陈星宇，深圳大学管理学院副院长，特聘教授，博士生导师，新加坡南洋理工大学博士，美国密歇根大学安娜堡分校访问学者，入选教育部长江青年学者奖励计划，深圳大学荔园优青，深圳市海外高层次“孔雀计划”人才，深圳市高层次专业人才（后备级人才），深圳市南山区“领航人才”。主持国家自然科学基金面上项目3项（2项获批或在研，1项结题优秀）、青年项目（结题优秀）、广东省哲学社会科学规划重大委托项目等。研究领域为量化营销与实证建模、社交媒体营销模型、大数据营销等。

研究成果发表在UTD24商科顶级期刊Journal of Marketing Research, Marketing Science与Production and Operations Management，FT50顶级期刊Journal of the Academy of Marketing Science，ABS4*顶级期刊Journal of the Association for Information Systems，ABS4期刊International Journal of Research in Marketing，信息系统领域权威期刊Information & Management和决策科学领域权威期刊Decision Support Systems，以及传播学领域顶级期刊New Media & Society。3篇英文管理案例入选毅伟（Ivey）国际商学院案例库（同时被哈佛案例库收录），5篇中文企业案例获评全国百篇优秀管理案例（2019，2020，2022，2023和2024），同时获得第十一届深圳市哲学社会科学优秀成果奖（2023）。

现任SSCI一区知名国际期刊Journal of Business Research编委，并担任Management Science，Production and Operations Management，Information & Management等知名期刊的国际审稿人，获得CMIC中国市场营销国际学术年会最佳论文奖、WHICEB武汉国际电子商务会议最佳论文提名奖、MSI营销科学与创新国际高峰论坛优秀论文提名奖。曾荣获2023年中国高等院校市场学研究会教学成果奖，多次获得深圳大学先进个人，科研优秀奖，腾讯教学奖，本科优秀教学奖，全英教学奖，MBA教学奖，MBA优秀教师，MBA课程创新提名奖等多项教学科研奖项。同时负责多家企业的管理与咨询工作。

量化营销与实证建模、社交媒体营销模型、大数据营销等

英文期刊代表作及顶尖商科案例

                                                                                                                                                                                       * 通讯作者

1.       Lu, S.J., Yao, D., Chen, X.Y.*, and Grewal, R. (2021). “Do Larger Audiences Generate Greater Revenues under Pay What You Want? Evidence from a Live Streaming Platform", Marketing Science, 40(5): 964-984. (UTD24, FT50, ABS4*)

2.       Lin, Y., Yao, D., Chen, X.Y.* (2021). “Happiness Begets Money: Emotion and Engagement in Live Streaming”, Journal of Marketing Research, 58(3): 417-438. (UTD24, FT50, ABS4*，获得第十一届深圳市哲学社会科学优秀成果奖， 2021-2023年JMR高被引论文第一名)

3.       Yao, D., Lu, S.J., and Chen, X.Y.* (2025). “Crowding-Out in Content Monetization under Pay What You Want: Evidence from Live Streaming”, Production and Operations Management, 34(12): 3937–3957. (UTD24, FT50, SCI: JCR-Q1)

4.       Chen, X.Y., Li, X., Yao, D., and Zhou, Z.M.* (2019). “Seeking the support of the silent majority: are lurking users valuable to UGC platforms?”, Journal of the Academy of Marketing Science, 47: 986-1004. (FT50, ABS4*, SSCI: JCR-Q1)

5.       Jiang, L., Wagner, C., and Chen, X.Y.* (2021). “Taking Time into Account: Understanding Microworkers’ Continued Participation in Microtasks”, Journal of the Association for Information Systems, 22(4): 893-930. (ABS4*, SSCI: JCR-Q1)

6.       Ji, L., Chen, X.Y.*, Jiang, L., and Huang, J. (2025). “Within- and Cross-group Spillover Effects in Influencer Marketing: The Heterogeneity Between Micro- and Macro-influencers”, Information & Management, 62(7), 104202. (ABS3, SSCI: JCR-Q1)

7.       Lu, S.J., Xie, Y., and Chen, X.Y.* (2023). “Immediate and enduring effects of digital badges on online content consumption and generation”, International Journal of Research in Marketing, 40(1): 146-163. (ABS4, SSCI: JCR-Q1)

8.       Chen, X.Y., Ji, L.*, Jiang, L., and Huang, J. (2023). “The Bright Side of Emotional Extremity: Evidence from Tipping in Live Streaming Platform”, Information & Management, 60(1): 103726. (ABS3, SSCI: JCR-Q1)

9.       Jiang, L., Chen, X.Y.*, Miao, S.T., and Shi, C. (2024). “Play it safe or leave the comfort zone? Optimal content strategies for social media influencers on streaming video platforms”, Decision Support Systems, 179: 114148. (FMS A, SSCI: JCR-Q1)

