• 8 Castle Peak Road, Tuen Mun

    Hong Kong

  • 1551 Scopus Citations
  • 19 Scopus h-Index
1991 …2020

Research output per year

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Personal profile

Name in Chinese



Professor Geng Cui taught at two American universities before joining Lingnan University in 2000. His research interests include consumer behavior and marketing in China, foreign direct investment strategies and performance, e-commerce and internet marketing, and machine learning in marketing. His works have appeared in leading academic journals including Management Science, Journal of International Business Studies, Journal of Management Information Systems, Journal of International Marketing, Journal of World Business and International Journal of Electronic Commerce. He has received awards and recognitions by international conferences, journals, academic organizations, and universities. His research on Chinese consumer has been widely cited and adopted for teaching and practice. He has served on the editorial board of international journals and conferences and has been a consultant to local and overseas organizations on China business and marketing strategies.

Research interests

China Consumer Market, FDI Strategies and Performance, Interactive marketing, E-commerce, Data Mining Using Machine Learning

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Research Output

Do the pieces fit? Assessing the configuration effects of promotion attributes

PENG, L., CUI, G. & CHUNG, Y., 1 Mar 2020, In : Journal of Business Research. 109, p. 337-349 13 p.

Research output: Journal PublicationsJournal Article (refereed)

  • The Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms

    PENG, L., CUI, G., CHUNG, Y. & ZHENG, W., 1 Jul 2020, In : Journal of Marketing. 84, 4, p. 67-85 19 p., 002224292091486.

    Research output: Journal PublicationsJournal Article (refereed)

  • Prizes

    Best Paper award of ICMeCG 2010

    CUI, Geng (Recipient) & LUI, Hon Kwong (Recipient), 2010

    Prize: Prize / Award