Ying Zhu

Assistant Professor (Tenure)

Faculty of Management
Other Titles: Associate Professor of Marketing
Office: EME 4131
Phone: 250.807.9836
Email: ying.zhu@ubc.ca


Research Summary

Dr. Zhu’s primary research interests include digital marketing, branding, consumer behavior, business analytics, and social networks. She has two streams of research: 1) examining the effectiveness of different marketing strategies (e.g., digital marketing, business networks) and the importance of branding (e.g., brand extension) and 2) investigating the impact of technology on consumers and the antecedents and consequences of consumer use of technology (e.g., smartphone addiction).

Biography

Dr. Ying Zhu is an Assistant Professor (with tenure) in the Faculty of Management at UBC’s Okanagan campus. She obtained her Ph.D. in Marketing from the Mays Business School at Texas A&M University.

Dr. Zhu’s research has been published in the European Journal of Marketing, Psychology & Marketing, Journal of Brand Management, Journal of Retailing and Consumer Services, Internet Research, Journal of Strategic Marketing, Journal of General Management among others. In the past five years (2016-2020), her research yielded 10 peer-reviewed journal publications, 7 of them are listed as A* or A on the Australian Business Deans Council (ABDC) Journal Quality List. Between 2016 and 2020, her research has also led to 12 peer-reviewed conference proceedings/presentations at American Marketing Association (AMA), Association for Consumer Research Conference (ACR), Society for Consumer Psychology (SCP) etc. Dr. Zhu has built a research pipeline around digital marketing and mobile marketing supported by previous SSHRC Insight Development Grant ($28,466; 2014-2016) and current SSHRC Insight Grant ($94,884; 2018-2021).

Dr. Zhu’s teaching interests include digital marketing, consumer behavior, marketing strategy, service marketing, and introduction to business. The effectiveness of her teaching is evidenced by the four teaching awards she received from the two universities she has taught at. At UBC, Dr. Zhu received a Golden Apple Teaching Excellence Award in 2019 and a Teaching Honour Roll Award in 2016 (top 10% of all instructors) based on students’ evaluations. When she was a doctoral student at her Alma Mater, Texas A&M University, she received the Texas A&M System Student Recognition Award for Teaching Excellence and the Dean’s Award for Outstanding Teaching. Having lived, studied, and worked in China, Canada, and the United States, Dr. Zhu is adept at incorporating her business acumen, international perspective, and research into her classroom curriculum.

Beyond research and teaching, Dr. Zhu enjoys advising and working with undergraduate, master‘s, and Ph.D. students. Witnessing their growth and development in the business and academic field is very rewarding. She believes mentoring students is essential for the marketing field to grow and thrive. Dr. Zhu has also served on many committees at the university and faculty level.

Degrees

PhD, Marketing, Mays Business School, Texas A&M University, USA
MSc, General Management, Faculty of Management, University of Lethbridge, Canada
MA, Computer Science, Minzu University, China
B.Eng, Marketing/Logistics, Huazhong University of Science and Technology, China

Selected Publications & Presentations

(*= graduate student; **= undergraduate student)

Zhu, Ying and Mazaheri, Ebrahim (forthcoming) “Influence of Social Network Participation, Regional Density, and Customer Interaction on the Adoption of Sustainability Initiatives”, Accepted for publication at Journal of Strategic Marketing (A journal on ABDC List)

Zhu, Ying, Alice Zhang**, Jiaxun He, and Y. J. Wang  (forthcoming) “The Impact of Brand Transposition Strategies and Firm Type on Consumer Ratings of Brand: An Analytical Study of Cosmetic Brands”, Accepted for publication at Journal of Global Marketing (B journal on ABDC List)

Zhu, Ying, Wang, V., Wang, Y. J., and Nastos, J., (2020) “Business-to-Business Referral as Digital Collaboration Strategy: Insights from an Industry-Wise Digital Business Network”, European Journal of Marketing (A* journal on ABDC List; Impact Factor: 1.716)
https://doi.org/10.1108/EJM-01-2019-0011

