Presentations(*by co-author)

[1] Huang Guowei, Tran Hai-Anh, Evanschitzky Heiner (2024), The Impact of Influence Tactics on Customer Engagement in Brand Messaging. Proceedings of the European Marketing Academy, 53rd, (119389)

[2] Huang Guowei, Tran Hai-Anh, Evanschitzky Heiner (2024). The Impact of Influence Tactics on Customer Engagement in Brand Messaging. AMBS Doctoral Conference 2024. Best Conference Paper award

[3] Wanxiang Cai, Hai-Anh Tran, Guowei Huang and Bach Nguyen (2024). When Competence Meets Warmth: Interactions Between Costly and Costless Signals in Crowdfunding. Academy of Management Proceedings

[4] Hai-Anh Tran; Yuliya Strizhakova; Guowei Huang; Huy Tran; Anders Gustafsson (2025). Process and Outcome Framing in Brand Messages about Environmental Sustainability and Consumer Social Media Engagement. Proceedings of American Marketing Association Winter Academic Conference