Wilkes University

Campus Directory

Ge Xiao

Dr.  Ge  Xiao

Associate Professor/Chair
Sidhu School of Business

Dr. Ge (Grace) Xiao is an Associate Professor of Marketing at the Department of Marketing, Entrepreneurship, Leadership, Sport Management and Hospitality Leadership (MELSH) in the Jay Sidhu School of Business and Leadership. She earned her doctoral degree in Consumer Affairs, and a master degree in Management Information Systems from Auburn University. She also earned a bachelor degree of Economics from Yokohama City University in Japan. Prior to joining Wilkes University, she served as an Assistant Professor at the University of Missouri. Dr. Xiao’s teaching and research interests lie in the areas of consumer behavior, international marketing and omnichannel marketing. Dr. Xiao has taught courses in a variety of subject areas. Her research were published in the leading marketing journals, including Psychology and Marketing, Journal of Retailing and Consumer Services and International Journal of Retail and Distribution Management., Consumer Behavior, Omnichannel Marketing and International Marketing.

  • Lee, H., & Xiao, G. (Published). "Generation Y’s Online Engagement in Building Brand Loyalty". 2018 Global Marketing Conference Proceeding.

  • Xiao, G. (Accepted). Social Media and Luxury Product Purchase: Developing an Effective Strategy to Reduce the Consumption of Ivory Products in China.". In 2018 Global Marketing Conference Proceeding.

  • Xiao, G., Lee, H., & Wang, S. (Published). Understanding the Influence of Cultural Dimensions and Individual Characteristics on Social Media Usage in China. 2018 Global Marketing Conference Proceeding.

  • Xiao, G., Arora, A., & A. A. (2017). The Role of Developed Versus Emerging Country-of-Origin in Product Innovativeness. 2017 American Marketing Association (AMA) Conference.

  • Xiao, G. (2017). Market Expansion in China: A Cultural Study of the Chinese Social Network Users. 26th Annual CiMar Conference Consortium for International Marketing Research.

  • Social Network Usage in China: An Examination of the Influences of Culture and Gender. (2016). Social Network Usage in China: An Examination of the Influences of Culture and Gender. In Proceeding published at the 7th International Research Meeting in Business and Management.

  • Social Network Usage in China: Does Gender Matter. (2016). Social Network Usage in China: Does Gender Matter. In Abstract proceeding presented at the Women's and Gender Studies Conference, PA USA.

  • Xiao, G. (2016). Demand Reduction for Illegal Wildlife Products in China: Evidences and Strategies. Published.

  • Batory, A., Kathy, H., & Xiao, G. (2015). Perceptions of Social Media and Online Shopping: A Comparison of Chinese and USA College Students. In Proceeding published at the Association of Marketing Theory and Practice Association of Marketing Theory and Practice, Georgia, USA.

  • Batory, A., & Xiao, G. (2014). Business Faculty Perceptions: Exploring the Underlying Factors of Ethics as a Core Institutional Value. In Association of Marketing Theory and Practice. Association of Marketing Theory and Practice.

  • Xiao, G. (2014). Culture and Social Media: The Study of the Adoption of Social Network in China. In Proceeding published at the International Conference on Marketing Studies (ICMS),.

  • Social Network Adoption: Does Culture Matter?. (2012). Social Network Adoption: Does Culture Matter?. In the European Institute of Retailing and Service Studies (EIRASS), Vienna, Austria.

  • Explaining Multi-channel ConsumerÕs Channel Migration Using Theory of Reason Action. (2011). Explaining Multi-channel ConsumerÕs Channel Migration Using Theory of Reason Action. International Journal of Retail and Distribution Management, 39(3), 183-202.

  • Using the Theory of Planned Behavior to Explain ConsumerÕs Multi-channel Shopping Behavior. (2011). Using the Theory of Planned Behavior to Explain ConsumerÕs Multi-channel Shopping Behavior. Journal of Retailing and Consumer Services, (18), 311-321.

  • Critical Event and Reception of Foreign Culture: An Examination of Cultural Discount of Foreign-Language Films in the U.S. Before and After 9/11. (2010). Critical Event and Reception of Foreign Culture: An Examination of Cultural Discount of Foreign-Language Films in the U.S. Before and After 9/11. International Communication Gzette, 72(2), 131-149.

  • Xiao, G., Wilkes Research and Scholarship Symposium, "Developing an Effective Strategy to Reduce the Consumption of Ivory Products in China." (2018).

  • Xiao, G., American Marketing Association (AMA), "Effects of Cultural values and Materialism on Social Media Usage in China: The mediating role of attitude toward social media usage," Boston, MA, United States. (August 2018).

  • Lee, H., Xiao, G., 2018 Global Marketing Conference, "Generation Y’s Online Engagement in Building Brand Loyalty," Tokyo, Japan. (July 2018).

  • Xiao, G., 2018 Global Marketing Conference at Tokyo, "Social Media and Luxury Product Purchase: Developing an Effective Strategy to Reduce the Consumption of Ivory Products in China." (July 2018).

  • Xiao, G., Lee, H., Wang, S., 2018 Global Marketing Conference at Tokyo, "Understanding the Influence of Cultural Dimensions and Individual Characteristics on Social Media Usage in China," Japan. (July 2018).

  • Xiao, G., Women's and Gender Studies Conference, "Are Men Happier than Women? A Study of Values and Life Satisfaction in China," Wilkes University and King's College. (April 2018).

  • Xiao, G., 26th Annual CiMar Conference Consortium for International Marketing Research, "Market Expansion in China: A Cultural Study of the Chinese Social Network Users," Florence, Italy. (2017).

  • Xiao, G., Arora, A., Arora, A., 2017 American Marketing Association (AMA) Conference, "“The Role of Developed Versus Emerging Country-of-Origin in Product Innovativeness”," San Francisco, CA, United States. (August 2017).

  • Women's and Gender Studies Conference, "Social Network Usage in China: Does Gender Matter," Women's and Gender Studies Conference, PA, United States. (2016).

  • Xiao, G., 7th International Research Meeting in Business and Management, "Social Network Usage in China: An Examination of the Influences of Culture and Gender," 7th International Research Meeting in Business and Management, Nice, France. (June 2016).

  • Association of Marketing Theory and Practice Association of Marketing Theory and Practice, "Perceptions of Social Media and Online Shopping: A Comparison of Chinese and USA College Students," Association of Marketing Theory and Practice Association of Marketing Theory and Practice, GA, United States. (2015).

  • International Conference on Marketing Studies (ICMS), "Culture and Social Media: æThe Study of the Adoption of Social Network in China," ICMS, Taipai, China. (2014).

  • Creative ExpertsÍ Meeting on Consumer Demand Reduction for Endangered Wildlife Species II, "The Rising of Luxury Goods Consumption in China: how it affects the growing consumption of endangered wildlife species," Beijing, China. (2013).

  • European Institute of Retailing and Service Studies (EIRASS, "Social Network Adoption: Does Culture Matter," EIRASS, Vienna, Austria. (2012).

  • Hawaii International Conference on Business, "Website Success: An Empirical Investigation of the Multidimensional Structure of E-loyalty," Hawaii International Conference on Business, United States. (2010).

  • Global Marketing Conference at Shanghai, "Chinese ConsumersÍ Values, Consumption Values, and their Modern Consumption Behavior," Global Marketing Conference at Shanghai, Shanghai, China. (2008).

  • International Textile and Apparel Association Conference, "An Experimental Study of ConsumerÍs Attitudes Toward the Web: Cross Cultural Analysis of Cultural Values and Online Consumer Behavior," International Textile and Apparel Association Conference, CA, United States. (2007).


©