The Liberal Arts University in Hong Kong
The Liberal Art University in Hong Kong
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CUI Geng

Department of Marketing & International Business

Voice:  (852) 2616 8245
Fax:     (852) 2467 3049

PhD Connecticut; MPS Cornell; BA Peking

Biographical Sketch
Professor Geng Cui taught at two American universities before joining Lingnan in 2000. His research interests include consumer behavior and marketing in China, foreign direct investment strategies and performance, digital marketing, big data analytics, and applications of artificial intelligence (AI) and machine learning in marketing. His works have appeared in leading journals including Journal of Marketing, Strategic Management Journal, Management Science, Journal of International Business Studies, Journal of Management Information Systems, Journal of Academy of Marketing Science, Journal of Retailing, Journal of Business Research, and Journal of International Marketing and won several research awards. He is a leading scholar on Chinese consumer research and has received numerous citations and applications for marketing practice and teaching. He has been a consultant to local and overseas organizations on China business and marketing strategies. He also serves as the executive director of the Academy of International Business Asia Pacific Chapter (AIB-APAC).

Through big data analytics, machine learning, and experiments, his current research projects focus on examining the effect of user-generated content (UGC) such as product reviews, management responses, user profile pictures, and videos on consumer behavior and marketing performance.

Research Interests
China Consumer Market; FDI Strategies and Performance; Interactive marketing; E-commerce; Data Mining Using Machine Learning

Supervisor of PhD and MPhil Students, Research Methods in Business, China as a Business and Consumer Society, Marketing in the Chinese Mainland, The Digital Economy and Social Media, Applied Marketing Research (MScMIB), e-Commerce and Social Media Marketing (MScMIB)

Course Websites:

MIB605 - e-Commerce and Social Media Marketing

MKT2221 - Marketing in the Chinese Mainland

CLC9011 - China as a Business and Consumer Society

CLC9022 - The Digital Economy and Social Media

Selected Publications

e-Marketing, Data Analytics, and Machine Learning

  1. 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.
  2. Peng, Ling, Geng Cui, Ziru Bao and Shuman Liu (2022), “Speaking the Same Language: The Power of Words in Crowdfunding Success and Failure,” Marketing Letters, 33, 311-323.
  3. Li, Chunyu, Geng Cui and Yongfu He (2020), “The Role of Explanations and Metadiscourse in Management Responses to Anger-Reviews versus Anxiety-Reviews: The Mediation of Sense-Making,” International Journal of Hospitality Management, 89(8), 1-13.
  4. 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.
  5. Peng, Ling, Geng Cui, and Yuho Chung (2020), “Do the Pieces Fit? Assessing the Configuration Effects of Promotion Attributes,” Journal of Business Research, 109 (3), 337-349.
  6. 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 Academy of Marketing Science, 47(5), 960–976.
  7. Zhuang, Mengzhou, Geng Cui and Ling Peng (2018), "Manufactured Opinions: The Effect of Manipulating Online Product Reviews," Journal of Business Research, 87, 24-35.
  8. Li, Chunyu, Geng Cui, and Ling Peng (2018), “Tailoring Management Response to Negative Reviews: The Effectiveness of Accommodative versus Defensive Responses,” Computers in Human Behavior, 84, 272-284
  9. Li, Chunyu, Geng Cui, and Ling Peng (2017), “The Signaling Effect of Management Response in Engaging Customers: A Study of the Hotel Industry,” Tourism Management, 62 (October): 42-53.
  10. Cui, Geng, Manleung Wong and Xian Wan (2015), “Targeting the High Value Customers While under Resource Constraint: Partial Ordering Constrained Optimization.” Journal of Interactive Marketing, 29(1): 27-37.
  11. Cui, Geng, Ling Peng and Laurent Florès (2015), “Selecting Ideas for New Product Development: Comparison of Monadic Test and Adaptive Concept Screening under the G Theory Framework,” European Journal of Innovation Management, 18(3), 1-18.
  12. Peng, Ling, Geng Cui, and Chunyu Li (2013), "The Comparative Impact of Critics and Consumers: Applying the Generalisability Theory to Online Movie Ratings,” International Journal of Market Research, 55(3), 413-436.
  13. Cui, Geng, Manleung Wong and Xian Wan (2012), "Cost-sensitive Learning via Priority Sampling to Improve the ROI of Direct Marketing," Journal of Management Information Systems, 19(1), 335-367.
  14. Cui, Geng, Hon-Kwong Lui and Xiaoning Guo (2012), "The Effect of Online Consumer Reviews on New Product Sales," International Journal of Electronic Commerce, 17(1), 39–57.
  15. Cui, Geng and Yanan Wang (2010), "Consumers’ SKU Choices in an Online Supermarket: A Latent Class Approach," Journal of Marketing Management, 26(5), 495-514.
  16. Cui, Geng, Manleung Wong and Guichang Zhang (2010), “Bayesian Variable Selection for Direct Marketing Response Models,” Expert Systems with Applications, 37, 7656–7662.
  17. Cui, Geng, M.L. Wong and H.-K. Lui (2006), “Machine Learning for Direct Marketing Response Models: Bayesian Networks with Evolutionary Programming,” Management Science, 52(4), 597-612.
  18. Cui, Geng and Man Leung Wong (2002), “Data Mining in Marketing Using Bayesian Networks and Evolutionary Programming,” Studies in Fuzziness and Soft Computing, 105, 198-214, Hysica-Verlag.

