Tao Gao

Reducing buyer decision-making uncertainty in organizational purchasing: can supplier trust, commitment, and dependence help?

Tao Gao, M. Joseph Sirgy, Monroe M. Bird · Journal of Business Research · 2003 · 224 citations

Marketing, Negotiation, High Uncertainty +15

Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets

Fareena Sultan, Andrew J. Rohm, Tao Gao · Journal of Interactive Marketing · 2009 · 212 citations

Consumers un-tethered: A three-market empirical study of consumers' mobile marketing acceptance

Tao Gao, Andrew J. Rohm, Fareena Sultan et al. · Journal of Business Research · 2013 · 120 citations

Three-market Empirical Study, Customer Satisfaction, Online Customer Behavior +13

Brand in the hand: A cross-market investigation of consumer acceptance of mobile marketing

Andrew J. Rohm, Tao Gao, Fareena Sultan et al. · Business Horizons · 2012 · 117 citations

Customer Satisfaction, Mobile Marketing, Brand Equity +10

Factors influencing Chinese youth consumers' acceptance of mobile marketing

Tao Gao, Fareena Sultan, Andrew J. Rohm · Journal of Consumer Marketing · 2010 · 108 citations

Customer Satisfaction, Digital Marketing, Consumer Research +18