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Dr Weisha Wang BSc, MSc, PhD

Lecturer in Marketing

Dr Weisha Wang's photo

I am a lecturer in Marketing at Southampton Business School. I completed my Bachelor degree in Management (Accounting and Finance), MSc in Marketing, and PhD in Marketing from the University of Manchester.

I am an enthusiastic and passionate lecturer, have received various awards including Staff Achievement Award, Vice-Chancellor Teaching Award, Winner of Best Academic Support and Pastoral Support.

My research interests are in the fields of consumer psychology, international marketing, social media marketing, branding strategy, and advertising.

My research has been published in various journals including International Marketing Review, Technological Forecasting and Social Change, Frontiers in Psychology, Journal of Visual Communication and Image Representation, and Canadian Social Science.

Research interests

  • Cross-cultural Advertising
  • Branding strategies
  • Consumer psychology
  • Consumer behaviour
  • Social Media Marketing

I have used a mixed methods approach in my PhD thesis (with the title of “Advertising to Bicultural Consumers: the Role of Dialectical thinking and Bicultural Identity Integration on Dual-Focused Persuasive Appeals”) exploring the impacts of consumers’ dialectical thinking and Bicultural Identity Integration on the persuasiveness of advertising appeals. I am currently working on number of projects in the areas of cross-cultural advertising, branding strategies, consumer psychology and social media marketing.

I welcome any students who are interested in studying a PhD degree on the above topics or other topics in marketing areas. If you would like to talk about your research ideas, please feel free to contact me.

PhD completion:

Mona Seyed Esfahani

Saima Husain

Current PhD Student:

Long Chen

Samia Abdullah Almehmadi

Research group

Marketing Research Group

Programme leader for

BSc Marketing (3 year)
BSc Marketing with Study Abroad
BSc Marketing with Work Placement


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Programme Lead for:

BSc Marketing (3 year)

BSc Marketing with Study Abroad

BSc Marketing with Placement

Module Lead for:

MANG3053 Customer Insight

MANG6336 Customer Insight


Dr Weisha Wang
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Room Number NNN: 2/5019

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