Education
Ph.D. (Majored in Enterprise Management), HUST, 2005.
M.A. (Majored in MBA), HUST, 2001.
B.E. (Majored in Automatic Control), WIT, 1996.
Overseas Visiting and Training
Digital Enablement (DEC) international conference, UNSW Australia Business School, Dec. 2016
Visiting Scholar, University of Illinois at Urbana-Champaign, Jan. 2013- Jan. 2014
International Advertising and Public Relations Forum, University of Massachusetts Augest,2011
Students Marketing Consultancy Projects, City University of Hong Kong, China，Jan.2011
Marketing Research Model Training Program, Wharton Business School, university of Pennsylvania, Oct. 2007.
Courses Taught
Marketing Management, New Media Marketing, Social Media Marketing, Entrepreneurial Marketing, Marketing, Integrated Marketing Communication, Crisis Management, etc.
Work Experiences
1. Marketing manager, Hongtaokai Group Co., Ltd., 1998-2001.
2. Manufacturing Manager, Hubei Fulin Chemistry Engineering Group Co., Ltd., 1996-1998.
Consulting (Training) Activities
Kingdream Public Limited Company; Hubei Mobile Communications Group Co., Ltd; Wuhan State-owned Industry Investment Co., Ltd; CNTC Hubei Provincial Tobacco Corporation; Jing Brand Co., Ltd; WISDRI(Wuhan)Automation Co., Ltd; Ping An Property & Casualty Insurance Company Of China, Ltd; Sunwave Communications Co., Ltd, etc.
Research Interests
New Media Marketing, Integrated Marketing Communication, Consumer Behavior, Digitization Enablement, Innovation and Entrepreneurship, Enterprise Growth and Industry Development, etc.
Representative Research Projects
1. Presided over the general project of Academy of Contemporary China and World Studies: Research on characteristics and communication rules of the international social discourse of Generation Z under the mobile Internet, 2022
2. Presided over the general project of National Natural Science Foundation of China: The effect of the food journey narrative on international audiences’ attitude towards food hosting country: researches based on the consumer journey and mental imagery theory (72072065), 2021-2024
3. Presided over a major project of the sub-project of national social science fund: Research on the strategy, path and supporting system of the transformation of China's manufacturing industry driven by information network technology (16ZDA013), 2017-2023
4. Presided over the general project of National Natural Science Foundation of China: The impact mechanism of customers' social dining behavior on their consumption happiness: An empirical study based on food well-being and matching theory (71672063), 2017-2020
5. Presided over the general project of National Natural Science Foundation of China: Mechanism of action of social behavior-guided advertising on audience: An empirical study based on target initiation and social clinical sense (71272126), 2013-2016
6. Presided over the National Natural Science Foundation of China youth program: A study of consumer shopping decision-making in the context of enterprise social value implantation promotion (70902011), 2010-2012
7. Presided over the provincial teaching research project of higher education institutions in Hubei Province: Research and practice on the interdisciplinary innovative talent training mechanism based on the science and technology competition platform for college students (2014039)
8. Presided over the youth project of Hubei social science fund: Research on Hubei green advertising regulation based on the legitimacy theory (2009023), 2009-2010
Representative Research Papers
1. First author. A Study on the Strategies and Effects of Chinese Food Journeys Narrative on International Social Media: A Big Data Analysis Based on the YouTube Platform[J]. Journalism & Communication, 2023(02), 68-89+127-128.
2. First author. How do Chinese top 500 enterprises do international communication——Based on the perspective of website design and cultural adaptation[J]. Journalism & Communication, 2019(04), 85-112.
3. First author. Research on the influence of mobile public service advertising on audience's moral identity and prosocial behavior [J]. Management World, 2017(07), 178-179.
4. First author. Competency characteristics and influencing factors of successful entrepreneurs in the initial stage of innovation and entrepreneurship——Based on the 2015 "Forbes China 30 entrepreneurs under 30 years old" analysis [J]. Educational Research,2016,37(12), 89-96+111.