10.    Chen, X.Y., Jiang, L.*, Miao, S.T., and Shi, C. (2023). "Road to Micro-Celebration: The Role of Mutation Strategy of Micro-Celebrity in Digital Media", New Media & Society, 25(12): 3455-3476. (传播学顶刊，SSCI: JCR-Q1)

11.    Ji, L., Wang, Y.T., Zhao, H.Y., Jiang, L., and Chen, X.Y.* (2025). “Understanding the discontinuance of paid knowledge products: The roles of post-usage attitudes and goal orientations”, Internet Research, online. (ABS3, SSCI: JCR-Q1)

12.    Chen, X.Y., Wang, Y.T., Tao, D.*, Jiang, L., and Li, S.B. (2021). “Antecedents of Smartphone Multitasking: Roles of Demographics, Personalities, and Motivations”, Internet Research, 31(4): 1405-1443. (ABS3, SSCI: JCR-Q1)

13.    Wang, Q., Zhao, H.Y., Chen, X.Y.* (2026). “Can Low-Price Information Go Viral? Roles of Social Image Concern and Message Design in Viral Marketing”, Industrial Management & Data Systems, online. (ABDC A, SCI: JCR-Q1)

14.    陈星宇, 张欣烨, 乔抒晨*, 唐闯. (2025). “雨天更有利于打赏吗？——天气对娱乐直播中用户打赏行为的影响”, 营销科学学报, 5(03): 66-87. (CSSCI）

15.    Chen, X.Y., Jiang, L., Wang, Q., Tang, C., and Alain, C. (2025). “The Coming One: Revitalizing the Brand of a Variety Show Through Personal Branding Strategy”, Ivey Publishing, 2025-01. （入选毅伟Ivey国际商学院案例库，哈佛案例库索引）

16.    Chen, X.Y., Jiang, L., Ji, L., and Yao, D.* (2020). “Youliaodao in the Era of Knowledge Economy: Go Big or Go Home?”, Ivey Publishing, 2020-04. （入选毅伟Ivey国际商学院案例库，哈佛案例库索引）

17.    Chen, X.Y., Ji, L., Jiang, L., Lu, S.J. and Yao, D.* (2020). “Mobiuspace: Venturing into Emerging Markets”, Ivey Publishing, 2020-02.（入选毅伟Ivey国际商学院案例库，哈佛案例库索引）

18.    陈星宇, 王真，张欣烨, 王俏, 乔抒晨, 唐闯. (2024). CreatoRev：开启北美 MCN红人营销新纪元. 中国管理案例共享中心, 2024-09-MKT-1318.（入选第十五届“全国百篇优秀管理案例”）

19.    陈星宇, 张欣烨, 陈川杰, 陈炼星, 赵焕毅, 王俏. (2023). 征战中东语音市场——沙漠玫瑰Mashi的出海之梦何以落地成花？中国管理案例共享中心, 2023-09-MKT-1172.（入选第十四届“全国百篇优秀管理案例”）

20.    陈星宇, 陈川杰, 陈炼星, 赵焕毅, 吉莉. (2022). 乾坤未定，皆是黑马——南美百灵鸟Lark Player何以清籁穿云？中国管理案例共享中心, 2022-10- MKT-1032.（入选第十三届“全国百篇优秀管理案例”）

21.    陈星宇, 汤烨, 王一桐, 林宇佑, 吉莉. (2020). 大宇无限的社会化媒体红人营销之路. 中国管理案例共享中心, 2020-10-MKT-0762.（入选第十一届“全国百篇优秀管理案例”）

22.    陈星宇, 胡显琦, 汤烨, 林宇佑, 吉莉. (2019). 全球新兴市场的泛娱乐短视频独角兽：大宇无限Snaptube的出海征程. 中国管理案例共享中心, 2019-11-MKT-0628.（入选第十届“全国百篇优秀管理案例”）

获奖会议论文

1.       Chen, X.Y., Huang, Y.L., Wang, Y.T.*, Zhao, H.Y., and Ji, L. (2021). “Why do People Buy but Stop Consuming? Understanding Factors Influencing Users’ Post-Purchase Dropping out of Paid Content Products”, 2021 China Marketing International Conference (CMIC), 12-15 August, 2021, Nanchang, China. （最佳论文奖）

2.       Chen, X.Y., Ji, L., Jiang, L., and Huang, J. (2021). “Bright Side of Emotional Extremity: Evidence from Live Streaming Platform”, 2021 Wuhan International Conference on Electronic Business (WHICEB), 28-30 May, 2021, Wuhan, China. （最佳提名论文奖）

3.       Chen, X.Y., Zhao, H.Y., Ishihara, I., and Ji, L. (2022). “The More Humanlike, the Better? Association between Anthropomorphism and Customer Acceptance of AI Chatbots: A Serial Mediation Model Investigation”, 6th Thought Leaders' Conference of Marketing Science and Innovation (MSI 2022), 16-17 April, 2022, Suzhou, China.（优秀论文提名奖）

