Yuan Liang
Yuan Liang, male, born in 1988 in Zhangjiajie, Hunan Province, holds a Ph.D. in Management and is a Lecturer and Master's Supervisor. He obtained his Ph.D. in Management from Central University of Finance and Economics in 2019. He is currently employed at the Department of Accounting, School of Economics and Management, Beijing Institute of Petrochemical Technology.
His research focuses on consumer behavior, algorithms, and AI ethics. He concurrently serves as a Council Member of the China Marketing Association of Universities. He is currently the principal investigator of one Ministry of Education Humanities and Social Sciences Fund project and one Beijing Higher Education Association project. He has published 3 academic papers, all indexed by CSSCI, and published 1 academic monograph and participated in the translation of 1 textbook.
I. Main Research Areas
(1) Enterprise marketing management under AI algorithms;
(2) Big data and enterprise marketing decision-making;
(3) Corporate social responsibility under algorithm and AI ethics.
II. Awards and Honors
Excellent Paper Award of the 2023 China Marketing Science Academic Annual Conference: Cognitive Dissonance of Algorithmic Technology Paradox and Consumers' Behavioral Responses: A Grounded Theory Study Based on Multi-source Text Data Analysis.
III. Main Research Projects
Ministry of Education Humanities and Social Sciences Project: Research on the Formation and Intervention Mechanism of Consumer Algorithm Recommendation Avoidance Behavior: From the Perspective of the Experiential Technology Paradox (Project No.: 23YJC630103), Principal Investigator, 2023- present.
IV. Representative Academic Papers
1. Sun, G. H., Liang, Y., & Li, J. P. (2020). Study on the influence of social exclusion on consumption tendency of status consumption. Business and Management Journal, 42(04), 124-138.
2. Sun, G. H., Liang, Y., & Li, J. P. (2019). The choice of brand extension type: The interactive effect of fit, BEA and brand concept on consumers' extension attitude. Management Review, 31(03), 102-115.
3. Sun, G. H., Liang, Y., Li, J. P. & Lu, M. Y. (2019). Research on the formation mechanism of regional stereotypes from the perspective of social cognition theory: Date analysis based on the depth interview and grounded theory. Journal of Central University of Finance & Economics, (01), 118-128.
V. Published Works Recruitment Information
1. Liang, Y. (2022). Consumer extended product attitude: The role of brand concept fluency in its formation. Chemical Industry Press.
2. Hollensen, S., trans. by Sun, G. H., Yang, Y. W., & Liang, Y. (2024). International marketing (8th Edition). Tsinghua University Press.
VI. Recruitment Information
I mainly recruit postgraduate students in Business Administration (1202, academic degree) and Auditing (0257, professional degree).