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Qiang ZHANG WEBSITE
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 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:
"Understanding In-Video Viewer Engagement: Insights from YouTube Video Engagement Graphs", with Ming Chen and Sam Hui, Revise & Resubmit at the International Journal of Research in Marketing.
"Modeling Dependence in Search Sequence: The Impact of Product Networks on Consumer Search and Purchase", with Yi Zhao, Reject & Resubmit at Marketing Science.
"Fast Fashion Signals Low Self-Control", with Ke Zhang, Yunhui Huang, and Xiaoyan Deng, Under 2rd Review at the Journal of Consumer Research.
"The Effect of Characterization on Narrative Enjoyment: An Empirical Investigation of Personality Coherence in Movie Characters", with Yunhui Huang and Xiaoyan Deng, Reject & Resubmit at the Journal of Marketing.
"Understanding In-Stream Advertising with Grangular Unstructured Data", with Wenbo Wang and Yuxin Chen, Working Paper.
Grants:
NSFC for young scholars, "Understanding Moment-to-Moment Consumption Experience with Unstructured Data: The Timing Effect of In-stream Advertisements", 2021-2023, Principal Investigator
NSFC key program, "Research on AI-Driven Marketing Models and Consumer Behavior" 2024-2028, Key Participant, for sub-section "AI-based Content Structure Analysis and Content Generation"
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:
"Understanding In-Video Viewer Engagement: Insights from YouTube Video Engagement Graphs", with Ming Chen and Sam Hui, Revise & Resubmit at the International Journal of Research in Marketing.
"Modeling Dependence in Search Sequence: The Impact of Product Networks on Consumer Search and Purchase", with Yi Zhao, Reject & Resubmit at Marketing Science.
"Fast Fashion Signals Low Self-Control", with Ke Zhang, Yunhui Huang, and Xiaoyan Deng, Under 2rd Review at the Journal of Consumer Research.
"The Effect of Characterization on Narrative Enjoyment: An Empirical Investigation of Personality Coherence in Movie Characters", with Yunhui Huang and Xiaoyan Deng, Reject & Resubmit at the Journal of Marketing.
"Understanding In-Stream Advertising with Grangular Unstructured Data", with Wenbo Wang and Yuxin Chen, Working Paper.
Grants:
NSFC for young scholars, "Understanding Moment-to-Moment Consumption Experience with Unstructured Data: The Timing Effect of In-stream Advertisements", 2021-2023, Principal Investigator
NSFC key program, "Research on AI-Driven Marketing Models and Consumer Behavior" 2024-2028, Key Participant, for sub-section "AI-based Content Structure Analysis and Content Generation"
