Mengzhou (Austin) ZHUANG
Dr. Mengzhou (Austin) ZHUANG
Assistant Professor

3910 2183

KK 706

Academic & Professional Qualification

Ph.D. in Business Administration (Marketing), University of Illinois, Urbana-Champaign, 2019

M.Phil. in Marketing, Lingnan University, 2014

Bachelor in Business Administration, Xi’an Jiaotong University, 2012


Mengzhou (Austin) Zhuang joined the University of Hong Kong in 2019, after receiving his Ph.D. in Business Administration (Marketing) from University of Illinois, Urbana-Champaign. Before that he received his M.Phil. in Marketing from Lingnan University, and Bachelor degrees in Business Administration from Xi’an Jiaotong University.

His research interests lie in online advertising and multi-channel marketing strategy. His work primarily focuses on understanding the strategic decisions of multi-channel retailers, online advertisers, retailing platforms, and consumers.

Research Interest

Multi-channel strategy, online advertising, pricing, Bayesian statistics, machine learning.

Selected Publications

Mengzhou Zhuang,Ling Peng, and Geng Cui, 2018. Manufactured Opinions: The Effects of Product Review Manipulations on Consumer Response and Product Sales. Journal of Business Research.

Recent Publications

When Does Guanxi Hurt Interfirm Cooperation? The Moderating Effects of Institutional Development and IT Infrastructure Capability

Relying on the resource-based view, this study tests the moderating effects of the region’s institutional development and the firm’s IT (information technology) infrastructure capability, and examine how and when interpersonal and government-firm (GF) guanxi influence the distributor’s opportunism and cooperative performance. Using both survey data from 550 industrial manufacturers and secondary data, the study shows that both types of guanxi can mitigate the distributor’s opportunism and facilitate cooperative performance. However, the region’s institutional development strengthens the effects of interpersonal guanxi while weakening the effects of GF guanxi, and the firm’s IT infrastructure capability weakens the effects of interpersonal guanxi while strengthening the effects of GF guanxi. These findings enrich both the literature on guanxi in the emerging economy by distinguishing two types of guanxi and RBV by testing the moderating effects of institutional development and IT infrastructure capability. Theoretical and practical implications are discussed.

A brave new world for marketing

As coronavirus rages across the globe, online business is still booming, with data and analytics driving this trend. People now marooned at home for the foreseeable future are finding the daily goods they need from online stores, solace in conferencing apps, and entertainment provided by streaming platforms. The world is revolving increasingly online with lockdowns in place, and data is being even further highlighted as an undisputable source of wealth.