Gokhan Yildirim | Marketing analytics | Best Researcher Award

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Dr. Gokhan Yildirim | Marketing analytics | Best Researcher Award

Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, specializing in marketing analytics and return on investment. His expertise spans digital marketing, long-term marketing effectiveness, and customer mindset metrics. With a strong foundation in applied time series econometrics and machine learning, he has made significant contributions to the field of marketing science. Yildirim has held academic positions at Lancaster University and has been a visiting researcher at Tilburg University. His research has been widely published in top-tier journals, influencing both academia and industry.

Profile

Education 🎓

Gokhan Yildirim earned his PhD in Business Administration and Quantitative Methods from Universidad Carlos III de Madrid (UC3M) in 2012, with a dissertation on marketing dynamics. His academic journey began with a BA in Business Administration (1999–2003) and an MSc in Quantitative Methods (2003–2006) from Marmara University, Istanbul. He also conducted research as a visiting scholar at Tilburg University, Netherlands, further strengthening his expertise in marketing analytics and econometrics.

Experience 👨‍🏫

Yildirim has been an Associate Professor of Marketing at Imperial College Business School since 2019, following his tenure as an Assistant Professor from 2016 to 2019. Before that, he was an Assistant Professor of Marketing Analytics at Lancaster University (2012–2016). His industry collaborations focus on marketing resource allocation, customer analytics, and data-driven decision-making. His research integrates econometric modeling and machine learning to optimize marketing strategies and enhance business performance.

Research Interests 🔬

Yildirim’s research centers on return on marketing investment, digital marketing effectiveness, and customer mindset metrics. He applies advanced econometric and machine learning techniques to analyze marketing resource allocation and long-term advertising impacts. His work explores how marketing strategies influence consumer behavior and business growth, contributing to both academic literature and real-world marketing practices

Awards & Recognitions 🏅

Yildirim has received several prestigious awards, including the 2017–2018 Gary Lilien ISMS-MSI-EMAC Practice Prize for his work on multichannel marketing at L’Occitane. He has also secured multiple research grants, such as the Wharton Customer Analytics Initiative (2015–2016) and the Spanish Ministry of Science and Innovation grants (2012–2018). His contributions have been recognized through funding from AiMark and other leading research bodies, further cementing his influence in marketing analytics.

Publications 📚

Myoung-Jin Chae | Digital Marketing | Best Researcher Award

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Dr. Myoung-Jin Chae | Digital Marketing | Best Researcher Award

Myoung-Jin Chae is an Assistant Professor of Marketing at Soonchunhyang University, Korea. Previously, he was an Assistant Professor at Lingnan University, Hong Kong. His expertise spans digital marketing, AI-driven consumer engagement, and sustainable consumption. He holds a Ph.D. in Management (Marketing) from Georgia Institute of Technology, an M.A. in Statistics from Columbia University, and dual B.S./B.B.A. degrees from Korea University. His research focuses on advertising, corporate social responsibility, and social justice in marketing. Dr. Chae has published extensively in high-impact journals such as the Journal of Business Research and Journal of Interactive Marketing. His contributions have earned recognition, including a Marketing Science Institute Research Grant and a Best Paper Award at the Summer AMA Conference. Beyond academia, he serves on editorial boards and reviews for top marketing journals.

Profile

Education 🎓

Dr. Myoung-Jin Chae earned his Ph.D. in Management (Marketing) from Georgia Institute of Technology’s Scheller College of Business in 2018, where he researched advertising context management. His dissertation was supervised by Dr. Omar Rodriguez-Vila, alongside a distinguished committee. Prior to his doctorate, he obtained an M.A. in Statistics from Columbia University, equipping him with strong analytical skills for marketing research. His undergraduate studies were completed at Korea University, where he earned a B.S. in Statistics and a B.B.A. in Business Administration. This diverse academic background has shaped his expertise in data-driven marketing and AI applications in consumer behavior.

Experience 👨‍🏫

Dr. Chae has extensive academic experience, currently serving as an Assistant Professor at Soonchunhyang University since 2021. He previously held the same role at Lingnan University, Hong Kong (2018-2021). His prior teaching roles include Instructor at Georgia Institute of Technology (2015-2016) and Teaching Assistant at Korea University (2009). Additionally, he was a Graduate Research Assistant at Georgia Tech (2012-2018), where he contributed to multiple high-impact research projects. His teaching portfolio includes courses in International Marketing, Digital Marketing, Research Methods, and Marketing Analytics. Dr. Chae also actively participates in university service, including curriculum development and research exchange committees.

