CHEN Yubo

CHEN Yubo is Coca-Cola Chair Professor and Director of the Center for Internet Development and Governance at the School of Economics and Management, Tsinghua University. He is affiliated with the Department of Marketing and holds a Ph. D. in Marketing from the University of Florida. His research focuses on digital economy, digital transformation, digital platforms, big data, business innovation, and climate change and sustainability strategy. He has published extensively in top marketing and business journals, including the Journal of Marketing, Journal of Marketing Research, and Management Science. His work has received numerous awards and recognitions, including the INFORMS Frank M. Bass Best Paper Finalist Award and the Emerald Citations of Excellence Award. He is also actively involved in industry collaborations with leading companies such as Alibaba, JD.com, Baidu, and ByteDance.

Yubo Chen is a Coca-Cola Chair Professor at the School of Economics and Management, Tsinghua University, specializing in the Digital Economy, Digital Platform, Digital Marketing, E-commerce, and Social Media. His research explores the role of marketing in social media, the impact of online consumer reviews, and the management of social interactions. Chen investigates how firms can leverage user-generated content and online word-of-mouth to enhance market success. His work also examines the influence of product-recall strategies, media critics, and professional reviews on firm value. Additionally, he studies the intersection of digital platforms and business management, including the impact of mobile user behavior and the challenges of the sharing economy.