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Dr. Xiaoning Liang
Assistant Professor, Trinity Business School

Biography

Xiaoning Liang is an assistant professor of Marketing at TBS. Before Joining TCD, Xiaoning worked as a research assistant on the EU funded Horizon 2020 Cloud Lightning project and as a post-doc researcher at the Irish Centre for Cloud Computing and Commerce (IC4). Xiaoning received her M.A. (H1) and B.A. (H1) from Northeastern University (China) and her PhD from DCU Business School, Dublin City University. Her research interests centre on marketing performance measurement practices of Irish firms, exploring the impact of marketing performance measurement systems on marketing capabilities and firm performance and how combinations of marketing controls influence organizational learning. She is also interested in understanding the relationship between corporate's mission statement and innovation. Her work has been published in the Journal of Business Research, Asian Journal of Technology Innovation and Displays. Her work has been presented and published in leading national and international conference proceedings, including 2014/2016/2017 Irish Academy of Management Conference, 2015/2016/2017 European Marketing Academy Conference, 2016/2017 American Marketing Association Conference, 2014/2016 Global Marketing Conference, and 2014 Informs Marketing Science Conference, where she also served as a session chair. Xiaoning has completed numerous projects with the industry and provided consultancy services to Irish companies in various industries, such as PACE100, Peevers Slye Cotter, Havas Dublin, Herdwatch, and Cunningham's. She has a proficiency in data analytics, digital marketing, and marketing performance measurement.

Publications and Further Research Outputs

Peer-Reviewed Publications

Xiaoning Liang, Johanna Frosen, Examining the link between marketing controls and firm performance: The mediating effect of market-focused learning capability, Journal of Business Research, 2019 Journal Article, 2019

Theo Lynn, Xiaoning Liang, Anna Gourinovitch, John P Morrison, Grace Fox, Pierangelo Rosati, Understanding the determinants of cloud computing adoption for high performance computing, 51st Hawaii International Conference on System Sciences (HICSS-51), University of Hawai'i at Manoa, 2018-01-03, 2018 Conference Paper, 2018

Weilin Liu, Xiaoning Liang, Xueshuang Wang, Fu Guo, The evaluation of emotional experience on webpages: an event-related potential study, Cognition, Technology & Work, 2018 Journal Article, 2018

Xiaoning Liang, Yuhui Gao, Qing Shan Ding, "What you measure is what you will get"?: Exploring the effectiveness of marketing performance measurement practices, Cogent Business & Management, 5, (1), 2018, p1 - 12 Journal Article, 2018

Weilin Liu, Xiaoning Liang, Fantao Liu, The Effect of Webpage Complexity and Banner Animation on Banner Effectiveness in a Free Browsing Task, International Journal of Human-Computer Interaction, 35, (13), 2018 Journal Article, 2018

Xiaoning Liang, Yuhui Gao, Hao Zhang, Xin Guan, THE USE OF MARKETING METRICS BY CHINESE FIRMS: A SURVEY OF CURRENT PRACTICES, 2018 Global Marketing Conference at Tokyo, Tokyo, 2018/7/30, 2018 Conference Paper, 2018

Hao Zhang, Xiaoning Liang, ELECTRONIC WORD-OF-MOUTH, INTERPERSONAL RELATIONSHIP, AND BRAND EVALUATION IN A CLOSED VIRTUAL GROUP OF FRIENDS, 2018 Global Marketing Conference at Tokyo, Tokyo, 2018/7/30, 2018 Conference Paper, 2018

Xiaoning Liang, Johanna Frosen, Yuhui Gao, The Role of Formal and Informal Marketing Controls in Enhancing Market-­‐focused Learning and Firm Performance, 46th European Marketing Academy Conference, University of Groningen, the Netherlands, 23rd-25th May 2017, 2017 Conference Paper, 2017

Xiaoning Liang, Theo Lynn, Michael Gannon, Ryanair Takes Off on Twitter: A Pre- and Post-Decision Analysis of Twitter Brand Sentiment, Irish Academy of Management Conference, Belfast, 30th Aug-1st Sept, 2017 Conference Paper, 2017

Anna Gourinovitch, Xiaoning Liang, Pierangelo Rosati, Theo Lynn, Communicating Complex Services using Electronic Word-of-Mouth on Twitter: An Exploratory Study, American Marketing Association Conference, San Francisco, 4th -6th August, 2017 Conference Paper, 2017

Xiaoning Liang, Yuhui Gao, Michael Gannon, Marketing Performance Measurement Practices in Ireland: Some Insights from 2007 to 2015, Irish Academy of Management Conference, University College Dublin, Dublin, Ireland, 31st Aug-2nd Sept, 2016 Conference Paper, 2016

Xiaoning Liang, Yuhui Gao, Theo Lynn, Enhancing Marketing Capabilities through the Use of Marketing Control Systems., The 45th European Marketing Academy Conference, Oslo, Norway, 24th-27th May, 2016 Conference Paper, 2016

