Social Media Marketing, Empirical Modelling

Ph.D. in System and Engineering Management, Nanyang Technological University, 2008-2013

M.Eng. in Computer Science, Hunan Normal University, 2005-2008

B.Eng. in Computer Science, Hunan Normal University, 2001-2005

Graduate Course

1.      Service Marketing Innovation (MBA course, Elective)

2.      English Writing and Communication (Postgraduate course, Core)

3.      Marketing Management (for international students)

4.      Special Topics in Marketing Research (Postgraduate course, Elective)

Undergraduate Course

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

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

3.      Marketing Cases 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)

2025.08–Present, Distinguished Professor, Department of Marketing, College of Management, Shenzhen University, Shenzhen, China

2023.12–2025.07, Professor, Department of Marketing, College of Management, Shenzhen University, Shenzhen, China

2023.09–Present, Associate Dean, College of Management, Shenzhen University, Shenzhen, China

2022.3–Present, Associate Editor, Industrial Management & Data Systems, Publisher: Emerald

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 System, 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.   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), 12-16 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., IHA, 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) 

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. (one of the “National Top 100 Cases”)

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. (one of the “National Top 100 Cases”)

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. (one of the “National Top 100 Cases”)

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. (one of the “National Top 100 Cases”)

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. (one of the “National Top 100 Cases”)

1.      Changjiang Young Scholars Program by the Ministry of Education of P.R.C 2025

2.      Shenzhen Distinguished Social Science Research Award 2023

3.      Best Teaching Award 2023

4.      Outstanding Paper Nominee Award in Marketing Science and Innovation Conference 2022

5.      Best Paper Award in China Marketing International Conference 2021

6.      Best Paper Nominee Award in 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

1.      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 (CNY ¥ 450,000).

2.      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 (CNY ¥ 480,000).

3.      PI: “Innovative Customer Segmentation Modeling and Customer Needs Representation Applications”, New Investigator Grant, Aug. 2015 – Dec. 2018. Completed with Excellence Award

·        Funding Agency: National Natural Science Foundation of China (CNY ¥170,000).

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

·        Funding Agency: Natural Science Foundation of Guangdong Province (CNY ¥100,000).

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

·        Funding Agency: Shenzhen Science and Technology Innovation Commission (CNY ¥300,000).

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

·        Funding Agency: Ministry of Education, China (CNY ¥25,000).