Guiyang Xiong

Assistant Professor

123 Brooks Hall
310 Herty Drive
Athens, GA 30602
Phone Numbers
Work 706-542-6903
Email Address

Research Interests

  • New Product Management
  • Social Media
  • Marketing-Finance Interface
  • Advertising

Selected Publications

Journal Articles

  • Xiong, Guiyang and Sundar Bharadwaj. 2014. Pre-Release Buzz Evolution Patterns and New Product Performance. Marketing Science, 33(3):401-421.
  • Xiong, Guiyang and Sundar Bharadwaj. 2013. Asymmetric Roles of Advertising and Marketing Capability in Financial Returns to News: Turning Bad into Good and Good into Great. Journal Of Marketing Research, 50(6):706-724.
  • Xiong, Guiyang and Sundar Bharadwaj. 2011. Social Capital of Young Technology Firms and Their IPO Values: The Complementary Role of Relevant Absorptive Capacity. Journal Of Marketing, 75(6):87-104.