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Wen Xie

Northeastern Univeristy

360 Huntington Ave, Boston, MA 02115

boston, MA 02115

United States

  • Northeastern Univeristy

SCHOLARLY PAPERS

4

DOWNLOADS

652

TOTAL CITATIONS

0

Scholarly Papers (4)

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1.

Shades of Representation: Exploring the Role of Skin-Tone Diversity in Consumer Perceptions and Brand Practices

Number of pages: 49 Posted: 06 Jun 2023 Last Revised: 07 Aug 2025
Wen Xie, Gijs Overgoor, Hsin-Hsuan Meg Lee and Zhu Han
Northeastern Univeristy, Southern Methodist University (SMU) - Marketing Department, ESCP Business School and University of Houston
Downloads 362 (209,635)

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Skin-tone diversity; social media; brand management; machine learning; image analytics; DEI

2.

Congruence Affects Story Ad Engagement on Social Media

Northeastern U. D’Amore-McKim School of Business Research Paper No. 4790627
Number of pages: 43 Posted: 16 Apr 2024 Last Revised: 23 May 2025
Wen Xie, Ron Dotsch, Maarten Bos, Yakov Bart, Zhu Han and Yozen Liu
Northeastern Univeristy, Snap Inc, Harvard University - Business School (HBS), Northeastern University (USA) - Marketing Area, University of Houston and Snap Inc
Downloads 252 (313,926)

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Congruence, Video advertising, Social media, Short video, Big data, Processing fluency

3.

Impact of Identity Misalignment on Review Rating and Usefulness

Number of pages: 33 Posted: 07 Nov 2025
Amy Pei, Wen Xie and Yakov Bart
Northeastern University, Northeastern Univeristy and Northeastern University (USA) - Marketing Area
Downloads 35 (1,249,711)

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Identity, Outgroup Effect, Restaurants, Consumer Reviews, Review Platforms

4.

From Many Voices to One Summary: The Impact of AI-Based Review Summarization on WOM Production

Number of pages: 35
Amy Pei, Amy Yancheng Zhang and Wen Xie
Northeastern University, University of Oxford, Said Business School, Students and Northeastern Univeristy
Downloads 3

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Generative AI, AI summarization, online reviews, word of mouth (WOM), digital platforms