People and Research People

People Details

Prof. DOU Wenyu


Associate Dean (Graduate Programmes)

10-216, Lau Ming Wai Academic Building, City University of Hong Kong
+852 34427004
+852 34420151

Research Areas

Advertising: Social Media Marketing, Content Marketing
Marketing Strategy, Digital Marketing Strategy


PHD - Marketing (Minor: International Business)
Master of Science - Atmospheric Sciences
Bachelor of Science - Meteorology


Professor Dou Wenyu is Associate Dean for Graduate Programs & Director of EMBA-Chinese Program, in College of Business, City University of Hong Kong.

Prof. Dou received his B.S. degree from Beijing University, M.S. degree from University of Wyoming, and Ph.D. in Marketing from the University of Wisconsin - Milwaukee. His primary research interests include e-commerce, advertising, social media marketing, and content marketing. As an internationally renowned advertising scholar, Prof. Dou has published extensively in prestigious journals such as MIS Quarterly, Journal of International Business Studies, Journal of Advertising, Journal of Advertising Research, Journal of Interactive Marketing, among others. Prof. Dou served as Associate Editor for Journal of Interactive Advertising (2014-2016), and currently sits in the editorial board of Journal of Advertising.

Prof. Dou is a highly experienced educator/scholar in the international education domain. Before joining City University of Hong Kong, he taught at St. Cloud State University (USA) and the University of Nevada – Las Vegas (USA).  He is also appointed as Chair Professor under the Chu Tian Scholars Program with Zhongnan University of Economics and Law (China).

Prof. Dou’s expertise in new media marketing has earned him strong recognition from industries as well.  He is a Columnist for Financial Times (Chinese), contributing regular articles on topics related to Social Media Marketing. He is also a frequent speaker at gatherings of business leaders, corporate events, and conferences.  Prof. Dou has taught and consulted executives from many parts of the world, including US, Hong Kong, China, India, South Korea, Russia, and Spain.

External Links

窦教授新浪微博(Sina Weibo for Prof. Dou)

FT 中文网专栏作家(Columnist for Financial Times Chinese)


Journal Publications and Reviews

Wu, Jintao; Chen, Junsong; Chen, Honghui; Dou, Wenyu; Shao, Dan / What to say on social media and how: Effects of communication style and function on online customer engagement in China. December 2019; In: Journal of Service Theory and Practice. Vol. 29, No. 5/6, pp. 691-707

Zhu, Jiang; Jiang, Lan; Dou, Wenyu; Liang, Liang / Post, eat, change: the effects of posting food photos on consumers' dining experiences and brand evaluation. May 2019; In: Journal of Interactive Marketing. Vol. 46, pp. 101-112

Chen, Man; Yang, Zhi; Dou, Wenyu; Wang, Feng / Flying or dying? Organizational change, customer participation, and innovation ambidexterity in emerging economies. March 2018; In: Asia Pacific Journal of Management. Vol. 35, No. 1, pp. 97-119

Zhu, Xiaoxuan; Dong, Maggie Chuoyan; Gu, Jibao; Dou, Wenyu / How Do Informal Ties Drive Open Innovation? the Contingency Role of Market Dynamism. May 2017; In: IEEE Transactions on Engineering Management. Vol. 64, No. 2, pp. 208-219

Song, Long; Lau, Raymond Yiu Keung; Kwok, Ron Chi-Wai; Mirkovski, Kristijan; Dou, Wenyu / Who are the spoilers in social media marketing? Incremental learning of latent semantics for social spam detection. March 2017; In: Electronic Commerce Research. Vol. 17, No. 1, pp. 51-81

Wu, Jintao; Chen, Junsong; Dou, Wenyu / The Internet of Things and interaction style: the effect of smart interaction on brand attachment. January 2017; In: Journal of Marketing Management. Vol. 33, No. 1-2, pp. 61-75

QIN, YAO; WEN, NA; DOU, WENYU / Effects of perceptual and conceptual similarities on consumers’ evaluations of copycat brand names. March 2016; In: Journal of Consumer Behaviour. Vol. 15, No. 2, pp. 117-125

Wang, Guangping; Dou, Wenyu; Zhu, Weichun; Zhou, Nan / The effects of firm capabilities on external collaboration and performance: The moderating role of market turbulence. September 2015; In: Journal of Business Research. Vol. 68, No. 9, pp. 1928-1936

Wu, Jintao; WEN, Na; Dou, Wenyu; Chen, Junsong / Exploring the Effectiveness of Consumer Creativity in Online Marketing. 2015; In: European Journal of Marketing. Vol. 49, pp. 262 - 276

