PUBLICATIONS

• Athaide, Gerard A., Jaihyun Jeon, S. P. Raj, K. Sivakumar, and Guiyang Xiong (2025), "Marketing Innovations and Digital Technologies: A Systematic Review, Proposed Framework, and Future Research Agenda." Journal of Product Innovation Management, 42(1), 144-165.

WORKING PAPERS

• Jaihyun Jeon and Guiyang Xiong, "Are 'Good Guys' Forgiven? How Corporate Citizenship Reputations Moderate the Financial Effect of Negative WOM"
  · Under review at the Journal of the Academy of Marketing Science

• Jaihyun Jeon, K. Sivakumar, Gerard Athaide, and S. P. Raj, "AI for New Product Development: The Role of Marketing-Related Boundary Conditions"

RESEARCH IN PROGRESS

• Jaihyun Jeon, Lihong Liang, and Guiyang Xiong,  "Effects of AI Adoptions on Analysts’ Forecasts"

• Jaihyun Jeon, Nalae Hong, and Joonsoo Lim, "Adoption and Engagement with Generative AI in Health Information Seeking"

CONFERENCE PRESENTATIONS

*=presenting author

• The Impact of Artificial Intelligence on New Product Development: A Look Back and a Look Ahead

· JPIM Research Forum, St. Louis, MO, USA (Sept 2024)

• Stock Market Responses to Negative Word of Mouth: Moderating Roles of Corporate Social Responsibility Initiatives

· AMA-Sheth Foundation Doctoral Consortium, Columbus, OH, USA (June 2025)* 

· Academy of Marketing Science Annual Conference, Montreal, Canada (May 2025)* 

· AMA Marketing Strategy Consortium, Columbia, SC, USA (May 2025)* 

· PDMA Doctoral Consortium, Syracuse, NY, USA (July 2024)*

· INFORMS Marketing Science, Sydney, Australia (June 2024)*

· Marketing Strategy Meets Wall Street, Chicago, IL, USA (Aug 2022)*

• Digital Transformation and Marketing Innovation: A Review, Synthesis, and Research Agenda

· American Marketing Association, Chicago, IL, USA (Aug 2022)*

• Effect of Online Word of Mouth on Product Sales: Focusing on Channel Characteristics

· Association for Consumer Research, Atlanta, GA, USA (Oct 2019)*

· Korean Society of Consumer Studies Conference, Korea (Apr 2019)*

• Empirical Approach to Explore the Effects of CSR Fit on Stock Price 

· Korean Strategic Marketing Association, Korea (May 2019)