Education

BSc, PhD CUHK; MSc HKBU; MSc Kent

Research Interests

Social media, Content marketing, Moment-to-moment data, and Psychometric model

Teaching

Marketing Analytics, Marketing Research, The Digital Economy and Social Media

Recent Journal Publications

Cui, Geng, Ling Peng, Yuho Chung, and Shuyu Liang (2025), “Look or sound like a winner? The effects of masculine and feminine gender cues in marketing videos”, Journal of Business Research, 186, 115019. 

Cui, Geng, Yuho Chung, Ling Peng, and Qiaofei Wang (2024), “Clicks for Money: Predicting Video Views through a Sentiment Analysis of Titles and Thumbnails”, Journal of Business Research, 183, 114849.

He, Y., H. Oppewal, Yuho Chung, and Ling Peng (2023), "No Worries, eBay: Displaying Sales Level Information Does Not Increase Consumer Price Sensitivity", European Journal of Marketing, 57 (12), 3099-3124.

Cui, Geng, Yuho Chung, Ling Peng and Wanyi Zheng (2022), "The Importance of Being Earnest: Mandatory vs. Voluntary Disclosure of Incentives for Online Product Reviews", Journal of Business Research, 141 (3), 633-645.
 

Yuho Chung, Yiwei Li, and Jianmin Jia (2021), "Exploring Embeddedness, Centrality, and Social Influence on Backer Behavior: The Role of Backer Networks in Crowdfunding", The Journal of the Academy of Marketing Science, E-pub ahead of print.

Peng Ling*, Geng Cui*, Yuho Chung*, and Wanyi Zheng (2020), "The Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms", Journal of Marketing, 84 (4), 67-85. (* equal authorship)

Peng Ling, Geng Cui, Yuho Chung (2020), "Do the Pieces Fit: Assessing the Configuration Effects of Promotion Attributes", Journal of Business Research, 109, 337-349.

Peng Ling, Geng Cui, Yuho Chung, and Chunyu Li (2019), "A Multi-facet Item Response Theory Approach to Improve Customer Satisfaction Using Online Product Ratings", Journal of the Academy of Marketing Science, 47 (5), 960-976.