Abstract:A good research must tell something interesting and insightful beyond facts, tables, figures and descriptive statistics. It is vital to single out meaningful takeaways gleaned from empirical results. It should weave new information and understanding of the phenomenon into a relatable narrative with theoretical underpinnings. It requires authors communicate contributions in a logical and compelling manner. Storytelling is capable of uncovering the meaning concealed within data by addressing critical questions: what is the point? So what? Why does that matter?

主讲人信息：王承璐，美国纽黑文大学商学院营销学终身教授，富布赖特学者（Fulbright Scholar）获得者（2017–2020）。主要研究方向为消费者行为及互动营销。他在Journal of Consumer Psychology, Journal of Business Ethics等专业杂志上发表SSCI学术文章百余篇。自2021年起连年被斯坦福大学列为全球2% 顶尖科学家。目前担任互动营销专业期刊Journal of Research in Interactive Marketing (Impact Factor = 11.6, JCR Q1)主编，多次担任Journal of Business Research, European Journal of Marketing, International Marketing Review, Industrial Marketing Management等十多个SSCI一区杂志的特刊执行主编。