4.       陈星宇*, 陈川杰, 陈炼星, 吉莉. “要社交还是要挑战？游戏化设计如何影响消费者感知价值和营销活动参与意愿”, 2022 MSI营销科学与创新国际高峰论坛, 2022.04.16-2022.04.17, 苏州. （优秀论文提名奖）

工作论文

1.     “More Bang for Your Buck: A Data-Driven Framework for Cost-Effective KOL Selection and Scheduling”, with Jiang, L., Miao, S., Shi, C., and Shen, H., under review at Production and Operations Management

2.     “Ordeal by Innocence: Proactive Nudging and User Engagement in Online Communities”, with Li, X., and Yao, D., under review at Journal of the Academy of Marketing Science

3.     “Beauty and the Beholder: The Impact of Virtual Influencers' Attractiveness on Audience Engagement”, with Du, Q., Tang, C., Wang, Q., and Li, S., under review at Information & Management

4.     “Human- vs. AI-Labeled Recommenders: Effectiveness Across Personalization, Discount, and Popularity Message Framing”, with Ji, L., Tang, C., and Zhuang, M., under review at Information & Management

5.     “Beyond the Ideal: How Hyper-Idealization in Virtual Influencers Undermines Brand Engagement”, with Jiang, Y., Qiao, S., and Liu, X., submitted to Journal of Business Research

6.     “From Identity Fit to Brand Defense: How Distinctive Brand Style Makes Identification Actionable in Online Communities”, with Wang, Y., Jiang, Y., and Wang, Y., submitted to Journal of Research in Interactive Marketing

7.     “The Black Hole of Content: Paid Traffic and the Collapse of Niche Design”, with Wang, Y., and Zhu, Y., targeting Management Science

8.     “Niche by Design: How Creator Management Firms Internalize Cannibalization to Reshape Influencer Positioning”, with Wang, Y., Xu, X., and Alain, C., targeting Marketing Science

9.     “All Smiles Are Not Created Equal: Duchenne Smiles Reduce Extrinsic Rewards from Viewers in Live Streaming”, with Yao, D., Lin, Y., and Zhang, H., targeting Information Systems Research

10.  “The Persona Paradox: How Strategic Incongruence Across Multimodal Characteristics Drives Audience Engagement”, with Jiang, Y., and Wang, S., targeting Production and Operations Management

主持科研项目

1.       AI数字化身内容动态特征与平台营销决策优化研究（国家自然科学基金面上项目，2027，已获批）

2.       社交媒体营销中的短视频广告效果优化研究（国家自然科学基金面上项目，2023，在研）

3.       惠东县域经济高质量发展调查与对策研究（广东省哲学社会科学规划重大委托项目，2026，已结项）

4.       UGC社区用户参与机制研究：状态转换、内容分享与付费行为的激励（国家自然科学基金面上项目，2019，已结项，获评优秀）

5.       创新用户细分建模与需求表征应用研究（国家自然科学基金青年项目，2016，已结项，获评优秀）

6.       社会化媒体平台用户行为建模及应用（广东省自然科学基金面上项目，2019，已结项）

7.       直播场景下的情绪动态建模与实时付费行为研究（深圳市基础研究专项自然科学基金计划面上项目，2025，在研）

受邀讲座

境内讲座

1.       “Empirical Modeling of Multi-Modal Digital Content Marketing”, CMIC中国市场营销国际学术会议, 大连, 2026.7.3

2.       “Social Media Influencer Content Strategy in the Digital Era”, 上海大学管理学院, 2026.5.21

3.       “Social Media Influencer Content Strategy in the Digital Era”, 西交利物浦大学国际商学院, 2026.5.19

4.       “Empirical Modeling and Optimization of Social Media Influencer Marketing Strategies”, MSI营销科学与创新国际会议, 徐州, 2026.4.11

5.       “Optimizing Content Strategies for Social Media Influencer Marketing”, 同济大学经济与管理学院, 2025.12.15

6.       “Social Media Marketing Research in Digital Economy”, 清华大学经济管理学院, 2025.9.26

7.       “Optimizing Content Strategies for Social Media Influencer Marketing”, 对外经济贸易大学国际商学院, 2025.9.25

8.       “Empirical Modeling Research on Live Streaming Platform”, 中国科学院大学经济与管理学院, 2025.9.25

9.       “Optimizing Content Strategies for Social Media Influencer Marketing”, CMIC中国市场营销国际学术会议, 徐州, 2025.7.5

10.    “Social Media Marketing Strategies for the Digital Economy”, 亚太营销国际学术年会, 深圳, 2025.5.24

11.    “How to Publish a High-Quality Research Paper”, 北京大学光华管理学院, 2024.5.20

12.    “Empirical Studies on Emotion in Live Streaming Context”, CMAU中国高等院校市场学研究会学术年会暨博士生论坛, 武汉, 2023.7.16

