Doctoral Students

Consumer behavior, luxury consumption, evolutionary consumer behavior

My research interests focus on how various styles of language and word choices affect consumer purchase decisions. Particularly, I am interested in examining the role of paralanguage, such as emojis and emoticons, within the context of consumer behavior and the impact of user-generated content on social media. I explore the application of text mining and data science methodologies in consumer behavior research.

With the rise of the sharing economy, the increasing prevalence of e-commerce, and the growing concerns about environment and sustainability, the luxury industry is facing up many unprecedented challenges and opportunities today. Thus, in the hope of providing valuable and theoretical guidance for luxury brands from an academic perspective, my research interests focus on luxury communication strategies, branding strategies for luxury startups, luxury pricing techniques, and luxury consumption behaviors in the digital era. In order to produce a more comprehensive understanding of my research field, both quantitative and qualitative research techniques are adopted, while knowledge from other disciplines, such as linguistics, psychology and neuroscience, is applied.

Digital: luxury marketing's final frontier. While 2019 consolidated the idea of the secondary market's potential in the luxury industry, 2020 made it clear that a quiet revolution in the industry would happen online. My goal is to boldly study the intersection of luxury products, sustainability, and what digital marketing can do for them. To seek out new ideas and new strategies that companies can use to promote sustainable business. 

Keywords: Luxury Brand Management, Digital Marketing, Sustainability 

My research focuses on non-fungible tokens (NFTs) and blockchain applications. I am looking into the new ways marketers can leverage these technologies by understanding how consumers use them.

Autonomous products and consumers wellbeing

My research interests center on the intricate dynamics of consumer behavior within the realm of luxury marketing, with a particular focus on sustainability, self-transcendence, and emotion. I am captivated by the interplay between emotions and their potential to evoke self-transcendence, thereby shaping attitudes and behaviors towards sustainable luxury consumption. Exploring the nexus of consumer emotions, environmental consciousness, and the pursuit of transcendent experiences within the luxury sector constitutes the core of my scholarly pursuits. This interdisciplinary approach seeks to unravel the nuanced connections that guide individuals towards more conscientious and sustainable choices in the realm of luxurious goods and experiences.