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

Courses

Graduate Course

· Service Marketing Innovation (MBA course, Elective)

· English Writing and Communication (Postgraduate course, Core)

· Marketing Management (for international students)

· Special Topics in Marketing Research (Postgraduate course, Elective)

Undergraduate Course

· Marketing Management (Undergraduate course, Core, Regular & MOOC)

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

· Marketing Cases Analysis (Undergraduate course, Core)

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

· Product Experience Design (Undergraduate course, Elective)

· User Experience Design (Undergraduate course, Elective)

· Entrepreneurial Marketing (Undergraduate course, Elective)

· Mobile Marketing Strategy (Undergraduate course, Elective)

· Mobile User Experience Design (Undergraduate course, Elective)

· Mobile Internet Marketing (Undergraduate course, Core)

· Business Introduction (Elite undergraduate course, Core)

· Marketing in Hot-spot Industries (Undergraduate, Elective)

· Computing (Undergraduate Tutorial, Core Course)

· Marketing Research (Part-time undergraduate course, Core)

· Marketing Strategy (Part-time undergraduate course, Core)

2023.12–Present, 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. Yao, D., Lu, S.J., and Chen, X.Y.* (2024). “Crowding-Out in Content Monetization under Pay What You Want: Evidence from Live Streaming”, Production and Operations Management, online. (UTD24, FT50)

2. 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 B, SSCI: JCR-Q1)

3. 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*)

4. 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*)

5. 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(6): 986-1004. (FT50, ABS4*, SSCI: JCR-Q1)

6. 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)

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)

8. 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)

9. 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)

Selected Conference Papers and Presentations

1. 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)

2. 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)

3. 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)

4. 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)

5. Chen, X.Y., Ji, L., Lin, Y. (2023). “The Impact of Emotional Diversity on Tipping in Live Streaming”, in Proc. of 27th Pacific Asia Conference on Information Systems (PACIS), 8-12 July, 2023, Nanchang, China.

6. Yao, D., Liu, S.J., Grewal, R., and Chen, X.Y.* (2018). “The Impact of Audience Size on Viewer Engagement in Live Streaming: Evidence from a Field Experiment”, in Proc. of the 12th Annual Frank M. Bass FORMS Conference, 1-3 March, 2018, Richardson, USA.

7. Chen, X.Y., and Zhou, Z.M.* (2016). “Big Data Method for Online Innovative Customer Segmentation”, in Proc. of Frank Bass Forms Conference at UT Dallas, 18-20 February, 2016, Dallas, USA.

Working Papers

1. “More Bang for Your Buck: Effective KOL Marketing Campaign in Emerging Short-video Markets, with Ji, L., Jiang, L., Miao, S., and Shi, C., resubmit to Manufacturing and Service Operations Management

2. “All Smiles Are Not Created Equal: Duchenne Smiles Reduce Extrinsic Rewards from Viewers in Live Streaming”, with Yao, D., and Lin, Y., resubmit to Marketing Science

3. “Proactive Nudging and User Engagement in Online Communities”, with Yao, D., and Li X., target International Journal of Research in Marketing

4. “The Sway of Micro-influencers: Synergies and Spillovers in Influencer Marketing”, with Ji, L., Jiang, L., Huang, J., and Zhao, H.Y., target Journal of Marketing

5. “When Humans Outperform AI Agents in Product Recommendation? Evidence from A Field Experiment”, with Tang, C., Zhuang, M.Z., and Fang, E., target Journal of Marketing Research

Management Cases

Ivey Publishing

1. 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.

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

China Management Case-sharing Center

1. 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”)

2. 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”)

3. 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”)

4. 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”)

Shenzhen Distinguished Social Science Research Award 2023

Excellent Research Award 2023

Research Star Award 2023

Course Likability Award 2023

Excellent Research Award 2022

Research Star Award 2022

Outstanding Paper Nominee Award in Marketing Science and Innovation Conference 2022

Best Paper Award in China Marketing International Conference 2021

Best Paper Nominee Award in Wuhan International Conference on Electronic Business 2021

Advanced individual of Shenzhen University (2018, 2021)

Tencent Excellent Teacher Award of Shenzhen University (2020)

Excellent Undergraduate Teaching Award of Shenzhen University (2020)

Excellent MBA Teaching Award of Shenzhen University (2019, 2020)

New graduate tutor of Shenzhen University (2019)

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: “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).

4. 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).

5. 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).