Ying Zhu, PhD

Associate Professor

Digital Arts and Humanities, Faculty of Management
Other Titles: AI Advisor for UBC Okanagan
Office: EME 4147
Phone: 250.807.9836
Email: ying.zhu@ubc.ca

Graduate student supervisor


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) investigating the impact of technology on consumers and the antecedents and consequences of consumer use of technology (e.g., AI, Metaverse) and 2) examining the effectiveness of different marketing strategies (e.g., digital marketing, business networks) and the importance of branding (e.g., brand extension).

Courses & Teaching

MGMT 319 Artificial Intelligence (AI) for Business
MGMT 441 Marketing Strategy
MGMT 442 Consumer Behavior
MGMT 461 Service Marketing
MGMT 100 Introduction to Business

Biography

Dr. Ying Zhu is an Associate 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 American Psychologist, European Journal of Marketing, Psychology & Marketing, Journal of Retailing and Consumer Services, Internet Research, and Journal of Strategic Marketing, among others. From 2017 to 2024, her research yielded 19 peer-reviewed publications, 12 of which are listed as A* or A on the Australian Business Deans Council (ABDC) Journal Quality List.

Dr. Zhu’s research has also led to 27 peer-reviewed conference proceedings and presentations at high-quality conferences such as the 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 the previous SSHRC Insight Development Grant ($28,466; 2014-2016) and the current SSHRC Insight Grant ($94,884; 2018-2023).

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 where she has taught. 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 fields 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 levels, including the UBCO Senate Committee.

Websites

Google Scholar

Degrees

Ph.D., 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

(**= current or previous graduate student; *= current or previous undergraduate student)

Cockerton, T., Zhu, Ying, and Dhami, M. (2024). “On Conducting Ethically-Sound Psychological Science in the Metaverse.” American Psychologist, 79(1), 92–108. (A* journal on ABDC List; Impact Factor: 16.358). https://doi.org/10.1037/amp0001211

Dhami, M., and Zhu, Ying (2024). “Possibilities for Decision Science in the Metaverse.” Decision, 11(4), 523–536 (A journal on ABDC List; Impact Factor: 1.5) https://doi.org/10.1037/dec0000235

Zhu, Ying, Raneem Zaitoun, and Annamma Joy (2024), “Application of Blockchain Technology, Nfts, and Cryptocurrency in the Art and Luxury Industries,” Sustainability in Art, Fashion and Wine: Critical Perspectives, 175. Walter de Gruyter GmbH & Co KG.

Dominguez Aldama, D., Grassauer, F., Zhu, Ying, Ardestani-Jaafari, A., & Pelletier, N. (2023). Allocation methods in life cycle assessments (LCAs) of agri-food co-products and food waste valorization systems: Systematic review and recommendations. Journal of Cleaner Production, 421, 138488 (A journal on ABDC List; Impact Factor: 11.1). https://doi.org/https://doi.org/10.1016/j.jclepro.2023.138488

Zhu, Ying. (2023). “The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch”. In C. L. Wang (Ed.), The Palgrave Handbook of Interactive Marketing (pp. 867-891). Springer International Publishing. https://doi.org/10.1007/978-3-031-14961-0_37

Zhu, Ying, and Wang, V. Wang, Y., and Hao, W. (2023) “The Effects of Vividness, Information, and Aesthetic Designs on the Appeal of Pay-Per-Click Ads.” Journal of Research in Interactive Marketing, 17(6), 848-864 (Impact Factor:10.176) https://doi.org/10.1108/JRIM-07-2022-0207

Zhu, Ying (2023). “Digitalization of Luxury Brands in China.” In A. Joy (Ed.), New Directions in Art, Fashion, and Wine: Sustainability, Digitalization, and Artification (1st ed.), Lexington Books. https://rowman.com/ISBN/9781666904093

Joy Annamma, Zhu, Ying, Peña, C.**, and Brouard, M. (2022). “Digital Future of Luxury Brands: Metaverse, Digital Fashion, and Non-fungible Tokens (NFTs),” Strategic Change, 31( 3), 337– 343. https://doi.org/10.1002/jsc.2502

Jia, Qiong#, Zhu, Ying#, Xu, R., Zhang, Y., and Zhao, Y. (2022). “Making the Hospital Smart: Using a Deep Long Short-Term Memory Model to Predict Hospital Performance.” Industrial Management & Data Systems, 122(10), 2151-2174. (A journal on ABDC List; impact factor: 4.224; # the first two authors have equal contributions and are equal first authors). https://doi.org/10.1108/IMDS-12-2021-0769

Zhu, Ying, Wang, V., Wang, Y. and Wei, J. (2021) “How to Craft Humorous Advertisements across Diverse Cultures? Multi-country Insights from Brazilian, Chinese, and American Consumers”, International Journal of Consumer Studies, 46(3), 716-730 (A journal on ABDC List; Impact Factor: 3.864) https://doi.org/10.1111/ijcs.12720 

Zhu, Ying, Alice Zhang*, Jiaxun He, and Y. J. Wang  (2021) “The Impact of Brand Transposition Strategies and Firm Type on Consumer Ratings of Brand: An Analytical Study of Cosmetic Brands,” Journal of Global Marketing, 34 (1), 56-72. (B journal on ABDC List; Impact Factor: 1.20)
https://doi.org/10.1080/08911762.2020.1781319

