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"