Guiyang Xiong

Guiyang Xiong is an Associate Professor of Marketing. He previously served on the faculty of the University of Georgia, University of Massachusetts Boston, and University of Hong Kong. Dr. Xiong conducts empirical research on topics including digital marketing (e.g., user generated content, online advertising, new technology in marketing), new product management, and the marketing-finance interface. His research papers in these areas are published in premier journals including the Journal of Marketing, Journal of Marketing Research, and Marketing Science. He earned his PhD in Business from Goizueta Business School at Emory University.

Research Topics

• Advertising
• Digital marketing technology
• New product innovation
• Social media
• Social networks
• Marketing strategy

advertising, digital marketing, new product management, financial impact of marketing

Working Papers

• "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

• "Role of Marketing and Operations Capabilities in Product Recall Prevention: Antecedents and Consequences", Production and Operations Management, forthcoming, 2021 (with Chakravarty, A., Saboo, A.)
• "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.)