The University of Southampton
Southampton Business School

Dr Weisha Wang PhD, MSc, BSc

Lecturer in Marketing

Dr Weisha Wang's photo
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I hold a BSc Management (Accounting and Finance) and MSc Marketing from Manchester Business School. I was awarded PhD in Marketing from Manchester Business School in 2014 and joined Southampton Business School in December 2013.

Prior to joining Southampton I was a Teaching Assistant at The University of Manchester, engaging with students at postgraduate and undergraduate level and was also a tutor for Manchester Access Programme (2010-2013). I am a member of European Academy of Marketing and Academy of Marketing, regularly presents at international marketing conferences. 

My current research interests include customer behaviour, consumer psychology, cross-cultural marketing, branding strategies, social media marketing, qualitative and quantitative marketing research methods.

Research

Publications

Teaching

Contact

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.

Conferences

Module Co-ordinator 

  • Customer Insight (MANG 3053)
  • Customer Insight (MANG 6226)
  • Building Customer Insight (MANG 6267)
Dr Weisha Wang
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Room Number:2/5019

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