DU Peng
Professor
E-mail: dragondoggy@163.com
EDUCATION
City University of Hong Kong Visiting Scholar 2015 Hong Kong, China
University of Canterbury Visiting Scholar 2013 Christchurch, New Zealand
Zhongnan University of Economics and Law Ph.D2 009 Wuhan, China
Zhongnan University of Economics and Law Master 2006 Wuhan, China
Zhongnan University of Economics and Law Bachelor 2003 Wuhan, China
WORK EXPERIENCE
Zhongnan University of Economics and Law Faculty 2009 -Wuhan, China
TEACHING(September, 2024 - August, 2025)
MBA/EMBA Program
•Innovation Management
•Marketing Management
Specialty Master's Program
•Entrepreneurship and Innovation Management
Research Master's Program
•New Media Marketing and Operation
Bachelor's Program
•Entrepreneurship and Innovation Management
•Marketing
SELECTED INTELLECTUAL CONTRIBUTIONS(September, 2019 - August, 2025)
ACADEMIC CONTRIBUTIONS
JOURNAL ARTICLES
1. Research on the Construction of the Multi-dimensional Evaluation System for Morality-preferred and People-oriented of Postgraduate Tutors in Colleges and Universities —Analysis Based on the Analytic Hierarchy Process, Higher Education Review, 2020, 8(1): 34-56
2. Motivation for User’s Knowledge Sharing Behavior in Virtual Brand Communities: A Psychological Ownership Perspective, Asia Pacific Journal of Marketing and Logistics, 2021
3. Impact of Brand Community Supportive Climates on Consumer-to-consumer Helping Behavior, Journal of Interactive Marketing, 2022
4. Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty, Journal of Product & Brand Management, 2023
5. The impact of air pollution on corporate environmental information disclosure–Evidence from heavy pollution industry, Finance Research Letters, 2024
6. Day-to-day Organizational Life and Environmental Protection: Evidence from Chinese Chemical Firms, Corporate Social Responsibility and Environmental Management, 2024
7. The Golden-mean Fallacy: A Medium-Attractiveness Face Predicts Less Funding on a Crowdfunding Platform, Information & Management, 2024, 5: 1-12
8. Why Did You Delete My Comment? Investigating Observing Consumers’ Reactions to Comment-deletion-clues During a Brand Crisis, Psychology and Marketing, 2024
9. Does Green Investment Mitigate Corporate Financial Risk?, Finance Research Letters, 2024, 67: 1-9
10. Day-to-Day Organizational Life and Environmental Protection- Evidence from Chinese Chemical Firms, Corporate Social Responsibility and Environmental Management, 2024
11. The Past, Present, and Future of AI in Hospitality and Tourism: A Bibliometric Analysis, International Journal of Contemporary Hospitality Management, 2025
12. The Unintended Consequence of Human Capital Intensity on Energy Intensity: Evidence from China, China Economic Review, 2025
13. Virtual Influencer Marketing: An Empirical Investigation of the Critical Factors Influencing User Engagement with Virtual Influencers, European Journal of Marketing, 2025
14. Can the Involvement of Firms in Rural Revitalization Advance the Area's Agricultural and Rural Modernization Level, Finance Research Letters, 2025
RESEARCH PROJECTS
1. Research on the Path and Practice of Cross-border E-commerce to Promote Industry-University-Research, Industry-University Cooperative Education and Reform Project by Ministry of Education of the People's Republic of China, 2019-2021
2. 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
3. Research on the Influence Mechanism and Governance of Brand Antagonism Loyalty Behavior in the Context of Social Media, Project by National Social Science Foundation of China, 2021-2023
4. A Study on International Cooperation under the Transformation of the Global Political and Economic Order, Scientific Research Project by Zhongnan University of Economics and Law, 2021-2023
5. Research on Evaluation and Guarantee Mechanism of Lide Shuren, Postgraduate Tutors in the New Era, Scientific Research Project by Zhongnan University of Economics and Law, 2019
TEACHING CONTRIBUTIONS
TEACHING MATERIALS
1. Everybody Needs Marketing, China Machine Press, 2020
2. New Media Marketing (Microlecture), People's Posts and Telecommunications Press, 2021
3. Marketing: Theory and Practice, Northeast University of Finance and Economics Press, 2022
4. Marketing Theory and Practice, Northeast University of Finance and Economics Press, 2022
5. Service Entrepreneurship Management, Tsinghua University Press, 2022
6. New Media Marketing: Fundamentals, Strategies and Tools, Tsinghua University Press, 2024
TEACHING AWARDS
1. Research on The Construction and Implementation of 'Golden Courses' in Business Administration, Other University-level Teaching Award, 2019
2. Ethical Teaching Case Competition (Third Prize) of ZUEL：Marketing, Other University-level Teaching Award, 2020
3. National First-class Online and Offline Hybrid Courses-Marketing, Other Teaching Awards, 2020
4. First Prize for Teaching Achievement Award of ZUEL: Exploration and Promotion of Top-notch Innovative Talent Training Mode in Economics and Management under Resource Sharing, First Prize for Teaching Achievement Award of University-level, 2020
TEACHING PROJECTS
1. Research on the Construction and Implementation of Teaching Quality Standard System for Business Administration Majors in Finance and Economics Universities, National Administry Committee on Teaching to Majors Project by Ministry of Education of the People's Republic of China, 2019-2019
2. Internet Plus Management Case Tutorial, Graduate Innovation Education Project by Zhongnan University of Economics and Law, 2019-2021
3. Development of a Series of Cases on Business Model Transformation under the Background of the Internet, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2019-2021
4. Construction of a Case Library for Master's Degree Courses in Business Administration, Graduate Innovation Education Project by Zhongnan University of Economics and Law, 2019-2021
5. Ideological and Political Teaching Guide for Business Administration Courses, National Administry Committee on Teaching to Majors Project by Ministry of Education of the People's Republic of China, 2021-2022
6. 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
7. Research on the Knowledge-Action Integration Training Mode for New Media Marketing Talents Driven by AI, Teaching Reform Research Project by Zhongnan University of Economics and Law, 2025-2027
SOCIAL SERVICE CONTRIBUTIONS
ACADEMIC/INDUSTRY ORGANIZATION POSITIONS
1. Hubei Marketing Academy(HBMA), Managing Director, 2019-2024
2. New Media Marketing Research Committee (NMMRC) of Chinese Marketing Association of Universities(CMAU), Secretary General, 2022-2027