People

Zhang Xinyi is a freshman from the Class of 2025 majoring in Communicationsfrom Shanghai. “Dance is my unique language to communicate with the world,” she says,her eyes brightening with a gentle yet unwavering glow when talking about her passion. This deep bondwith dance began when she was 3 years old.In third grade of primary school, her outstanding stage presence caught the attention of a talent scout, and she successfully advanced tothe second round of auditions at Banana Entertainment. When a contract offer was placed, the young Zhang Xinyimade the choice to decline: “I don’t want to turn my hobby into a standardized job, which would fade the initial excitement I felt.”In 2019, 12-year-old Zhang Xinyi embraced a brand-new challenge. Thanks to a cooperation between her school and a musical theater troupe,she stood out among many candidates and earned the opportunity to perform in the commercial production of the musicalRocks of Ages, playing the childhood version of Sherrie. She shared the stage with A-list actors such as Liu Lingfei and Zheng Yunlong.Through this experience, Zhang Xinyi gained a deep understanding of the hardships faced by musical theater performers. “They don’t earn much, yet they pour all their passion into the spotlight,” she recalled. Their dedication to what they loved deeply touched her: “In the future, I want to live for my passions too!”During high school, she began independentlycreating social media content, with some videos reaching 20,000plays and 50,000 views. Despite the growing public attention, she remained committed to her passion and original aspiration. She embraced constructive feedback, continued creating, and focused on the content itself. “While documenting my inner thoughts, if my videos can inspire audiences going through the same feelings or life stages, then they are meaningful,” she said.At WKU, the university’s diverseand inclusive environment has given her an even broader stage to pursue her passions. Late-night dance practices with the dance team, her speaking roles as part of the hosting team, and her dedicated service as Vice Minister of the Talent Department in the Music Club—all these experiences reflect her enthusiasm for expression. Choosing Communication Studies is precisely a choice driven by this passion.Translator:Jiang KexuanProofreader:Stephany Lopez

