Yutong Guo earned her Ph.D. degree in Information Systems from the National University of Singapore in 2023, and her bachelor’s degree in Information Management and Information Systems from Nanjing University in 2017. During her Ph.D. studies, she is primarily interested in understanding consumer and firm behaviors in social-mobile technologies and digital marketing communications. Methodologically, she implements machine learning-based algorithms and micro-econometrics to analyze consumer-generated and marketer-generated unstructured data.


Working Papers

1. Do Expressive Behaviors Matter? The Effects of Broadcasters’ Visual Expressiveness and Emotion Transitions on Viewership Engagement in Social Mobile Live Streaming, major revision at Information Systems Research

2. E-Commerce Live Streaming: Investigating Broadcasters’ Selling Tactics and the Moderation Effects of Product Types on Consumer Purchase Outcomes, major revision at Production and Operations Management

3. Short-video Marketing In E-commerce: Analyzing and Predicting Consumer Response, major revision at ACM Transactions on Management Information Systems

·      Best Overall Conference Paper Award, ICIS 2022

·      Best Paper in Track Award, ICIS 2022