Zhewen Tang

Dr. Zhewen Tang is a Lecturer in Marketing and Business Management at Northumbria University's London Campus, where she serves as Program Leader for the MA Luxury Brand Management. She obtained her doctoral degree in Business and Management from the University of Manchester.

Her research examines consumer behavior through multiple frameworks including:

• Cross-generational family dynamics
• Food consumption experiences
• AI adoption patterns
• Information systems integration
• Sustainable consumption practices

Dr. Tang implements innovative teaching methods emphasizing the 3Cs principle (creative, collaborative, critical thinking) to create dynamic learning environments. Her research publications show progression from foundational consumer behavior studies to contemporary investigations of AI integration in business contexts, with recent work focusing on intergenerational technology socialization and organizational adoption of generative AI.