Weilin Liu, Fu Guo, Guoquan Ye, Xiaoning Liang, How Homepage Aesthetic Design influences Users' Satisfaction: Evidence from China, Displays, 42, 2016, p25 - 35 Journal Article, 2016 DOI

Hao Zhang, Xiaoning Liang, Shiquan Wang, Customer Value Anticipation, Product Innovativeness, and Customer Lifetime Value: The Moderating Role of Advertising Strategy, Journal of Business Research, 69, (9), 2016, p3725 - 3730 Journal Article, 2016 DOI

Yuhui Gao, Xiaoning Liang, Marketing Metrics Practices: Insights from Irish Firms, The 45th European Marketing Academy Conference, Oslo, Norway, 24th-27th May, 2016 Conference Paper, 2016

Xiaoning Liang, The Indirect Effects of Marketing Performance Measurement Systems (MPMSs) on Firm Performance: The Mediating Effect of the Use of MPMSs and Marketing Capabilities, The 45th European Marketing Academy Conference Doctoral Colloquium, Oslo, Norway, 24th-27th May, 2016 Conference Paper, 2016

Xiaoning Liang, Examining the indirect Effects of Comprehensive Marketing Performance Measurement Systems on Firm Performance: A Mixed-­‐Method Study, The 1st EMAC Junior Faculty & Doctoral Student Research Camp, University of Vienna, Austria, 1st-2nd Sept, 2016 Conference Paper, 2016

Xiaoning Liang, Yuhui Gao, Marketing Performance Measurement System (MPMS) and Firm Performance: The Indirect Effect of Marketing Capabilities and the Uses of MPMS, The 42nd Academy of International Business-­‐UK and Ireland Chapter, Manchester, 16th-18th April, 2015 Conference Paper, 2015

Hao Zhang, Tony Garrett, Xiaoning Liang, The Effects of Innovation-­‐Oriented Mission Statements on Innovation Performance and Non-­‐financial Business Performance, Asian Journal of Technology Innovation, 23, (2), 2015, p157 - 171 Journal Article, 2015 DOI

Xiaoning Liang, Yuhui Gao, The Mediating Effect of Marketing Capabilities on the MPMS-­‐Performance Relationship, The 44th European Marketing Academy Conference, Belgium, 26th-29th May, 2015 Conference Paper, 2015

Xiaoning Liang, Yuhui Gao, Building Externally Focused Organizational Learning Capability through the Use of Marketing Performance Measurement Systems, American Marketing Association Conference, Atlanta, 5th - 7th August, 2015 Conference Paper, 2015

Xiaoning Liang, Yuhui Gao, How Marketing Performance Measurement System Influences the Development of Adaptive Marketing Capability, The 3rd International Conference on Contemporary Marketing Issues, London, 30th June-3rd July, 2015 Conference Paper, 2015

Zhang, H., Garrett, T., Liang, X., The effects of innovation-oriented mission statements on innovation performance and non-financial business performance, Asian Journal of Technology Innovation, 23, (2), 2015, p157-171 Journal Article, 2015

Xiaoning Liang, Yuhui Gao, Marketing Performance Measurement System: A Review and Research Agenda, Irish Academy of Management Conference, Limerick, 4th-5th Sept, 2014 Conference Paper, 2014

Hao Zhang, Tony Garrett, Xiaoning Liang, The Effects of Innovation-­‐Oriented Mission Statements on Innovation Performance and Non-­‐financial Business Performance, Global Marketing Conference , Singapore, 15th -18th July, 2014 Conference Paper, 2014

Xiaoning Liang, Yuhui Gao, Marketing Performance Measurement System: A Review and Research Agenda, Irish Academy of Management Conference, Limerick, 4th-5th Sept, 2014 Conference Paper, 2014

Xiaoning Liang, Yuhui Gao, Developing a Comprehensive Marketing Performance Measurement System, 36th Informs Marketing Science Conference,, Emory University, Atlanta, 11th-14th June, 2014 Conference Paper, 2014

Non-Peer-Reviewed Publications

Xiaoning Liang, Yuhui Gao, Qinhai Ma, Is a Comprehensive Marketing Performance Measurement System Better than a Partial One?, 2015 China International Marketing Conference, Xi'an China, 24th-27th July, 2015 Conference Paper, 2015

Research Expertise

Description

Marketing Performance Measurement Marketing Metrics Marketing Capabilities Marketing Analytics Mixed-Method Research

Keywords

Marketing; Marketing Analytics; Marketing Capabilities; Marketing Metrics; Marketing Performance Measurement; Marketing Research; Mixed-Method Research

Recognition

Memberships

European Marketing Academy 2015

American Marketing Association 2016 – 2017

Irish Academy of Management 2017 – 2018