Recently, Dr. Su Jie, a young faculty member from the Business School, published a research paper titled "Unlocking the Power of User Tie Strength: A Multistudy on Cross-Platform Content Sharing Behaviors" as the first author in the prestigious international journal Journal of the Association for Information Systems (JAIS). Our university is the primary completing institution. This marks the first time that the university has served as the first completion unit for a paper published in an AJG (ABS) 4* journal.

    Journal of the Association for Information Systems is the flagship journal of the Association for Information Systems (AIS) and has long been ranked in the top tier of the field (AJG/ABS 4*, FMS A, JCR Q1).

    The paper focuses on the differences in user content-sharing behaviors within the competitive landscape of multiple platforms (such as Facebook and WeChat). Based on self-presentation theory, the study constructs an extended model for multi-platform contexts to systematically examine how tie strength shapes preferences for sharing indulgent versus self-disciplined content. By combining secondary data analysis from two social platforms with three laboratory studies, the results reveal that to satisfy the motivation of being liked, users are more inclined to share indulgent content with strong ties; meanwhile, to meet the need for being respected, they are more likely to share self-disciplined content with weak ties. The research highlights online social exclusion as a frequently overlooked moderating force, challenging and defining the boundaries of self-presentation theory. The findings provide significant references for social platforms to cultivate high-engagement content and for enterprises to optimize digital marketing decisions.

    Dr. Su Jie is a faculty member at the Business School. Her research primarily focuses on consumer behavior, sensory marketing, online community marketing, and social media marketing. She has participated in several research projects funded by the National Natural Science Foundation of China. Her research results have been published in renowned domestic and international journals, including Journal of the Association for Information Systems, Electronic Commerce Research, Nankai Business Review, and Business Economics and Administration.