Qiang ZHANG

Publications

Qiang ZHANG
Title:

Assistant Professor

Education Background:
Ph.D., Marketing, Hong Kong University of Science and Technology
B.A., Nanjing University
Teaching Area

Marketing

Research

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

PublicationsInfo

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