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The University of Southampton
Southampton Business School
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Dr Weisha Wang PhD, MSc, BSc

Lecturer in Marketing

Dr Weisha Wang's photo

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 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.

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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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