
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
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.)
- "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.)
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)
Media Placements
Why the Common Wisdom About Native Advertising Is Wrong , AMA.org 4.3.19