Research | Kateezhang

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Katee Zhang, Ph.D

Research Interests

Substantive: Digital Marketing, Innovation, Influencer Marketing, Digital Platforms
Methodology/Skills: Econometrics, Mixed Methods (e.g., secondary/observational data, surveys, experiments), Text Analytics, SQL, Web Scraping

Journal Publications

Zhang, Shaoling Katee, Tanya Tang, and Alex Krallman (2024). “Navigating Livestream Commerce: A Dual-Lens Framework of Influencers’ Impact on Product Sales”, Journal of Business Research, 185, 114919.

Zhang, Shaoling Katee, and Lisa L. Scribner (2024). “Would You Rather... a Simulation or a Client-Based Project? A Case Study of Experiential Learning Methods in Digital Marketing Analytics Courses”, Journal of Marketing Education, 46(3), 258-275.

Zhang, Shaoling Katee, Tanya Ya Tang, and Fang Wu (2021). “The Ambidextrous Patterns for Managing Technological and Marketing Innovation”, Industrial Marketing Management, 92, 34-44.

Tang, Tanya Ya, Shaoling Katee Zhang, and Jianping Peng (2021). “The Value of Marketing Innovation: Market-Driven versus Market-Driving”, Journal of Business Research, 126, 88-98.

Zhang, Shaoling Katee, Tanya (Ya) Tang (2019), “Managing Same-Side and Cross-Side Innovations in Two-Sided Platforms”, Marketing Intelligence and Planning, 37(7), 770-790.

Jianping Peng, Guoying Zhang, Shaoling Zhang, Xin Dai, Jing Li (2014), “Effects of Online Advertising on Automobile Sales”, Management Decision, 52(5), 834-851.

Jianping Peng, Quan Jing, Shaoling Zhang (2013), “Mobile Phone Customer Retention Strategies and Chinese E-Commerce”, Electronic Commerce Research and Applications, 12(5), 321-327.

Conference Proceedings and Presentations

Zhang, Shaoling Katee (2025), “Shop or Engage? Investigating Viewer-Influencer Parasocial Relationship in the Digital-First Environment”, American Marketing Association (AMA) Summer Academic Conference, Chicago, IL.

Zhang, Shaoling Katee (2024), “Does Influencers’ Human Brand Loyalty Sell in Influencer-Powered Livestream Selling?”, Academy of Marketing Science (AMS) Annual Conference, Miami, FL.

Zhang, Shaoling Katee (2023), Tanya Tang, and Alex Krallman, “The Value of Online Influencers”, American Marketing Association (AMA) Summer Academic Conference, San Francisco, CA.

Zhang, Shaoling Katee and Lisa Scribner (2022), “Pedagogical Approaches in Digital Marketing Analytics”, ISCAP-EDSIG Conference (Information System & Computing Academic Professionals | Education Special Interest Group), Clearwater, FL.

Zhang, Shaoling Katee and Tanya Tang (2019), “The Value of Two-sided Innovation”, Product Development and Management Association (PDMA) Research Forum, Orlando, FL.

Zhang, Shaoling Katee and Tanya Tang (2019), “The Value of Two-sided Platform Innovations”, Journal of the Academy of Marketing Science (JAMS) Thought Leaders’ Conference on Innovating in the Digital Economy, Milan, Italy.

Zhang, Shaoling Katee and Tanya Tang (2019), “The Value of Two-sided Platform Innovations”, American Marketing Association (AMA) Winter Academic Conference, Austin, TX.

Zhang, Shaoling Katee, Tanya Tang, and Fang Wu (2018), “The Ambidextrous Patterns for Managing Technological and Marketing Innovations”, Product Development and Management Association (PDMA) Research Forum, Chicago, IN.

Zhang, Shaoling Katee, Tanya Tang, and Fang Wu (2018), “The Ambidextrous Patterns for Managing Technological and Marketing Innovations”, American Marketing Association (AMA) Winter Academic Conference, New Orleans, LA.

Tanya Tang and Zhang, Shaoling Katee (2016), “The Effect of Marketing Innovation on Firm Performance: Market-driven or Market-driving”, American Marketing Association (AMA) Winter Academic Conference, Las Vegas, NV.

Zhang, Shaoling Katee and Tanya Tang (2015), “Effects of Technological and Marketing Innovation Patterns on Firm Value: Sequential, Simultaneous or Specialized?”, Product Development and Management Association (PDMA) Research Forum, Anaheim, CA.

Tanya Tang and Zhang, Shaoling Katee (2014), “The Effects of Marketing Innovation on Firm Performance: Market-Driven or Market-Driving?”, Product Development and Management Association (PDMA) Research Forum, Denver, CO.

Peng Jianping, Jing Quan, and Zhang, Shaoling (2012), “Effectiveness of Mobile Phone Customer Retention Strategies”, The 11st Wuhan International Conference on E-Business, Wuhan, China, (Nominated for the best paper).

Professional Membership and Training

American Marketing Association (AMA), 2025-Present
Eye tracking training at UNCW behavioral lab, 2025
Academy of Marketing Science (AMS), 2024-2025
Certified Digital Marketing Professional by Digital Marketing Institute and AMA, 2021-present
Product Development Management Association (PDMA), 2019-2020

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