Research Interests 🔬

Dr. Chae’s research centers on digital marketing, AI-driven consumer engagement, advertising effectiveness, and corporate social responsibility. He investigates consumer behavior in response to AI-powered marketing, the role of context in advertising, and sustainability in consumption. His studies on “real-time” social media messaging, AI assistants’ human-likeness, and corporate social responsibility have been published in top-tier journals. His ongoing projects explore AI’s influence on luxury product choices, gendered AI perception, and vaccine messaging strategies. His work contributes to understanding consumer interactions in an evolving digital landscape.

Awards & Recognitions 🏅

Dr. Chae has received numerous accolades for his research, including the Marketing Science Institute (MSI) Research Grant (#4-1986) and the Best Paper Award in the Brand Track at the Summer AMA Conference. His work has been featured in MSI Webinar Series, showcasing its impact on marketing practice. Additionally, he secured competitive faculty research grants, such as the Faculty Start-up Fund at Soonchunhyang University (KRW 12M) and Faculty Research Grant at Lingnan University (HK$12K). His research has also been supported by the Dean’s Innovation Fund at Georgia Tech and the Academic Venture Fund for Sustainability Research.

Publications 📚

Zihao Li | Digital Economy | Best Researcher Award

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Prof. Zihao Li | Digital Economy | Best Researcher Award

 

Profile

Education

He obtained his PhD in Applied Economics from Hunan University, where he studied from September 2010 to June 2014. Prior to that, he completed his master’s degree in International Trade at Jiangnan University between September 2006 and July 2008. His academic journey began at Henan Normal University, where he earned his undergraduate degree in Economics from September 2002 to July 2006.

Work experience

Since September 2022, he has been serving as an Associate Professor, Professor, and Master Supervisor at the Business School of Nanjing University of Information Science and Technology. Prior to this, from June 2014 to August 2022, he worked at the International Business School of Henan University of Economics and Law as a Lecturer, Associate Professor, and Master Supervisor.

 

Achievement

He has authored several influential books, including Research on the Impact of Foreign Direct Investment on China’s Carbon Emissions (Economic Science Press, 2016), Foreign Direct Investment, Economic and Social Transformation and Environmental Pollution (China Financial and Economic Publishing House, 2017), and Economic and Social Transformation and Improvement of Local Government’s Environmental Governance (China Economic Publishing House, 2020).

His academic contributions have been recognized with multiple awards. He received the Third Prize of the Henan Social Science Outstanding Achievement Award (Provincial and Ministerial Level) in 2020 for his research on Environmental Governance of Local Governments with Spatial Relevance and Threshold Effect from the perspective of integrity. In 2019, he was awarded another Third Prize for his study on Local Government Tax Competition, Industrial Restructuring, and China’s Regional Green Development. Additionally, in 2016, his work on China’s Opening Up, Economic Transformation, and Low Carbon Economic Development earned him the Third Prize of the Hunan Provincial Social Science Outstanding Achievement Award.

Scientific Research Project

He has led several research projects funded by national and provincial institutions. Currently, he is hosting a General Program of the National Philosophy and Social Science Foundation (21BJY114), focusing on the Mechanism, Effect, and Policy of Digital Economy Promoting China’s Collaborative Governance of Carbon Smog (2021/9–2024/9).

Previously, he successfully completed a Youth Program of the National Philosophy and Social Science Foundation (15CGL042), which examined Anti-Corruption and Environmental Governance Improvement of Local Governments (2015/6–2019/12). He also led two provincial-level Soft Science Projects funded by the Henan Provincial Department of Science and Technology: one on Industrial Transfer and Green Development of Henan’s Industry (162400410201, 2016/6–2017/9) and another on Enterprise Green Technology Innovation and Haze Pollution Control in Henan (202400410061, 2020/1–2021/6).

 

Publication

  • (1) Zihao Li, Yue Wang, Tingting Bai. International digital trade and synergetic control of pollution and carbon emissions: Theory and evidence based on a nonlinear framework[J]. Journal of Environmental Management,2025, 376(3):124450.（SCI, JCR Q1）

    (2) Zihao Li, Bingbing Yuan, Yue Wang, Jingwen Qian, Haitao Wu. The role of digital finance on the synergistic governance of pollution & carbon: Evidence from Chinese cities[J]. Sustainable Cities and Society,2024, 115(1):105812.（SCI, JCR Q1）

