معرفی
Dr. Jie Sheng is a Senior Lecturer (Associate Professor) in Marketing at Queen Mary University of London's School of Business and Management. She serves as Programme Director for the MSc Digital Marketing and is an Academic Member of the Department of Marketing. Previously, she worked at the University of Bristol as a Lecturer in Management. She holds a PhD in Management from the University of Bristol and a BSc in Economics from Shandong University, China, with Fellow status from the Higher Education Academy (FHEA).
Her research focuses on new media marketing, digital communications, and data-driven strategies. Key areas include influencer marketing, online social interactions, big data analytics, and media exposure tactics. She employs quantitative methods and machine learning to analyze large-scale datasets. Current research explores the dark side of data-driven practices and the impact of pandemic-era innovations.
Jie teaches BUSM099 – Digital Marketing and BUSM212 – Integrated Digital Communications and Campaign. She supervises PhD students Yuetong Guo and Xinru Niu. She actively engages in academic service, reviewing for journals like Journal of Management Studies and British Journal of Management, and serves as an external examiner for the University of Bath's Business and Society programmes.
Her work has been presented at international conferences (e.g., INFORMS Annual Meeting, Academy of International Business) and published in journals such as Decision Support Systems, Journal of Interactive Marketing, and Technological Forecasting & Social Change.
