Innovative Research Award
Shaomu Wei — Tianjin University
Shaomu Wei is a researcher in Business Administration whose scholarly work focuses on virtual marketing, consumer behavior, digital marketing, advertising, virtual avatars, personalization, NFT marketing, and pro-environmental consumption. His research examines psychological and behavioral responses to emerging digital marketing practices and technology-mediated consumption. His academic record includes SSCI- and CSSCI-indexed publications, nationally recognized management case development, and research addressing advertising, consumer psychology, green purchasing, personalization, and digital marketing technologies.[1]
Abstract
Shaomu Wei’s research addresses contemporary questions in Business Administration, particularly at the intersection of virtual marketing, consumer psychology, digital advertising, personalization, virtual avatars, NFTs, and sustainable consumption. His work investigates how consumers respond to emerging marketing technologies, communication strategies, personalization visibility, product-harm information, and environmentally oriented messages. The research profile combines empirical consumer studies with management case development and includes publications in international and Chinese academic journals. Bibliographic records identify six Scopus-indexed documents, 31 citations, and an h-index of 2.[1]
Keywords
Virtual marketing; consumer behavior; digital marketing; advertising; virtual avatars; marketing personalization; advertising intrusiveness; consumer psychology; NFT marketing; green consumption; pro-environmental behavior; brand attitude; product-harm communication; marketing technology.
Introduction
Shaomu Wei is a Business Administration researcher specializing in virtual marketing, consumer behavior, advertising, personalization, virtual avatars, NFT marketing, and pro-environmental consumption. He earned his PhD in Business Administration from Beijing Institute of Technology and holds bachelor’s and master’s degrees from Tianjin University of Technology.[1]
Research Profile
Shaomu Wei’s research focuses on virtual marketing, consumer behavior, digital marketing, advertising, personalization, virtual avatars, NFT marketing, and green consumption. His studies examine how consumers respond to personalized communications, advertising appeals, digital assets, environmental messages, and product-harm information, integrating consumer psychology with emerging marketing technologies to understand consumer perceptions and behavioral intentions.
Research Contributions
Shaomu Wei’s research examines how emotional prosody, virtual avatars, personalization, surveillance, advertising intrusiveness, and NFT marketing influence consumer attitudes, perceptions, and purchase intentions.[2] [3]
His research also uses eye-tracking and examines advertising appeal, anthropomorphism, pro-environmental behavior, and product-harm communication, highlighting how marketing and digital technologies shape consumer responses. [4] [5]
Publications
Shaomu Wei’s publications cover virtual marketing, consumer behavior, digital advertising, personalization, NFTs, virtual avatars, and green consumption. His research examines advertising, consumer psychology, brand attitudes, and pro-environmental behavior, with publications appearing in international SSCI-indexed journals and Chinese CSSCI and core journals.[2][3][5]
Research Impact
The available bibliographic profile records six Scopus documents, 31 citations, and an h-index of 2 for Shaomu Wei.[1] His research spans international and Chinese publications, covering digital marketing, consumer behavior, sustainable consumption, virtual marketing, and technology-driven brand communication.
His research explores digital marketing, personalization, perceived surveillance, advertising intrusiveness, NFT marketing, brand attitudes, trust, and consumer purchase intentions.[2] [6] These studies examine how technology reshapes consumer decision-making and marketing communication.
Award Suitability
Shaomu Wei’s research supports consideration for an Innovative Research Award through his work on emerging marketing technologies, consumer behavior, and digital consumption. His studies integrate advertising, consumer psychology, virtual avatars, personalization, NFTs, and pro-environmental behavior, alongside international publications and management case development demonstrating scholarly and applied research engagement.[1] The suitability described here is based on the supplied academic profile, publication record, and bibliographic information.
Conclusion
Shaomu Wei’s research focuses on virtual marketing, consumer behavior, digital advertising, personalization, virtual avatars, NFT marketing, and sustainable consumption. His profile includes a PhD in Business Administration, international and Chinese publications, management case development, and a Scopus-indexed research record reflecting sustained engagement with technology-driven marketing.
External Links
References
-
- Elsevier. (n.d.). Scopus author details: Shaomu Wei, Author ID 58419762900. Scopus. https://www.scopus.com/authid/detail.uri?authorId=58419762900
- Wei, S., Hu, Z., Zhang, D., & Liu, X. (2027). Too personal to be accepted? How personalization visibility drives perceived surveillance and advertising intrusiveness. Journal of Retailing and Consumer Services, 95, 105092. https://doi.org/10.1016/j.jretconser.2026.105092
- Hu, Z., Wei, S., Bai, R., & Ma, B. (2026). Good intent, bad result: When encouraging leaving reviews weakens potential consumers’ booking intention. International Journal of Hospitality Management, 138, 104716. https://doi.org/10.1016/j.ijhm.2026.104716
- Wei, S., Ma, B., Song, M., Yao, Y., & Meng, N. (2025). “Amplification” and “Suppression”: The impact of emotional prosody on green purchase behaviour—A study based on the dual-attitude model. Information Technology and Management, 27(2), 1–16. https://link.springer.com/article/10.1007/s10799-025-00452-7
- Yang, Q., & Wei, S. (2019). The impact of advertising anthropomorphism on product attitudes: Evidence from eye-tracking. Journal of Dalian University of Technology (Social Science Edition), 40(3), 49–55.
- Hu, Z., Wei, S., Ma, B., & Bai, R. (2026). More buying, more trust? The spillover effect of branded NFTs secondary trading on future physical purchase intention. Marketing Intelligence & Planning. Advance online publication. https://doi.org/10.1108/MIP-07-2025-0580