Overview
Yongchao Martin Ma has previously earned his doctoral degrees from the City University of Hong Kong (CityU) and Huazhong University of Science and Technology (HUST).
His primary research interests encompass new technologies in marketing and communication—particularly machine learning, generative AI, and large language models (LLMs)—as well as Environmental, Social, and Corporate Governance (ESG) and the Sustainable Development Goals (SDGs).
He has contributed articles to esteemed journals, including the Internet Research, Behaviour & Information Technology, Industrial Marketing Management, Business Strategy and the Environment, European Journal of Marketing, Scientometrics, and Journalism & Communication (in Chinese: 新闻与传播研究).
Research Output
Yongchao Ma and Zhongzhun Deng (2025). “How does AI Surpassing Humans Influence Public Innovativeness? A Multi-method Empirical Study.” Behaviour & Information Technology (IF 3.7, JCR Q2, SSCI/SCIE, AJG2), 44(1), 102-119. https://doi.org/10.1080/0144929X.2024.2311742
Yongchao Ma, Xin Dai, and Zhongzhun Deng (2024). “Using Machine Learning to Investigate Consumers’ Emotions: The Spillover Effect of AI Defeating People on Consumers’ Attitudes Toward AI Companies.” Internet Research (IF 6.8, JCR Q1, SSCI/SCIE, AJG3), 34(5), 1679-1713. https://doi.org/10.1108/INTR-02-2022-0113
Yongchao Ma, Zhongzhun Deng, Ying Teng, Zhilin Yang and Xu (Vivian) Zheng (2023). “Firms’ multi-sided platform construction efforts and ESG performance: An information processing theory perspective.” Industrial Marketing Management (IF 10.3, JCR Q1, SSCI, AJG3), 115, 455–469. https://doi.org/10.1016/j.indmarman.2023.10.018
Xin Dai, Yongchao Ma, Ziyue Jin, Li Liu, Yi Zhang, and Xue Yang (2023). “A Study on the Strategies and Effects of Chinese Food Journeys Narrative on International Social Media – A Big Data Analysis Based on the YouTube Platform.” Journalism & Communication (in Chinese: 新闻与传播研究, IF 4.2, CSSCI, AMI), 30(2), 68-89, 127-128.
Yongchao Ma, Ying Teng, Zhongzhun Deng, Li Liu, and Yi Zhang (2023). “Does Writing Style Affect Gender Differences in the Research Performance of Articles?: An Empirical Study of BERT-based Textual Sentiment Analysis.” Scientometrics (IF 3.9, JCR Q2, SSCI/SCIE, AJG2), 128, 2105-2143. https://doi.org/10.1007/s11192-023-04666-w
Yongchao Ma, Ying Teng, Zhongzhun Deng, and Zhilin Yang (2023). “Does Firms’ Carbon Disclosure Increase Consumers’ Recycling Willingness and Firms’ Recycling Performance?” Business Strategy and the Environment (IF 13.4, JCR Q1, SSCI, AJG3), 32(4), 2451–2470. https://doi.org/10.1002/bse.3258
Shaohan Cai, Xiaoyan Wang, Yongchao Ma, Xinyue Zhou, and Zhilin Yang (2022). “Boundary Spanner Closeness to Partner Firm as Relational Governance in Turbulent versus Stable Environments.” European Journal of Marketing (IF 5.2, JCR Q2, SSCI, AJG3), 56(1), 252-282. https://doi.org/10.1108/EJM-05-2020-0356
Ad-hoc Reviewer for Marketing
International Journal of Contemporary Hospitality Management
Industrial Marketing Management
Journal of Cleaner Production
Internet Research
Computers in Human Behavior
Scientometrics
Cyberpsychology Behavior and Social Networking
Journalism & Communication (in Chinese: 新闻与传播研究)
Annual Meeting of the Academy of Management
Association for Consumer Research Conference
International Journal of Emerging Markets
European Journal of Marketing