• Source: Scopus
  • Calculated based on no. of publications stored in Pure and citations from Scopus

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Personal profile


Amy is currently a Research Assistant Professor in Fashion Business at the Hong Kong Polytechnic University. She received her MSc in Creative and Cultural Industries Management at the University of Sheffield in 2015 and then obtained her PhD in Fashion Marketing at the University of Manchester in 2019. She worked as a teaching assistant for courses in fashion marketing and retail at both undergraduate and postgraduate levels at the University of Manchester. She has presented her research at several national and international academic conferences and published articles on influencer marketing in Journal of Business Research and International Journal of Information Management.

Research interests

Amy’s research interests focus on the following areas:

  • Digital marketing
    • Social media marketing 
      • Influencer marketing
      • eWOM
    • Technological innovations in marketing
    • Gaming and fashion marketing
  • e-commerce and social commerce
  • Luxury brand marketing
  • Advertising and marketing communications
  • Consumer behaviour
    • Consumer culture theory
      • Consumer identity projects
      • Consumers’ interpretive strategies

Education/Academic qualification

Bachelor of Arts, Huaqiao University

Doctor of Philosophy, The University of Manchester

Master of Science, The University of Sheffield


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