معرفی
Zixuan Mia Cheng is an Assistant Professor in Marketing at the Department of Strategy and Marketing, University of Sussex Business School. She joined the department in 2023 as a Lecturer and was promoted to Assistant Professor. Her research focuses on the intersection of digital marketing and prosocial impact, emphasizing the unintended consequences of emerging technologies.
- Ph.D. in Marketing from King's College London (2018–2023)
- MSc from University of St Andrews (2016–2017)
Her research is organized around three key themes: (1) Influencer Marketing, particularly its darker dimensions like misbehavior and misinformation; (2) Vulnerability in Digital Environments, examining how vulnerable populations (e.g., cancer patients) interact with digital content; and (3) Charity Shops and Donation Perception, studying how traditional charity shops adapt to digital second-hand consumption. Methodologically, she combines qualitative approaches (e.g., interviews) with quantitative methods (e.g., experiments).
Recent publications highlight her contributions to understanding influencer entrepreneurship, ethical digital innovation implementation, and B2B sales strategies informed by social media. She has secured a grant from the British Academy to study video game influencers' impact on youth gambling attitudes in Great Britain.
Scientific Awards:
- AMA-Sheth Foundation Doctoral Consortium Fellow (2023)
Grants:
- British Academy grant (2024–2026) for “From Gaming Streams to Gambling Dreams: Evaluating the Impact of Video Game Influencers on Youth Gambling Attitudes in Great Britain.”
Professional Activities:
- Peer review for International Journal of Advertising, Journal of Advertising Research, and conferences like AMS World Marketing Congress and ICORIA.
- Participant in the Wellbeing@Sussex mini-conference (2024) addressing digital marketing’s societal implications.
