Department of Marketing    Coca-Cola Chair Professor

Senior Associate Dean, School of Economics and Management


Phone:(86) (10) 62796315

Office:B455 Lihua Building

Office Hours:By appointment

Educational Background

CHEN Yubo is Coca-Cola Chair Professor, Senior Associate Dean, and Director of Center for Internet Development and Governance at School of Economics and Management, Tsinghua University. He received his Ph. D. in Marketing from the University of Florida, M. Eng. in Systems Engineering and B. Eng. in Industrial Management Engineering from Southeast University. Before joining Tsinghua SEM., he was a tenured professor at Eller College of Management, University of Arizona, USA. He is a recipient of the National Science Fund for Distinguished Young Scholars from the National Natural Science Foundation of China.


Research Areas

Prof. Chen's main research areas include digital economy, digital transformation of Chinese economy, big data and business innovation in the networked world, and climate change and sustainability strategy. Listed in Most Cited Chinese Researchers by Elsevier, Prof. Chen has published many articles in top marketing and business journals such as the Journal of Marketing, the Journal of Marketing Research, Marketing Science,  Information Systems Research and Management Science. His research has won many international awards and recognitions, including INFORMS Frank M. Bass Best Paper Finalist Award, Journal of Marketing MSI/Paul H. Root Award Finalist, Journal of Marketing Research William F. O'Dell Long-term Impact Award Finalist, Journal of Interactive Marketing Best Paper Award and Emerald Citations of Excellence.



Google Scholar Personal Homepage:

Web of Science Author Page:

Scopus Author Page:

Journal Articles (International)

Wu, Banggang, Yubo Chen and Prasad Naik (2024), "How Own Delivery Services Influence Customer Behavior and Sales in Online Retail? Building Trust and Improving Delivery Quality in Digital Economy," Journal of Marketing, forthcoming

Cui, Xuebin, Ting Zhu and Yubo Chen (2024), "Where You Live Matters: The Impact of Offline Retail Density on Mobile Shopping App Usage," Journal of Retailing, 100(1), 41-55.

Mengyue Wang, Xin Li, Yidi Liu, Patrick Chau, Yubo Chen (2024),"A contrast-composition-distraction Framework to Understand Product Photo Background's Impact on Consumer Interest in E-commerce", Decision Support Systems, Decision Support Systems, 178 (1), 1-13.

Wu, Shaohui, Yong Tan, Yubo Chen and Liang, Yitian (Sky) (2022), "How Is Mobile User Behavior Different? A Hidden Markov Model of Cross-Mobile Application Usage Dynamics", Information Systems Research , 33(3),1002-1022

Cui, Xuebin,Sun, Yacheng, Chen, Yubo and Wu, Banggang (2022), "The Impact of Mobile Social App Usage on Offline Shopping Store Visits", Journal of Interactive Marketing, 57(3),457-471

Chen, Yubo, Mrinal Gosh, Yong Liu and Liang Zhao (2019), "Effects of Media Coverage of Climate Change on Consumer Purchase of Sustainable Products: Evidence from the U.S. Hybrid Vehicle Market",  Journal of Marketing Research, 56(6), 995-1011

Chen, Yubo and Liantao (Tarry) Wang (2019), "Commentary: Marketing and the Sharing Economy: Digital Economy and Emerging Market Challenges," Journal of Marketing, 83(5), 28-31.

Jurui Zhang, Yong Liu and Yubo Chen (2015), "Social Learning in Networks of Friends versus Strangers," Marketing Science, 37(4), 573-589

Kay Peters, Yubo Chen, Andreas M. Kaplan, Björn Ognibeni, Koen Pauwels (2013), "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, 27 (4), 281-298. ( Emerald Citations of Excellence Award)

Chen, Yubo, Yong Liu and Jurui Zhang (2012), "When Do Third-party Product Reviews Affect Firm Value and What Can Firms Do? The Case of Media Critics and Professional Movie Reviews," Journal of Marketing, 76 (2), 116-134.

Zhang, Zhu, Xin Li and Yubo Chen (2012), "Deciphering 'Word-'of-Mouth in Social Media: Text-based Metrics of Consumer Reviews," ACM Transactions on Management Information Systems, 3(1), 5:1-5:22.

Chen, Yubo, Scott Fay and Qi Wang (2011), "The Role of Marketing in Social Media: How Online Consumer Reviews Evolve,” Journal of Interactive Marketing, 25(2), 85-94.(Journal of Interactive Marketing Best Paper Award)

Chen, Yubo, Qi Wang and Jinhong Xie (2011), "Online Social Interactions: A Natural Experiment on Word of Mouth versus Observational Learning," Journal of  Marketing Research (April), 238-254. (William F. O'Dell Award Finalist)

Wang, Qi, Yubo Chen and Jinhong Xie (2010), "Survival in Markets with Network Effects: Product Compatibility and Order-of-Entry Effects," Journal of Marketing, 74(4), 1-14 (Lead Article, MSI/H. Paul Root Best Article Award Finalist).

