XIANG Diandian
Associate Professor
E-mail: vincentxiangdian@163.com
EDUCATION
University of International Business and Economics Ph.D 2020 Beijing, China
University of Washington Visiting Scholar 2019 Seattle, United States
Yunnan University of Finance and Economics Master 2016 Kunming, China
Anhui Polytechnic University Bachelor 2011 Wuhu, China
WORK EXPERIENCE
Zhongnan University of Economics and Law Faculty 2020 -Wuhan, China
TEACHING(September, 2024 - August, 2025)
Bachelor's Program
•Frontiers of Digital and Intelligent Business
•Digital Marketing
Research Master's Program
•Digital Marketing (English)
SELECTED INTELLECTUAL CONTRIBUTIONS(September, 2019 - August, 2025)
ACADEMIC CONTRIBUTIONS
JOURNAL ARTICLES
1. Sharing Economy: International Marketing Strategies, Journal of International Business Studies, 2021
2. Prosumer-to-Customer Exchange in the Sharing Economy: Evidence from the P2P Accommodation Context, Journal of Business Research, 2022
3. A Review and Prospects of Prosumers in the Digital Economy, Foreign Economics & Management, 2022, 44(3): 36-52
4. Concept Discrimination and Literature Review of Joint Consumption, Luojia Management Review, 2022, (2): 89-106
5. Try Something New Together: Joint Consumption Fosters Choice of Unfamiliar Products, Acta Psychologica Sinica, 2022, 54(8): 979-995
6. Service Exchange Activities in the Sharing Economy: Professional Versus Amateur Peer Providers, TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE, 2023
7. A Meta-Analysis of Corporate Social Responsibility Effects: The Role of Stakeholder Type and Country Factors, INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2024
8. Unraveling the Performance Puzzle of Digital Transformation: The Moderating Role of TMT Heterogeneity and Faultline Strength, Journal of Business Research, 2024
9. Adapting Sense of Presence to Product Uncertainties in Crafting Augmented Reality Enhanced Experiences, International Journal of Hospitality Management, 2025
10. Self-Developed IP vs. Collaborative IP: How Virtual Influencer Spokesperson Selection Strategies Impact Consumer Integration, Advances in Psychological Science, 2025
RESEARCH PROJECTS
1. A Study on the Impact of Moa Service Factors on Consumers’ Response Behavior in The Sharing Economy, Scientific Research Project by Zhongnan University of Economics and Law, 2021-2022
2. Prosumerism in the Digital Economy: Connotation, Application and Intervention Paths, Other Scientific Research Project by Department of Education of Hubei Province, 2021-2022
3. Research on The Construction of Yunmu Zhinong Branding System of Tongcheng County in the Context of Rural Revitalization Supported By Universities and Colleges, Scientific Research Project by Zhongnan University of Economics and Law, 2022-2023
4. Dual Service OrientationforShared Producers and Consumers: Producer-Consumer Antecedents and Consumer Retention Outcomes, Scientific Research Project by Zhongnan University of Economics and Law, 2023-2024
5. Build or Cooperate: Research on the Impact of Virtual Influencer Endorsement Strategies on Consumer Integration, The Research Fund for Young Scholars by National Science Foundation of China, 2024-2026
TEACHING CONTRIBUTIONS
TEACHING MATERIALS
1. Management Research Methods: Theory, Frontiers and Operations, China Renmin University Press, 2023
2. Digital Marketing - New Age Marketing, Higher Education Press, 2023
TEACHING PROJECTS
1. Critical Literature Reading and Creative Thinking, Graduate Innovation Education Project by Zhongnan University of Economics and Law, 2022-2023
2. Digital Marketing, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2022-2023
3. Research on the Teaching Reform of the In-depth Integration of Big Data Marketing Theory and Practice, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2023-2025