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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. Prior to joining Whitman, he served as Assistant Professor of Marketing at the University of Georgia. Dr. Xiong's research interests include digital marketing (e.g., user generated content, online advertising, new technology in marketing such as virtual reality), innovation, marketing’s impact on shareholder value, and empirical modeling. His research papers in these areas have been published in premier journals including Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Management Information Systems, Journal of the Academy of Marketing Science, etc. Dr. Xiong also frequently serves as a reviewer for prestigious journals. He earned his Ph.D. in Business from Goizueta Business School at Emory University.

Research Topics

  • Advertising
  • Digital marketing technology
  • Virtual reality
  • New product innovation
  • Social media
  • Social networks
  • Financial impact of marketing

Dr. Xiong teaches / has taught a variety of courses related to marketing strategy, innovation, market research and data analytics, including Principles of Marketing and Marketing Research for undergraduates, Marketing Analytics and Innovation Management for master’s students, and Empirical Modeling for PhD students.

Dr. Xiong conducts empirical research on advertising, digital marketing, innovation, and marketing strategy.

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)