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
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,
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,
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.
Manleung Wong and Xian Wan (2015), “Targeting the High Value Customers While
under Resource Constraint: Partial Ordering Constrained Optimization.”
Journal of Interactive Marketing,
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,
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,
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
Marketing Response Models,” Expert Systems
with Applications, 37, 7656–7662.
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
Mining in Marketing Using Bayesian Networks and Evolutionary Programming,” Studies in
Fuzziness and Soft Computing, 105,198-214,Hysica-Verlag.
International Business and Marketing
19.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.
20.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.
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.
22.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.
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.
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.
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.
26.Cui, Geng, Xiaoyan Yang, Haizhong Wang
and Hongyan Liu (2012), "Culturally Incongruent Messages in International Advertising,"
International Journal of Advertising,
27.Cui, Geng and Xiaoyan Yang (2009), “Responses of Chinese Consumers to Sex
International Advertising: A Test of Congruency Theory,"
Journal of Global Marketing, 22(3), 229-245.
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.
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,
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,
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.
Cui, Geng and Pravat Choudhury (2003), "Consumer Interests and Ethical
Implications of Marketing: A Contingency Framework,"
Journal of Consumer Affairs, 37(2), 364-387.
33.Cui, Geng and Pravat Choudhury (2002),
"Marketplace Diversity and Cost-effective Marketing Strategies,"
Journal of Consumer Marketing, 19(1),
34.Cui, Geng (2001), "Marketing to Ethnic
Minority Consumers: A Historical Journey (1932-1997),"
Journal of Macromarketing, 21(1),
35.Cui, Geng and Qiming Liu (2001), "Emerging Market Segments in a
TransitionalEconomy: A Study of Urban
Consumers in China," Journal of
International Marketing, 9(1), 84-106.
36.Cui, Geng and Pravat Choudhury (2000),
Marketing to Ethnic Consumers: An
the American Marketing Association, Chicago, Illinois. ISBN: 0877572852.
37.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.
38.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.
39.Cui, Geng (1997), "Marketing Strategies in a
Multi-ethnic Environment," Journal of Marketing Theory and Practice, 5(1), 122-134.
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.