According to the latest citation data from the UTD 24 top journal, Journal of Marketing Research (JMR), the paper titled “Happiness Begets Money: Emotion and Engagement in Live Streaming,” co-authored by Professor Chen Xingyu from the College of Management, Assistant Professor Lin Yan from the University of Macau, and Associate Professor Dai Yao from the Hong Kong Polytechnic University, has been selected as the top-cited article in JMR for 2021-2022. It is also recognized as a Highly Cited Paper by Web of Science. The paper was featured as the lead article in its issue, sparking extensive academic discussions. Moreover, it ranks first among the most cited articles in JMR over the past three years and has garnered significant reader attention, placing it among the most read articles in the last six months.

This achievement reflects the College of Management's commitment to high-quality research and the cultivation of outstanding talent. The college remains at the forefront of the times, encouraging and supporting faculty and students in exploring the unknown and embracing innovation, striving to become a hub for knowledge creation in management and marketing in the digital economy era.

With the rapid growth of the digital economy, live streaming platforms, as new forms of social media, create real-time payment (Pay-What-You-Want, PWYW) scenarios based on live video content for audiences. The paper focuses on the impact mechanisms of participants' emotions on their payment behaviors in dynamic commercial settings like live streaming. By conducting large-scale randomized field experiments to dynamically model the emotions of streamers, viewers, and viewer participation, the research aids live streaming platforms and streamers in optimizing marketing strategies and quantifying economic benefits.