Mengzhou (Austin) ZHUANG
Prof. 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
  • Beibei Dong, Mengzhou Zhuang, Eric (Er) Fang, and Minxue Huang (2023). Tales of Two Channels: Digital Advertising Performance Between AI Recommendation and User Subscription Channels. Journal of Marketing, 88(2), 141-162, 2024. (Equal authorship)
  • Er Fang, Beibei Dong, Mengzhou Zhuang, and Fengyan Cai (2023). “We Earned the Coupon Together”: The Missing Link of Experience Cocreation in Shared Coupons. Journal of Marketing, 87(3), 451–471, 2023. (Equal authorship)
  • Mengzhou Zhuang, Eric (Er) Fang, Jongkuk Lee, and Xiaoling Li (2021). The Effects of Price Rank on Clicks and Conversions in Product List Advertising on Online Retail Platforms. Information Systems Research, 32(4), 1412-1430.
  • Mengzhou Zhuang, Geng Cui, and Ling Peng (2018). Manufactured Opinions: The Effect of Manipulating Online Product Reviews. Journal of Business Research, 87, 24-35.
Recent Publications
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.