Guiyang Xiong

Guiyang Xiong is an Associate Professor of Marketing. Prior to joining Whitman, he served as Assistant Professor of Marketing at the University of Georgia. Dr. Xiong's research interests include digital marketing (e.g., user generated content, online advertising, new technology in marketing such as virtual reality), innovation, marketing’s impact on shareholder value, and empirical modeling. His research papers in these areas have been published in premier journals including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Management Information Systems, Journal of the Academy of Marketing Science, etc. Dr. Xiong also frequently serves as a reviewer for prestigious journals. He earned his Ph.D. in Business from Goizueta Business School at Emory University.

Research Topics

• Advertising
• Digital marketing technology
• Virtual reality
• New product innovation
• Social media
• Social networks
• Financial impact of marketing

Dr. Xiong conducts empirical research on advertising, digital marketing, innovation, and marketing strategy.

Working Papers

• "Linking the Ownership Retention of Pre-IPO Shareholders with Post-IPO Marketing and Firm Value", (with Ma, M., Yang, S., Dalgic, O., Huang, J.)
• "Effects of Complex Multimedia Advertising Campaigns", (with Wang, P., Sun, W., Yang, J.)
• "Personalized Recommendations Targeting Upper and Lower Purchase Funnel", (with Moriguchi, T., Luo, X.)

Selected Publications

• "Try It On! Contingency Effects of Virtual Fitting Rooms", Journal of Management Information Systems, 36(3), 789-822, 2019 (with Yang, S.)
• "Asymmetric Effects of Recreational Cannabis Legalization", Marketing Science, 38(6), 913-1084, 2019 (with Wang, P., Yang, J.)
• "Serial-Position Effects on Native-Advertising Effectiveness: Differential Results across Publisher and Advertiser Metrics", Journal of Marketing, 83(2), 82-97, 2018 (with Wang, P., Yang, J.)
• "Corporate Environmental Commitment and Financial Performance: Moderating Effects of Marketing and Operations Capabilities", Journal of Business Research, 86, 22-31, 2018 (with Hirunyawipada, T.)
• "Where Does Pride Lead? Corporate Managerial Hubris and Strategic Emphasis", Journal of the Academy of Marketing Science, 2017 (with Kim, M., Kim, K.)
• "Pre-Release Buzz Evolution Patterns and New Product Performance", Marketing Science, 33(3), 401-421, 2014 (with Bharadwaj, S.)
• "“Asymmetric Roles of Advertising and Marketing Capability in Financial Returns to News: Turning Bad into Good and Good into Great", Journal of Marketing Research, 50(6), 706-724, 2013 (with Bharadwaj, S.)
• "Social Capital of Young Technology Firms and Their IPO Values: The Complementary Role of Relevant Absorptive Capacity", Journal of Marketing, 76(6), 87-104, 2011 (with Bharadwaj, S.)