13.    “数字经济下的营销模型研究”, 湖南大学工商管理学院, 2023.4.10

14.    “Digital Marketing on Call: Empirical Research on Social Media and Live Streaming”, CMAU中国高等院校市场学研究会学术年会暨博士生论坛, 长春, 2022.7.16

15.    “Incentivizing User Engagement in Live Streaming Platforms”, 北京大学汇丰商学院, 2021.6.23

16.    “Incentivizing User Engagement in Live Streaming Platforms”, 武汉大学经济与管理学院, 2021.5.31

17.    “Incentivizing User Engagement in Live Streaming Platforms”, 中山大学国际金融学院, 2021.5.21

港澳及海外讲座

1.       “Social Media Influencer Content Strategy in the Digital Era”, 南洋理工大学黄金辉传播与信息学院, 2026.9.17

2.       “Social Media Influencer Content Strategy in the Digital Era”, 香港理工大学商学院, 2026.3.30

3.       “Empirical Modeling of Content Strategies across Social Media Platforms”, 多伦多大学经济系, 2025.4.24

4.       “Optimizing Social Media Engagement: Data-Driven Strategies for the Digital Economy”, 加拿大约克大学信息技术学院, 2025.4.24

5.       “Social Media Marketing Models in Digital Economy”, 香港理工大学工程学院航空及民航工程系, 2024.6.19

6.       “Empirical Modeling of Content Strategies for Social Media Influencer Marketing”, 美国圣母大学门多萨商学院, 2024.4.22

7.       “Social Media Marketing Research in Digital Economy”, 美国密歇根大学工业与运营工程系, 2024.4.20

8.       “Empirical Studies on Emotion in Live Streaming Context”, 美国密歇根大学罗斯商学院, 2024.4.18

9.       “Social Media Marketing Research in Digital Economy”, 新加坡南洋理工大学机械与航空航天工程学院, 2024.3.12

10.    “Empirical Studies on Emotion in Live Streaming Context”, 新加坡南洋理工大学南洋商学院, 2024.3.4

11.    “Social Media Marketing Models in Digital Economy”, 澳门大学工商管理学院, 2023.9.15

12.    “How to Design User-Friendly Mobile App Products”, 美国密歇根大学工业与运营工程系, 2019.10.4

13.    “Marketing and Consumer Behaviour in China”, 美国佐治亚理工大学, 2018.3.23

课程讲授

1.       本科生

《市场营销》、《营销案例分析》、《市场营销学》（全英）、《中国营销案例研究》（国际班）、《移动APP体验设计》、《产品体验设计》

2.       硕士生

《营销案例研究》、《专业英语》、《营销管理》（国际硕士）

3.       博士生

《互联网行为科学与管理》

4.       MBA

《服务体验与创新》

1.       CMIC华人学者营销协会活动委员会执行主席

2.       Journal of Business Research编委

3.       APMA营销学会国际交流委员会联合主席

4.       CMAU中国高等院校市场学研究会博士生工作委员会委员

学术研究被“唧唧堂”、“复旦商业知识”、“营销科学家” 、“武大营销营”、“南开栀子花营销沙龙”、“浙大神经管理学”和“湖大设计四合院”等多个知名学术公众号转载和评述，JMR研究入选Web of Science高被引论文和Journal of Marketing Research期刊2021-2023年高被引论文第一名，被多位国际顶级期刊主编和资深学者公开引用。

CHEN Xingyu (Celine)

Changjiang Young Scholar (青年长江学者)

Distinguished Professor of Marketing

Associate Dean of College of Management

Department: Marketing

Phone: 0755-26910746

Email: celine@szu.edu.cn

Office: Mingli A519

EDUCATION BACKGROUND

Ph.D.

Systems and Engineering Management (2008 – 2013)

Nanyang Technological University, Singapore

PROFESSIONAL EXPERIENCE

Distinguished Professor                          Aug. 2025 – Present

Department of Marketing, College of Management

Shenzhen University, Shenzhen, China

Associate Dean                                        Sep. 2023 – Present

College of Management

Shenzhen University, Shenzhen, China

Professor                                                  Dec. 2023 – Jul. 2025

Department of Marketing, College of Management

Shenzhen University, Shenzhen, China

Visiting Associate Professor                   Jul. 2019 – Aug. 2020

Department of Industrial & Operations Engineering

University of Michigan, Ann Arbor, United States

Associate Professor                                 Jan. 2019 – Dec. 2023

Department of Marketing, College of Management

Shenzhen University, Shenzhen, China

Deputy Head of Department                     Mar. 2015 – Mar. 2023

Department of Marketing, College of Management

Shenzhen University, Shenzhen, China

Assistant Professor                                   Jun. 2014 – Jan. 2019

Department of Marketing, College of Management

Shenzhen University, Shenzhen, China

RESEARCH INTERESTS

Social Media Marketing

Quantitative Marketing and Empirical Modeling

Big Data Marketing

PUBLICATIONS

Selected Journal Articles                          

                                                                                                                                                           * Corresponding author        

1.      Lu, S.J., Yao, D., Chen, X.Y.*, and Grewal, R. (2021). “Do Larger Audiences Generate Greater Revenues under Pay What You Want? Evidence from a Live Streaming Platform”, Marketing Science, 40(5): 964-984. (UTD24, FT50, ABS4*)

