Prerelease Buzz Evolution Patterns and New Product Performance. - Guiyang Xiong; Sundar Bharadwaj (Mark. Sci., 2014)

Try It On! Contingency Effects of Virtual Fitting Rooms. - Shuai Yang; Guiyang Xiong (J. Manag. Inf. Syst., 2019)

Frontiers: Asymmetric Effects of Recreational Cannabis Legalization. - Pengyuan Wang 001; Guiyang Xiong; Jian Yang 002 (Mark. Sci., 2019)

Retargeting Ads for Shopping Cart Recovery: Online Field Experiments. - Takeshi Moriguchi; Guiyang Xiong; Xueming Luo (ICIS, 2022)

Evaluating multimedia advertising campaign effectiveness. - Pengyuan Wang 001; Guiyang Xiong; Will Wei Sun; Jian Yang 002 (Decis. Support Syst., 2024)