Wenyu Dou

Professor Wenyu Dou serves as Academic Dean of SKEMA Business School China and holds the Chair Professorship in Digital Marketing & Chinese Social Media. He concurrently serves as Vice Dean at the International Joint Audit Institute (SKEMA x Nanjing Audit University) and Wenlan Chair Professor at Zhongnan University of Economics and Law. Previously, he held leadership roles at City University of Hong Kong, including Associate Dean for Graduate Programs and EMBA Director. His academic journey began with a Ph.D. in Marketing from the University of Wisconsin-Milwaukee.

His research focuses on digital marketing, social media dynamics, and international business strategies. He has authored over 50 peer-reviewed articles in top journals like MIS Quarterly and Journal of International Business Studies, and published the seminal book Content Marketing in 2021. He leads the New Media Marketing Committee of the Chinese Marketing Association of Universities (CMAU) and founded the Annual New Media Marketing Conference.

Professor Dou’s work bridges academic rigor and practical applications, addressing topics such as influencer marketing, consumer engagement in emerging markets, and the integration of IoT in brand management. His research has been recognized through editorial roles at Journal of Interactive Advertising and Journal of Advertising.

He has held key administrative roles, including Academic Director of SKEMA China and leadership in undergraduate/graduate programs at CityU. His contributions span institutional collaborations, such as the SKEMA-NAU partnership, and academic leadership in cross-border education.

His research interests also include organizational innovation, brand strategy in digital ecosystems, and the socio-cultural dimensions of marketing in China. He actively participates in global academic networks and has supervised numerous research initiatives at the intersection of technology and consumer behavior.