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Doctoral Researchers in Marketing

Meet our PhD students and discover their innovative ideas and research in the area of Marketing.

Female students discussing group work after classes

 

Marketing and Consumption Through the Lens of Myanmar (Burmese) LGBTQ+ Consumers

The research project aims to understand the lived experiences of gay consumers navigating their identity and consumption during the significant process of coming out.

The research project will employ a multi-method qualitative research design and focus on Myanmar/Burma as a gay-unfriendly, non-Western research context with significant economic, legal, and socio-cultural differences from much-researched Western contexts.

The research project aims not only to make original academic contributions but also to generate important insights for future researchers, marketers/businesses, and LGBTQ+ advocates seeking to engage with gay communities from Myanmar and other similar Southeast Asian countries.

Fantastical Futures: Consumer Enchantment and Technology

My research focusses on the three areas of servicescapes, service quality and technological integration.

Specifically, this research seeks to explore how technologies such as robots and artificial intelligence are integrated within hotel servicescapes and its consequential impact on consumers’ perceptions of service quality and behavioural outcomes.

The Impact of System-Threat Activism on Consumer and Investor Responses: Implications for Global Brands

My research focuses on brand social activism in marketing context.

Specifically, I explore the impact of a brand’s public stance on socio-political controversy on consumers behaviours (eg boycott, boycott, or switching to alternative brands, etc).

I primarily use lab experiments to test the research hypotheses.  

Unveiling Oppressive Consumption: A Relational Perspective on Colourism

My research intends to explore the concept of colourism, as heard from the voices of women who have faced discrimination based on their skin colour.

Specifically, this involves understanding the lived experiences of women at the crossroads of skin colour and gender.

Employing art-based methods in conjunction with other qualitative methods, this project will unveil the marketplace paths taken by women in their efforts to be ‘fairer’ subjects to pale into significance.

More about Naeema

Shanshan Wu

Enablers of Trust in Cross-Cultural B2B Social Media Relationships

Trust and commitment are central to relational exchanges between a focal firm and its supplier, lateral, buyer, and internal partnerships.

My research focuses on the importance of commitment and trust in B2B relationships on social media.

I will explore how organisations build trust and commitment in B2B relationships on social media.

Multi-method qualitative research will be used in this research.