Professor Dou Wenyu is Associate Dean of College of Business, City University of Hong Kong. He received his B.S. degree from Beijing University and Ph.D. in Marketing from the University of Wisconsin (US). His primary research interests include e-commerce, advertising, and social media marketing. As an internationally renowned 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, among others. Currently he serves as Associate Editor for Journal of Interactive Advertising, and editorial board member for Journal of Advertising. Prof. Dou is an Adjunct Professor with Wuhan Univ., Sun Yat-Sen University, and Kunming Univ. of Sci & Tech. He is also appointed as Chair Professor under the Chu Tian Scholars Program with Zhongnan University of Economics and Law. He has served as Keynote Speaker in 2015 Next Generation Marketing Forum (China) and Omni Channel Retailing Conference (Hong Kong). Over the years, Prof. Dou has accumulated rich experience in teaching and consulting executives from many parts of the world, including US, Hong Kong, China, India, South Korea, and Russia.