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Guiyang Xiong

Guiyang Xiong

Associate Professor of Marketing

Room: 636
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Ph D, Emory University (Business / Marketing)

Guiyang Xiong is an Associate Professor of Marketing. He conducts empirical research on topics including digital marketing (e.g., user generated content, online advertising, new technology in marketing), new product management, and marketing’s impact on shareholder value. His research papers in these areas are published in premier journals such as Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Management Information Systems, Journal of the Academy of Marketing Science, etc. He earned his Ph.D in Business from Goizueta Business School at Emory University.

Research Topics

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

Dr. Xiong teaches / has taught a variety of courses related to marketing strategy, product and service innovations, marketing research and analytics at undergraduate, master’s, and PhD levels.

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

Awards and Honors

  • Edward Pettinella Professorship in Business - Whitman School of Management, Syracuse University (2019)
  • The Best Paper in Conference - American Marketing Association Winter Academic Conference (2017)
  • Terry-Sanford Award - Terry College of Business, University of Georgia (2015)
  • ISBM Doctoral Dissertation Proposal Award - Institute for the Study of Business Markets (2009)