Wuxia BAO

Dr. Wuxia BAO is an Assistant Professor of Marketing at the Rennes School of Business, specializing in digital marketing strategies for luxury brands. Their research focuses on blockchain applications, metaverse marketing, and live commerce dynamics. They hold a Ph.D. from Ghent University (2023) and master's from Peking University (2019). Prior academic roles include a PhD fellowship at Ghent and teaching assistant at Peking University. Non-academic experience includes blockchain entrepreneurship and financial analysis.

• Educations: Ph.D. (Ghent U, 2023), M.Sc. (Peking U, 2019), B.Sc. (China Communication U, 2015)
• Research: Explores NFT-enabled value creation in metaverse, live streaming strategies for luxury brands, and digital transformation across Web eras
• Service: Journal reviewer for Electronic Commerce Research, International Journal of Advertising, and others

Key research themes include leveraging blockchain technology to enhance brand authenticity, metaverse integration for luxury experiences, and optimizing live commerce for high-end markets. Their work bridges cutting-edge digital innovations with traditional luxury sector challenges.