On the morning of March 2, 2023, Professor Yan Jun from the School of Management at Huazhong University of Science and Technology was invited to give an academic lecture to our faculty and students. The event was hosted by Professor Jiang Yushi from the Marketing Department of the School of Management, and attended by the Executive Dean Professor Guo Qiang and faculty and students from the university.

At the beginning of the lecture, Dean Guo Qiang introduced Professor Yan Jun's research achievements to the faculty and students, and warmly welcomed and thanked him for coming. Professor Yan Jun has long been dedicated to research on online reviews, social media communication, information flow advertising, service quality and service recovery, marketing ethics, sustainable consumption, and other areas. He has led three national natural science foundation projects and published dozens of academic papers in journals such as Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of Consumer Behavior, and Computers in Human Behavior.

Using "Assessing the Lead-Lag Effect of Pre-released Word-of-Mouth on Puffery Advertising: Evidence from the Motion Picture Industry" as an example, Professor Yan Jun explained how, in cross-market situations, through two studies using real global film industry data sets, he revealed when and how pre-release word-of-mouth (POM) in leading markets serves as a prerequisite for puffery advertising (PA) in lagging markets.

First, Professor Yan Jun explained how to formulate the final research question based on the research problem and theoretical motivation. He shared his approach to writing papers, from research background to problem formulation to theoretical contributions. Professor Yan Jun also introduced experimental and data analysis methods, and mentioned that to ensure the accuracy and reliability of experimental results, it is necessary to include endogeneity testing to support causal relationships among variables, as regression analysis alone may not be sufficient.

The students were very interested in Professor Yan Jun's research and actively interacted with him. At the end of the lecture, Professor Yan Jun answered questions from faculty and students. Professor Jiang Yushi expressed sincere thanks to Professor Yan Jun for his wonderful presentation and hoped that faculty and students of the school could use this opportunity to broaden their academic horizons and improve their innovative capabilities.