I pursued my PhD in Marketing at the University of Edinburgh, where I also taught several undergraduate and postgraduate courses for more than two years. I am now a Marketing Lecturer at the University of Strathclyde.

I also hold significant industry experience, having worked as a Category Manager for a global technology company for a few years prior to doing my PhD.

My research focuses on the impact of technology (e.g., social media, augmented and virtual reality, artificial intelligence) on consumer-brand interactions and users' well-being. I use both qualitative and quantitative methods, although I am predominantly an experimental researcher. My research has been published in well-known journals such as Psychology & Marketing, the Journal of Advertising Research and Computers in Human Behavior.

• Digital Marketing
• Social Media
• Augmented and Virtual Reality
• Artificial Intelligence
• Impression Management
• Service Experience
• Experimental Design

As a teacher, I aim to not only develop the knowledge of my students but also to encourage them to build analytical and interpersonal skills that will be needed in their future careers. I enjoy co-creating knowledge with students and see myself as a guide/facilitator. 

I taught both at postgraduate and undergraduate levels at the University of Edinburgh, and I am now mainly teaching at the postgraduate level here at Strathclyde.

Doctorate of Philosophy (PhD) in Marketing
The University of Edinburgh

Postgraduate Certificate in Academic Practice (PgCAP) and Fellowship Accreditation (FHEA)
The University of Edinburgh

Master of Science (MSc) in Management
The University of Edinburgh

Undergraduate Degree in International Business with Languages (English and Mandarin)
University of Toulouse Jean Jaures and The University of Edinburgh (one-year Erasmus exchange)