Baolong Ma

Hebei University of Engineering — China

Business, Management and Accounting · Social Sciences

16h-index991citations52works1.82yr avg
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Research Topics

Consumer Behavior in Brand Consumption and Identification(19), Digital Marketing and Social Media(17), Customer Service Quality and Loyalty(15), Environmental Sustainability in Business(8), Consumer Market Behavior and Pricing(6)

Publications52 total

Imagine it, trust it: How anatomical depiction influences consumer intention to purchase organic food
Food Quality and Preference·2025
Empathetic AI Encounters: Pathways to Prosocial Behavior
Journal of Service Research·2025
Inclusive yet unconvincing: when robot-delivered inclusive service undermines customer citizenship behavior
Journal of Hospitality Marketing & Management·2025· 1 cited
“One Face, Many Roles”: The Role of Cognitive Load and Authenticity in Driving Short-Form Video Ads
Journal of theoretical and applied electronic commerce research·2025· 1 citedOpen Access
Busy stays: how the sense of busyness shapes customer relationship norm orientation toward hotels
International Journal of Contemporary Hospitality Management·2025
When ‘Mianzi’ Meets Artificial Intelligence: Exploring Cultural and Technological Effects on B2B Brand Dependence
Journal of Business-to-Business Marketing·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·2025
Shaping consumer purchase and experience with paradoxical marketing
Journal of Retailing and Consumer Services·2025· 2 cited
“Annoy me, remember me”: navigating the dual effects and boundaries of inductive ads
Journal of Research in Interactive Marketing·2025· 2 cited
Research on MSC-ANC noise reduction analysis for wire break signal monitoring in prestressed concrete cylinder pipe
Measurement Science and Technology·2025· 1 cited
The influence of displaying the last stage before consumption on purchase intention: the mediating role of mental simulation
Current Psychology·2025· 1 cited
A Prestressed Concrete Cylinder Pipe Broken Wire Detection Algorithm Based on Improved YOLOv5
Sensors·2025· 2 citedOpen Access
The role of creative strategies in enhancing consumer interaction with new product video advertising
Journal of Research in Interactive Marketing·2025· 2 cited
Strategies for Online Market Entry: The Role of Network Anchors in China’s Live Streaming Sales Ecosystem
Journal of Business-to-Business Marketing·2024· 3 cited
Understanding How Streamer’s Self-Presentation in E-Commerce Live Streaming Affects Consumers: The Role of Persuasion Knowledge
Journal of theoretical and applied electronic commerce research·2024· 12 citedOpen Access
Optimizing positive goal framing in advertising: differential consumer responses to new product categories
Journal of Research in Interactive Marketing·2024· 3 cited
Acquiring customers via referral reward programs versus advertising: Who is more likely to provide future referrals?
Journal of Retailing and Consumer Services·2024· 5 cited
Research on broken wire identification method based on PoolConv for prestressed concrete cylinder pipe
Signal Image and Video Processing·2024
The Effect of Offline Hospital Non-Emergency Comprehensive Reservation System on Physicians' Participational Behavior in Online Health-Care Communities: Did and Ddd Methods
SSRN Electronic Journal·2024Open Access
Study on the propagation and attenuation characteristics of tunnel blasting vibration waves at different blast center distances
Journal of Applied Geophysics·2023· 9 cited
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Frequent Co-authors

Rubing Bai(10), Yixuan Niu(7), Hong Wang(6), Dixuan Ren(5), Xiaofei Li(4), Ruizhen Gao(4), Zhichen Hu(4), Lin Zhang(3), Fang Hong Sun(3), Lin Zhang(2), Dan Cudjoe(2), Muhammad Farrukh(2), Fei Li(2), Wang Gao(2), Jianxin Sun(2), Shaomu Wei(2), Di Kuang(2), Zhao Zhongqiu(2), Haoze Li(2), Yi Feng(2)