leeds, where he now works alongside Barasch and Rodrigo Dias, both marketing professors.
Wu’s love of research rivals his love of digital communications. After graduation, he considered graduate school but chose to gain his financial footing and immersive, hands-on experience first.
“Living here in the world, you have to do something to make this place better.”
Will Wu (PhD’28)
Curious about all facets of digital marketing, he explored roles in different industries. He helped consumers in a variety of ways through direct communications in his role at FedEx. At the Red Cross and Mount Sinai Hospital, he delved into creating video content, podcasts, blogs, social posts and event livestreams. Those experiences reinforced his desire to use his skills to help people, and he brings that expertise into both his research and the classroom.
“When I was working at the Red Cross and at the hospital, people would message saying, ‘Hey, I saw your video, or I saw your post, and it really helped me.’ It was a fulfilling experience,” Wu said. “Living here in the world, you have to do something to make this place better.”
A life of discovery
Research never left his mind. “I want to know different things all the time,” he said. In the corporate world, he noticed a tendency to focus on what happens; he wanted to understand why things happen. Businesses often chase metrics to gauge engagement trends. Wu’s research digs deeper: How does social media influence well-being? More broadly, how do societal trends and technologies affect us?
For example, he is currently investigating the impacts of tariffs on consumer and business behavior. While prevailing research often emphasizes technology’s drawbacks, Wu and his mentors seek to uncover a fuller picture. Their work often reveals surprising positives—how digital platforms can improve connections, productivity and experiences. “Most importantly,” said Wu, “we want to inform consumers by looking at all different perspectives—when and how technology might be bad for you, but also when and how it’s good for you.”
Curiosity as his compass
Wu’s decision to pursue a doctorate was the next natural step for someone who bravely lets his curiosity take the lead. He hadn’t considered himself a risk-taker—until he reflected on the fact that he left northern China for college in the United States, having never visited and speaking mostly textbook English (which you would never know now, as he speaks flawless English with ease and humor).
The world has also been his greatest classroom. Since his undergrad days, Wu’s solo travels through Thailand, Australia, Bali and Japan have fed the same curiosity that drives his research. “Traveling to different countries—it’s just amazing seeing how different cultures are and how much world is out there for people to discover.”
That sense of curiosity keeps him energized, even when doctoral work can be intense. “I just really love this. This is not work for me at all.” He’s having fun in the process.
“The students here are so bright, and they ask amazing questions ... you learn so much with them—and from them.”
Will Wu (PhD’28)
Wu credits Barasch and Dias for their generous mentorship. He’s fine knowing it will take a couple more years to complete his PhD. His drive to keep learning moves him forward. What keeps him grounded? His own sense of determination, and support from his colleagues and peers. Leeds undergrads are also a great source of inspiration.
“The students here are so bright, and they ask amazing questions. They are super motivated, and you learn so much with them—and from them.”