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Jinhong Xie - University of Florida. Gainesville, FL, US

Jinhong Xie

Professor/Chair | University of Florida

Gainesville, FL, UNITED STATES

Jinhong Xie’s current research interests are emerging technology and service strategy.


Jinhong Xie’s current research interests are emerging technology and service strategy, social networks, word of mouth communication, technology and fashion, independent product information, network effects and standards competition.

Areas of Expertise (6)

Independent Product Information and Marketing Strategy

National Culture Effect on New Product Management

Innovation Management and Strategies

Network Effects

Service Pricing


Media Appearances (1)

First reviews can set products up for success or failure

Futurity  online


Firms generally monitor their online reviews and evaluate their strategies accordingly, Xie explains. “However, they do so by focusing on average rating rather than a single rating, and after the product has sufficient time to be evaluated by consumers. Our research suggests that firms need to pay attention to a special single review (i.e., the first one) as soon as it is posted,” Xie says.

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Articles (4)

The Fateful First Consumer Review

Marketing Science

Sungsik Park, et al.


This paper uncovers the striking power of a product’s first consumer review. Our analytical model suggests that two key metrics of online consumer reviews, valence and volume, are not independent, but instead evolve interdependently. This interdependence forms a mechanism to transfer a (dis)advantage from a product’s first review to both a long-lasting (dis)advantage in future word-of-mouth (WOM) valence and an increasing (dis)advantage in future WOM volume.

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Management Science

Management Science

Yue Wu, et al.


With the growing popularity of corporate social responsibility (CSR), critics point out that firms tend to focus on salient CSR activities while slacking off on the unobservable ones, using CSR as a marketing gimmick. Firms’ emphasis on observable aspects and negligence of the unobservable aspects are often labeled as greenwashing. This paper develops a game-theoretic model of CSR investment, in which consumers are socially minded, but they can observe only a subset of CSR initiatives.

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Multiple-Winner Award Rules in Online Procurement Auctions

Production and Operations Management

Qi Wang, et al.


This study investigates a novel mechanism—multiple-winner award rules—that are widely used in e-procurement auctions and crowdsourcing sites. In many e-procurement auctions, the auctioneer (i.e., the buyer) specifies three rules before the auction starts: (i) the size of the finalist set; (ii) the number of winners; and (iii) the allocation of the contract among the winners. We examine how these three rules affect auction performance using a dataset of online procurement auctions across a variety of product categories.

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Does Doing Good Lead to Doing Better in Emerging Markets? Stock Market Responses to the SRI Index Announcements in Brazil, China, and South Africa

Original Empirical Research

Peng Zou, et al.


This paper investigates whether and how emerging markets reward firms’ corporate social responsibility (CSR) performance. We focus on the socially responsible investment (SRI) index, which lists the top CSR performers and serves as a tool to help investors make investment decisions based on financial and social criteria. We empirically test the financial market responses to the announcements of pioneering SRI indices recently launched in Brazil, China, and South Africa.

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