Educational Qualifications

2025                    
Ph.D., Marketing, Griffith University

2020                    
Graduate diploma of Research Studies in Business, Griffith University

2018                    
M.Sc., Human Resources Management, The University of Queensland

Academic and Professional Experience

2022 - 2025          
Sessional Lecturer, Griffith University

2026 - Present      
Lecturer, SUSS

Awards and Honours

2019                    
Griffith Award for Academic Excellence

2021                    
Griffith University Postgraduate Research Scholarship

2021                    
Griffith University International Postgraduate Research Scholarship

2024                    
Griffith University Research Output Excellence Scholarship

Selected Publications

  • Nguyen, M., Zhang, Y.*, Bu, Y.*, & Belk, R. (2026). Generative AI in academic research activities: The hidden side of self-detrimental consumption. International Journal of Information Management, 87, 103024.
  • Nguyen, M., Arango, L., Zhang, Y.*, Hartley, N., & Septianto, F. (2026). Relief through Digital Modalities: Evaluating Text-Based Chatbots and Voicebots in Service Failures. European Journal of Marketing.
  • Nguyen, M., Barari, M., & Zhang, Y.* (2026). The voice or the script? Unlocking AI agent persuasion through modality and mental imagery. Journal of Retailing and Consumer Services, 92, 104775.
  • Quach, S., Thaichon, P., Zhang, Y.*, Nguyen, T. T., & Nguyen, Q. V. H. (2026). Value creation and destruction in telehealth services: the role of technology affordances. Marketing Intelligence & Planning, 1-28.
  • Zhang, Y.*, Shao, W., Quach, S., Thaichon, P., & Li, Q. (2025). VR retailing: When and why immersion pays off. Journal of Retailing, 101(3), 348-365.
  • Yuan, Y., Nguyen, M., Shao, W., & Zhang, Y.* (2025). Digital congruence in influencer marketing: how NFTs shift the balance between human and AI-driven virtual endorsers through parasocial relationships. Marketing Intelligence & Planning, 1-39.
  • Hao, Y., Shao, W., Quach, S., & Zhang, Y.* (2025). Digital luxury: how avatar marketing drives consumer engagement for luxury brands. Asia Pacific Journal of Marketing and Logistics, 1-31.
  • Zhang, Y., Nguyen, M., & Bu, Y.* (2025). Consumer alternative protein choice in climate change: Temporal landmarks, self-transcendence, and mindset abstraction. Appetite, 210, 107974.
  • Yuan, Y., Nguyen, M., Zhang, Y.*, & Cheah, I. (2025). The roles of Psychological distance and digital blockchain technology in mitigating consumer reluctance toward alternative proteins. Appetite, 211, 108008.
  • Zhang, Y.*, Shao, W., Quach, S., Thaichon, P., & Li, Q. (2024). Examining the moderating effects of shopping orientation, product knowledge and involvement on the effectiveness of Virtual Reality (VR) retail environment. Journal of Retailing and Consumer Services, 78, 103713.
  • Bandyopadhyay, A., Hall, J., Wong, H. Y., Lockshin, L., Zhang, Y.*, & Thaichon, P. (2024). “Regions” as brands: an empirical validation of consumer-based brand equity framework and demonstration of cross-over effect. Asia Pacific Journal of Marketing and Logistics, 36(2), 457-479.
  • Shao, W., Zhang, Y.*, Cheng, A., Quach, S., & Thaichon, P. (2023). Ethnicity in advertising and millennials: the role of social identity and social distinctiveness. International Journal of Advertising, 42(8), 1377-1418.
  • Zhang, Y.*, Thaichon, P., & Shao, W. (2023). Neuroscientific research methods and techniques in consumer research. Australasian Marketing Journal, 31(3), 211-227.
  • Zhang, Y.*, Shao, W., & Thaichon, P. (2021). Investigating tourist post-travel evaluation and behavioural intention: a cultural intelligence perspective. Asia Pacific Journal of Marketing and Logistics, 33(10), 2037-2053.

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