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Yutong GUO WEBSITE
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.
Publications
1. Guo, Yutong, Ying Zhang, Khim-Yong Goh, and Xixian Peng. "EXPRESS: Can Social Technologies Drive Purchases in E-Commerce Live Streaming? An Empirical Study of Broadcasters' Cognitive and Affective Social Call-To-Actions." Production and Operations Management (2024): https://doi.org/10.1177/10591478241276131.
2. Guo, Yutong, Chao Ban, Jiang Yang, Khim-Yong Goh, Xiao Liu, Xixian Peng, and Xiaobo Li. "Analyzing and Predicting Consumer Response to Short Videos in E-Commerce." ACM Transactions on Management Information Systems (2024): https://doi.org/10.1145/3690393
Working Papers
1. The Effects of Broadcasters’ Emotion Transitions on Viewers’ Gift-Sending Engagements in Social Mobile Live Streaming
2. Pure AI Streamers vs. Hybrid AI Streamers in Live-streaming E-Commerce: The Effects on Customer Engagement and Purchase Behaviours
3. Concrete but Less Helpful? Understanding the Impact of Content Concreteness and Two-sidedness on Review Helpfulness
4. Factors of AI Agent Popularity: An Empirical Investigation
5. Good or Bad Bot: Effects of Introducing LLM-Powered Social Bots on Human Interactions on Social Media
