Education

2010-2015  Ph.D. in Marketing, University of Florida

Working Experiences

2021—Present  Associate Professor, Marketing, Renmin University of China

2015—2021  Assistant Professor, Marketing, Renmin University of China

Social Marketing,Platform Marketing

Undergraduate: Principals of Marketing, Marketing Decision Models Graduate: Research Frontiers in Marketing, Empirical Modeling Seminar

Selected Academic Articles

Gao, Haibing, Jinhong Xie, Qi Wang, and Kenneth C. Wilbur (2015), Should Ad Spending Increase or Decrease Before a Recall Announcement? The Marketing-Finance Interface in Product-Harm Crisis Management, Journal of Marketing, 79 (5), 80-99.

Gao, Haibing, Huazhong Zhao, Yinliang Tan, Ya Lin, and Lai Wei (2020), Social Promotion: A Creative Promotional Framework on Consumers’ Social Network Value, Production and Operations Management, 29 (12), 2661-2678.

Tan, Yinliang, Yan Xiong, Haibing Gao, Xi Li, and Huazhong Zhao (2021), Less is More? The Strategic Role of Retailer’s Capacity, Production and Operations Management, 30 (10), 3354-3368.

Gao, Haibing, Subodha Kumar, Yinliang Tan, and Huazhong Zhao (2022), Socialize More, Pay Less: Randomized Field Experiments on Social Pricing, Information Systems Research, 33 (3), 935-953.

Wei, Feiqiong, Yinliang Tan, Haibing Gao, Huazhong Zhao (2023), When investors meet consumers: The roles and interactions of different backers in the crowdfunding market, Decision Sciences, publish online

Research Grants

Effectiveness and Optimal Design of Social Marketing: Randomized Field Experiments from Social Commerce, NSF Grant, 2022/01-2025/12, Principal Investigator

Honors and Awards

2022 Outstanding Research Achievement Award, School of Business, Renmin University of China

2021 Eminent Chair of Research, School of Business, Renmin University of China

2019 Excellence for Undergraduate Teaching, Renmin University of China

2017 Best Undergraduate Instructor of the Year, School of Business, Renmin University of China

2014 INFORMS Marketing Science Conference Doctoral Consortium Fellow

2013 AMA Doctoral Consortium Fellow, University of Michigan