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Dr. Xiaoning Liang

Associate Professor (Trinity Business School)
ARAS AN PHIARSAIGH
      
Profile Photo

Dr. Xiaoning Liang

Associate Professor (Trinity Business School)
ARAS AN PHIARSAIGH

 XIAONING.LIANG@tcd.ie

 3531896 4981


Xiaoning Liang is an associate professor in Digital Marketing at Trinity Business School. Her research centres around three major research areas: strategic marketing, emerging marketing tools and responsible marketing, and cross-cultural adjustment. She has over 20 publications in top-tier marketing and management journals such as Journal of Product Innovation Management, Tourism Management, Journal of Business Research, and European Journal of Marketing, along with interdisciplinary journals. Her work has been presented and published in leading national and international conference proceedings, including Irish Academy of Management Conference, Academy of Management Conference, European Marketing Academy Conference, American Marketing Association Conference, Global Marketing Conference, and Informs Marketing Science Conference. Xiaoning has completed numerous projects with the industry and provided consultancy services to Irish companies in various industries, such as Value Science, Connect the Dots, PACE100, Peevers Slye Cotter, Havas Dublin, and etc. She has a proficiency in data analytics, digital marketing, and marketing performance measurement.
  Marketing   Marketing Analytics   Marketing Capabilities   Marketing Metrics   Marketing Performance Measurement   Marketing Research   Mixed-Method Research
Details Date
Track Chair at the 2022 Irish Academy of Management Conference 2022
Session Chair at the 2021 Global Fashion Management conference 2021
Local organising committee member of the 2020 European Academy of Management Conference 2020-06-10
Track Chair at 2025 Global Marketing Conference in HongKong
Track Chair at 2023 Global Marketing Conference
Leading proponent of a digital marketing strategy symposium at 2020 European Academy of Management Conference (EURAM) 2020
Session Chair of the 2018 Global Marketing Conference 2018-06-26
Session Chair of the 2014 Informs Marketing Science Conference 2014-06-11
Details Date From Date To
European Marketing Academy 2015
Academy of Marketing Science 2018
American Marketing Association 2016
Irish Academy of Management 2017
European Academy of Management 2018
Global Alliance of Marketing & Management Associations 2017
Academy of Management 2021-01 2022-01
Bowei Chen, Thomas Boysen Anker, Xiaoning Liang, Business continuity management in the sharing economy: Insights from Airbnb online reviews, Tourism Management, 107, 2025, p105067 , Journal Article, PUBLISHED
Xiaoning Liang, Chenyue Qi, Chun Zhang, Yaoqi Li, Psychological ownership and users" continuous usage of domestic vs. foreign mobile payment apps: A comparison between China and the US, Journal of Business Research, 2024, Journal Article, PUBLISHED
Hao Zhang, Zengguang Ma, Xiaoning Liang, Tony C. Garrett, Antecedents and outcomes of open innovation over the past twenty years: A framework and meta-analysis, Journal of Product Innovation Management, 41, (4), 2024, p793 - 815, Journal Article, PUBLISHED
Ruby Zhang, Xiaoning Liang, & Szu-Hsin Wu, When chatbots fail: Exploring user coping following a service failure with chatbots, Information Technology and People, 2024, pIn press , Journal Article, IN_PRESS
Zhao, X., Liang, X. & Fu, N., Whose Customer Orientation? Exploring the Relationships between Leaders, Team Customer Orientation Climate, and Customer Satisfaction, Journal of Service Theory and Practice, 33, (5), 2023, p629 - 646, Journal Article, IN_PRESS
Xiaoning Liang, Johanna Frosen, & Yuhui Gao, Don"t settle for simple assessment: The effects of marketing metric uses on market sensing capability, European Journal of Marketing, 57, (5), 2023, p1502 - 1530, Journal Article, ACCEPTED
2. Liu, W., Cao, Y., Liang, X., Proctor, R. W., & Duffy, V. G., Facing a trend of icon simplicity: Evidence from event-related potentials, International Journal of Human-Computer Interaction, 2023, Journal Article, ACCEPTED
Nolan, Eimear & Liang, Xiaoning, Determinants of Cross-Cultural Adjustment among Self-Initiate Expatriate Medical Doctors Working in Ireland, Journal of Global Mobility, 10, (3), 2022, p289 - 311, Journal Article, PUBLISHED  URL
Xiaoning Liang, Guoxin Li, Hao Zhang, Eimear Nolan, Fadong Chen, Firm Performance and Marketing Analytics in the Chinese Context: A Contingency Model, Journal of Business Research, 141, 2022, p589 - 599, Journal Article, PUBLISHED
Hao Zhang, Qingyue Lin, Chenyue Qi, Xiaoning Liang, The Effects of Online Reviews on the Popularity of User-Generated Design Ideas within the LEGO Community, European Journal of Marketing, 2022, Journal Article, ACCEPTED
  

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Xiaoning Liang, Ashish Ja Kumar, Review and optimization of pricing analytics methodology, 2020, Report, SUBMITTED
Zhang, H., Liang, X., & Xu, L., 'Global Marketing', 7th, China, China Machine Press, 2019, 124 - 304, Translation, PUBLISHED
Xiaoning Liang, Yuhui Gao, Qinhai Ma, Is a Comprehensive Marketing Performance Measurement System Better than a Partial One?, 2015 China International Marketing Conference, Xi'an China, 24th-27th July, 2015, Conference Paper, PRESENTED

  


Award Date
2021 TBS Teaching Excellence Award
2021 National Forum Teaching Hero Award
2020 TBS Teaching Excellence Award
Visiting academic, University of Glasgow March 2023- September 2023
Global Scholar Award, University of Dundee May 2023