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Dr Weisha Wang BSc, MSc, PhD

Lecturer in Marketing

Dr Weisha Wang's photo

Weisha is a lecturer in Marketing at Southampton Business School. She completed her first degree in Management (Accounting and Finance), MSc in Marketing and PhD in Marketing from University of Manchester. Weisha received various teaching awards: Vice-Chancellor Teaching Award, Highly Commended of Best Feedback (SUSU), Winner of Best Academic Support (SUSU), Winner of Pastoral Support (SUSU), and nominated as the Most Engaging Lecturer (SUSU).

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

Her research has been published in various journals including Technological Forecasting and Social Change, Canadian Social Science and various marketing conference proceedings.


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, “The effect of Telepresence and Anthropomorphic attributes on consumers comprehension of RNPs: A study on consumer innovativeness and anthropomorphism (measurement and application)”. 

Current PhD Student:
Saima Husain




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MANG3053 Customer Insight

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

Room Number: 2/5019

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