December 24, 2025, CUFE Business School successfully held the 34th session of 2025 Excellent Academic Forum in Conference Room 615 of the Main Teaching Building at the Xueyuan South Road Campus. Professor Wu Jing from the Chinese University of Hong Kong (CUHK) Business School was invited as the keynote speaker. More than 20 participants, including faculty, doctoral students, master’s students from the Business School, and scholars from other universities, attended the academic event.
The forum was chaired by Professor Dai Hongyan of CUFE Business School. Before the session began, Professor Dai introduced the academic achievements of Professor Wu Jing. Professor Wu currently serves as a Full Professor at CUHK Business School, Associate Director of the Asia Institute of Supply Chain and Logistics, Director of the Internet Logistics Research Center, and Director of the Master of Science in Business Analytics program. His research focuses on global supply chains, the interdisciplinary research of operations and finance, innovation strategy, and fintech and business large models. He has published 20 papers in UTD24 top journals including Management Science, Manufacturing & Service Operations Management, Journal of Accounting and Economics, Information Systems Research, Journal of International Business Studies, and Production and Operations Management, and serves as Associate Editor for Management Science, Manufacturing & Service Operations Management, and Production and Operations Management. His academic viewpoints have been in-depth reported by over 400 global media outlets, including Xinhua News Agency, The Wall Street Journal, The Economist, and Forbes. He is the author of Global Supply Chain Supertrends and has been invited to deliver academic speeches at leading institutions including the Federal Reserve, the International Monetary Fund, the Asian Development Bank, the Chinese Academy of Social Sciences (CASS), and the Financial 40 Forum.
Professor Wu Jing’s lecture was titled “An Analysis of the Sales Impact of Persuasion Strategies in Livestream E-Commerce.” Using a large-scale dataset of 1,683 TikTok livestreams (comprising over 26 million sales scripts and more than 130 million words), he developed a theory-driven framework of persuasion strategies and innovatively introduced iterative prompt engineering methods to leverage large language models (LLMs) to identify multiple persuasion strategies from livestreamers’ sales speech. By controlling for the differences in livestreams, hosts and products and employing instrumental variable methods, the study found that even moderate increases in persuasive content significantly boost immediate sales, with experience sharing, trust building, and audience-targeted strategies being the most effective, especially for popular products and in highly competitive markets. The most effective persuasion relied on specific, credible language rather than excessive emotional expressions or positive scripts, emphasizing clarity over sentimentality. The study also demonstrates a scalable LLM approach to extract persuasion strategies from massive multimodal data, providing new tools for both academic research and industry practice. At the conclusion of the lecture, Professor Wu specifically encouraged the attending doctoral students to conduct rigorous and thorough research, keep closely abreast of disciplinary frontiers, and continuously innovate methodologies to address new managerial challenges in the digital economy era.
After the lecture, faculty and students engaged in lively discussions with Professor Wu on topics such as persuasion mechanisms in livestream e-commerce, applications of large language models in management research, cross-cultural comparisons of persuasion strategies, and emerging trends in digital marketing, further promoting the exchange and collision of academic ideas.
As an important platform for CUFE Business School to fulfill its mission of “contributing new management knowledge”, the “Excellent Academic Forum” is committed to focusing on cutting-edge issues in the field of business administration and Chinese enterprise management practice. It gathers global wisdom and innovative perspectives to provide theoretical support and practical paths for promoting the sustainable development of Chinese society and economy.