5. First author. Factors influencing college students' participation in scientific and technological competitions [J]. Research in Higher Education of Engineering, 2017(05), 156-159.
6. Corresponding author. Subscriptions versus one-off purchases: the impact of fee-charging models on consumer privacy concerns[J]. International Journal of Bank Marketing, 2023,41(4), 835-859.
7. Corresponding author. Investigating consumers' behavioral intentions toward suboptimal produce: an extended theory of planned behavior–a cross-cultural study[J]. British Food Journal, 2022,124(1), 99-139.
8. Corresponding author. Halal strategies on official government tourism websites: An extension and validation study[J]. Tourism and Hospitality Research, 2021,21(2), 229-244.
9. Corresponding author. When are influentials equally influenceable? The strength of strong ties in new product adoption[J]. Journal of Business Research, 2018, 82, 160-170.
10. Second author. Benchmarking ChatGPT for prototyping theories: Experimental studies using the technology acceptance model[J]. BenchCouncil Transactions on Benchmarks, Standards and Evaluations ,2023（online）.
11. Second author. Using machine learning to investigate consumers' emotions: the spillover effect of AI defeating people on consumers' attitudes toward AI companies[J]. Internet Research，2023（online）.
12. Fourth author. When the Automated fire Backfires: The Adoption of Algorithm-based HR Decision-making Could Induce Consumer’s Unfavorable Ethicality Inferences of the Company[J]. Journal of Business Ethics, 2024, 190(4), 841-859.
Representative Monographs/Textbooks/Cases
1. Co-editor in chief. New Media Marketing Theories and Practice (2023) [M]. Beijing: China Economic Publishing House, 2023. (ISBN: 978-7-5136-7356-3)
2. Sole author. New Media Marketing: The New Perspective of Network Marketing [M]. Beijing: China Machine Press, 2017. (ISBN:978-7-111-58304-2)
3. Joint translator. Social Media Marketing (3rd Edition) [M]. Beijing: China Machine Press, 2020. (ISBN:978-7-111-63510-9)
4. Sole author. Green Advertising Strategies and Regulation [M]. Beijing: Science Press, 2010. (ISBN:978-7-03-029110-3)
5. Sole author. Research on Marketing Change Practice of Chinese Enterprises [M]. Beijing: China Social Sciences Press, 2009. (ISBN: 978-7-5004-8078-5)
6. Co-editor in chief. Crisis Management Cases [M]. Beijing: Science Press, 2021. (ISBN: 978-7-03-069500-0)
7. Editor in chief. Crisis Management: Models, Methods and Tools [M]. Beijing: Science Press, 2021. (ISBN: 978-7-03-065517-2)
8. First author. Crisis Management Research Based on Case Study [M]. Beijing: Science Press, 2018. (ISBN: 978-7-03-054947-1)
9. Associate editor in chief of series. First of the Series on Reform and Quality Improvement of Graduate Management Education: Guide to Writing Dissertations for Master Degree towards Professional Master [M]. Beijing: Science Press, 2023. (ISBN: 978-7-03-076400-3)
10. Associate editor in chief of series. Second of the Series on Reform and Quality Improvement of Graduate Management Education: Guide to Writing Dissertations for Master Degree towards Academic Master [M]. Beijing: Science Press, 2024. (ISBN: 978-7-03-076401-0)
11. First author. Theoretical Research and Practical Application of College Students' Science and Technology Competition [M]. Wuhan: Huazhong University of Science and Technology Press, 2017. (ISBN: 978-7-5680-1095-5)
12. First author. College Students' Science and Technology Competition Entry Guide and Case Review [M]. Wuhan: Huazhong University of Science and Technology Press, 2017. (ISBN: 978-7-5680-1097-9)
13. Associate editor in chief. Entrepreneurship Review - An Oral Case of Counter-Risk Entrepreneurship by Alumni of Huazhong University of Science and Technology [M]. Wuhan: Huazhong University of Science and Technology Press, 2019. （ISBN:978-7-5680-5872-8）
14. Dai Xin. Big Soda, Drink Dayao: The Road of Marketing Upgrade and Brand Transformation of Dayao. The Third National Management Case Teaching Excellent Course, 2023.
