董学兵｜上海大学｜学者主页

2026

Manipulated virtual influencers (VIs) : The impact of VI post customization level on consumers' willingness to engage in VI marketing campaigns

Xuebing Dong, Biao Wang, Xiucheng Fan, Nianqi Deng

Journal Of Retailing And Consumer Services，Vol. 88

DOI

2026

What leads to consumer engagement towards short-form videos on Douyin? The moderating role of brand type

Xuebing Dong, Junlan Xie, Nannan Xi, Junyun Liao, Shunan Xie

International Journal of Advertising

DOI

2026

Loneliness increases consumers’ preference for virtual human companionship

Junyun Liao, Xinyue Wang, Xuebing Dong

Journal of Business Research

DOI

2025

Media coverage and band equity: evidence from China with institutional moderators

Kui Wang, Zhenbin Guan, Ri Na, Zhaoyang Guo, Xuebing Dong

Journal Of Brand Management

DOI

2025

How should social media influencers tell compelling stories through video blogs? A study of storytelling features on live comments

Xuebing Dong, Biao Wang, Yan Liu, Nannan Xi, Donghong Zhu

Asia Pacific Journal Of Marketing And Logistics，Vol. 370, No. 70

DOI

2025

The Impact of Danmaku Ritual Types on User Digital Engagement in Video-Based Social Media: The Moderating Role of Influencer Types and Domains

Xuebing Dong, Biao Wang, Wenting Chu, Raffaele Filieri, Junyun Liao

Psychology & Marketing，Vol. 420, No. 10

DOI

2025

Digital transformation and corporate green innovation forms: evidence from China

Xuebing Dong, Shunjie Meng, Liangbo Xu, Yueyou Xin

Journal Of Environmental Planning And Management，Vol. 680, No. 11

DOI

2025

The impact of blockchain adoption in supply chain systems on corporate performance: a technology-organization-environment framework

Xuebing Dong, Xiancheng Hao, Chuangneng Cai, Xinyu Li, Kui Wang, Jie Zhang

Production Planning & Control，Vol. 360, No. 11

DOI

2025

More polite, more immoral: how does politeness in service robots influence consumer moral choices?

Xuebing Dong, Galina Zvereva, Xin Wen, Nannan Xi

Service Industries Journal

DOI

2025

Does using augmented reality in online shopping affect post-purchase product perceptions? A mixed design using machine-learning based sentiment analysis, lab experiments, and focus groups

Xuebing Dong, Chuanzhi Hu, Jonas Heller, Nianqi Deng

International Journal of Information Management

DOI

2024

The Effect of Environmental Protection-Related Media Coverage on Corporate Green Innovation

Chuangneng Cai, Mengmeng Fan, Xuebing Dong, Jie Zhang

Sustainability，Vol. 16, No. 24

DOI

2024

Mega-influencer follower effect: the mediating role of sense of control in brand attitudes, purchase intentions and engagement

Xuebing Dong, Run Zhou, Junyun Liao

European Journal Of Marketing

DOI

2024

How to promote consumers' imaginative use in online shopping platforms: the matching effect of character cues and product types

Run Zhou, Xuebing Dong

Asia Pacific Journal Of Marketing And Logistics，Vol. 360, No. 80

DOI

2024

Short video marketing: what, when and how short-branded videos facilitate consumer engagement

Xuebing Dong, Hong Liu, Nannan Xi, Junyun Liao, Zhi Yang

Internet Research，Vol. 340, No. 3

DOI

2023

Understanding local consumers' reactions to perceived unfair product recalls of foreign brands: a relative deprivation perspective

Junyun Liao, Siying He, Yanghong Hu, Jiawen Chen, Xuebing Dong

Asia Pacific Journal Of Marketing And Logistics，Vol. 350, No. 90

DOI

2023

More gain, more give? The impact of brand community value on users' value co-creation

Junyun Liao, Jiecong Pang, Xuebing Dong

Journal Of Retailing And Consumer Services，Vol. 74

DOI

2023

The Impact of Perceived Benefits on Blockchain Adoption in Supply Chain Management

Chuangneng Cai, Xiancheng Hao, Kui Wang, Xuebing Dong

Sustainability，Vol. 15, No. 8

DOI

2023

The impact of virtual interaction on consumers' pro-environmental behaviors: the mediating role of platform intimacy and love for nature

