黄钞华  副教授 硕士生导师

个人简介：黄钞华，男，1992年8月出生，湖北恩施人，中共党员，管理学博士。传媒学院广告学系教师，时尚传媒量化研究中心团队成员。

研究方向：可持续时尚，绿色品牌营销，情绪传播

立项课题：

1.主持国家社科基金青年项目：算法推荐视域下特定青年负面情绪的极化机制及疏导策略（25CKX010）；

2.主持并完成教育部人文社科一般项目（专项）（20JDSZ3162）；

3.主持湖北省社科基金后期资助项目（HBSKJJ20253328）；

4.主持并完成省教育厅人文社科一般项目（23Y107）

专著论文：

1. Huang C , Guo R . The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric[J]. Journal of Brand Management, 2021, 28. [JCR2区]

2. Huang C H, Zhuang S S, Ma H Y. Poison or remedy? Masculinity in a pathos-based sustainable brand story[J]. Asia Pacific Journal of Marketing and Logistics,2022,11.[JCR2区]

3. Huang C H, Chen C, Wang H, Zhang J. How Does VR Customer Knowledge Education Promote Sustainable Product Purchase Intention? A Study Based on Self-Determination Motivation Theory. Polish Journal of Environmental Studies. 2023;32(6):5095-5106.[SCI]

4.Huang C H, Chen C, Wang H. Effects of Online Customer Reviews on Sustainable Clothing Purchase Intentions: The Mediating Role of Perceived Diagnosticity, Journal of Consumer Behavior[J], 2024, 1-17.[JCR1区]

5. Huang C H, Song T, Wang H. Alone or Mixed? The Effect of Digital Human Narrative Scenarios on Chinese Consumer Eco-product Purchase Intention, Journal of Theoretical and Applied Electronic Commerce Research[J], 2024,19(3), 1734-1755.[JCR1区]

6.Handwritten or Machine-Written? The Interaction Between Green Advertising Appeals and Typefaces on Product Purchase Intentions[J], Journal of Consumer Behavior[J], 2025,24, no. 5: 2179–2199.[JCR1区]

指导获奖：

1.2025年“挑战杯”大学生课外学术科技作品竞赛省特等奖、国赛三等奖，第一指导老师。

2.  指导研究生多次在国际学术会议上宣读论文并获优秀论文奖；

3.  指导学生在大广赛等学科竞赛中多次获奖

热忱欢迎有志于从事情绪传播、可持续时尚的同学加入时尚传媒量化研究中心团队，

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