Leeds Beckett University - City Campus,
Woodhouse Lane,
LS1 3HE
Dr Christine Zhang
Senior Lecturer
Dr. Christine Zhang is a Senior Lecturer in Marketing and an academic researcher at Leeds Business School. She specialises in marketing communications, digital marketing and the application of artificial intelligence (AI) in marketing.
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About
Dr. Christine Zhang is a Senior Lecturer in Marketing and an academic researcher at Leeds Business School. She specialises in marketing communications, digital marketing and the application of artificial intelligence (AI) in marketing.
Dr. Christine Zhang is a Senior Lecturer in Marketing and an academic researcher at Leeds Business School. She specialises in marketing communications, digital marketing and the application of artificial intelligence (AI) in marketing.
Christine has taught a variety of modules, including digital marketing planning, digital customer journey, strategic brand management, web and social media analytics, and marketing metrics. She supervises undergraduate and postgraduate dissertations, as well as PhD research in areas such as social media influencers, AI adoption in retail management, digital marketing, fashion and crisis management.
Christine is also a Local Research Ethics Coordinator (LREC) supporting ethics processes within the marketing subject group. She actively contributes to the Knowledge Exchange through Knowledge Transfer Partnership (KTP) projects, where she supports work plans focusing on digital transformation and AI adoption.
Christine co-developed a marketing module for the Small Business Leadership Programme (SBLP), designed to support small to medium-sized enterprises (SMEs) and to enhance SMEs' resilience and recovery from the impact of COVID-19, and develop their potential for future growth and productivity. She delivers the Marketing Strategy module for the Help to Grow Programme, supporting SMEs in equipping themselves with skills in developing effective marketing strategies. In addition, Christine serves as an entrepreneurship mentor for CEKE’s Business Lab.
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Research interests
Christine's research interests cover consumer behaviour, cause-related marketing, digital marketing and AI-adoption in retailing. She is currently undertaking research on influencer marketing, compensatory consumption, and consumer perceptions of AI chatbots. Christine is a dedicated educator. She serves as Local Research Ethics Coordinator, academic advisor and module leader for undergraduate and postgraduate modules.
PhD studies that Christine is involved in:
- Social Media Influencers and Consumer-Brand Engagement
- AI-adoption in Retail Management
- Fashion and Crisis Management
Publications (1)
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25 April 2025
Journal of Strategic Marketingahead-of-print(ahead-of-print):1-19 Taylor and Francis Group
Hoang D, Zhang H, Lodorfos GThis study investigates the effects of immediate and delayed financial incentives on the probability of users downloading a mobile shopping application (app) and the moderating effects of app confidence and app usage. The study uses an online experiment with 264 participants. Findings suggest that both immediate and delayed financial incentives (discount; double point rewards) result in a higher probability of app download compared to non-financial incentives (i.e. personalised experience). However, there is no significant difference between the immediate and delayed rewards. The study also found that the effects of the financial incentives are reduced for higher-app-usage respondents, and perceived app confidence has a negative effect on the probability of downloading the app, which challenges the existing understanding of self-efficacy effects on app adoption. The study advances conceptual understanding of users’ motivation in technology adoption and informs strategic marketing decisions in targeting users with different motivation needs.
Current teaching
Modules that Christine has taught:
- Digital Marketing Planning (H5)
- Digital Customer Journey (H7)
- Marketing Dynamics (H7)
- Marketing Metrics (H7)
