Back to
Dr Songting Dong

Dr Songting Dong

Senior Lecturer
Business School
School of Marketing

Dr. Dong’s major research interest lies in studying consumers’ preferences, emotions and their behaviors in the digital age, and therefore understanding their decision-making journey and helping companies understand and manage their existing and potential customers. He attempts to advance the knowledge in this area by improving preference elicitation methods and utilizing advanced statistical models, deep learning and generative AI.

Songting earned his Bachelor’s and Doctor’s degrees (both with distinction) from Tsinghua University. Part of his PhD training was conducted in Smeal College of Business, Pennsylvania State University. His research works have appeared in journals such as Journal of Marketing Research, International Journal of Research in Marketing, Journal of Product Innovation Management, Journal of Business Research, Australasian Marketing Journal, and Customer Needs and Solutions.

Songting currently serves as an Associate Editor for Australasian Marketing Journal. 
E-mail
songting.dong@unsw.edu.au
  • Book Chapters | 2014
    Ding M; Dong S; Eliashberg J; Gopalakrishnan A, 2014, 'Portfolio Management in New Drug Development', in Ding M; Eliashberg J; Stremersch S (ed.), Innovation and Marketing in the Pharmaceutical Industry, pp. 83 - 118
  • Journal articles | 2026
    Ding M; Dong S, 2026, 'Digentity (Digital-Entity) Human Dyad: A Perspective on Human-AI Collaboration and Decision-Making', Australasian Marketing Journal, 34, pp. 120 - 125, http://dx.doi.org/10.1177/14413582251340488
    Journal articles | 2026
    Dong S; Xiao L; Kwon J, 2026, 'Emerging Frontiers in Marketing: Exploring the Potential of Novel Data and Methodologies', Australasian Marketing Journal, 34, pp. 117 - 119, http://dx.doi.org/10.1177/14413582261420453
    Journal articles | 2026
    Feng C; Zhang S; Jiang Z; Dong S, 2026, 'Timely Targeting in Global Crises: A Depth Data Approach to Predicting Compliance From Public Social Media', Australasian Marketing Journal, 34, pp. 126 - 144, http://dx.doi.org/10.1177/14413582251374709
    Journal articles | 2024
    Ding M; Dong S; Grewal R, 2024, 'Generative AI and Usage in Marketing Classroom', Customer Needs and Solutions, 11, http://dx.doi.org/10.1007/s40547-024-00145-2
    Journal articles | 2024
    Dong S, 2024, 'Leveraging LLMs for Unstructured Direct Elicitation of Decision Rules', Customer Needs and Solutions, 11, pp. 10, http://dx.doi.org/10.1007/s40547-024-00151-4
    Journal articles | 2024
    Xiao Z; Yang B; Dong S; Chuoyan Dong M, 2024, 'B2B strategies for surviving global crises: A resource dependence perspective on the COVID−19 pandemic', Journal of Business Research, 172, http://dx.doi.org/10.1016/j.jbusres.2023.114448
    Journal articles | 2022
    Dong S; Zhao P; Zou D, 2022, 'Measuring Repurchase Decisions by Accelerating Repurchase Behavior', Australasian Marketing Journal, 30, pp. 228 - 236, http://dx.doi.org/10.1177/18393349211000353
    Journal articles | 2014
    Hauser JR; Dong S; Ding M, 2014, 'Self-Reflection and Articulated Consumer Preferences', Journal of Product Innovation Management, 31, pp. 17 - 32, http://dx.doi.org/10.1111/jpim.12077
    Journal articles | 2011
    Ding M; Hauser J; Dong S; Dzyabura D; Yang Z; Su C; Gaskin S, 2011, 'Unstructured Direct Elicitation of Decision Rules', Journal of Marketing Research, 48, pp. 116 - 127, http://dx.doi.org/10.1509/jmkr.48.1.116.
    Journal articles | 2011
    Dong S; Ding M; Grewal R; Zhao P, 2011, 'Functional forms of the satisfaction–loyalty relationship', International Journal of Research in Marketing, 28, pp. 38 - 50, http://dx.doi.org/10.1016/j.ijresmar.2010.09.002
    Journal articles | 2010
    Dong S; Ding M; Huber J, 2010, 'A simple mechanism to incentive-align conjoint experiments', International Journal of Research in Marketing, 27, pp. 25 - 32, http://dx.doi.org/10.1016/j.ijresmar.2009.09.004
  • Conference Papers | 2007
    Dong S; Zhao P; Wang G; Liu RR, 2007, 'Decomposition Model of the Total Store Purchase and Its Application', in Lee AY; Soman D (ed.), ADVANCES IN CONSUMER RESEARCH, VOL 35, ASSOC CONSUMER RESEARCH, TN, Memphis, pp. 669 - 670, presented at 35th Annual Conference of the Association-for-Consumer-Research, TN, Memphis, 25 October 2007 - 28 October 2007
    Preprints |
    Dong S; Zhao P; Zou D; Ding M, Repurchase Acceleration: An Incentive-Aligned Measurement of Present Loyalty, http://dx.doi.org/10.2139/ssrn.1961372