Zhu, Ying, Wang, V., Leach, E., Cruthirds, K., and Wang, Y. (2019), “The Impact of Intragroup Relationship Conflict on Intention to Re-Enroll: Implications for Virtual Learning” Internet Research, 29, 1370-1385. (A journal on ABDC List; Impact Factor: 4.109)  https://doi.org/10.1108/INTR-01-2018-0043

Guo, Y., Zhu, Ying, J., B. S., Yongchuan, B., Xiaotong, L., and Khuong, L. N. (2018). “Understanding cross‐product purchase intention in an IT brand extension context.” Psychology & Marketing 35(6), 392-411. (A journal on ABDC List; Impact Factor: 2.37)
https://doi.org/10.1002/mar.21094

Zhu, Ying and Meyer, J. (2017) “Getting in Touch with Your Thinking Style: How Touchscreens Influence Purchase” Journal of Retailing and Consumer Service, 38, 51-58. (A journal on ABDC List; Impact Factor: 3.585) https://doi.org/10.1016/j.jretconser.2017.05.006
Media Report: Global News Urge to splurge online? Why you should put the touchscreen down https://globalnews.ca/news/3674541/urge-to-splurge-online-why-you-should-put-the-touchscreen-down/

Zhu, Ying and Chen, H. (2017). “A Tale of Two Brands: The Joint Effect of Manufacturer and Retailer Brands on Consumers’ Product Evaluation” Journal of Brand Management. 24(3), 284-306. (A journal on ABDC List; Impact Factor: 1.829)
https://doi.org/10.1057/s41262-017-0034-8

Weisstein, F. L., Song, L., Andersen, P., and Zhu, Y. (2017). “Examining impacts of negative reviews and purchase goals on consumer purchase decision”. Journal of Retailing and Consumer Services, 39, 201-207. (A journal on ABDC List; Impact Factor: 3.585)
https://doi.org/10.1016/j.jretconser.2017.08.015

Wang, Y. J., LaPlaca, P., Zhu, Ying, Hao, A. W., Guo, C., and Bao, Y. (2017). “Streamlining interfunctional coordination in industrial SMEs: Insights from market-oriented managers”. Journal of General Management, 42(3), 31-40. (B journal on ABDC List; Impact Factor: 0.53)
https://doi.org/10.1177/0306307016687985

Guo, Chiquan, Wang, Yong J., and Zhu, Ying (2016), “Distributor Orientation and Channel Profitability for Manufacturing-Centered SMEs: Moderating Role of Competitive Intensity and Coordinative Intensity,” Journal of Research in Marketing and Entrepreneurship, Vol 18, Issue 2, 197-210. (B journal on ABDC List)
https://doi.org/10.1108/JRME-11-2014-0029

Zhu, Ying, Debra Basil, and M. Gordon Hunter (2009), “The extended website stage model: a study of Canadian winery websites,” Canadian Journal of Administrative Sciences, 26(4), 286. (B journal on ABDC List; Impact Factor: 0.849)
https://doi.org/10.1002/cjas.118

Chung, Sorim, Zhu, Ying and Peck, Joann (2018) “Horizontal or Vertical? How Browsing Directions Affect Online Shoppers”, Society for Consumer Psychology Conference Proceedings, pp 225-227

Zhu, Ying, Alice Zhang**, and Jiaxun He (2016), “Does Your Brand Name Indicate Who You Are? – Brand Translation Strategies for Different Firms,” American Marketing Association (AMA) Summer Educators’ Conference Proceedings, B42-B43.

Zhu, Ying and Jeff Meyer (2016), “How Involved Are Smartphone Shoppers?” American Marketing Association (AMA) Summer Educators’ Conference Proceedings, C55-C56.

Zhu, Ying and Ebrahim Mazaheri (2016), “The Influence of Social Networks on a Company’s Adoption of Sustainability Initiatives,” American Marketing Association (AMA) Winter Educators’ Conference Proceedings, L15-L16.

Zhu, Ying and Jeff Meyer (2015), “Let Your Fingers Do the Shopping: How Touchscreens Are Changing Purchase Behavior,” and American Marketing Association (AMA) Winter Educators’ Conference Proceedings, C18-C19.

Zhu, Ying and Eric Li (2015), “The Influence of Visual Representations on Consumers’ Selection on Future Experiences,” American Marketing Association (AMA) Winter Educators’ Conference Proceedings, H7-H8.