2.      Lin, Y., Yao, D., and Chen, X.Y.* (2021). “Happiness Begets Money: Emotion and Engagement in Live Streaming”, Journal of Marketing Research, 58(3): 417-438. (UTD24, FT50, ABS4*, Top Cited Article (#1) in JMR, 2021-2023)

3.      Yao, D., Lu, S.J., and Chen, X.Y.* (2025). “Crowding-Out in Content Monetization under Pay What You Want: Evidence from Live Streaming”, Production and Operations Management, 34(12): 3937–3957. (UTD24, FT50, SCI: JCR-Q1)

4.      Chen, X.Y., Li, X., Yao, D., and Zhou, Z.M.* (2019). “Seeking the support of the silent majority: are lurking users valuable to UGC platforms?”, Journal of the Academy of Marketing Science, 47: 986-1004. (FT50, ABS4*, SSCI: JCR-Q1)

5.      Jiang, L., Wagner, C., and Chen, X.Y.* (2021). “Taking Time into Account: Understanding Microworkers’ Continued Participation in Microtasks”, Journal of the Association for Information Systems, 22(4): 893-930. (ABS4*, SSCI: JCR-Q1)

6.      Ji, L., Chen, X.Y.*, Jiang, L., and Huang, J. (2025). “Within- and Cross-group Spillover Effects in Influencer Marketing: The Heterogeneity Between Micro- and Macro-influencers”, Information & Management, 62(7), 104202. (ABS3, SSCI: JCR-Q1)

7.      Lu, S.J., Xie, Y., and Chen, X.Y.* (2023). “Immediate and Enduring Effects of Digital Badges on Online Content Consumption and Generation”, International Journal of Research in Marketing, 40(1): 146-163. (ABS4, SSCI: JCR-Q1)

8.      Chen, X.Y., Ji, L.*, Jiang, L., and Huang, J. (2023). “The Bright Side of Emotional Extremity: Evidence from Tipping in Live Streaming Platform”, Information & Management, 60(1): 103726. (ABS3, SSCI: JCR-Q1)

9.      Jiang, L., Chen, X.Y.*, Miao, S.T., and Shi, C. (2024). “Play it safe or leave the comfort zone? Optimal content strategies for social media influencers on streaming video platforms”, Decision Support Systems, 179: 114148. (FMS A, SSCI: JCR-Q1)

10.   Chen, X.Y., Jiang, L.*, Miao, S.T., and Shi, C. (2023). “Road to Micro-Celebration: The Role of Mutation Strategy of Micro-Celebrity in Digital Media”, New Media & Society, 25(12): 3455-3476. (SSCI: JCR-Q1)

11.   Ji, L., Wang, Y.T., Zhao, H.Y., Jiang, L., and Chen, X.Y.* (2025). “Understanding the discontinuance of paid knowledge products: The roles of post-usage attitudes and goal orientations”, Internet Research, online. (ABS3, SSCI: JCR-Q1)

12.   Chen, X.Y., Wang, Y.T., Tao, D.*, Jiang, L., and Li, S.B. (2021). “Antecedents of Smartphone Multitasking: Roles of Demographics, Personalities, and Motivations”, Internet Research, 31(4): 1405-1443. (ABS3, SSCI: JCR-Q1)

13.   Wang, Q., Zhao, H.Y., Chen, X.Y.* (2026). “Can Low-Price Information Go Viral? Roles of Social Image Concern and Message Design in Viral Marketing”, Industrial Management & Data Systems, online. (ABDC A, SCI: JCR-Q1)

14.   Chen, X.Y., Zhang, X.Y., Qiao, S.C.*, and Tang, C. (2025). “Rainy or Sunny Days? The Effect of Weather on User Tipping Behaviors in Entertainment Live Streaming”, Journal of Marketing Science, 5(03): 66-87. (CSSCI, in Chinese)

Selected Conference Papers and Presentations

1.      Chen, X.Y., Huang, Y.L., Wang, Y.T.*, Zhao, H.Y., and Ji, L. (2021). “Why do People Buy but Stop Consuming? Understanding Factors Influencing Users’ Post-Purchase Dropping out of Paid Content Products”, in Proc. of China Marketing International Conference (CMIC), 12-15 August, 2021, Nanchang, China. (Best Paper Award)

2.      Chen, X.Y., Ji, L., Jiang, L., and Huang, J. (2021). “Bright Side of Emotional Extremity: Evidence from Live Streaming Platform”, in Proc. of Wuhan International Conference on Electronic Business (WHICEB), 28-30 May, 2021, Wuhan, China. (Best Paper Nominee Award)

