Dr Sheng (Max) Liu is currently a research assistant professor at the Faculty of Business, The Hong Kong Polytechnic University. He received his PhD in marketing from Lingnan University,  master’s degree in marketing from The Chinese University of Hong Kong, and  bachelor’s degree in public administration from Guangdong University of Foreign Studies. Max is an empirical modeler pursuing diversified approaches such as natural experiment, Bayesian statistics, and machine learning. He has strong interests in influencer marketing, crowdfunding, social network, and digital marketing. He utilizes empirical modeling to investigate human decision-making and behavioral consequence in business and general social environments. His work aims to provide applied managerial insights for enhancing business performance in the digital age. His research has appeared in leading journals such as Nature Communications and PNAS Nexus.