
Tanya Tang
Academic Background
Research Interests
- Social Media Marketing
- Use-Generated Content
- Social Network theory and analysis
- New product development
- Innovations
Teaching Interests
- Product Strategy
- Brand Management
- Retailing Management
- Marketing Strategy
- Marketing Analytics
- Social Media/Digital Marketing
Recent Honors & Awards
Selected Publications
Tang, Tanya (Ya), Gregory J. Fisher, and William Qualls (2016), “Interfirm alliance configuration as a strategy to reduce shareholder risks”, Journal of Business Research, 69(3), 1199–1207.
Tang. Tanya (Ya), Eric (Er) Fang, and Feng Wang (2014), “Is Neutral Really Neutral? The Effects of Neutral User-Generated Content on Product Sales”, Journal of Marketing, 78(4), 41-58.
Gebauer, Judith, and Tanya (Ya) Tang (2008), “Applying the Theory of Task-Technology Fit to Mobile Technology: The Role of User Mobility”, International Journal of Mobile Communications, 6(3), 321-344.
Gebauer, Judith, Tanya (Ya) Tang, and Chaiwat Baimai (2008), “User Requirements of Mobile Technology: Results from a Content Analysis of User Reviews”, Information Systems and e-Business Management, 6(4), 361-384.
Peffers, Ken and Tanya (Ya) Tang (2003), "Identifying and Evaluating the Universe of Outlets for Information Systems Research: Ranking The Journals." Journal of Information Technology Theory and Application, 5(1), 63-84.