Wu, Jintao; Wen, Na; Dou, Wenyu; Chen, Junsong / Exploring the effectiveness of consumer creativity in online marketing communications. 2015; In: European Journal of Marketing. Vol. 49, pp. 262-276

Wang, Guangping; Dou, Wenyu; Li, Hairong; Zhou, Nan / Advertiser risk taking, campaign originality, and campaign performance. 2013; In: Journal of Advertising. Vol. 42, No. 1, pp. 42-53

鄔金濤; 陳峻松; 竇文宇 / 群體性複合需求情景下的顧客創新體驗與多樣化尋求. September 2012; In: 營銷科學學報. Vol. 8, No. 3, pp. 120 - 129

Wang, Guangping; Dou, Wenyu; Zhou, Nan / The interactive effects of sales force controls on salespeople behaviors and customer outcomes. April 2012; In: Journal of Personal Selling and Sales Management. Vol. 32, No. 2, pp. 225-243

Quan, Xiaojun; Wenyin, Liu; Dou, Wenyu; Xiong, Hui; Ge, Yong / Link graph analysis for business site selection. March 2012; In: Computer. Vol. 45, No. 3, pp. 64-69

Dou, Wenyu; Li, Hairong; Zhou, Nan; Su, Chenting / Exploring relationship satisfaction between global professional service firms and local clients in emerging markets. September 2010; In: Journal of International Business Studies. Vol. 41, No. 7, pp. 1198-1217

Dou, Wenyu; Lim, Kai H.; Su, Chenting; Zhou, Nan; Cui, Nan / Brand positioning strategy using search engine marketing. June 2010; In: MIS Quarterly: Management Information Systems. Vol. 34, No. SPEC. ISSUE 2, pp. 261-279

Su, Chenting; Yang, Zhilin; Zhuang, Guijun; Zhou, Nan; Dou, Wenyu / Interpersonal influence as an alternative channel communication behavior in emerging markets: The case of China. May 2009; In: Journal of International Business Studies. Vol. 40, No. 4, pp. 668-689

Li, Hairong; Dou, Wenyu; Wang, Guangping; Zhou, Nan / The effect of agency creativity on campaign outcomes the moderating role of market conditions. December 2008; In: Journal of Advertising. Vol. 37, No. 4, pp. 109-120

Wang, Guangping; Dou, Wenyu; Zhou, Nan / Consumption attitudes and adoption of new consumer products: A contingency approach. 2008; In: European Journal of Marketing. Vol. 42, No. 1-2, pp. 238-254

Dou, Wenyu; Krishnamurthy, Sandeep / Using brand websites to build brands online: A product versus service brand comparison. 2007; In: Journal of Advertising Research. Vol. 47, No. 2, pp. 193-206

Dou, Wenyu; Ghose, Sanjoy / A dynamic nonlinear model of online retail competition using Cusp Catastrophe Theory. July 2006; In: Journal of Business Research. Vol. 59, No. 7, pp. 838-848

Dou, Wenyu; Wang, Guangping; Zhou, Nan / Generational and regional differences in media consumption patterns of Chinese Generation X consumers. June 2006; In: Journal of Advertising. Vol. 35, No. 2, pp. 101-110

Fruchter, G. E.; Dou, W. / Optimal budget allocation over time for keyword ads in Web portals. January 2005; In: Journal of Optimization Theory and Applications. Vol. 124, No. 1, pp. 157-174

Dou, Wenyu / Will internet users pay for online content?. December 2004; In: Journal of Advertising Research. Vol. 44, No. 4, pp. 349-359

Gulati, Rajesh; Bristow, Dennis N.; Dou, Wenyu / The Impact of Personality Variables, Prior Experience, and Training on Sales Agents' Internet Utilization and Performance. 2004; In: Journal of Business-to-Business Marketing. Vol. 11, No. 1-2, pp. 153-182

Dou, Wenyu; Yoo, Boonghee; Liangyu, Ma / Consumer patronage of ethnic portals. 2003; In: International Marketing Review. Vol. 20, No. 6, pp. 661-667+580+582+585

Dou, Wenyu; Chou, David C. / A structural analysis of business-to-business digital markets. February 2002; In: Industrial Marketing Management. Vol. 31, No. 2, pp. 165-176

Dou, Wenyu; Nielsen, Ulrik; Tan, Chee Ming / Using corporate websites for export marketing. 2002; In: Journal of Advertising Research. Vol. 42, No. 5, pp. 105-115

Dou, Wenyu; Linn, Randy; Yang, Sixian / How smart are "smart banners"?. July 2001; In: Journal of Advertising Research. Vol. 41, No. 4, pp. 31-43

Ghose, Sanjoy; Dou, Wenyu / Interactive functions and their impacts on the appeal of internet presence sites. March 1998; In: Journal of Advertising Research. Vol. 38, No. 2, pp. 29-43

Conference Papers

YAN, Yanni; Dou, Wenyu / Managerial Social Capital Prospect: Control and Trust and its Organizational Interdependence. September 2014; BAM conference (BAM 2014), 09/09/2014 - 11/09/2014, Belfast Waterfront, Northern Ireland, United Kingdom.

