Özyeğin University, Çekmeköy Campus Nişantepe District, Orman Street, 34794 Çekmeköy - İSTANBUL

Phone : +90 (216) 564 90 00

Fax : +90 (216) 564 99 99

E-mail: info@ozyegin.edu.tr

Xiaohan (Hannah)

Xiaohan (Hannah)

Assistant Professor


Koç University, Marketing, 2016


Belgium Katholieke Universiteit Leuven, Business Economics, 2011


China Xi’an Jiaotong University, Economics, 2010

Research Areas

Customer Involvement, Crowdsourcing, Crowdfunding, Innovation and New Product Development, Inter-organizational Relationships, Social Networks, Organizational Psychology



  • Wen, Xiaohan Hannah, Shinhye Kim, and Melanie Bowen (2023), "Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success." Journal of Business Research, 156: 113510.
  • Bowen, Melanie, Xiaohan Hannah Wen, and Shinhye Kim (2022), "A lure or a turn-off: social media reactions to business model innovation announcements." Marketing letters : 1-21
  • Kim, Shinhye, Melanie Bowen and Xiaohan Wen (2019), “The Ultimate Co-creation: Leveraging Customers’ Input in Business Model Innovation”, AMS Review, 9(3-4), 339-356.

Work in progress:

  • With Sinem Atakan, “Are Crowdsourcing Announcements Signals of Customer Orientation? A Comparison of Consumer Responses to Product- versus Communication-related Campaigns”
  • With Kim, Shinhye and Melanie Bowen, “Retweet to Donate? Cause-Related Marketing in the Era of Social Medialization”
  • With Melanie Bowen, “From One Emerging Market to Another – Positioning of Chinese B2B Companies in MEA Markets”
  • With Stefan Wuyts, “No Strings Attached? Crowdfunding Success and New Product Launch Delay”
  • With Stefan Wuyts, “Information Sharing in Business-to-Business Customer Involvement Projects – Blessing or Curse?”
  • With Sinem Atakan, “To Participate, or Not to Participate? New Product Development versus Advertising-Related Crowdsourcing Campaigns”


Marketing (MKTG201) , Innovation and New Product Development (MKTG324)