Biography

Qiang Zhang is currently an Assistant Professor of Marketing at the School of Management and Economics, The Chinese University of Hong Kong, Shenzhen. He received his Ph.D. in marketing from Hong Kong University of Science and Technology and his bachelor's degree in management science from Nanjing University. His current research focuses on analyzing data on the digital footprints of consumers when they search for products and consume content online. His research aims to provide quantitative managerial insights for video streaming platforms and online retailers. In terms of research methods, he has broad interests in analyzing unstructured data (image, text, and sound data), structural econometric models, and Bayesian methods. When not busy with research, Qiang enjoys swimming, coding, and traditional Chinese hand-writing.

Research

Research Areas

Content Marketing, Online Retailing, Consumer Search, Digital Marketing, Social Media

Methodologies

Unstructured Data Analysis, Structural Econometric Models, Bayesian Methods, Machine Learning Methods


Publications:

He Jia, Yunhui Huang, Qiang Zhang, Zhengyu Shi, and Ke Zhang (2023). Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products. Journal of Consumer Research, 2023.

Liyin Jin, Yunhui Huang, Yongheng Liang, and Qiang Zhang, "Ethical Preferences Regarding Medical Resource Allocation During the COVID-19 Pandemic", Journal of the Association for Consumer Research, 2021.

Qiang Zhang, Wenbo Wang, and Yuxin Chen, “In-Consumption Social Listening with Moment-to-moment Unstructured Data: The Case of Movie Appreciation and Live Comments”, Marketing Science, 2020.


Working papers / Working in progress:

 "The Role of Engagement Spikes in Consumption Experiences: An Examination of YouTube Video Engagement Graphs", with Ming Chen and Sam Hui

"Modeling Dependence in Search Sequence: The Impact of Product Networks on Consumer Search and Purchase", with Yi Zhao

"Understanding In-Stream Advertising with Grangular Unstructured Data", with Wenbo Wang and Yuxin Chen

"The Effect of Characterization on Narrative Enjoyment: An Empirical Investigation of Personality Coherence in Movie Characters", with Yunhui Huang and Xiaoyan Deng


Grants:

NSFC for young scholars, "Understanding Moment-to-Moment Consumption Experience with Unstructured Data: The Timing Effect of In-stream Advertisements", 2021-2023

Publications

Publications:

He Jia, Yunhui Huang, Qiang Zhang, Zhengyu Shi, and Ke Zhang (2023). Final Price Neglect in Multi-Product Promotions: How Non-Integrated Price Reductions Promote Higher-Priced Products. Journal of Consumer Research, 2023.

Liyin Jin, Yunhui Huang, Yongheng Liang, and Qiang Zhang, "Ethical Preferences Regarding Medical Resource Allocation During the COVID-19 Pandemic", Journal of the Association for Consumer Research, 2020 (accepted).

Qiang Zhang, Wenbo Wang, and Yuxin Chen, “In-Consumption Social Listening with Moment-to-moment Unstructured Data: The Case of Movie Appreciation and Live Comments”, Marketing Science, 2020.


Working papers / Working in progress:

 "The Role of Engagement Spikes in Consumption Experiences: An Examination of YouTube Video Engagement Graphs", with Ming Chen and Sam Hui

"The Impact of Product Networks on Consumer Search and Purchase: A Structural Analysis", with Yi Zhao

"Understanding In-Stream Advertising with Grangular Unstructured Data", with Wenbo Wang and Yuxin Chen

"The Effect of Characterization on Narrative Enjoyment: An Empirical Investigation of Personality Coherence in Movie Characters", with Yunhui Huang and Xiaoyan Deng


Grants:

NSFC for young scholars, "Understanding Moment-to-Moment Consumption Experience with Unstructured Data: The Timing Effect of In-stream Advertisements", 2021-2023