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 Southeast Asia Chapter (AIBSEAR).
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
Li, Chunyu and Geng Cui (2020), “The Role of Explanations and Metadiscourse in
Management Responses to Anger-Reviews versus Anxiety-Reviews: The Mediation of
Sense-Making,” forthcoming in
International Journal of Hospitality Management.
Peng, Ling, Geng Cui, Yuho Chung and Wanyi Zheng (2020), “The Faces of Success:
Beauty and Ugliness Premiums in e-Commerce Platforms,” forthcoming in
Journal of Marketing.
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.
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.
Zhuang, Mengzhou, Geng Cui and Ling Peng (2018), "Manufactured Opinions: The
Effect of Manipulating Online Product Reviews,"
Journal of Business Research, 87,
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,
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):
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.
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.
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,
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,
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.
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.
Cui, Geng, Manleung Wong and Guichang Zhang (2010), “Bayesian Variable Selection
Direct Marketing Response Models,”
Expert Systems with Applications, 37,
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.
Man Leung Wong
Mining in Marketing Using Bayesian Networks and Evolutionary Programming,”
Studies in Fuzziness and Soft Computing,
International Business and Marketing
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):
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.
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
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.
Zhang, Yuanyuan, Geng Cui and TS Chan (2014), “The Internationalization of
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.
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.
Cui, Geng, Xiaoyan Yang, Haizhong Wang and Hongyan Liu (2012), "Culturally
Incongruent Messages in International Advertising,"
International Journal of Advertising, 31(2), 355-376.
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),
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,
Cui, Geng and Pravat Choudhury (2003), "Consumer Interests and Ethical
Implications of Marketing: A Contingency Framework,"
Journal of Consumer Affairs, 37(2),
Cui, Geng and Pravat Choudhury (2002), "Marketplace Diversity and Cost-effective
Marketing Strategies," Journal of Consumer Marketing, 19(1), 54-73.
Cui, Geng (2001), "Marketing to Ethnic Minority Consumers: A Historical Journey
(1932-1997)," Journal of Macromarketing,
Cui, Geng and Qiming Liu (2001), "Emerging Market Segments in a TransitionalEconomy: A Study of Urban Consumers in China,"
Journal of International Marketing,
Cui, Geng and Pravat Choudhury (2000), Marketing to Ethnic Consumers: An Annotated Bibliograhy, the American
Marketing Association, Chicago, Illinois. ISBN:0877572852.
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),
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.
Cui, Geng (1997), "Marketing Strategies in a Multi-ethnic Environment,"
Journal of Marketing Theory and Practice,
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.