معرفی
Dr. Xin Zhao is a Senior Lecturer in Marketing at Lancaster University Management School. Her research explores sociocultural aspects of consumption using ethnographic methods, focusing on brands, gift exchange rituals, digital consumption, and consumer culture in emerging economies.
Research interests include:
- Consumer behavior in digital/social media environments
- Cross-cultural consumption patterns
- Historical brand development
- Political dimensions of consumption
She currently supervises PhD candidates researching Chinese consumer culture and advises students Xue Bai, Nader El Tibi, and Feihong Hu.
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