Ma Chenya
Tourism marketing, Consumer behavior
Education
Southwest Jiaotong University, Chengdu, China 09/2019－06/2025
Ph.D., School of Economics and Management (Prof. Jiang Yushi)
Lanzhou Jiaotong University, Lanzhou, China 09/2015－06/2019
Bachelor, School of Economics and Management
Work Experience
Ningbo University, Ningbo, China 08/2025－Present
Lecturer in Joint Institute of Ningbo University and University of Angers
Published papers
1. Ma, C., Liu, X., Meng, L.*, Jiang, Y. (2025). Optimizing promotion effectiveness through timing: Leveraging promotion types aligned with temporal landmarks. Tourism Management, 110. DOI: 10.1016/j.tourman.2025.105198
2. Ma, C., Zhou, H., Wang, L., Jiang, Y*. (2024). Who posts the advertisement: The influence of advertising authorship on in-feed advertising effectiveness. Journal of Consumer Behaviour, 23(6), 3030-3045. DOI: 10.1002/cb.2391
3. Ma, C., Jiang, Y., Miao, M.*, Zhang, H. (2022). Will humblebragging advertising necessarily trigger consumers’ negative brand attitudes－Based on the perspective of the motives of self-presentation. Journal of Marketing Science, 2(4), 137-156. (In Chinese)
4. Meng, L.*, Ma, C., Zhang, Z., Wang, W., Zhang, L., Cheng, Z. (2024). Choosing culture or nature: How temporal landmarks affect tourism destination preferences. Tourism Management, 105. DOI: 10.1016/j.tourman.2024.104974
5. Xi, Y., Ma, C., Yang, Q., Jiang, Y*. (2022). A cross-cultural analysis of tourists’ perceptions of Airbnb attributes. International Journal of Hospitality and Tourism Administration, 23(4), 754-787.
6. Miao, M., Ma, C., Jiang, Y*. (2021). The effects of different types of images on tourists’ attitudes toward heritage tourism advertising. Tourism Tribune, 36(10), 74-84. (In Chinese)
7. Wang, X., Chen, J., Ma, C., Jiang, Y*. (2024). Simpler is greener: The impact of packaging visual complexity on products' eco‐friendliness perception. Psychology & Marketing, 41(12), 2992-3008. DOI: 10.1002/mar.22096
8. Wang, Y., Li, J., Ma, C., Jiang, Y*. (2022). Does the presentation of advertising shot affect advertising attitude? An empirical study based on the global precedence principle. Nankai Business Review, 27(1), 158-169. (In Chinese)
9. Jiang, Y.*, Guo, Q., Ma, C., Li, Q. (2023). The influence of green advertising claim specificity on consumers’ purchase Intention. Modernization of Management, 43(4), 80-90. (In Chinese)