15. Dai Xin, Zhang Jialong, Dan Zhaojie, et al. JIAHUI GUOGUOLV: Growth process of dynamic capability of chain owner enterprise in the agricultural industrial chain in Rural Revitalization (Key Program). 2023.
16. Dai Xin, Huang Ziye, Long Lirong, et al. JIAHUI GUOGUOLV: The road to build the entrepreneurial ecosystem of orange industry chain (Key Program). 2023.
17. Tian Zhilong, Li Lianxiang, Dai Xin, et al. Rural Revitalization: How Government-Business Collaboration Improves Specialty Agricultural Industry in Mayang (Key Program). 2023.
18. Chen Shu, Li Chunqing, Dai Xin, et al. Roman was not built in a day：The Brand Repositioning Journey of JIAHUI GUOGUOLV (Key Program). 2023.
19. Dai Xin, Chen Yiran, Cui Miao, et al. Enabling the life of the visually impaired with information technology: Qiming Technology pursues the dual value of social entrepreneurship (Special Program on Targeted Poverty Alleviation and Corporate Social Responsibility). 2021.
20. Dai Xin, Yan Chenfeng, Wu Juan, et al. Chinese Wisdom Solving World’s Problems, The Improvisational Process of Autefa’s Mask Machine Manufacturing (General Program). 2020.
21. Dai Xin, Liu Xiaoji, Yan Chenfeng, et al. Resource Orchestration：Janus’ story of building its own intelligent manufacturing factory (General Program). 2018.
22. Dai Xin, Yan Chenfeng, Chen Ting, et al. Dynamic Competition, The Battle between Inmotion and Xiaomi in the Market of Balance Car (Micro-case). 2018.
23. Dai Xin, Zhou Ying, Gong Jingyuan, et al. Institutional Entrepreneurship：How did Fu promote the development of orange e-commerce industry in Mayang? 2017.
24. Dai Xin, Wen Baotang, et al. Zhouheiya: How to Restore Corporate Image with Weibo after Crisis. 2014.
25. Dai Xin, Cao Qiuliang, et al. A promotion problem of Suizhou Bingzi Apparel Company. 2012.
Representative Grants and Awards
1. Outstanding Headteacher of Undergraduate of HUST in academic year 2018-2019
2. Outstanding Headteacher of Undergraduate, My Favorite Headteacher of Undergraduate of HUST in academic year 2017-2018
3. The first prize of Teaching Quality Award of HUST in academic year 2014-2015
4. The first prize of Young Teachers' Teaching Competition of HUST in 2010
5. The third prize of Teaching Achievement Award of Colleges and Universities in Hubei in 2021
6. The third prize of Science and Technology Progress Award in Hubei in 2008
7. Advanced Workers of Summer Social Practice Activities for Universities and Colleges in the Countryside in Hubei in 2012
8. Instructor of the National Gold Award Winning Team of the Youth College National Entrepreneurship Competition (Public Welfare) in 2014
9. Instructor of the Gold Award Team of the 7th “Challenge Cup” College Student Business Plan Competition in Hubei in 2012
10. Instructor of the National Silver Award Team of the 7th National “Challenge Cup” Student Business Plan Competition in 2010
11. Instructor of the third prize of College Student Entrepreneurship Competition of Hangzhou, China in 2023
12. Instructor of the Gold Award of College Student Micro-Entrepreneurial Competition in 2021
13. Instructor of the second prize of 14th National College Student Advertising Art Competition in Hubei Division in 2022
14. Instructor of the first prize team of the 8th National College Student Advertising Art Competition in Hubei Division in 2016