Xuebing Dong, Yaping Chang, Junyun Liao, Xiancheng Hao, Xiaoyu Yu

Information Technology and People

DOI

2022

Consumer responses to online advertising and online reviews: The mediating role of cognitive responses and affective responses

Xuebing Dong, Junyun Liao, Yaping Chang, Run Zhou

Journal Of Electronic Commerce Research，Vol. 23, No. 4

2022

Exploring the effectiveness of China's dual credit policy in a differentiated automobile market when some consumers are environmentally aware

Fulan Wu, Pei Li, Xuebing Dong, Yuanzhu Lu

Energy Economics，Vol. 111

DOI

2022

Can negative media coverage be positive? When negative news coverage improves firm financial performance

Xuebing Dong, Xin Wen, Kui Wang, Chuangneng Cai

Journal Of Business & Industrial Marketing，Vol. 370, No. 6

DOI

2022

Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

Junyun Liao, Jiawen Chen, Xuebing Dong

Asia Pacific Journal Of Marketing And Logistics，Vol. 340, No. 30

DOI

2022

Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis

Xiaojun Fan, Nianqi Deng, Yi Qian, Xuebing Dong

Journal Of Business Ethics，Vol. 1750, No. 2

DOI

2021

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

Junyun Liao, Xuebing Dong, Ziwei Luo, Rui Guo

Journal Of Product And Brand Management，Vol. 300, No. 80

DOI

2021

The Influence of the Inconsistent Color Presentation of the Original Price and Sale Price on Purchase Likelihood

Shichang Liang, Xuebing Dong, Yanling Yan, Yaping Chang

Frontiers In Psychology，Vol. 12

DOI

2020

Examining knowledge contribution in firm-versus consumer-hosted virtual brand community

Junyun Liao, Xuebing Dong, Yulang Guo

Electronic Commerce Research And Applications，Vol. 41

DOI

2020

Adoption of augmented reality in online retailing and consumers' product attitude: A cognitive perspective

Xiaojun Fan, Zeli Chai, Nianqi Deng, Xuebing Dong

Journal Of Retailing And Consumer Services，Vol. 53

DOI

2020

移动视频直播对重复消费意向的影响机理研究

董学兵，温馨，刘虹，李新宇

《上海管理科学》

2020

移动视频直播的互动性对持续使用意愿的影响

范小军，蒋欣羽，倪蓉蓉，董学兵

《系统管理学报》，Vol. 29, No. 2

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2020

Does role conflict influence discontinuous usage intentions? Privacy concerns, social media fatigue and self-esteem

Xiaojun Fan, Xinyu Jiang, Nianqi Deng, Xuebing Dong, Yangxi Lin

Information Technology and People

DOI

2019

Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market

Liu Yan, Fan Xiaojun, Jie Li, Xuebing Dong

Asia Pacific Journal Of Marketing And Logistics，Vol. 310, No. 30

DOI

2019

Love of nature as a mediator between connectedness to nature and sustainable consumption behavior

Xuebing Dong, Shengmin Liu, Hongbo Li, Zhi Gao Ou Yang, Shichang Liang, Nianqi Deng

Journal of Cleaner Production

DOI

2019

Do others’ self-presentation on social media influence individual’s subjective well-being? A moderated mediation model

Xiaojun Fan, Nianqi Deng, Xuebing Dong, Yangxi Lin, Junbin Wang

Telematics and Informatics

DOI

2018

Showing to friends or strangers? Relationship orientation influences the effect of social exclusion on conspicuous consumption

Shichang Liang, Yun He, Yaping Chang, Xuebing Dong, Donghong Zhu

Journal Of Consumer Behaviour，Vol. 170, No. 40

DOI

2018

Does online media sequence matter in product marketing?

Xuebing Dong, Hongbo Li

Electronic Commerce Research And Applications，Vol. 28

DOI

2018

虚拟品牌社群氛围对品牌忠诚的影响

董学兵，常亚平，肖灵

《管理学报（湖北）》，No. 11

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2018

多媒体协同的综述与展望

董学兵，常亚平

《管理现代化》

2018

How online media synergy influences consumers' purchase intention: A perspective from broadcast and interactive media

Xuebing Dong, Yaping Chang, Shichang Liang, Xiaojun Fan

Internet Research，Vol. 280, No. 4

DOI

2018

How does material possession love influence sustainable consumption behavior towards the durable products?

