Guiyang Xiong

Guiyang Xiong is assistant professor of marketing. He comes to the Whitman School from the University of Georgia where he served as assistant professor of marketing. His research interests include advertising, new product innovation and management, marketing’s impact on shareholder value, social media and word-of-mouth, social networks and empirical modeling. He earned his Ph.D. in business from Emory University.

Research Topics

• Advertising
• New product innovation
• Social media
• Social networks
• Financial impact of marketing

His research interests include advertising, new product innovation and management, marketing’s impact on shareholder value, social media and word-of-mouth, social networks and empirical modeling.

Selected Publications

• "Try It On! Contingency Effects of Virtual Fitting Rooms", Journal of Management Information Systems, forthcoming (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.)
• "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.)