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] 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

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

[3] 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), 1–30

Revise and Resubmit

[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*). Conditional Accept

Under Review

[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). Under Review at Journal of Marketing Research (FT50/ABS4*).

Selected Working Papers

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

[2] 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).

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

[4] Brand Tone of Voice: Conceptualization and Measurement of Linguistic Styles in Global Brand Communication (With Abbie Iveson, Hai-Anh Tran, and Heiner Evanschitzky).

[5] aiXiv: A Next-Generation Open Access Ecosystem for Scientific Discovery Generated by AI Scientists (With Pengsong Zhang, Xiang Hu, Guowei Huang, Yang Qi, Heng Zhang, Xiuxu Li, Jiaxing Song, Jiabin Luo, Yijiang Li, Shuo Yin, Chengxiao Dai, Eric Hanchen Jiang, Xiaoyan Zhou, Zhenfei Yin, Boqin Yuan, Jing Dong, Guinan Su, Guanren Qiao, Haiming Tang, Anghong Du, Lili Pan, Zhenzhong Lan, and Xinyu Liu).

[6] Meta-Scientific Research in Marketing: Understanding the Impact of Researcher Choices (This project is led by Hannes Datta, Oliver Koll, Koen Pauwels, Karin Teichmann, and Harald van Heerde. All participants will be listed as co-authors of this paper).