    (3)李子豪,王悦.数字贸易对城市减污降碳协同发展的影响——基于产业集聚与要素配置视角[J].经济经纬,2025,(1):67-79. (CSSCI检索)；

    Zihao Li, Yue Wang. The impact of digital trade on the coordinated development of urban pollution reduction and carbon reduction: based on the perspective of industrial agglomeration and factor allocation[J] Economic longitude and latitude, 2025, (1):67-79. (CSSCI)

    (4) Zihao Li, Bai Tingting, Wang Yue, Wu Haitao. The Impact of Digital Government on Corporate Green Innovation: Evidence from China[J]. Technological Forecasting and Social Change（SSCI, JCR Q1）

    (5) Tingting Bai, Yong Qi, Zihao Li, Dong Xu. Digital economy, industrial transformation and upgrading, and spatial transfer of carbon emissions: The paths for low-carbon transformation of Chinese cities[J]. Journal of Environmental Management, 2023, 344: 118528. (SCI, JCR Q1，ESI );

    (6) Bai Tingting, Qi Yong, Li Zihao*, Xu Dong. Will carbon emission trading policy improve the synergistic reduction efficiency of pollution and carbon? Evidence from216 Chinese cities[J]. Managerial and Decision Economics,2023,(8):1-24. (SSCI, JCR Q1, corresponding author)；

    (7) Zihao Li, Bingbing Yuan, Tingting Bai, Dong Xu, Haitao Wu. Shooting two hawks with one arrow: The role of digitization on the coordinated development of resources and environment [J].  Resources Policy, 2024, 90(3):104827. (SSCI, JCR Q1)

    (8) Zihao Li, Xihang Xie, Xinyue Yan, Tingting Bai, Dong Xu*. Impact of China’s Rural Land Marketization on Ecological Environment Quality Based on Remote Sensing[J]. Int. J. Environ. Res. Public Health 2022, 19, 12619

    (SSCI, JCR Q1)

    (9) Zihao Li, Bai Tingting*, Tang Chang. How does the low-carbon city pilot policy affect the synergistic governance efficiency of carbon and smog? Quasi-experimental evidence from China[J]. Journal of Cleaner Production,2022(8): 133809 (SCI, JCR Q1)

    (10)李子豪,赵元,夏子谦.环保督政与地方政府碳霾协同治理绩效提升——基于环保约谈的准自然实验估计[J].中国软科学, 2023,(12):192-201. (CSSCI检索);

    Zihao Li, Yuan Zhao, Ziqian Xia. Performance improvement of coordinated governance of environmental protection supervision and local government carbon haze: quasi natural experimental estimation based on environmental interviews[J]. China Soft Science, 2023, (12): 192-201. (CSSCI)

    (11)李子豪,王倩倩.数字经济发展能否改善地区银行业风险？-基于城市商业银行的考察[J].财经论丛,2023,(12):47-57.（CSSCI）；

    Zihao Li, Qianqian Wang. Can the development of digital economy improve regional banking risks- Based on the Investigation of Urban Commercial Banks [J]. Collected Essays on Finance and Economics, 2023,(12):47-57.（CSSCI）

    (12)李子豪,白婷婷.政府环保支出、绿色技术创新与雾霾污染[J].科研管理,2021,(2):52-63. (CSSCI检索, 国家自科基金委管理类A级重要期刊，《新华文摘》全文转载)；

    Zihao Li, Bai Tingting. Government environmental protection expenditure, green technology innovation and smog pollution[J]. Science Research Management, 2021, (2):52-63. (CSSCI)

    (13)李子豪,袁丙兵.地方政府的雾霾治理政策作用机制: 政策工具、空间关联和门槛效应[J].资源科学， 2021,(1):40-56. (CSSCI检索)；

    Zihao Li, Bingbing Yuan. Local government’s policy mechanism for haze control: policy tools, spatial correlation and threshold effect [J]. Resource science, 2021,(1):40-56. (CSSCI);

    (14)李子豪,袁丙兵.空间关联和门槛效应的地方政府环境治理研究-基于廉洁度视角的考察[J].中国软科学, 2019,(10):61-69. (CSSCI检索,国家自科基金委管理类A级重要期刊)；

    Zihao Li, Bingbing Yuan. A Study on Environmental Governance of Local Government Based on Spatial Correlation and Threshold Effect: An Investigation from the Perspective of Integrity. [J]. China Soft Science, 2019, (10):61-69. (CSSCI)

    (15) Zihao Li, Mao Jun. Local Governments’ Tax Competition, Industrial Structure Adjustment and Regional Green Development in China[J]. China Finance and Economic Review,2019(1): 93-111. (ESCI)；