3.      Chen, X.Y., Zhao, H.Y., Ishihara, I., and Ji, L. (2022). “The More Humanlike, the Better? Association between Anthropomorphism and Customer Acceptance of AI Chatbots: A Serial Mediation Model Investigation”, in Proc. of the 6th Thought Leaders' Conference of Marketing Science and Innovation (MSI 2022), 16-17 April, 2022, Suzhou, China. (Outstanding Paper Nominee Award)

4.      Chen, X.Y., Chen, C.J., Chen, L.X., and Ji, L. (2022). “The Effect of Gamification Design on Consumers’ Perceived Value and Willingness to Participate”, in Proc. of the 6th Thought Leaders' Conference of Marketing Science and Innovation (MSI 2022), 16-17 April, 2022, Suzhou, China. (in Chinese) (Outstanding Paper Nominee Award)

Working Papers

1.        “More Bang for Your Buck: A Data-Driven Framework for Cost-Effective KOL Selection and Scheduling”, with Jiang, L., Miao, S., Shi, C., and Shen, H., under review at Production and Operations Management

2.        “Ordeal by Innocence: Proactive Nudging and User Engagement in Online Communities”, with Li, X., and Yao, D., under review at Journal of the Academy of Marketing Science

3.        “Beauty and the Beholder: The Impact of Virtual Influencers' Attractiveness on Audience Engagement”, with Du, Q., Tang, C., Wang, Q., and Li, S., under review at Information & Management

4.        “Human- vs. AI-Labeled Recommenders: Effectiveness Across Personalization, Discount, and Popularity Message Framing”, with Ji, L., Tang, C., and Zhuang, M., under review at Information & Management

5.        “Beyond the Ideal: How Hyper-Idealization in Virtual Influencers Undermines Brand Engagement”, with Jiang, Y., Qiao, S., and Liu, X., submitted to Journal of Business Research

6.        “From Identity Fit to Brand Defense: How Distinctive Brand Style Makes Identification Actionable in Online Communities”, with Wang, Y., Jiang, Y., and Wang, Y., submitted to Journal of Research in Interactive Marketing

7.        “The Black Hole of Content: Paid Traffic and the Collapse of Niche Design”, with Wang, Y., and Zhu, Y., targeting Management Science

8.        “Niche by Design: How Creator Management Firms Internalize Cannibalization to Reshape Influencer Positioning”, with Wang, Y., Xu, X., and Alain, C., targeting Marketing Science

9.        “All Smiles Are Not Created Equal: Duchenne Smiles Reduce Extrinsic Rewards from Viewers in Live Streaming”, with Yao, D., Lin, Y., and Zhang, H., targeting Information Systems Research

10.     “The Persona Paradox: How Strategic Incongruence Across Multimodal Characteristics Drives Audience Engagement”, with Jiang, Y., and Wang, S., targeting Production and Operations Management

RESEARCH FUNDING

1.      PI: “Research on Dynamic Modeling and Optimization of AI Avatar Multi-Modal Content”, General Program, Jan. 2027 – Dec. 2030.

         Funding Agency: National Natural Science Foundation of China

2.      PI: “Leveraging Short Videos Advertising in Social Media Marketing: Effectiveness Optimization”, General Program, Jan. 2023 – Dec. 2026.

          Funding Agency: National Natural Science Foundation of China

3.      PI: “Incentivizing User Engagement in UGC Communities: Nudging State Transition, Encouraging Content Sharing and Promoting Content Paying”, General Program, Jan. 2019 – Dec. 2022.

          Funding Agency: National Natural Science Foundation of China

          Completed with Distinction

4.      PI: “Innovative Customer Segmentation Modeling and Customer Needs Representation Applications”, New Investigator Grant, Aug. 2015 – Dec. 2018.

         Funding Agency: National Natural Science Foundation of China

         Completed with Distinction

5.      PI: “Investigation and Countermeasures on the High-Quality Development of Huidong County's Economy, Guangdong”, Key Social Science Project of Guangdong, Mar. 2026 – Jun. 2026.

         Funding Agency: Guangdong Planning Office of Philosophy and Social Science

6.      PI: “User Behavior Modeling and Application of Social Media Platforms”, General Program, Oct. 2019 – Sep. 2022.

         Funding Agency: Natural Science Foundation of Guangdong Province

7.      PI: “Empirical Studies on Emotion in Live Streaming Context”, General Program, Oct. 2025 – Oct. 2028.

         Funding Agency: Shenzhen Science and Technology Innovation Bureau, through the Shenzhen Natural Science Foundation

8.      PI: “An Ontology-based Approach for Customer Needs Management and Product Innovation”, Overseas Talents Award, June 2015 – Dec. 2016.

