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Guiyang Xiong

Guiyang Xiong

Associate Professor of Marketing

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

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)