On January 27, the Department of Management and Marketing successfully held the Workshop on Frontiers in Marketing Research, which aimed to provide cutting-edge insights into consumer behavior and marketing strategy research and to support the development of high-quality scholarly work. The workshop brought together faculty members and PhD students for in-depth academic exchange and lively discussion.
Three distinguished visiting scholars shared their ongoing research. Prof. Yacheng Sun (Tsinghua University) presented innovative work on using large language models as theory discovery tools in marketing research, demonstrating how AI can complement classical theorizing by uncovering novel, data-driven insights. Prof. Yuwei Jiang (Hong Kong Polytechnic University) discussed the double-edged nature of disability stereotypes, showing how they can simultaneously enhance consumer engagement in influencer marketing while disadvantaging disabled candidates in creativity-intensive employment contexts. Prof. Zhilin Yang (City University of Hong Kong) examined the complex role of local religiosity in shaping corporate carbon practices, revealing its dual effects through competing corporate cultural pathways.
Throughout the workshop, participants engaged actively with the speakers, offering thoughtful questions and constructive feedback. The rich discussions fostered deeper understanding of emerging research frontiers and methodological approaches. Overall, the workshop was highly productive, and participants reported gaining valuable insights that will inform their future research.
