This study is a meta-analysis of how pull marketing actions influence the effectiveness of marketing actions employed by multichannel firms. Pull marketing actions are highly adaptable marketing actions designed to make multichannel distribution channel portfolios attractive. Integrating prior multichannel distribution literature, the authors investigate whether marketing actions’ effectiveness depends on pull marketing actions and their configuration with the distribution channel structure and attributes of customer, competition, and product category. The analysis that considers firm, data, and model attributes of the sampled studies reveals that marketing actions’ effectiveness is higher when multichannel firms use digital advertising and price promotions in all distribution channels. Price discrimination across channels does not improve marketing actions’ effectiveness. Furthermore, marketing actions’ effectiveness depends on how digital advertising and price promotions are aligned with channel variety, channel richness, customer experience, market competitiveness, and product purchase infrequency.
3917 1058
KK 821
- Ph.D., University of Georgia
- M.A., University of Georgia
- B.A., Tianjin Normal University
Vincent Peng Zhang joined the University of Hong Kong in 2021 after receiving his Ph.D. in Business Administration from the University of Georgia.
Dr. Zhang’s research interests include digital advertising, omnichannel marketing, and new product development/innovation, where he applies various econometrical and machine learning techniques to empirically explore the link between managers’ strategic interventions and the focal firm’s business performance.
Prior to his doctoral study, Dr. Zhang had been working in the advertising industry in both the U.S. and China for almost 10 years in the function of data analytics.
- Advertising Management (MKTG 3511)
- Introduction to Marketing (MKTG 2501)
- Digital Advertising,
- Omni-channel Marketing,
- Organizational Innovation Strategy
- “Influence of Pull Marketing Actions on Marketing Action Effectiveness of Multichannel Firms: A Meta-Analysis” (with Seoyoung Kim and Anindita Chakravarty), Journal of the Academy of Marketing Science, 2023 51(2), 310–333.
Working Paper:
- “Pre-release New Product Sales Forecast Using Online Knowledge Collaborative Activities” (with Sundar Bharadwaj and Guiyang Xiong)
- “Exploring the Impact of Dynamic Managerial Learning on New Product Marketing Strategy Development and Performance” (with Anindita Chakravarty and Sundar Bharadwaj)
- Winner of PDMA Dissertation Proposal Competition: 2019
- ‘Best Paper in the Track’ AMA Winter Conference: 2019
- Winner of Bearden Research Award (Southeast Marketing Symposium): 2019
HKU scholars collaborate the private sector frequently. Not only for doing research, they also make use of their academic intellect to design marketing mechanisms for experimentations. I really look forward to work with them.
Disembarking at HKU Business School after his decade long odyssey in the private sector, Dr. Zhang seeks to explore the unattended questions ignored by marketers. At July 2021, Dr. Zhang has officially joined us as an Assistant Professor in Marketing.