Zhu, Ying and Jeff Meyer (2014), “The Differential Effects of Traditional and Touchscreen Interfaces on Involvement,” Administrative Sciences Association of Canada (ASAC) Annual Conference Proceedings, Vol. 35, No. 3, 213-217.

Zhu, Ying, Eric Li, and Faria Madhumita* (2013), “A Longitudinal Study of Online Market Integration among British Columbia Wineries,” Administrative Sciences Association of Canada (ASAC) Annual Conference Proceedings, Vol. 34, No. 3, 225-228.

Zhu, Ying and Jeff Meyer (2012), “The Magic Touch – Psychological Drivers of the Discrepancy between Traditional and Touchscreen Equipment”, in NA – Advances in Consumer Research Vol. 40, 1123-1123.

Refereed Conference Presentations

Debra Basil, Janelle Marietta-Vasquez* and Zhu Ying (2020) “Touch Screen Technology and Charitable Donations: The Mediational Effects of Psychological Distance and Empathy”, Society for Consumer Psychology Annual Conference, Huntington Beach, CA, U.S., March 2020

Zhu, Ying and Jingjing Ma and Jingjing Wang* (2019) “A Meta-Analysis of the Antecedents and Consequences of Smartphone Addiction” Association for Consumer Research Conference, Atlanta, Georgia, U.S., Oct 2019

Hildebrand, Christian and Zhu, Ying (2018) “The Psychophysiology of Touch-Sensitive Interfaces: Somatosensory Encoding of Intensity, Pleasantness, and Technology-Induced Affect-Regulation”, The 47th Annual Conference of the European Marketing Academy, on May 31, 2018, Glasgow, UK.

Zhu, Ying and Jeff Meyer (2016) “Getting in Touch with Your Thinking Style: How Touchscreens Influence Purchase”, Association for Consumer Research Conference, Presented on Oct. 28, 2016, Berlin, Germany.

Zhu, Ying and Jeff Meyer (2016) “How Involved Are Smartphone Shoppers?”, American Marketing Association Summer Educators’ Conference, Presented on Aug. 6, 2016, Atlanta, Georgia, U.S.A.

Zhu, Ying, Alice Zhang** and Jiaxun He (2016) “Does Your Brand Name Indicate Who You Are? -Brand Translation Strategies for Different Firms”, American Marketing Association Summer Educators’ Conference, Presented on August 7, 2016, Atlanta, Georgia, U.S.A.

Zhu, Ying (2016) “Physical Boundaries of a Virtual Network and Its Impact on Sales”, American Marketing Association Winter Educators’ Conference, Presented on Feb 28, 2016, Las Vegas, Nevada, U.S.A.

Zhu, Ying, Alice Zhang** and Jiaxun He (2016) “Brand Naming Strategies in a Global Market”, Administrative Sciences Association of Canada (ASAC) Annual Conference, Presented on June 6, 2016, Edmonton, Alberta, Canada.

Zhu, Ying, Jim Nastos* and Yaroslav Senyuta** (2015), “Does the Virtual Community Match the Natural Community: A Study of Networks among Canadian Wineries” Administrative Sciences Association of Canada (ASAC) Annual Conference, Presented on June 14, 2015 Halifax, Nova Scotia, Canada.

Zhu, Ying and Jeff Meyer (2015) “Out of Touch with Computers: The Effect of Touchscreen Technology on Purchase Intentions” Administrative Sciences Association of Canada (ASAC) Annual Conference, Presented on June 14, 2015 Halifax, Nova Scotia, Canada.

Zhu, Ying and Allan Chen (2015) “How do Decisions on “Where to buy” and “What to buy” Influence Consumer’s Purchase?” Administrative Sciences Association of Canada (ASAC) Annual Conference, Presented on June 15, 2015 Halifax, Nova Scotia, Canada.

Joy, Annamma, Eric Li, Ying Zhu, Jeff Wang, and Stephen Chart (2013), “A Multi-Sensory Understanding of the Wine Consumption Experience,” Annual Conference of the American Association of Wine Economists (AAWE), June 26 to 29, 2013, Stellenbosch, South Africa.

