• Ph.D., State University of New York at Binghamton, 2018
  • M.A., State University of New York at Binghamton, 2013
  • B.S., Soochow University (China), 2010


  • Social Media Marketing/Content Marketing
  • Marketing Research
  • Search Engine Marketing/Digital Marketing
  • Principles of Marketing
  • Data Driven Marketing

Research Interests

  • Big Data Analytics
  • Finance-Marketing Interface
  • E-commerce
  • Social Interaction and Social Network


Zecong Ma, Ph.D., joined St. Mary’s University in 2018. He earned his Ph.D. in marketing from the State University of New York at Binghamton. He also has a master’s degree in mathematical statistics from SUNY Binghamton, and a bachelor’s degree in mathematics from Soochow University in China.

Ma is enthusiastic about research in the area of social network, big data analytics and marketing-finance interface. He is interested in using methodologies including structural equation modeling, machine learning and field experiment to study a variety of research topics. His research papers were published in academic journals including Journal of Research in Interactive Marketing, Journal of Business Research, Journal of Marketing Analytics, and Service Business. Ma received the 1923 Commemorative Award for Outstanding Research in 2022.

Ma enjoys teaching. He emphasizes cultivating students’ critical thinking and creativity through good communication inside and outside the classroom. He was recognized for teaching excellence, appearing on the Dean’s Honor Roll for Excellence in Teaching in Fall 2016 and Fall 2017 at SUNY Binghamton.

Ma loves listening to and playing music, writing in calligraphy and drinking tea.


Shen, P., & Ma, Z. (2022). The quality of physical–electronic hybrid services and its impact on customer loyalty. Service Business, 16(4), 1065-1080.

Ma, Z. (2022). Early backers’ social and geographic influences on the success of crowdfunding. Journal of Research in Interactive Marketing, (ahead-of-print), 1-17.

Bishop-Monroe, R., Jordan, M. Ma, Z., Royalty, K. (2022). “Enhancing Business Professional Competencies in a Virtual Educational Environment”, International Journal of Management Education, 20(3), 100700.

Ma, Z., & Palacios, S. (2021). “Image-mining: exploring the impact of video content on the success of crowdfunding“, Journal of Marketing Analytics, 9(4), 265-285.

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