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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 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.

Dr. Xiong is currently on leave from Syracuse University and a Visiting Associate Professor at the Faculty of Business and Economics, the University of Hong Kong.

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.)
  • "Whose Intelligence? Psychological Ownership of Artificial Intelligence in In-Store Retail", (with Hou, J., Yang, S., Pavlou, P.)
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)