Hongye Sun

Research Interests

Natural Experiments via Econometric Methods, Lab and Field Experiments, Natural Language Processing, Deep Learning Applications in Marketing, Potential of Large Language Models

Working Papers

• Decoding the Language of LLMs: GPT's Craft in Product Descriptions
  with Tianyu Gu, presented at INFORMS Marketing Science Conference, preparing for submission to Journal of Marketing.
• Incorporating Firms' Proprietary Knowledge in LLM for Enhanced Customer Services
  with Paul Hu, Eric Wu, and Tianyu Gu, in collaboration with the customer service team of a top car manufacturer, field experiment ongoing, targeting Marketing Science.
• Optimizing LLM Performance as Customer Service Co-pilot
  with Eric Wu, Paul Hu, and Tianyu Gu, in collaboration with the customer service team of a top car manufacturer, field experiment ongoing, targeting Management Science.
• Influence of Farmer Photo Displays on Product Quality and Sales
  with Arul Mishra, Himanshu Mishra, Wei Xu, and Tianyu Gu, in collaboration with a large chain supermarket (3500+ square meters per store), field experiment in preparation, targeting Journal of Consumer Research.
• Adaptability in LLMs: Effects on Student Learning Performance in Classroom Settings
  with Paul Hu, Tianyu Gu, and Eric Wu, field experiment in preparation, targeting Information Systems Research.
• The Impact of Internal Management Practices on E-Commerce Success: A Difference-in-Differences Approach
  with Tianyu Gu and Xiaotong Jin, in collaboration with a top e-commerce company, preparing for submission to Journal of Marketing.
• Unraveling the Secrets of Global Movie Success: How Policy and Cultural Barriers Shape Box Office Performance
  with Tianyu Gu, presented at INFORMS Marketing Science Conference.
• Empowering Creative Ideation with Language Models: A Case Study of Product Design Innovation in a Beijing-based Creative Ideas Company
  with Eric Wu, Paul Hu, and Tianyu Gu, preparing for submission to Journal of Marketing Research.
• Unlocking the Black Box of Language Models: Bridging Human and Machine Cognition for Enhanced Performance
  with Yu Qin and Olivia Sheng, targeting Marketing Science.
• DeepVision: A Novel Deep Learning Framework for Visual Marketing Analysis and Consumer Behavior Prediction
  with Yu Qin, Arul Mishra, Himanshu Mishra, and Ye Bai, preparing for submission to Marketing Science.
• Optimizing AI Adoption in Large-Scale Sales Forces: Balancing Employee Reactions and Organizational Strategies
  with Liangding Jia, in collaboration with a company with over 500 salespeople, targeting Strategic Management Journal.
• Harnessing AI for Youth Career Success: A Solution to China's Unemployment Crisis
  with Yu Zhu and Hongli Zhang, based on a leading provincial STEM training center, considering MIS Quarterly.
• Real-Time Video Analysis: Unveiling New Frontiers in Consumer Cognition Research
  with Yu Qin and Yu Zhu, targeting Management Science.
• Elevating Customer Expectations through Nursing Excellence: Insights from a Chain Aesthetic Hospital in China
  with Xiangming Zhan, considering Marketing Science.

Research Experience

• Master Thesis: The Effect of Word-of-Mouth on Box Office: a Emotional Resonance Perspective (June 2020)
  Leveraged online review data and interviews to examine the impact of expert vs. customer reviews on movie performance.
• Research Assistant for Ann Veeck (Western Michigan) and Hongli Zhang (Jilin U) (Jul.2015 - Dec.2016)
  Participated in field research on youth consumption trends, including questionnaire design, data collection, and analysis.

Conference Presentations

• Decoding the Language of LLMs: GPT's Craft in Product Descriptions, INFORMS Marketing Science Conference
• Unraveling the Secrets of Global Movie Success: How Policy and Cultural Barriers Shape Box Office Performance, INFORMS Marketing Science Conference