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研究兴趣: 营销模型,数字化营销


       明亚欣(1990-),东华大学esball备用官网讲师,主要从事营销模型,数字化营销等相关领域的理论与实证研究,以第一作者发表SSCI, CSSCI检索文章及其他核心期刊多篇;主持国家自然科学基金青年项目,担任多本SSCI学术期刊匿名审稿人。


  • 2011.06-2019.01  市场营销, 复旦大学, 博士

  • 2014.08-2015.12  Olin Business School, Washington University in St. Louis, 国家公派联合培养博士

  • 2007.09-2011.06  工商管理, 南京大学, 学士


  • 2022.07至今    esball备用官网, 东华大学, 讲师

  • 2019.06-2022.06  经济与esball备用官网, 北京航空航天大学, 卓越百人博士后



(# indicates corresponding author)

  • Zhao, L., Zhang, M., Ming, Y.#, Niu, T., & Wang, Y. (2023). The effect of image richness on customer engagement: Evidence from Sina Weibo. Journal of Business Research, 154, 113307.

  • Ming, Y., Deng, H., & Wu, X. # (2022). The negative effect of air pollution on people's pro-environmental behavior. Journal of Business Research, 142, 72-87.

  • Wei, Z., Zhang, M., & Ming, Y. # (2022). Understanding the effect of tourists’ attribute-level experiences on satisfaction–a cross-cultural study leveraging deep learning. Current Issues in Tourism, 1-17.

  • Shen, Z., & Ming, Y. # (2022). Sweepstakes or contests: The effect of uncertainty type on consumption behavior. Journal of Consumer Behaviour, 21(2), 414-426.

  • Wang, Y., Zhang, M., & Ming, Y. # (2021). What contributes to online communities' prosperity? Understanding value co-creation in product-experience-shared communities (PESCs) from the view of resource integration. Information Technology & People.

  • Ming, Y., & Liu, N. (2021). Political uncertainty in the tourism industry: Evidence from China’s anti-corruption campaign. Current Issues in Tourism, 24(18), 2573-2587.

  • Ming, Y., Li, C., & Chen, J. # (2021). Acquisition mode and credit card overspending behavior: An empirical analysis of the credit card industry. Journal of Consumer Affairs, 55(1), 232-253.

  • Ming, Y., Chen, J. E., & Li, C. # (2021). The impacts of acquisition modes on achieving customer behavioral loyalty: an empirical analysis of the credit card industry from China. International Journal of Bank Marketing.39(1), 147-166.


  • 2022至今  社会化媒体平台企业管理回复匹配度的指标建构及其效果评估——基于文本挖掘的新实证方法, 国家自然科学基金青年项目(72102008), 主持人


  • 本科生: 营销管理,整合营销