Lusch, Robert, Yong Liu and Yubo Chen (2010), "The Phase Transition of Markets and Organizations: The New Intelligence and Entrepreneurial Frontier," IEEE Intelligent Systems, 25(1), 71-74.  

Liu, Yong, Yubo Chen, Robert Lusch, Hsinhun Chen, David Zimbra and Shuo Zeng (2010), "User-Generated Content on Social Media:  Predicting New Product Market Success from Online Word-of-Mouth," IEEE Intelligent Systems 25(1), 75-78.  

Chen, Yubo, Shankar Ganesan and Yong Liu (2009), "Does a Firm's Product Recall Strategy Affect its Financial Value? An Examination of Strategic Alternatives during Product-harm Crises," Journal of Marketing, 73 (6), 214-226.

Chen, Yubo and Jinhong Xie (2008), "Online Consumer Review: Word-of-mouth as A New Element of Marketing Communication Mix," Management Science, 54 (3), 477-491. (INFORMS Frank M. Bass Best Paper Award Finalist)

Godes, David, Dina Mayzlin, Yubo Chen, Sanjiv Das, Chrysanthos Dellarocas, Bruce Pfeiffer, Barak Libai, Subrata Sen, Mengze Shi and Peeter Verlegh (2005), "The Firm's Management of Social Interactions," Marketing Letters,  16 (3/4), 415-428.

Chen, Yubo and Jinhong Xie (2005), "Third-party Product Review and Firm Marketing Strategy," Marketing Science, 24 (2), 218-24.

Journal Articles (Chinese)

Feng, Zhiyan, GUO Xunhua, ZENG Dajun, CHEN Yubo, CHEN Guoqing (2013), "On the Research Frontiers of Business Management in the Context of Big Data," Journal of Management Sciences in China, 16(1): 1-9 (Lead Article)

Shen, Houcai, TAO Qing, Yubo Chen (2000), "Supply Chain Management: Theory and Method," Chinese Journal of Management Science, 8(1): 1-9 (Lead Article).    


Book Chapter and Policy Paper

Chen, Yubo (2020), "The Development of China Digital Economy: A Study on China's E-commerce Development and Policy Implications", United Nations Conference on Trade and Development  Research Paper

Liu, Yong, Robert F. Lusch, Yubo Chen and Jurui Zhang, "The Emergence of Innovation as a Social Process: Theoretical Exploration and Implications for Entrepreneurship and Innovation", in Open Innovation, Ecosystems and Entrepreneurship: Issues and Perspectives, S. Nambisan ddit, World Scientific Publishing, 2018

Liu, Yong, Yubo Chen, Shankar Ganesan, and Ron Hess, "Product-harm Crisis Management and Firm Value", in Handbook of Marketing and Finance, S. Ganesan edit, Edward Elgar Publishing, 2012.

More research and media coverage: 

Tsinghua SEM Center for Internet Development and Governance Homepage:

Selected Working Papers

Wang, Xia, Xin Li, Haibing Gao and Yubo Chen, "Emotional Contagion from Search Engine Queries to Social Media Posts: Implications for Digital Platforms' Socially Responsible Operations"

Wu, Shaohui, Yong Tan, Yubo Chen, Yitian Liang, "The Diffusion of Disruptive Technology: The Role of Business Application vs. Technology Learning for Consumer Mobile Payment Adoption"

Wu, Banggang, Yubo Chen and Alex White, "Mobile Commerce: A Higher-Friction Environment than PC-Based Shopping" 



Industry Experience

Prof. Chen is a member of ChinaInfo 100 and the National Teaching Advisory Committee on Business Administration Programs, Vice Chairman of the Expert Committee, China Committee of 100 of Digital Economy, Editor-in-Chief of Journal of Marketing Science, and Department Editor of Journal of Management Sciences in China. He works closely with leadling companies such as Alibaba,, Baidu, CITIC Bank on joint research projects. 



Prof. Chen has won many teaching awards and recognitions, including Dean's Award for Teaching Excellence and Dean's Course Innovation Award by Eller College of Management at the University of Arizona, Outstanding Educator of Higher Education by University of Arizona Student Alumni Association, First Class Teaching Achievement Award by Tsinghua University,Teaching Excellence Award (Second Class) and Excellent Teaching Award for EMBA and Executive Education at Tsinghua SEM.