Xi (Rebecca) Zhang
I am a final-year PhD candidate in Marketing at Birmingham Business School, University of Birmingham, and I expect to submit my doctoral thesis in September 2026.
I am an Associate Fellow of Advance HE and member of Advance HE Connect and British Academy of Management (BAM).
Research Interests
My doctoral research examines the use of virtual influencers in sustainable product promotion. Specifically, I explore how anthropomorphic design and moral language influence consumer attitudes, perceived authenticity, and purchase intentions towards sustainable products.
Beyond my PhD research, my wider research interests are centred on consumer behaviour and consumer psychology. I pursue three interconnected research streams:
- AI-driven marketing
- Sustainable marketing
- Consumer information processing and decision-making.
My expertise lies in quantitative methods and experimental research. Through these approaches, I investigate the psychological processes that shape how consumers interpret, evaluate, and respond to contemporary marketing communications and technology-mediated consumption environments.
Teaching
I have extensive teaching experience at the University of Birmingham, where I have taught across six undergraduate and postgraduate marketing modules as a Postgraduate Teaching Assistant, working with classes ranging from 25 to over 100 students. As a guest lecturer, I have designed and delivered lectures on marketing communication, AI-driven digital marketing, and consumer relationships. I have also provided one-to-one academic and pastoral support in my role as a tutor. I am an Associate Fellow of Advance HE (AFHEA).
My teaching philosophy is grounded in constructivist pedagogy and shaped by a commitment to inclusive teaching, real-world learning, and critical thinking. See more on the Teaching page.
