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As society adopts digital technologies, research involving businesses, citizens, governments and organisations needs to reflect this significant change. My ongoing work involves a critical appraisal of what we research, and how we research it as social scientists. Particular consideration lies in the ethics issues that arise when researching the digitalised society as well as the new methods and tools available for researchers.
Jie’s research areas focus on using quantitative analytical methods to solve problems arisen from various complex marketing systems where individuals, businesses, and organisations interact, adapt, evolve, react to the environmental changes and structures, functions, patterns, and outcomes are formed. Jie’s current research projects, in particular, covered the quantitative modelling of consumer choices and business strategies via artificial neural networks, efficiency and effectiveness of retail assortment structure, simulated experiments of the mechanism of customer word of mouth, adoption of chip-enabled mobile technology in data collection tool, and prospect of smart factories and transformation of the manufacturing industry in China.
In light of the globalised higher education arena, current growth in outward bound student mobility, universities are seeking to better equip their students in intercultural learning to facilitate positive engagement with their neighbours. This can be achieved by implementing tools that will support students who embark on study-abroad journeys and better prepare them for these valuable experiences. My projects have built intercultural capacity within Australian higher education by enhancing the preparedness of students participating in short-term study tours to Asia. The projects developed functional resources to help students embrace change, establish shared understandings and develop cultural awareness prior to departure.
These research projects focus on China in terms of tourism, migration and the hotel industry. My work highlights the complexities with reference to the current economic, social and political realities in China. These studies contribute to the ongoing discussion on the transition of research conducted in China which has advanced into a new era, which will be marked by changes and transitions in topics, methodologies and researchers themselves.
SMEs form the economic backbone of European society and yet are under researched. This mixed method research investigates perceptions and activities of SMEs across Italy, Spain Uk and Ireland and in different industry sectors to provide insight into how digital technologies are being adopted and used to drive small business growth. Both new theoretical models and practical recommendations have been developed.
This work on digitalisation and its impact on business involves charting the adoption and usage of digital technologies by businesses in order to reflect critically on current business behaviour. Outputs from research include both empirical and conceptual papers and contributions to theory and practice.
This project focused on identifying both the interaction, resources, and outcomes that characterise successful R&D collaboration, and the aspects that enable, facilitate, block, or create barriers to successful R&D collaborations. The roles played by individuals and organisations in the co-production of knowledge within university and industry collaborations were also highlighted. Practical principles were provided to assist both parties in forming successful collaborations.
Current research includes work to understand the role that digital technology can play in the lives of citizens in their relationships with others. For example projects include, how citizens communicate with local government as a response to the Default to Digital Government strategy or investigating how the use of photograph sharing through social media may alleviate social isolation amongst older people. Pilot project data will inform future grant applications.
Brand management has been undergoing radical changes in a world of internet- empowered individuals, groups and organisations. Subsequently, the co-creation of brands has been increasingly emphasised in brand management practice as well as theory, especially the co-creation between an organisation’s internal and external brand stakeholders. However, no brand conceptualisation has yet been developed which fully addresses these technological and managerial changes. The purpose of this research is therefore to investigate empirically how the term brand is conceptualised by brand managers in the current age of the internet-based democratisation of brand management.
This research project aims to provide new insights into the key conceptualisations of the term branded content which practitioners adopt within marketing communications discourse. Improving the clarity of this complex concept will support branded content practice as well as theory to progress and therefore -on a larger scale- help marketing communications discourse as a whole to move forward.
This work on Tourist Satisfaction and Destination Marketing aims to address two challenges that the tourism and hospitality sectors are facing. The first challenge features the globalisation of consumption that requires all stakeholders, including the private and public sector to deliver a high-quality yet balanced experiences to both visitors as well as to residents. The second challenge relates to the difficulty in quantitatively measuring sustainable tourism development across sectors, destinations and source markets. These projects are a first step to understand and contribute to sustainable tourism development by helping various stakeholders in the destination to allocate their resources more effectively.
A collection of interconnected cross-disciplinary projects to explore sustainable consumption include:
Solutions to overcome barriers to sustainable consumption will be of significant interest to commercial organisations to inform their carbon-reducing strategies and product innovation, and to policy makers, non-profit and public sector organisations and campaign groups concerned with increasing engagement with consuming sustainability.
The idea behind celebrity-endorsed campaigns is simple: to draw attention to the endorsed brand and to complement the desired image values. My work has empirically assessed the impact of the perceived image of celebrity endorsers on tourists’ intentions to visit, using celebrity-endorsed print advertisements for destinations. The results indicate that celebrity endorsers have a significant impact on people’s attitudes and visit intentions. The studies also provide clues to what extent celebrity-endorsed advertisements differ from non-endorsed advertisements and explores such differences in terms of destination match-up between native and non-native celebrity-endorsed advertisements.
The research rotates around 2 two core themes:
The empirical dataset spans the 2001, 2005, 2010, 2015 British general elections.
This research is of significant importance because the lack of trust and efficacy, combined with high distrust and cynicism contributes to youth political disengagement. This disengagement is an acute problem both for civic society and youth civic agency and identity.