Yuanyuan Zhu

Yuanyuan Zhu is a Doctor of Philosophy student and casual teaching staff member at The University of Western Australia, specializing in marketing communications and information systems management. Her doctoral research investigates advertising design and visual information processing to enhance advertising effectiveness.

Her academic qualifications include:

• Bachelor's degree in Finance Engineering
• Master of Science in Marketing Analytics from the University of Southampton (2017-2018)
• Ongoing Doctor of Philosophy in Marketing at The University of Western Australia (2020-present)

Her research focuses on how graphic design elements—particularly color-evoked emotion and design complexity—influence consumer responses in functional versus experiential advertising contexts. She integrates computer science methodologies like text classification and deep learning with marketing theory to analyze visual information processing and social media advertising.

Publications since 2019 reveal an evolving trajectory from technical Twitter domain identification (2019) toward psychological and design-centric advertising studies (2023-2024), emphasizing empirical validation of design principles in real-world marketing scenarios.