Sarah Hong XiaoView profile
Professor
Professor Sarah Hong Xiao is a leading academic in marketing at Durham University Business School, serving as Head of Department and Programme Director for Fudan University's DBA. Her expertise spans consumer psychology, marketing innovation, and AI-driven strategies in retail, tourism, and service sectors. Her research emphasizes leveraging AI for consumer decision-making and brand performance prediction, with interdisciplinary methods in consumer behavior analysis and big data interpretation. Her affiliations include roles in professional bodies such as the British Academy of Management and Academy of Marketing Science. Prior to academia, she held executive roles in IT entrepreneurship and marketing leadership. Research interests include behavioral change, consumer analytics (AI/machine learning), illicit consumption, mobile commerce, and social marketing. Publications focus on consumer decision-making mechanisms, revenge behavior, impulse purchasing, and AI applications. Recent work explores pleasure dynamics in social media and tourism demand forecasting via machine learning. Collaborations span global institutions, addressing both theoretical and applied challenges in marketing. Supervises over 20 students, focusing on topics like tourism economics, consumer behavior, and digital marketing strategies. No formal awards mentioned, but her extensive grant-funded research and industry impact reflect her scholarly contributions. Labs/teams involve interdisciplinary collaborations on AI in marketing, consumer analytics, and hospitality management. Current projects likely integrate emerging technologies with behavioral insights to address modern marketing challenges.
