Research

Current Research

My current research focuses on three main areas: (1) applying AI and text mining to marketing and business communications, (2) developing AI methodologies for marketing and business, and (3) AI for Science.

Publications

[1] Process and outcome framing in firms' environmental messages and consumer social media engagement (With Hai-Anh Tran, Yuliya Strizhakova, Huy Tran, and Anders Gustafsson). Journal of the Academy of Marketing Science (FT50/ABS4*).Forthcoming

[2] Blessing in Disguise: Consequences of Counterfactual Thinking Expressions in Negative Reviews and Firm Response (With Hai-Anh Tran, Bach Nguyen, Tommy Chan, Ewelina Lacka, and Hongfei Liu). Journal of Service Research (ABS 4). Forthcoming

[3] The impact of influence tactics on brand message sharing (With Heiner Evanschitzky, Hai-Anh Tran). Journal of Business Research (ABS 3), 2025, 199, 115497.

[4] Unlocking crowdfunding success by leveraging selling perspectives and influence tactics for optimal performance (With Wanxiang Cai, Hai-Anh Tran, aned Bach Nguyen). Journal of Small Business Management (ABS 3), 2026, 1–30

Selected Working Papers

[1] Leveraging Synthetic Data from Large Language Models for Machine Learning in Marketing Applications: Target-Aware Minimum Class Confusion Method (With Heiner Evanschitzky, Hai-Anh Tran, and Charles H. Noble).

[2] Integrating Large Language Models into Marketing Construct Measurement: A Scalable Teacher-Student Approach (With Heiner Evanschitzky, Hai-Anh Tran, and Yangchun Xiong).

[3] The Effects of CEOs’ Communication about Firms’ Innovative Culture on Firm Value (With Hai-Anh Tran, Stephan Ludwig, Han Lin, Charles H. Noble, and Dhruv Grewal).

[4] When Competence Meets Warmth: Interactions Between Costly and Costless Signals in Crowdfunding (With Hai-Anh Tran, Bach Nguyen, and Xiao-Ping Chen).