          Funding Agency: Ministry of Education, China

BUSINESS CASES

Ivey Publishing

1.        Chen, X.Y., Jiang, L., Wang, Q., Tang, C., and Alain, C. (2025). “The Coming One: Revitalizing the Brand of a Variety Show Through Personal Branding Strategy”, Ivey Publishing. (Indexed by Harvard Business Publishing)

2.        Chen, X.Y., Jiang, L., Ji, L., and Yao, D. (2020). “Youliaodao in the Era of Knowledge Economy: Go Big or Go Home?”, Ivey Publishing. (Indexed by Harvard Business Publishing)

3.        Chen, X.Y., Ji, L., Jiang, L., Lu, S.J. and Yao, D. (2020). “Mobiuspace: Venturing into Emerging Markets”, Ivey Publishing. (Indexed by Harvard Business Publishing)

China Management Case-sharing Center

1.      Chen, X.Y., Wang, Zhen., Zhang, X.Y., Wang, Q. Qiao, S.C., and Tang, C. (2024). “CreatoRev: Ushering in a New Era of Influencer Marketing in North America”, China Management Case-sharing Center, 2024-09-MKT-1318. (National Top 100 Excellent Management Case)

2.      Chen, X.Y., Zhang, X.Y., Chen, C.J., Chen, L.X., Zhao, H.Y., and Wang, Q. (2023). “Breaking into the Middle East Market of Voice App: How Mashi as "Desert Rose" Blossoms into the "Blue Ocean"?”, China Management Case-sharing Center, 2023-09-MKT-1172. (National Top 100 Excellent Management Case)

3.      Chen, X.Y., Chen, C.J., Chen, L.X., Zhao, H.Y., and Ji., L. (2022). “Nothing is Impossible: What Should Lark Player Do Next in South America?”, China Management Case-sharing Center, 2022-10- MKT-1032. (National Top 100 Excellent Management Case)

4.      Chen, X.Y., Tang, Y., Wang, Y.T., Ling, Y.Y., and Ji., L. (2020). “Influencer Marketing in Social Media: The Exploration from Mobiuspace”, China Management Case-sharing Center, 2020-10-MKT-0762. (National Top 100 Excellent Management Case)

5.      Chen, X.Y., Hu, X.Q., Tang, Y., Ling, Y.Y., and Ji, L. (2019). “Chinese Short-Form Video Unicorn Tapping into Global Emerging Markets: Snaptube's Overseas Expansion by Mobiuspace”, China Management Case-sharing Center, 2019-11-MKT-0628. (National Top 100 Excellent Management Case)

INVITED TALKS

Mainland China

1.        “Empirical Modeling of Multi-Modal Digital Content Marketing”, 2026 China Marketing International Conference, Dalian, July 3, 2026

2.        “Social Media Influencer Content Strategy in the Digital Era”, School of Management, Shanghai University, May 21, 2026

3.        “Social Media Influencer Content Strategy in the Digital Era”, International Business School, Xi’an Jiaotong-Liverpool University, May 19, 2026

4.        “Empirical Modeling and Optimization of Social Media Influencer Marketing Strategies”, International Conference of Marketing Science and Innovation, Xuzhou, April 11, 2026

5.        “Optimizing Content Strategies for Social Media Influencer Marketing”, School of Economics and Management, Tongji University, December 15, 2025

6.        “Social Media Marketing Research in Digital Economy”, School of Economics and Management, Tsinghua University, September 26, 2025

7.        “Optimizing Content Strategies for Social Media Influencer Marketing”, Business School, University of International Business and Economics, September 25, 2025

8.        “Empirical Modeling Research on Live Streaming Platform”, School of Economics and Management, University of Chinese Academy of Sciences, September 25, 2025

9.        “Optimizing Content Strategies for Social Media Influencer Marketing”, 2025 China Marketing International Conference, Xuzhou, July 5, 2025

10.     “Social Media Marketing Strategies for the Digital Economy”, 2025 Asia-Pacific Marketing Academy Annual Conference, Shenzhen, May 24, 2025

11.     “How to publish a high-quality research paper”, Guanghua School of Management, Peking University, May 20, 2024

12.     “Empirical Studies on Emotion in Live Streaming Context”, 2023 Chinese Marketing Association of Universities, Wuhan, July 16, 2023

13.     “Social Media Marketing Models in Digital Economy”, Business School, Hunan University, April 10, 2023

14.     “Digital Marketing on Call: Empirical Research on Social Media and Live Streaming”, 2022 Chinese Marketing Association of Universities, Changchun, July 16, 2022

15.     “Incentivizing user engagement in live streaming platforms”, HSBC Business School, Peking University, June 23, 2021

16.     “Incentivizing user engagement in live streaming platforms”, Economics and Management School, Wuhan University, May 31, 2021

17.     “Incentivizing user engagement in live streaming platforms”, International School of Business Finance, Sun Yat-sen University, May 21, 2021

Hong Kong, Macao and Overseas

1.        “Social Media Influencer Content Strategy in the Digital Era”, Wee Kim Wee School of Communication and Information, Nanyang Technological University, September 17, 2026

