Marketing Professor Named Among Most Cited Scientists Worldwide

Veteran professor Cheng (Charlie) Wang, Ph.D., is a leading researcher in the field of marketing, who began his educational journey as a student of psychology. His education, he says, helped him develop an understanding of consumer behavior, laying the foundation for him to become a thought leader in marketing.

A prolific researcher, he has been published widely, leading to him being included on Stanford University’s 2021 list of the world’s most cited scientists in various disciplines. He is joined on the list by University of New Haven colleague Nikodem Poplawski, Ph.D., a distinguished lecturer and coordinator for the physics program.

“This is a great honor to me because it is a recognition of my research achievement in the global landscape,” he said. “This is another recognition of my research achievement after I was awarded a Fulbright Scholar Specialist award by U.S. Department of State in 2018.”

‘The new normal in the future of marketing’

Particularly interested in areas such as consumer behavior, fandom management, brand management, and interactive marketing, Dr. Wang’s background in psychology continues to inform his research interests.

Dr. Wang, who earned degrees in psychology and marketing in both the United States and his native China, is also interested in how new technology such as artificial intelligence, machine learning, and virtual reality impact the traditional business model.

“The traditional pipeline business model has been shifted to a platform-based business model,” he explains. “Accordingly, interactive marketing, emphasizing consumer engagement and social media platform application with new technology, becomes the new normal in the future of marketing. That is one of the reasons why I am currently actively engaging in interactive marketing research.”

‘My goal is to continuously enhance the impact factor’

Dr. Wang’s work has been published in many top-tier academic journals in marketing and international business. He has also edited or is editing more than 15 special issues for leading journals.

Dr. Wang’s four edited books include two in the area of fandom and its impact on contemporary business. Publisher IGI Global describes his book Exploring the Rise of Fandom in Contemporary Consumer Culture, which covers areas such as brand loyalty, social media, and fan perceptions, as “one of the best-selling reference books within the Business and Management subject area.”

Focusing on interactive marketing, a fast-growing area of marketing, Dr. Wang is now editing his fifth large-scale book, Handbook of Interactive Marketing: Theoretical Advancement and Managerial Application. Scheduled to be published by Palgrave Macmillan Publishing next year, the book includes contributions from leading experts from more than 20 countries. Dr. Wang also serves as editor-in-chief of the Journal of Research in Interactive Marketing.

“I enjoy the role of editor-in-chief because this is an exciting and fast-growing area in marketing,” he said. “I hope to further promote and facilitate its advancement, in both academic research and practical application. My goal is to continuously enhance the impact factor and ranking of the journal. I envision it becoming the leading journal for scholars and practitioners in interactive marketing.”

‘I always integrate my cutting-edge knowledge into the classroom’

Dr. Wang, who also serves as the guest editor of several academic journals, has spoken on several Korean and Chinese television programs about his work. A dedicated educator, he enjoys sharing his experience and research with his students at the University.

“As a researcher with extensive publication in frontier areas, I always integrate my cutting-edge knowledge into the classroom,” said Dr. Wang, who joined the University in 2001 after holding positions in China, Hong Kong, and the United States.

“For instance, I discuss recent trends in the interactive marketing field in the classroom. My own research experience also greatly helps me teaching the course of ‘Marketing Research,’ a subject I have enjoyed teaching for many years.”