  1. ImpactMaker Seed Funding Award (2026), “Advancing Inclusive AI and Understanding Human–AI Interaction in Digital Literacy for CALD Australians”, AUD 10,000, UNSW team leader, collaborating with Fair Foundations.
  2. Industrial research funding from Suyi Translation Pty Ltd (2026, 2027), “Data-Driven Identification and Engagement of Customers on Social Media”, AUD 5,000.
  3. ImpactMaker Seed Funding Award (2025), “Grassroot Champions for More Connected Camden: Heterogeneous Digital Engagement Strategies to Enhance Social Cohesion”, AUD 10,000, UNSW team leader, collaborating with Camden Council.
  4. Digital Grid Futures Institute Seed Funding Award (2025), “Consumer Sentiment, Adoption/Resistance of CERs”, AUD 35,024, research team member.
  5. Health@Business and UNSW Medicine Collaboration Seed Funds Grant (2020), “Harnessing Virtual Reality for Disability Inclusiveness”, AUD 14,700, research team member.
  6. Disability Innovation Institute Research Seed Funding (2018), “Can Virtual Reality Games Increase Perspective-Taking and Helping Behaviours for Disabled People?”, AUD 19,538, research team member.
  7. Industrial research funding from Ecosysnet (2018), AUD 150,000, Digital Enablement Research Network team member.
  8. UNSW Business School Linkage Research Seed Funds for 2018 and 2019 (2017), “Blockchain-based Fintech Application in Social Inclusion”, AUD 40,000, Digital Enablement Research Network team member.
  9. Industrial research funding from Berjaya Group (2017), AUD 350,000, Digital Enablement Research Network team member.
  10. National Natural Science Foundation of China Grant (2016), “Parental and Peer Influences on Children’s Consumer Socialization”, CNY 248,400, (NSFC No. 71602133, for 2017-2019), research team member.
  11. UNSW Business School Digital Enablement Research Network Grant (2016-2020), “Emerging Research Strength: Digital Enablement”, AUD 125,000, research network member.
  12. UNSW Scientia PhD Scholarship Scheme (2016), PhD student scholarship funding, “Digitally-enabled Business Transformation and Consumerization”, supervisory team member.

  1. UNSW Awards for Teaching (Awards for Programs that Enhance Learning), AUD 5,000, UNSW (2025)
  2. Finalist (“Using AI to simulate human responses for deeper learning”) and Honourable Mention (“Inspiring students through real-world challenges and friendly competition”) for Exemplary Teaching Practice Award, UNSW (2025)
  3. Finalist for John Prescott AM Award for Outstanding Teaching Innovation, UNSW Business School (2025)
  4. Runner-up for the Judge’s Award in BUS SDG Faculty Education Showcase, AUD 1,000, UNSW Business School (2025)
  5. Best paper award in the marketing research track, Australian & New Zealand Marketing Academy Conference (2016)
  6. Emerging Researcher of the Year Award, Australian & New Zealand Marketing Academy (2013)
  7. Publication Incentive Awards, AUD 1,000 each, ANU College of Business and Economics (2010, 2011, 2014).
  8. Outstanding Reviewer Award, Journal of Marketing Science (2011, 2012, 2013)
  9. Outstanding PhD Dissertation Award, Tsinghua University (2010)
  10. First Place Award in the Doctoral Consortium Competition, Journal of Marketing Science Conference (2007)
  11. Best Paper Award, China Retail Research Center (2006)