In the latest edition of the World's Top 2% Scientists List, Dr. Abaid Ullah Zafar from the College of Business and Public Management at Wenzhou-Kean University has been successfully named to the Annual Scientific Influence Ranking. His research focuses on "digital marketing and sustainable development," and he is dedicated to exploring how digital technologies drive consumer behavior and sustainable transformation.As a renowned scholar active on the international academic stage, he is not only invited to serve as the guest editor for multiple high-impact journals but also widely recognized for his research achievements in the field. He is ranked among the top 2% of scientists globally. His papers have been published in prestigious journals such as JCR (Journal Citation Reports) Q1, with 5 selected as ESI (Essential Science Indicators) Highly Cited Papers. He also won the "Shenzhen Excellent Scientific and Technological Academic Paper Award."Today, let’s delve into the academic world of Professor Abaid Ullah Zafar to learn how he integrates cutting-edge research into teaching practice.The Other Side of Marketing: From Stimulating Consumption to Promoting SustainabilityIn the eyes of most people, the core task of marketing is to "stimulate consumption." However, Dr. Zafar poses a deeper question: "Beyond driving sales, what else can marketing achieve?" He believes that marketing should serve as a bridge connecting commercial interests and social welfare, promoting "sustainable consumption."As early as the rise of social commerce, Dr. Zafar recognized the potential guiding role of "influencer impact" on consumer behavior. His research articles such asThe Impact of Social Media Celebrities' Posts and Contextual Interaction on Impulsive Buying Behavior, and Social media and sustainable purchasing attitude: Role of trust in social media and environmental effectiveness, not only systematically analyzes how influencer content triggers consumers' impulsive purchases but also provides an early theoretical framework for brands to promote green and sustainable consumption models. These studies have become a crucial reference in the field, laying the foundation for subsequent practices.With the rapid development of generative AI and other technologies, virtual influencers—virtual characters created through computer graphics, artificial intelligence, and other technologies—have gradually entered public view. At the INFORMS ISMS Marketing Science Conference held in Sydney, he delivered a presentation titled Virtual Influencers: Can They Impact the Role of Brand Marketing Strategies in Consumers' Shopping Decisions?, delving into the potential of virtual personas in brand communication.Currently, he is exploring the advantages and differences between real and virtual influencers in guiding brand strategies, including those promoting sustainable consumption. His research focuses on understanding and integrating the strengths of both types of influencers to support consumer decision-making and help make sustainable consumption not just a niche choice, but gradually a mainstream market trend.Activating Classroom Teaching Through PracticeLearning in Dr. Zafar ’s classes is never limited to lectures. He has always adhered to a "practice-centered" teaching approach, believing that marketing can only be truly understood and mastered in real-life situations. Therefore, he constantly creates opportunities inside and outside the classroom for students to apply theories to authentic projects.For example, recently leveraging the university-industry cooperation between the Business School and SF Express International, Professor Zafar provided comprehensive guidance, worked alongside SF Express representatives in a workshop setting to lead students through the entire campaign from concept development to creative advertising for brand communication, allowing them to gain first-hand practical experience.In addition to university-industry cooperative projects, he enriches students’ extracurricular practice and learning opportunities through real-case teaching, data analysis workshops, and guiding research-oriented practical projects on cutting-edge topics. Recently, four of his students’ projects were selected for presentation at the AMA Winter Conference (American Marketing Association) and the INFORMS ISMS Marketing Science Conference, showcasing their research on an international stage. "Learning in real scenarios cultivates students' ability to solve practical problems," Dr. Zafar notes. This teaching model has made his classes vibrant and highly popular among students."Learning in real scenarios cultivates students’ ability to solve practical problems," Dr. Zafar notes. This teaching model has made his classes vibrant and highly popular among students.Wenzhou: A Second HometownFor Dr. Zafar, traveling across China is his unique way of understanding this land. From the peace of Dalian and the rapid advancement of Shenzhen to the energy of Yiwu, each city has offered him a distinct perspective on China. Wenzhou, with its unique charm of "mountains and seas in harmony," has particularly surprised him.To Dr. Zafar, WKU is an ideal platform integrating Chinese and American teaching philosophies to support his dedicated academic research, and a comfortable place to live. He says, "I really enjoy the environment here—the scenery surrounded by mountains and seas, the leisure time in cafes, and the profound humanistic care in Chinese culture all bring me warmth."Deeply engaged in academic frontiers and connecting teaching with practice, Dr. Zafar has rooted himself in WKU’s cutting-edge academic atmosphere and humanistic care. With passion and perseverance, he continues to explore in teaching and research, illuminating students’ growth paths with professionalism and warmth. Dr. Zafar in China

Cen Jingwen,a confident and motivated accounting major from theClass of 2025, is truly a stage lover who has earned awards in recitation, singing and hosting.This year, her passion for business brings her to WKU for a new beginning.During high school, Cen was known for her outgoing personality and strong presence on stage. She frequently hosted major school events and participated in the Municipal Recitation Competition, where her team won first prize for their vivid and expressive performance.Reflecting on her experience, she shared, “The key is to truly immerse yourself in the work and convey emotions sincerely. With genuine feelings, both recitation and singing can deeply connect with the audience.”Outside the classroom, she actively engagesin community service. She has led reading sessions for left-behind children, participated in cultural heritage projects, and delivered Spring Festival greetings to veteran soldiers. She believes that volunteer work helps her develop empathy and social awareness beyond academics.At WKU, Cen continues to embraces new experiences. She joined the Student Unionof Youth League Comittee, where she contributes to student affairs and event organization.She also continues her love for music and serves as a lead singerof a student band, finding opportunities to collaborate with peers who share her passion for music. Reflecting on her growth, she said, “I’m now better at expressing myself more confidently and working better in a team.”To Cen, WKU provides an open and supportive environment to try new things and grow through experience. When she wants to build her skills, there are student organizations that provide a platform. When she wants to pursue her interests, there are like-minded peere to share the journey with.Shehas always maintained a clear plan, actively seizing every opportunity to make her college life both diverse and fulfilling.