Welcome

Hi, welcome to my site! I am Katee (Shaoling) Zhang. I am currently an Assistant Marketing Professor and Researcher at the University of North Carolina Wilmington.

My research sits at the intersection of marketing and information systems (IS), focusing on firm-level strategic issues and customer-level marketing behavior shaped by digital technologies. My research primarily leverages large-scale secondary and observational data, complemented by mixed methods such as surveys and behavioral experiments.

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I pursue four interconnected research streams:

• Innovation – Investigating the performance implications of firm-level innovation strategies, such as marketing innovation and innovation management patterns.

• Digital Marketing – Exploring how emerging technologies transform digital marketing communication channels, with a focus on e-commerce and livestream commerce.

• Influencer Marketing – Exploring how influencer ecosystems shape brand, firm, and customer behaviors.

• Digital Platforms – Exploring how marketing and business strategies can be leveraged to tackle key challenges faced by digital platforms.