2.        “Social Media Influencer Content Strategy in the Digital Era”, Business School, Hong Kong Polytechnic University, March 30, 2026

3.        “Empirical Modeling of Content Strategies across Social Media Platforms”, Department of Economics, University of Toronto, April 24, 2025

4.        “Optimizing Social Media Engagement: Data-Driven Strategies for the Digital Economy”, School of Information Technology, York University, April 24, 2025

5.        “Social Media Marketing Models in Digital Economy”, Faculty of Engineering, Hong Kong Polytechnic University, June 19, 2024

6.        “Empirical Modeling of Content Strategies for Social Media Influencer Marketing”, Mendoza College of Business, University of Notre Dame, April 22, 2024

7.        “Social Media Marketing Research in Digital Economy”, Department of Industrial and Operations Engineering, University of Michigan, April 20, 2024

8.        “Empirical Studies on Emotion in Live Streaming Context”, Ross School of Business, University of Michigan, April 18, 2024

9.        “Social Media Marketing Research in Digital Economy”, School of Mechanical and Aerospace Engineering, Nanyang Technological University, March 12, 2024

10.     “Empirical Studies on Emotion in Live Streaming Context”, Nanyang Business School, Nanyang Technological University, March 4, 2024

11.     “Social Media Marketing Models in Digital Economy”, Faculty of Business Administration, University of Macau, September 15, 2023

12.     “How to design user-friendly mobile app products”, Department of Industrial & Operations Engineering, University of Michigan, USA, October 4, 2019

13.     “Marketing and consumer behaviour in China”, Visiting students from Technology Innovation Program, Georgia Tech, USA, March 23, 2018

TEACHING EXPERIENCE

Graduate Courses

1.        Internet Behavioral Science and Management (for Ph.D. students, Elective)

2.        Service Marketing Innovation (for MBA students, Elective)

3.        English Writing and Communication (for graduate students, Core)

4.        Marketing Case Studies (for graduate students, Elective)

5.        Marketing Management (for international students, Elective)

6.        Special Topics in Marketing Research (for graduate students, Elective)

Undergraduate Courses

1.        Marketing Management (Undergraduate course, Core, Regular & MOOC)

2.        Principles of Marketing (Undergraduate course, Core, English-taught)

3.        Marketing Case Analysis (Undergraduate course, Core)

4.        China Market Case Study (Undergraduate course, Elective, for international students)

5.        Product Experience Design (Undergraduate course, Elective)

6.        User Experience Design (Undergraduate course, Elective)

7.        Entrepreneurial Marketing (Undergraduate course, Elective)

8.        Mobile Marketing Strategy (Undergraduate course, Elective)

9.        Mobile User Experience Design (Undergraduate course, Elective)

10.     Mobile Internet Marketing (Undergraduate course, Core)

11.     Business Introduction (Elite undergraduate course, Core)

12.     Marketing in Hot-spot Industries (Undergraduate, Elective)

13.     Computing (Undergraduate Tutorial, Core Course)

14.     Marketing Research (Part-time undergraduate course, Core)

15.     Marketing Strategy (Part-time undergraduate course, Core)

AWARDS AND HONORS

1.        Changjiang Young Scholar, Ministry of Education of the People’s Republic of China, 2025

2.        Shenzhen Distinguished Social Science Research Award, 2023

3.        Best Teaching Award, 2023

4.        Outstanding Paper Nominee Award at the Marketing Science and Innovation Conference, 2022

5.        Best Paper Award at the China Marketing International Conference, 2021

6.        Best Paper Nominee Award at the Wuhan International Conference on Electronic Business, 2021

7.        MBA Excellent Teacher, 2021

8.        Tencent Excellent Teaching Award, 2020

9.        Best English-taught Course Teaching Award, 2019

10.     Excellent MBA Teaching Award, 2018

11.     Best Undergraduate Teaching Award, 2016

12.     Shenzhen Nanshan Overseas High-level Talents Award (Pilot Talents), 2016

13.     Shenzhen Overseas High-level Talents Award (Peacock Talents), 2015

ACADEMIC SERVICES

1.        Journal of Business Research, Editorial Board Member, Jun. 2024 – Present

2.        Industrial Management & Data Systems, Associate Editor, Mar. 2022 – Mar. 2026

3.        Executive Chair of the Event Committee, China Marketing International Conference (CMIC), Jun. 2025 – Present

4.        Co-Chair for International Relations, Asia-Pacific Marketing Academy Conference (APMA), Jun. 2024 – Jun. 2028

5.        Doctoral Student Working Committee, Chinese Marketing Association of Universities (CMAU), Jul. 2023 – Jul. 2027

6.        Teaching & Research Committee, College of Management, Shenzhen University (SZU), May 2015 – Present

7.        Young Faculty Promotion and Development Committee, College of Management, SZU, May 2016 – Present