Guiyang Xiong
Associate Professor of Marketing
315-443-3166
Room: 636
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PhD, Emory University (Business / Marketing)
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
Dr. Xiong teaches a variety of courses related to marketing strategy, product and service innovations, global marketing, marketing research and analytics at undergraduate, master’s, and PhD levels.
advertising, digital marketing, new product management, financial impact of marketing
Selected Publications
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.)
- "Asymmetric Effects of Recreational Cannabis Legalization", Marketing Science, 38(6), 913-1084, 2019 (with Wang, P., Yang, J.)
- "Try It On! Contingency Effects of Virtual Fitting Rooms", Journal of Management Information Systems, 36(3), 789-822, 2019 (with Yang, S.)
- "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.)
- "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.)
Awards and Honors
- Whitman Research Fellow - Syracuse University (2022)
- Fellow - American Marketing Association - Journal of Marketing (AMA-JM) Research Workshop (2020)
- 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)
- Fellow - INFORMS Marketing Science Doctoral Consortium; University of Michigan (2009)
- Fellow - Kauffman Doctoral Consortium and the Research Symposium on Marketing and Entrepreneurship; University of Illinois at Chicago (2009)
- ISBM Doctoral Dissertation Proposal Award - Institute for the Study of Business Markets (2009)
- Sheth Fellow - Emory University (2008)
- Doctoral Fellowship - Goizueta Business School; Emory University (2006)
Media Placements
Why the Common Wisdom About Native Advertising Is Wrong , AMA.org 4.3.19