| Selling the Premium in Freemium X Gu, PK Kannan, L Ma Journal of Marketing 82 (6), 10-27, 2018 | 160 | 2018 |
| Opportunities and Challenges of Using Biometrics for Business: Developing A Research Agenda A De Keyser, Y Bart, X Gu, SQ Liu, SG Robinson, PK Kannan Journal of Business Research 136, 52-62, 2021 | 70 | 2021 |
| The Dark Side of Mobile App Adoption: Examining the Impact on Customers’ Multichannel Purchase X Gu, PK Kannan Journal of Marketing Research 58 (2), 246-264, 2021 | 54 | 2021 |
| Influencer Mix Strategies in Livestream Commerce: Impact on Product Sales X Gu, X Zhang, PK Kannan Journal of Marketing, 2024 | 51* | 2024 |
| How Companies Can Get the Most Out of A Freemium Business Model X Gu, PK Kannan, L Ma Harvard Business Review, Brighton, MA, USA, 2019 | 11 | 2019 |
| Customer Centricity and the Impact of Technology PK Kannan, X Gu Handbook on Customer Centricity, 300-316, 2019 | 4 | 2019 |
| The Surprising ROI of Small Online Influencers M Beichert, X Zhang, A Bayerl, J Goldenberg, X Gu, PK Kannan, A Lanz MIT Sloan Management Review (Online), 1-4, 2024 | 1 | 2024 |
| EXPRESS: Identifying Competitors in Geographical Markets Using the CSIS Method X Gu, PK Kannan Journal of Marketing Research, 00222437241302102, 2024 | | 2024 |
| Selecting and Optimizing the Freemium Sales Model PK Kannan, X Gu, HA Li Impact at JMR, 2023 | | 2023 |
