Prof. Geng Cui

Professor Geng Cui's 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 through big data analytics, machine learning, and experiments.

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.


Ph.D. International Marketing. Marketing Communications. The University of Connecticut

MPS. Communication and Media Studies. Communications. Cornell University

B.A. French Language and Literature. French Language and Literature. International Relations.

Research Interests

China Consumer Market
FDI Strategies and Performance
Interactive marketing
Data Mining Using Machine Learning

Selected publications

Peng, Ling, Geng Cui, Ziru Bao and Shuman Liu (2021), “Speaking the Same Language: The Power of Words in Crowdfunding Success and Failure,” forthcoming in Marketing Letters.

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.

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), 67-84.

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, 24-35.

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Prof. Geng Cui
Department of Marketing and International Business
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