His research interests encompass new technologies in marketing and communication\u2014particularly machine learning, agentic AI, generative AI, and large language models (LLMs)\u2014as well as Environmental, Social, and Corporate Governance (ESG) and the Sustainable Development Goals (SDGs).<\/p>\n\n\n\n

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His work has appeared in Finance Research Letters<\/em>, Internet Research<\/em>, Behaviour & Information Technology<\/em>, Industrial Marketing Management<\/em><\/em>, Business Strategy and the Environment<\/em>, European Journal of Marketing<\/em>, Scientometrics, and Journalism & Communication<\/em> (in Chinese: \u65b0\u95fb\u4e0e\u4f20\u64ad\u7814\u7a76)<\/em>.<\/p>\n\n\n\n

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Research Output<\/em><\/strong><\/p>\n\n\n\n
Yongchao Ma<\/em><\/strong> and Zhongzhun Deng (2026). “Do ESG Controversies Harm Firms\u2019 Low-Carbon Product Revenues? Empirical Evidence from the Carbon Disclosure Project.<\/em>” Finance Research Letters (IF 10.4, JCR Q1, SSCI, AJG2; ABDC: A). https:\/\/doi.org\/10.1016\/j.frl.2026.109497<\/p>\n\n\n\n
Yongchao Ma<\/em><\/strong> and Zhongzhun Deng (2025). “How does AI Surpassing Humans Influence Public Innovativeness? A Multi-method Empirical Study.<\/em>” Behaviour & Information Technology (IF 3.7, JCR Q2, SSCI\/SCIE, AJG2; ABDC: A), 44(1), 102-119. https:\/\/doi.org\/10.1080\/0144929X.2024.2311742<\/p>\n\n\n\n
Yongchao Ma<\/em><\/strong>, Xin Dai, and Zhongzhun Deng (2024). “Using Machine Learning to Investigate Consumers\u2019 Emotions: The Spillover Effect of AI Defeating People on Consumers\u2019 Attitudes Toward AI Companies<\/em>.” Internet Research (IF 6.8, JCR Q1, SSCI\/SCIE, AJG3), 34(5), 1679-1713. https:\/\/doi.org\/10.1108\/INTR-02-2022-0113<\/p>\n\n\n\n
Yongchao Ma<\/em><\/strong>, Zhongzhun Deng, Ying Teng, Zhilin Yang and Xu (Vivian) Zheng (2023). “Firms\u2019 multi-sided platform construction efforts and ESG performance: An information processing theory perspective.<\/em>” Industrial Marketing Management (IF 10.3, JCR Q1, SSCI, AJG3), 115, 455\u2013469. https:\/\/doi.org\/10.1016\/j.indmarman.2023.10.018<\/p>\n\n\n\n
Xin Dai, Yongchao Ma<\/em><\/strong>, 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<\/em>.” Journalism & Communication (in Chinese: \u65b0\u95fb\u4e0e\u4f20\u64ad\u7814\u7a76, IF 4.2, CSSCI, AMI), 30(2), 68-89, 127-128.<\/p>\n\n\n\n
Yongchao Ma<\/em><\/strong>, 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<\/em>.” Scientometrics (IF 3.9, JCR Q1, SSCI\/SCIE, AJG2; ABDC: A), 128, 2105-2143. https:\/\/doi.org\/10.1007\/s11192-023-04666-w<\/p>\n\n\n\n
Yongchao Ma<\/em><\/strong>, Ying Teng, Zhongzhun Deng, and Zhilin Yang (2023). “Does Firms’ Carbon Disclosure Increase Consumers’ Recycling Willingness and Firms’ Recycling Performance?<\/em>” Business Strategy and the Environment (IF 13.4, JCR Q1, SSCI, AJG3), 32(4), 2451\u20132470. https:\/\/doi.org\/10.1002\/bse.3258<\/p>\n\n\n\n
Shaohan Cai, Xiaoyan Wang, Yongchao Ma<\/em><\/strong>, Xinyue Zhou, and Zhilin Yang (2022). “Boundary Spanner Closeness to Partner Firm as Relational Governance in Turbulent versus Stable Environments<\/em>.” European Journal of Marketing (IF 5.2, JCR Q1, SSCI, AJG3), 56(1), 252-282. https:\/\/doi.org\/10.1108\/EJM-05-2020-0356<\/p>\n\n\n\n
Yongchao Ma<\/em><\/strong> (Associate Ed.) (2021). Crisis Management Cases<\/em>, Science Press, Beijing, China, ISBN 978-7-030-69500-0.<\/p>\n\n\n\n
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Ad-hoc Reviewer for Marketing<\/em><\/strong><\/p>\n\n\n\n
International Journal of Contemporary Hospitality Management<\/em><\/p>\n\n\n\n
Industrial Marketing Management<\/em><\/p>\n\n\n\n
Journal of Cleaner Production<\/em><\/p>\n\n\n\n
Internet Research<\/em><\/p>\n\n\n\n
Computers in Human Behavior<\/em><\/p>\n\n\n\n
Scientometrics<\/em><\/p>\n\n\n\n
Cyberpsychology Behavior and Social Networking<\/em><\/p>\n\n\n\n
Journalism & Communication<\/em> (in Chinese: \u65b0\u95fb\u4e0e\u4f20\u64ad\u7814\u7a76)<\/em> <\/p>\n\n\n\n
Annual Meeting of the Academy of Management<\/em><\/p>\n\n\n\n
Association for Consumer Research Conference<\/em> <\/p>\n\n\n\n
International Journal of Emerging Markets<\/p>\n\n\n\n
European Journal of Marketing <\/p>\n","protected":false},"excerpt":{"rendered":"
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