Sorescu, Alina, Manjit Yadav, and Ying Zhu (2011), “Website Traffic as a Driver of Financial Performance”, American Marketing Association Winter Conference, Jan 2011, Austin, Texas, U.S.A.

Zhu, Ying, Allan Chen, and Alina Sorescu (2010), “A Tale of Two Brands: The Joint Effect of the Manufacturer and the Retailer Brands on Consumers’ Evaluation of Products.” Presented at the 28th Annual Doctoral Symposium, April 2010, University of Houston, Texas, U.S.A.

Zhu, Ying, Debra Basil, and M. Gordon Hunter (2005), “A Study of Canadian Winery Web Sites: Identification of a Market Integration Stage.” Presented at the Administrative Sciences Association of Canada Conference, June 2005, Banff, Alberta, Canada.

Selected Grants & Awards

For research:

  • SSHRC Insight Grant $94,884 (2018-2021) Co-Investigator: Dr. Debra Basil; Collaborator: Dr. Russ Belk
  • SSHRC Insight Development Grant $28,466 (2014-2016) Collaborator: Dr. Russ Belk (Ranked #2 in business, management, economics and related fields)
  • Supervisor of International Undergraduate Student Research Award $10,500, 2020
  • Supervisor of Management Undergraduate Student Research Award $9,500, 2020
  • Supervisor of International Undergraduate Student Research Award $15,996, 2017
  • UBC Hampton Grant $5,000, 2017
  • Honourable Mention Award at Administrative Sciences Association of Canada, 2015
  • UBC Work Study Grant (Obtained Competitively): $6,000, 2014
  • UBC Work Study Grant (Obtained Competitively): $3,000, 2013
  • AMA-Sheth Doctoral Consortium Fellow, Texas Christian University, 2010
  • Annual UH Doctoral Symposium Fellow, University of Houston, 2010
  • Centre of Retailing Studies Mini Research Grant, Texas A&M University, 2008
  • Mays Business School Summer Research Grant Award, Texas A&M University, 2007

For teaching: 

  • Golden Apple Teaching Excellence Award, 2019
  • Teaching Honour Roll at UBC’s Okanagan Campus, 2016
  • Texas A&M System Student Recognition Award for Teaching Excellence, Texas A&M University, 2011
  • Dean’s Award for Outstanding Teaching by a Doctoral Student, Mays Business School, Texas A&M University, 2010-2011
  • Fellow Graduate Teaching Academy, Texas A&M University, 2008

Media

Dr. Zhu’s research on the impact of smartphone on consumer purchase has received extensive media coverage and has appeared on over 50 media outlets across North America, Europe, and India, including but not limit to Global News, a major Canadian news network, the Daily Mail UK, MSN News, and Science Daily etc. (Detailed list of the media outlets is available upon request).

Global News: Urge to splurge online? Why you should put the touchscreen down https://globalnews.ca/news/3674541/urge-to-splurge-online-why-you-should-put-the-touchscreen-down/

Daily Mail UK – Trying to resist the urge to splurge? Put your phone away! You’re more likely to buy guilty pleasures online when using a touchscreen device: http://www.dailymail.co.uk/sciencetech/article-4796382/People-likely-indulgewhen-using-touchscreen.html

Science Daily – Trying to resist the urge to splurge? Ditch the smartphone https://www.sciencedaily.com/releases/2017/08/170816100240.htm

MSN News – Touchscreens Might Make You Spend More Money, Study Says
http://www.msn.com/en-ph/news/technology/touchscreens-might-make-you-spend-more-money-study-says/ar-AAqIY1i?li=BBr8zL5

CKNW Vancouver news: New Research on Smart Phone Shopping https://omny.fm/shows/cknw/new-research-on-smart-phone-shopping

CBC Life: The psychology of sale shopping: How to spot and avoid the tricks used to get you spending: https://www.cbc.ca/life/work-money/the-psychology-of-sale-shopping-how-to-spot-and-avoid-the-tricks-used-to-get-you-spending-1.5418136

The Global and Mail: Bought to last: Designers thinking of the long game with easy to reuse and recycle products
https://www.theglobeandmail.com/life/style/article-bought-to-last-designers-thinking-of-the-long-game-with-easy-to-reuse/

 

 

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