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Research Areas
Quantitative Marketing and Strategy, Causal Inference, Sustainability, AI
Qualifications
PhD - Marketing (City University of Hong Kong)
BA - Public Finance (Wuhan University)
Publications
Journal Publications and Reviews
Chen, Yiran; Ma, Caiyuan / Turning ESG into Strategic Risk Reduction in the Digital Era: Insights from Customer Complaints. April 2026; In: Journal of Business-to-Business Marketing.
Ma, Caiyuan; Wang, Billy Wei; Dai, Lingqi; Guan, Xinya; Yang, Zhilin / What determines the effectiveness of social media influencer marketing? An fsQCA-based study of influencer characteristics and content features’ configurational effects. February 2025; In: Journal of Business Research. Vol. 189