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Personal profile


Amy is currently an 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, and as a Research Assistant Professor in Fashion Business at PolyU. 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. She worked as a reviewer for journals like the Journal of Fashion Marketing and Management, Electronic Commerce Research and Applications, International Journal of Information Management, and Journal of Business Research.

Research interests

Amy’s research interests focus on the following areas:

  • Digital marketing
    • Digital human marketing
      • Virtual influencers
      • Brand avatars and virtual assistants
      • Consumers virtual identities/avatars
    • Social media marketing 
      • Influencer marketing
      • eWOM
    • Technological innovations (VR, AR, & Metaverse) in marketing
    • Online gaming and fashion marketing
    • Non-fungible tokens (NFTs) in creative and cultural industries
  • e-commerce and social commerce
  • Luxury brand marketing
  • Advertising and marketing communications
  • Consumer behaviour
    • Consumer psychology 
    • Consumer culture theory
      • Consumer identity projects
      • Consumers’ interpretive strategies

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production

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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Collaborations and top research areas from the last five years

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