Jiaming FANG, Professor, Ph.D. Supervisor. He received his B.S. degree in 2005 and Ph.D. degree in 2009 in Management Science and Engineering from the University of Electronic Science and Technology of China (UESTC). He currently serves as the Chair of the Department of Data Science and Intelligent Management at the School of Economics and Management, UESTC. His research focuses on the intersection of big data marketing management, operations management, and information systems, with particular emphasis on digital and intelligent marketing, human-computer interaction, responsible AI and ethical marketing, and causal inference in machine learning. By integrating multimodal data and causal inference strategies with econometric modeling, advanced machine learning, deep learning, text mining, survey research, and behavioral experiments, his work provides analytical support for marketing strategy and operational decision-making. In practice, he has extensive experience in digital and intelligent marketing, user behavior analytics, and precision targeting, particularly in multimodal user data fusion, user behavior modeling, and business-oriented applications.

In recent years, he has published nearly 30 papers as first author or corresponding author in leading ABS journals, including Journal of the Academy of Marketing Science, Journal of Business Ethics, International Journal of Operations & Production Management, International Journal of Electronic Commerce, Information & Management, Journal of Business Research, Industrial Marketing Management, and Technological Forecasting & Social Change. Among these publications, 25 papers appeared in top-tier journals, four papers were recognized as highly cited or hot papers, and one paper received an annual best paper award from a top Chinese Academy of Sciences Zone 1 journal. His current H-index is 29, with more than 4,300 citations, including 13 papers cited over 100 times and a highest single-paper citation count exceeding 530. His research findings and viewpoints have been featured in China Science Daily, ScienceNet, Sichuan Daily, Sina Finance, and other major media outlets. He has been selected for provincial-level talent programs, recognized as a reserve candidate for provincial academic and technical leadership, and awarded as an overseas high-level talent scholar. He received the First Prize of the Guizhou Provincial Outstanding Achievement Award in Philosophy and Social Sciences for research on the high-end, green, and intensive development path of Guizhou’s big data electronic information industry, as well as a Sichuan Provincial Science and Technology Progress Award.

He serves as reviewer for more than 20 major international and domestic journals in management, marketing, computer science, information systems, and e-commerce, including Production and Operations Management, Proceedings of the IEEE, Information & Management, ACM Transactions on Knowledge Discovery from Data, European Journal of Marketing, Technovation, Journal of Business Research, International Journal of Electronic Commerce, International Journal of Production Research, Information Processing & Management, Journal of Retailing and Consumer Services, Computers & Education, International Journal of Information Management, Scientific Reports, Humanities and Social Sciences Communications, Computers in Human Behavior, Journal of Management Sciences in China, Nankai Business Review, Management World, Chinese Journal of Management, Journal of Information Systems, Systems Engineering Theory and Practice, and Journal of UESTC.

He currently serves as Editorial Board Member of Humanities and Social Sciences Communications (Nature Portfolio, JCR Q1), Section Editor-in-Chief for Behavioral Economics at Behavioral Sciences (JCR Q2), Editorial Board Member and Guest Editor of Journal of Theoretical and Applied Electronic Commerce Research (JCR Q2), and Editorial Board Member of Quality Management Journal. He has also been recognized as an Outstanding Reviewer by journals such as Electronic Commerce Research and Applications, Computers in Human Behavior, and Computers & Education. In addition, he serves as a Council Member of the China Association for Information Systems (CNAIS), Specially Appointed Expert at the Research Center for Educational Information Management and Information Systems of the Open University of China, Academic Committee Member of the Sichuan E-Commerce and Modern Logistics Research Center, and External Reviewer for the Ministry of Education Degree Center. He has also chaired sessions at numerous international and domestic academic conferences. Furthermore, he serves as reviewer for projects funded by the National Natural Science Foundation of China, National Social Science Foundation of China, Ministry of Education Humanities and Social Sciences Foundation, China Postdoctoral Science Foundation, and National First-Class Undergraduate Course initiatives.

He has led or participated in six National Natural Science Foundation projects, including General and Young Scholar programs, and has directed multiple ministerial- and provincial-level projects, including those funded by the Ministry of Education Humanities and Social Sciences Program and the Sichuan Provincial Philosophy and Social Sciences Program. He has also managed projects funded by the Chengdu Philosophy and Social Sciences Program and the Fundamental Research Funds for Central Universities. In addition, he has provided training and consulting services in traffic operations, big data, and e-commerce for more than 20 governmental organizations and enterprises, including municipal governments in Chengdu, Neijiang, Nanchong, Guangyuan, Ziyang, Foshan, and Zhongshan, as well as Sichuan Mobile, regional tax bureaus, Wuliangye, and Fengji Network.