International Business and Marketing

  1. Li, Haiyang, Xiwei Li, and Geng Cui (2017), “How Do Firms’ Gains From Inward Activities Affect Their Outward Activities? Evidence from China,” Strategic Management Journal, 38(13): 2704–2725.
  2. Yuan, Denghua, Geng Cui and Lei Lai (2016),"Sorry Seems to Be The Hardest Word: Consumer Reactions to Self-Attributions by Firms Apologizing for A Brand Crisis", Journal of Consumer Marketing, 33(4), 281 – 291.
  3. Cui, Geng, Xiaolin Li, TS Chan and Ling Peng (2015), “Cultural Distance, Host Regulatory Quality, and Location Choice: A Hierarchical Analysis of Chinese Multinationals,” in Geng Cui and T.S. Chan (eds.), Asian Businesses in a Turbulent Environment: Uncertainty and Coping Strategies. Palgrave McMillan.
  4. Joy, A., J. Wang, T. Chan, J. Sherry and G. Cui (2014), "M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions," Journal of Retailing, 90(3), 347-364.
  5. Zhang, Yuanyuan, Geng Cui and TS Chan (2014), “The Internationalization of Emerging Market Multinationals: Effects of Host and Home Country Institutional Factors,” in TS Chan and Geng Cui (eds.), The Rise of Asian Firms: Strengths and Strategies. Palgrave McMillan.
  6. Cui, Geng, Xiaoyan Yang, Hongyan Liu and Haizhong Wang (2013), "Culture, Cognitive Style and Consumer Response to Informational vs. Transformational Advertising among East Asians: Evidence from the PRC," Asia Pacific Business Review, 1-16.
  7. Cui, Geng, Hon-Kwong Lui, TS Chan and Annamma Joy (2012), "Decomposition of Cross-country Differences in Consumer Attitudes toward Marketing," Journal of Consumer Marketing, 29(3), 214 - 224.
  8. Cui, Geng, Xiaoyan Yang, Haizhong Wang and Hongyan Liu (2012), "Culturally Incongruent Messages in International Advertising," International Journal of Advertising, 31(2), 355-376.
  9. Cui, Geng and Xiaoyan Yang (2009), “Responses of Chinese Consumers to Sex Appeals in International Advertising: A Test of Congruency Theory," Journal of Global Marketing, 22(3), 229-245.
  10. Cui, Geng, Tsang-sing Chan and Annamma Joy (2008), “Consumers’ Attitudes toward Marketing: A Cross-cultural Study of China and Canada,” Journal of International Consumer Marketing, 20(3&4), 1-13.
  11. Zhang, Yan, Haiyang Li, Mike A. Hitt and Geng Cui (2007), "R&D Intensity and Performance of International Joint Ventures in an Emerging Market: Moderating Effects of Market Focus and Ownership Structure," Journal of International Business Studies, 38(6), 944-960.
  12. Joy, Annamma, T.S. Chan, Michael Hui and Geng Cui (2006) “Metaphors of the Self, Self-Communication and Self-Gifts in Interdependent Cultures: Narratives from Hong Kong," Research in Consumer Behavior, 10, 99-126.
  13. Cui, Geng and Hon-Kwon Lui (2005), “Order of Entry and Performance of Multinationals in an Emerging Market: A Contingent Resource Perspective,” Journal of International Marketing, 13(4), 28-56.
  14. Cui, Geng and Pravat Choudhury (2003), "Consumer Interests and Ethical Implications of Marketing: A Contingency Framework," Journal of Consumer Affairs, 37(2), 364-387.
  15. Cui, Geng and Pravat Choudhury (2002), "Marketplace Diversity and Cost-effective Marketing Strategies," Journal of Consumer Marketing, 19(1), 54-73.
  16. Cui, Geng (2001), "Marketing to Ethnic Minority Consumers: A Historical Journey (1932-1997)," Journal of Macromarketing, 21(1), 23-31.
  17. Cui, Geng and Qiming Liu (2001), "Emerging Market Segments in a Transitional Economy: A Study of Urban Consumers in China," Journal of International Marketing, 9(1), 84-106.
  18. Cui, Geng and Pravat Choudhury (2000), Marketing to Ethnic Consumers: An Annotated Bibliography, the American Marketing Association, Chicago, Illinois. ISBN: 0877572852.
  19. Cui, Geng and Qiming Liu (2000), "Regional Market Segments of China: Opportunities and Barriers in a Big Emerging Market," Journal of Consumer Marketing, 17(1), 55-72.
  20. Cui, Geng (1998), "The Evolutionary Process of Global Market Expansion: Experiences of MNCs in China," Journal of World Business, 33(1), 87-110. Citation of Excellence, ANBAR Electronic Intelligence 1999.
  21. Cui, Geng (1997), "Marketing Strategies in a Multi-ethnic Environment," Journal of Marketing Theory and Practice, 5(1), 122-134.
  22. Cui, Geng and Njoku Awa (1992), "Measuring Intercultural Effectiveness: An Integrative Approach," International Journal of Intercultural Relations, 16(4), 311-328, 1992 International Award for Outstanding IJIR Article , the Society for Intercultural Education, Training and Research (SIETAR), Washington, DC.


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