Error message

Warning: "continue" targeting switch is equivalent to "break". Did you mean to use "continue 2"? in include_once() (line 1387 of F:\inetpub\www.isenberg.umass.edu\wwwroot\includes\bootstrap.inc).
Deprecated function: The each() function is deprecated. This message will be suppressed on further calls in FieldCollectionItemEntity->fetchHostDetails() (line 393 of F:\inetpub\www.isenberg.umass.edu\wwwroot\sites\all\modules\field_collection\field_collection.module).

Tanya Tang

Assistant Professor Marketing

Office: Isenberg N323

Tel: 413.545.7603

[javascript protected email address] Add to Address Book Download CV View others in Marketing

Academic Background

Education

PhD in Marketing, University of Illinois at Urbana-Champaign

MPhil in Information Systems, Hong Kong University of Science and Technology

BS in Management Information Systems, Central South University, China

Academic Appointments

Assistant Professor in Marketing, 2012-Present

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

Outstanding Contributions in Reviewing by Journal of Business Research, 2018

MSP Research Support Fund, 2015-2018

Flex Teaching Grant, 2015-2018

Healey Endowment Grant, 2013

Sheth Dissertation Award, 2011

AMA/Sheth Doctoral Consortium Fellow, 2011

PDMA/UIC Doctoral Consortium Doctoral Fellow, 2011

ISBM Doctoral Consortium Doctoral Fellow, 2010

Doctoral Fellowship from University of Illinois at Urbana-Champaign, 2006-2010

Graduate Scholarship from Hong Kong University of Science and Technology, 2003-2006

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.