Competition Supervision:

• Second Prize, National Finals, 3rd China Graduate Enterprise Management Innovation Competition (2025), “Smart Labor Chain: Three-End Intelligent Agent Labor Scheduling Platform”

• Second Prize, Graduate Division, National Finals of the 1st National Artificial Intelligence Application Innovation Competition (2025); awarded Outstanding Advisor

• First Prize (two teams) and Second Prize (one team), Sichuan Provincial Graduate Division Selection Competition, 15th “Zhengda Cup” National College Student Market Survey and Analysis Competition (2025)

• National First Prize, Graduate Division, 14th “Zhengda Cup” National College Student Market Survey and Analysis Competition (2024); awarded Outstanding Advisor

• Second Prize, National Finals, Innovation and Entrepreneurship Competition of the National Business Elite Challenge (2023)

• First Prize, Chengdu-Chongqing Twin-City Economic Circle International Student Innovation and Entrepreneurship Competition (2021)

• Six First Prizes in the 2nd, 3rd, and 4th “Fanruan Cup” National University Data Application Competition (2021–2023)

• National Grand Prize (the only awardee), 1st “Fanruan Cup” National University Data Analysis Competition (2020)

Courses Taught:

• Big Data Marketing (Master’s)

• Data Science and Business Intelligence (Undergraduate, General Graduate Programs, MBA, International Master’s)

• Business Intelligence and Data Analytics (MBA)

• Information Management and E-Commerce (Graduate and International Graduate Programs)

• Data Analytics and Decision Making (General Graduate Programs and International Master’s)

• Business Statistics and Data Analytics (Undergraduate)

• Introduction to Data Mining (Undergraduate)

• Introduction to Artificial Intelligence (Undergraduate)

Selected Publications in the Past Two Years:

1. Liao, M., Fang, J.*, Han, L., Zhang, Y., & Liu, L. (2026). The power of facial allure: How AI streamer facial physical and emotional attractiveness drive consumer engagement. Journal of Business Research, 214, 116259.

2. Fang, J., Zheng, Q., Liao, M., Han, L., & Liu, L. (2026). Thumbnail power: Visual cues and video popularity on UGV platforms. Journal of the Academy of Marketing Science.

3. Liu, L., Fang, J.*, Ji, Z., & Hossin, M. A. (2026). Communication consistency in B2B livestreaming: Effects of explanatory and affective cues on streamer's sales performance. Journal of Business Research.

4. Zhang, R., Fang, J., Han, L., & Liao, M. (2026). Is more human-like better? The impact of virtual streamer language naturalness on user engagement. Technological Forecasting & Social Change.

5. Liu, L., Fang, J.*, & Ji, Z. (2026). Posture as information: Streamer postures and the purchase of micro and small enterprise resellers in livestreaming. Journal of the Academy of Marketing Science, 54, 254-280.

6. Han, L., Fang, J., Xie, C., Liao, M., & Zhang, Y. (2025). Breaking CSR skepticism: How virtual streamer disclosure influences consumer purchases in livestreaming. Journal of Business Ethics.

7. Zhang, Y., Fang, J.*, Liao, M., Han, L., Wen, C., & Clement, P. A. (2025). Typography meets question type: Unveiling their matching effect on willingness to pay for AI products. Journal of Business Research, 192, 115315.

8. Liao, M., Fang, J.*, Han, L., George, B., & Zheng, Q. (2025). A picture is worth a thousand words? The effect of image-text matching in online reviews on review helpfulness. Nankai Business Review.

9. Liu, L., Sun, X., Fang, J.*, & Hossin, M. A. (2024). Exploring prototype adherence effects on user engagement in user-generated video platforms. International Journal of Electronic Commerce, 28(3), 381-415.

10. Ma, Y., Fang, J.*, Yang, H., George, B., Liu, L., & Han, L. (2024). The awakening of machines: The origin, evolution, and future of generative AI. Nankai Business Review, 3, 1-20.

11. Han, L., Fang, J.*, Zheng, Q., George, B. T., Liao, M., & Hossin, M. A. (2024). Unveiling the effects of livestream studio environment design on sales performance: A machine learning exploration. Industrial Marketing Management, 117, 161-172.

12. Liao, M., Fang, J.*, Han, L., Wen, L., Zheng, Q., & Xia, G. (2023). Boosting eCommerce sales with livestreaming in B2B marketplace: A perspective on live streamers' competencies. Journal of Business Research, 167, 114167.

13. Fang, J., Liu, L., Hossin, M. A., Wen, C., & Xia, G. (2023). Market competition as a moderator of the effect of social signals on viewership in video-sharing platforms. Information Processing & Management, 60(3), 103329.

14. Liu, L., Fang, J.*, Yang, L., Han, L., Hossin, M. A., & Wen, C. (2023). The power of talk: Exploring the effects of streamers’ linguistic styles on sales performance in B2B livestreaming commerce. Information Processing & Management, 60(3), 103259.

15. Liao, M., Fang, J.*, Yang, J., & Hossin, M. A. (2023). The impact of algorithmic recommendation content similarity on app continuance usage from a coping behavior perspective. Nankai Business Review, 26(3), 178-190.

Student Recruitment:

Prospective students interested in applying for recommended admission or formal enrollment to the master’s or doctoral programs are welcome to get in touch. Research opportunities are available in machine learning, quantitative modeling, and behavioral experimentation. The Data-intelligent Operations and Digital Marketing Lab (DODM Lab) welcomes motivated students to join.