Research HDR Candidate Profiles Yi Xia
Yi Xia
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Yi Xia

Qualifications
- MBA, The University of Newcastle, Australia, 2019-2020
- BSc Economy, Shanghai Lixin University of Accounting and Finance, China, 2008-2012
Biography
Mr Xia Yi is a doctoral candidate investigating the role and relevance of social media influencers in the digital economy. He has researched how corporate social responsibility engagements drive consumer–company identification in Singapore, of late published in Sustainability. His PhD program is related to digital influencer marketing and live streaming e-commerce in the Asia region.
Thesis Title
Consumer evaluation and advertising effectiveness in digital influencer marketing and live streaming e-commence
Advisory Panel
Primary: A/Prof Adrian Kuah, Secondary: A/Prof Pengji Wang; Advisor Mentor: A/Prof Sizhong Sun
Networks
- Membership | Sustainability @JCU, https://www.jcu.edu.sg/sustainability-research-cluster/membership
Research Interests
- Corporate governance – Consumer reactions to corporate social responsibility engagements.
- Digital influencer marketing – Potential differences of various social media influencers.
- Live streaming e-commerce – Impulse buying behaviour of Chinese millennials.