Research

Current Research

My current research focuses on two main areas: (1) applying AI and text mining to marketing and business communications (2) developing AI methodologies for marketing and business

Publication

[1] Huang, G., Evanschitzky, H., & Tran, H. A. (2025). The impact of influence tactics on brand message sharing. Journal of Business Research, 199, 115497.

Revised and Resubmit

[1] Tran, H-A; Strizhakova, Y; Huang, G; Tran, H; Gustafsson, A. Process and outcome framing in firms's environmental messages and consumer social media engagement. Journal of Academy of Marketing Science (FT50/ABS4*). Revise & Resubmit

[2] Tran, H-A; Nguyen, B; Chan, T; Lacka, E; Huang, G; Liu, H. Blessing in Disguise: Consequences of Counterfactual Thinking Expressions in Negative Reviews and Firm Response. Journal of Service Research (ABS4). Revise & Resubmit

[3] Cai, W; Huang, G; Tran, H-A; Nguyen, B. Unlocking Crowdfunding Success: Leveraging Selling Perspectives and Influence Tactics for Optimal Performance. Journal of Small Business Management (ABS3). Revise & Resubmit

Working Paper

[1] Antonios Alvanos (Nottingham); Giannis Haralabopoulos (Reading); Guowei Huang (Manchester); Ilaria Mazzoli (Reading); Nico Biagi (Reading); Markos Kyritsis (Reading). Hate-Speech Detection in Online Communities: LSTM, BERT, LLM. Under Review at Information Systems Research (UTD24/ABS4*)

[2] Pengsong Zhang* (Toronto), Xiang Hu* (Westlake), Guowei Huang* (Manchester), Yang Qi* (Utah), Heng Zhang* (IIT/Genova), Xiuxu Li (Westlake), Jiaxing Song (ZJU), Jiabin Luo (PKU), Yijiang Li (UCSD), Shuo Yin (Tsinghua), Chengxiao Dai (Sydney), Eric Hanchen Jiang (UCLA), Xiaoyan Zhou (Westlake), Zhenfei Yin (Oxford), Boqin Yuan (UCSD), Jing Dong (Columbia), Guinan Su (MPI-IS), Guanren Qiao (CUHK), Haiming Tang (NUS), Anghong Du (Birmingham), Lili Pan (UESTC), Zhenzhong Lan (Westlake), Xinyu Liu (Toronto). aiXiv: A Next-Generation Open Access Ecosystem for Scientific Discovery Generated by AI Scientists. Under Review at Proceedings of the AAAI Conference on Artificial Intelligence (AAAI) (Top Conference in AI). * denotes co-first author. Article: Preprint.

[3] Wanxiang Cai (Bristol); Guowei Huang (Manchester); Hai-Anh Tran (Manchester); Bach Nguyen (Exeter); Xiao-Ping Chen (Washington). When competence meets warmth: interactions between costly and costless signals in crowdfunding. Under Review at Entrepreneurship Theory and Practice (FT50/ABS4*)

[4] Guowei Huang (Manchester); Heiner Evanschitzky (Manchester); Hai-Anh Tran (Manchester); Charles H. Noble (Tennessee). Leveraging Synthetic Data from Large Language Models for Machine Learning in Marketing Applications: Target-Aware Minimum Class Confusion Method. Job Market Paper

[5] Hai-Anh Tran (Manchester); Stephan Ludwig (Monash); Han Lin (Exeter); Guowei Huang (Manchester); Charles H. Noble (Tennessee); Dhruv Grewal (Babson). The Effects of CEOs' Communication about Firms' Innovative Culture on Firm Value. Revision , Target at strategic management journal

Working in Progress

[1] Leveraging Large Language Models for Text Classification in Marketing: a New Paradigm and a Case Study on Customer Orientation in Conference Calls (with Heiner Evanschitzky (Manchester); Hai-Anh Tran (Manchester))

[2] Meta-Scientific Research in Marketing: Understanding the Impact of Researcher Choices. This project is led by Hannes Datta (Tilburg), Oliver Koll (Innsbruck), Koen Pauwels(Northeastern), Karin Teichmann(Innsbruck), Harald van Heerde (New South Wales), and all the participation will be listed as co-author of this paper in International Journal of Research in Marketing (ABS4). Website

[3] Music Ranking and Country Culture (with Todd Pezzuti (Adolfo Ibáñez); Xiongkai Tan (München))

[4] Rethinking the Role of Humans in Data Analysis for Business Research: The Rise of AI Agents