Areas of Expertise

Live Streaming, Influencer Marketing, Freemium, Mobile Marketing, Market Competition

Academic Degrees

• Ph.D. in Marketing 2019, University of Maryland, College Park, MD
• M.A. Economics 2014, Stony Brook University, Stony Brook, NY
• Bachelor of Economics 2012, Peking University, Beijing, China

Awards, Honors & Certificates

• Kelley School of Business Research Award (2023)
• ISMS Early Career Scholars Camp Fellow (2023)
• Donald R. Lehmann Award (2022)
• Runner up, Donald R. Lehmann Award (2019)
• Finalist, AMS Mary Kay Dissertation Proposal Award (2019)
• Finalist, Marketing Science Institute/H. Paul Root Award (2018)
• AMA Sheth Doctoral Consortium Fellow (2018)
• Haring Symposium Fellow (2018)
• Winner, Shankar-Spiegel Best Dissertation Proposal Award (2017)
• Robert Mittelstaedt Doctoral Symposium Fellow (2017)
• INFORMS Marketing Science Doctoral Consortium Fellow (2016)

Selected Publications

• Gu, X., Zhang, X., and Kannan, P. K. (2024). Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales. Journal of Marketing, 88(4), 64–83.
• Gu, X. and Kannan, P. K. (2024). Identifying Competitors in Geographical Markets using the CSIS Method. Journal of Marketing Research, in press.
• Gu, X. and Kannan, P. K. (2021). The Dark Side of Mobile App Adoption: Examining the Impact on Customers' Multichannel Purchase. Journal of Marketing Research, 58(2), 246–264.
• Gu, X., Kannan, P. K., and Ma, L. (2018). Selling the Premium in Freemium. Journal of Marketing, 82(6), 10-27.

Edited on November 6, 2024