Dr Anita Zhao
Senior Lecturer in Marketing
Business
Telephone: (01792) 295578
Room: Office 305 - 305
Third Floor
School of Management
Bay Campus

Anita has completed her PhD at the University of Gloucestershire Business School. Prior to her academic role, Anita had got extensive experience from the industry covering public and private sectors e.g. aviation, tourism, exporting in China.

Her current research interests are in consumer adoption behaviour and political marketing with a particular focus on young voters’ political engagement and sustainable consumption. One of her papers has been awarded the best paper ‘Political Marketing Track Prize’ sponsored by Wiley at the Academy of Marketing Conference 2013 (with Drs Dermody, Hanmer-Lloyd and Koenig-Lewis).

She is keen on collaborating colleagues with similar interest/cross-disciplinary. One of her projects is granted by Swansea University (Bridging the Gap: Escalator, BTGE090, with Drs Koenig-Lewis, Xuan and Probert, £7,190.60) which focuses on identifying the role of consumer behaviour in (re)shaping future water utility business models under climate change impact. She was also successfully secured a grant awarded by Swansea Academy of Learning and Teaching (SALT), Small Project Grants 2011 for “Using marketing simulations to enhance student engagement and experience” (with Dr Koenig-Lewis, £1,772.17).

Her expertise is known in the financial services industry. She has involved in several projects which investigate the barriers to young consumers’ electronic/digital banking adoption in China. Whilst this is a strategically important market for international business, it is not yet well researched and lack of a holistic understanding. It is believed that her research and expertise of the market would add unique contribution to the literature. Anita is interested in supervising doctoral projects that are close to her expertise and research interest.

Areas of Expertise

  • Sustainable consumption behaviours
  • Pro-environmental self-identity, Materialism
  • Financial services adoption
  • Perceived risk
  • trust
  • perceived justice
  • complaint behaviour
  • Political marketing
  • Young people

Publications

  1. & Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland. Journal of Business Research 86, 333-343.
  2. & Advancing sustainable consumption in the UK and China: The mediating effect of pro-environmental self-identity. Journal of Marketing Management 31(13-14), 1472-1502.
  3. & Young British partisans’ and non-voters’ processing of attack election advertising and the implications for marketing politics. Journal of Marketing Management 30(9-10), 974-1005.
  4. & Enjoyment and social influence: predicting mobile payment adoption. The Service Industries Journal 35(10), 537-554.
  5. & Young British Partisan Attitudes to Negative Election Campaign Advertising: A Tri-Party Perspective. Journal of Political Marketing 15(4), 333-361.

See more...

Teaching

  • MN-3014 Marketing Communications

    Integrated marketing communications (IMC) is becoming pervasive both in the marketing discipline and in marketing activities. IMC aims to establish, deliver and maintain consistent and effective communications with stakeholders. However, as the module will discuss in detail, this is challenging and not easy to achieve. Therefore, a good understanding of IMC is critical to business success. This module enables students to study essential concepts within the IMC subject area; to build coherent and consistent brand messages; and, to apply theoretical knowledge into practical skills. These will be achieved through a mixed approach of assessment methods.

  • MN-M300 Postgraduate Placement Opportunity - MSc Strategic Marketing

    Placements are increasingly sought after by UG and PG students, and prospective graduate recruiters. This is an opportunity to embed a short work experience into your Master¿s degree without extending the degree or sacrificing academic credit. This module has been designed as an alternative to the traditional dissertation module for the same length of time, enabling students to gain practical experience of working on a marketing project within industry. Students will be able to experience a 3 month unpaid placement at a local SME, working towards a specific marketing based project (in line with the MSc Strategic Marketing degree). Students will submit an industrial report at the end of the work experience, summarising the work that has been completed over the course of the placement.

  • MN-M531 Consumer Behaviour

    An understanding of international consumer behaviour in the fast-changing environment is critical to marketing management. The module is designed to examine key factors influencing consumer behaviour (e.g. the psychological core, culture and social issues, decision making processes, innovation). The module will explore different methods and/or approaches to understand consumers and discuss implications to marketing management.

Supervision

  • 'Exploring Factors Affecting Consumers Pro-Environmental Behaviour in Saudi Arabia' (awarded 2018)

    Student name:
    PhD
    Other supervisor: Dr Anita Zhao
    Other supervisor: Dr Emma Slade
    Other supervisor: Prof Yogesh Dwivedi