Zhu, Ying and Mazaheri, Ebrahim (2020) “Influence of Social Network Participation, Regional Density, and Customer Interaction on the Adoption of Sustainability Initiatives,” Journal of Strategic Marketing, 29(6), 528-545 (A journal on ABDC List) https://doi.org/10.1080/0965254X.2020.1777185

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, 54(6), 1181-1203. (A* journal on ABDC List; Impact Factor: 4.647) 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: 6.773)
https://doi.org/10.1108/INTR-01-2018-0043

Guo, Yue, Zhu, Ying, Barnes, S. J., Bao, Y., Li, X., and Le-Nguyen, K.(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: 2.939)
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: 7.135) 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: 3.5)
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: 7.135) 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

Selected Refereed Conference Proceedings and Presentations

Gonzales, Josh and Zhu, Ying (2025). “Digital Dissonance: How AI-Generated Art Tests Our Moral Compass.” Accepted for presentation at the Association for Consumer Research (ACR) Conference on October 9-11, 2025, Washington, D.C., U.S.

Poorya Selk Ghafari and Zhu, Ying (2025) “The Influence of Openness on Strategic Choices: Exploring the Adoption of Exploration vs. Exploitation Strategies through Bayesian and Reinforcement Learning Models, Jan 15, 2025 Artificial Intelligence in Management (AIM) Conference

Dhami, M and Zhu, Ying (2024) “Consumer Judgment and Decision Making in the Metaverse” accepted for presentation at the EMAC Annual Conference 2024 hosted by Bucharest University of Economic Studies on May 28-31, 2024

Zhu, Ying, and Wang, V. Wang, Y., and Hao, W. (2022) “The Effective Design of Pay-Per-Click Ads: Examining the Design from Information and Aesthetic Perspectives,” Presented at the American Marketing Association (AMA) Winter Educators’ Conference  (virtually).

Zhu, Ying, Liu, J.J.**, and Wang, J.J.** (2022) “The Intuitive Mind of Smartphone Users: How Smartphone Use Reshape Thinking Styles,” Presented at the Society for Judgment and Decision Making Annual Conference (virtually).

Zhu, Ying, Han, Muye**, Li, Yang**, (2021) The Asymmetric Impacts of Product Performance and Consumer Experiences on eWOM, Presented at the American Marketing Association (AMA) Winter Conference (virtually)

Zhu, Ying, Ma, Jingjing, Liu, J.J.*, Wang, J.J.**, (2021) “Beware! Smartphone Overuse Might Change Your Thinking Styles”, Presented at the American Marketing Association (AMA) Winter Conference (virtually)

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

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

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, 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.

Selected Grants & Awards

For research:

  • Bridging Divides Research Grant on AI Empowerment Initiative: Bridging Immigrants with Small and Medium-sized Enterprises (SMEs) and Nonprofits $75,000 (CI, 2025 – 2026)
  • Bridging Divides Research Grant on Digital Place, Belonging, and Infrastructure: Leveraging Technology-Enabled Intergenerational HomeSharing  $75,000 (PI, 2025 – 2026)
  • SSHRC Insight Grant $94,884 (PI; 2018-2022) Co-Investigator: Dr. Debra Basil; Collaborator: Dr. Russ Belk
  • SSHRC Insight Development Grant $28,466 (PI; 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 the Administrative Sciences Association of Canada, 2015
  • UBC Work Study Grant (Obtained Competitively): $6,000, 2014
  • UBC Work Study Grant (Obtained Competitively): $3,000, 2013
  • UBC Healthy Workplace Initiatives Program (HWIP): $3,500, 2013
  • AMA-Sheth Doctoral Consortium Fellow, Texas Christian University, 2010

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

Professional Services/Affiliations/Committees

American Marketing Association
Association for Consumer Research
Society for Consumer Psychology
Society for Judgment and Decision Making

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 limited to Global News and CBC, major Canadian news media, Time magazine, the Daily Mail UK, and Science Daily etc. (Detailed list of the media outlets is available upon request).

CTV News: AI emerging holiday shopping companion (Oct 29, 2025)
https://www.ctvnews.ca/vancouver/video/2025/10/29/report-ai-emerging-holiday-shopping-companion/

CBC Radio Kelowna: UBCO AI Workshops for Immigrants ( Oct 17, 2025)
https://infonews.ca/news/7398976/kelowna-workshop-to-help-newcomers-navigate-ai-in-the-workplace/

CBC Marketing Place: When is a deal really a deal? (Feb 7, 2025)
https://www.cbc.ca/news/marketplace/old-navy-canadian-tire-deals-1.7452018

CBC Business News: Black Friday sales are designed to give you FOMO. Don’t let them (Nov 28, 2024)
Web: https://www.cbc.ca/news/business/black-friday-sales-tactics-1.7395276
Video: https://www.cbc.ca/i/phoenix/player/syndicate/?sourceId=9.6577031

Time Magazine: “Augmented Reality is the Future of Online Shopping” (Jan 28, 2022)
https://time.com/6138147/augmented-reality-shopping/

BNN Bloomberg: ‘Huge validation’: Why Crypto.com is putting its name on the L.A. Lakers’ arena (Nov 26, 2021) https://www.bnnbloomberg.ca/huge-validation-why-crypto-com-is-putting-its-name-on-the-l-a-lakers-arena-1.1687471

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

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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