QIN, Yao; Wen, Na; Dou, Wenyu; XU, Lan / “Meaning Similar” Wins, “Looking Similar” Loses? The Effect of Perceptual Similarity and Conceptual Similarity on Consumers’ Perceptions of Copycat Brand Names. October 2013; Association for Consumer Research North American Conference, 03/10/2013 - 06/10/2013, , United States.

WEN, Na; Dou, Wenyu / Does Thinking “Outside of the Box” Make People Feel “Full”? The Influence of Consumer Creativity on Satiation for Unhealthy Foods. October 2013; Association for Consumer Research 2013, 03/10/2013 - 06/10/2013, Chicago, United States.

Qin, Yao; WEN, Na; Dou, Wenyu; Xu, Lan / Look Similar or Mean the Same Thing? Which One is More Misleading for Consumers of Chinese Copycat Brand Names?. October 2013; Association for Consumer Research 2013, 03/10/2013 - 06/10/2013, Chicago, United States.

QIN, Yao; Wen, Na; Dou, Wenyu / The Effect of Perceptual Similarity and Conceptual Similarity on Consumers’ Perceptions of Copycat Brand Names. August 2013; 2013 JMS Annual Conference of China Marketing Science, 16/08/2013 - 18/08/2013, , .

WANG, Guangping; MA, Xiaoqing; DOU, Wenyu / Firm Capabilities, Key Partner Participation, and Firm Performance. August 2012; Institute for the Study of Business Markets Conference, 15/08/2012 - 16/08/2012, Chicago, United States.

DOU, Wenyu; ZENG, Xiaohua; WEN, Na; WEI, Liyuan / Ethical Consumption Behaviors: When Does Doing a Good Thing Not Let Us Off the Hook?. June 2012; 2012 AMA Marketing & Public Policy Conference, 07/06/2012 - 09/06/2012, , United States.

DOU, Wenyu; Wu, Jintao; Qin, Yao / Does Making Consumers Creative Improve Brand Evaluations? Exploring the Roles of Consumer Creativity in Online Marketing Communications. August 2011; 2011 AMA Summer Marketing Educator's Conference Proceedings, 05/08/2011 - 07/08/2011, , Armenia.

QIN, Yao; DOU, W Y / An Integrated Model to Explain Information Technology Adoption Behavior. June 2011; 2011 Cambridge Business & Economics Conference, 27/06/2011 - 28/06/2011, , United Kingdom.

Yan, Yanni; Ding, Daniel Z; Dou, Wenyu / An Analysis of Capability Exploitation: Empirical Evidence of International Strategic Alliances in China. June 2010; 52nd Annual Meeting of the Academy of International Business (AIB 2010), 25/06/2010 - 29/06/2010, Rio de Janeiro, Brazil. pp. 15-19

Zeng, Fue; Dou, Wenyu; Su, Chen ting; Yang, Zhilin / The role of perceived unfairness in the decision making. June 2008; 2008 INFORMS Marketing Science Conference, 12/06/2008 - 14/06/2008, Vancouver, Canada.

Huang, Li; DOU, Wenyu; Zeng, Fue / The Role of Social Factors and Participation in User Responses to Advertising in Online Communities. June 2008; 2008 INFORMS Marketing Science Conference, 12/06/2008 - 14/06/2008, Vancouver, Canada.

Chapters, Conference Papers, Creative and Literary Works

Li, Qixing; Dou, Wenyu / What Drives Positive EWOM on Native Advertising? The Impact of Design Characteristics and Brand-Content Incongruency. August 2019; Marketing on Fire: Burning Questions, Hot New Methods, and Practical Ideas Worth Spreading: 2019 Summer AMA Conference. pp. AOP-2-AOP-3


Quan, Xiaojun; Liu, Wenyin; Dou, Wenyu / Longitudinal sales responses with online reviews. 2011; Proceedings - IEEE International Conference on Data Mining, ICDM. pp. 103-108

Zeng, Fue; Huang, Li; Zhang, Hua; Dou, Wenyu; Yang, Hairu / Will users embrace advertising in online communities? A sociological perspective. 2009; IEEM 2009 - IEEE International Conference on Industrial Engineering and Engineering Management. pp. 890-894

Cui, Nan; Dou, Wenyu; Su, Chenting / Does it pay to get to the top? Contextual factors of branding in search engine marketing. 2007; 2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007. pp. 3572-3575

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