Xuebing Dong, Hongbo Li, Shengmin Liu, Chuangneng Cai, Xiaojun Fan

Journal of Cleaner Production

DOI

2017

Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response

Xuebing Dong, Yaping Chang, Xiaojun Fan

Online Information Review

DOI

2014

虚拟社区消费信息内容特性对信息分享行为的影响研究

常亚平，董学兵

《情报杂志》

2012

城市居民可持续消费行为的影响因素

董学兵，杨智，李盈

《城市问题》，No. 10

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2011

居民可持续消费行为及意向实证研究——以长沙市为例

杨智，董学兵

《城市问题》，No. 3

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2010

价值观对绿色消费行为的影响研究

杨智，董学兵

《华东经济管理》，No. 10

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精选作品

期刊论文

Manipulated virtual influencers (VIs) : The impact of VI post customization level on consumers' willingness to engage in VI marketing campaigns

What leads to consumer engagement towards short-form videos on Douyin? The moderating role of brand type

Loneliness increases consumers’ preference for virtual human companionship

Media coverage and band equity: evidence from China with institutional moderators

How should social media influencers tell compelling stories through video blogs? A study of storytelling features on live comments

The Impact of Danmaku Ritual Types on User Digital Engagement in Video-Based Social Media: The Moderating Role of Influencer Types and Domains

Digital transformation and corporate green innovation forms: evidence from China

The impact of blockchain adoption in supply chain systems on corporate performance: a technology-organization-environment framework

More polite, more immoral: how does politeness in service robots influence consumer moral choices?

Does using augmented reality in online shopping affect post-purchase product perceptions? A mixed design using machine-learning based sentiment analysis, lab experiments, and focus groups

The Effect of Environmental Protection-Related Media Coverage on Corporate Green Innovation

Mega-influencer follower effect: the mediating role of sense of control in brand attitudes, purchase intentions and engagement

How to promote consumers' imaginative use in online shopping platforms: the matching effect of character cues and product types

Short video marketing: what, when and how short-branded videos facilitate consumer engagement

Understanding local consumers' reactions to perceived unfair product recalls of foreign brands: a relative deprivation perspective

More gain, more give? The impact of brand community value on users' value co-creation

The Impact of Perceived Benefits on Blockchain Adoption in Supply Chain Management

The impact of virtual interaction on consumers' pro-environmental behaviors: the mediating role of platform intimacy and love for nature

Consumer responses to online advertising and online reviews: The mediating role of cognitive responses and affective responses

Exploring the effectiveness of China's dual credit policy in a differentiated automobile market when some consumers are environmentally aware

Can negative media coverage be positive? When negative news coverage improves firm financial performance

Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

Factors Affecting the Effectiveness of Cause-Related Marketing: A Meta-Analysis

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

The Influence of the Inconsistent Color Presentation of the Original Price and Sale Price on Purchase Likelihood

Examining knowledge contribution in firm-versus consumer-hosted virtual brand community

Adoption of augmented reality in online retailing and consumers' product attitude: A cognitive perspective

移动视频直播对重复消费意向的影响机理研究

移动视频直播的互动性对持续使用意愿的影响

Does role conflict influence discontinuous usage intentions? Privacy concerns, social media fatigue and self-esteem

Extrinsic cues, perceived quality, and purchase intention for private labels: Evidence from the Chinese market

Love of nature as a mediator between connectedness to nature and sustainable consumption behavior

Do others’ self-presentation on social media influence individual’s subjective well-being? A moderated mediation model

Showing to friends or strangers? Relationship orientation influences the effect of social exclusion on conspicuous consumption

Does online media sequence matter in product marketing?

虚拟品牌社群氛围对品牌忠诚的影响

多媒体协同的综述与展望

How online media synergy influences consumers' purchase intention: A perspective from broadcast and interactive media

How does material possession love influence sustainable consumption behavior towards the durable products?

Effects of the characteristics of online multimedia synergy on consumers’ message acceptance and message response

虚拟社区消费信息内容特性对信息分享行为的影响研究

城市居民可持续消费行为的影响因素

居民可持续消费行为及意向实证研究——以长沙市为例

价值观对绿色消费行为的影响研究

研究方向