Dr Zhewen Tang
Zhewen Tang is a Lecturer in Marketing and Business and Management. She is a Program Leader for the MA Luxury Brand Management at Northumbria University, London Campus. She obtained her doctoral degree in Business and Management from the University of Manchester, UK.
She implemented innovative teaching methods, emphasising the 3Cs principle (creative, collaborative, critical thinking) to foster dynamic learning environments. This equipped students with essential skills for their academic and professional journeys. Her research interests focus on consumer behaviour within various consumption frameworks, including family dynamics across generations, food-related experiences, the adoption of Artificial Intelligence (AI), and the integration of Information Systems and Information Communication Technologies (ICTs).
Her research commitment is to comprehensively understand the nuances that shape consumer preferences and decision-making processes in an ever-evolving market landscape, intending to provide a new understanding of consumer wellbeing and sustainable consumption for different stakeholders with theoretical insights and business practices.
Academic and Industry experience
She is committed to academic and conference activities by reviewing conference papers, presenting research findings, dedicating to a conference session chair, and developing the global network through publication and collaboration with scholars geographically from a variety of social and cultural backgrounds.
She maintains a close network with the industry (e.g., Luxury Brands, High-tech firms, Healthcare, and Hospitality industry). In her role as a placement tutor and academic supervisor, she is devoted to facilitating the seamless integration of students’ academic performance with the prevailing demands of the industry.
Key Publications
- Tang, Z., Shah, M. & Jamal, A. Exploring the Process of Technology Socialization (TS) in the Family: ICT Adoption for Middle-aged Parents with the Influence of Adult Children. Inf Syst Front (2023). https://doi.org/10.1007/s10796-023-10428-z
- Tang, Z. & Dadwal, S. (2023) Exploring the Decision-Making and Internal Marketing by SMEs using ChatGPT Opportunities, challenges, barriers, and implications of ChatGPT for small and medium enterprises (SMEs), in Innovative Marketing in Disruptive Markets Conference Proceedings, 7th International Conference of Marketing, Strategy and Policy (MSP 2023), Lancaster University, UK.
- Tang, Z. (2023) How do past life experiences influence technology socialization? Exploring the factors that influence adult consumers’ change from a life course perspective, in the AMSWMC24: Academy of Marketing Science World Marketing Congress 2023, University of Kent, Canterbury, UK.
- Yao, Y., & Tang, Z. (2023) The Current Status of Medical Insurance System Reform in China in the Post-COVID Era: From the Perspective of Rural Migrant Workers, in the proceedings of Building Resilient Financial Consumers: Protection in the Post-COVID Era, 2023 IAFICO Annual Conference: Global Forum for Financial Consumers, Waseda University, Japan.
- Tang, Z., Moschis, G., and Mathur, A (2022, November 15) The influence of intergenerational co-parenting on food socialization and food wellbeing: a life course perspective, in the proceedings of International Conference Series 2022 Bangkok, Thailand: Eleventh Annual International Conference on Consumer Research and Marketing: Frontiers of Theory, Method, and Practice, Mahidol University, Thailand.
- Tang, Z., Moschis, G., and Mathur, A. (2022, August 9). The Influence of Multigenerational Family Structure on Children’s Food Consumer Socialization: A life Course Perspective In : 2022 AMA Summer Academic Conference, Light in the Darkness: Marketing’s Role in Driving Positive Change. Virtual. Proceedings, Vol. 33, pp 488-493. Chicago, IL, United States.
- Tang, Z. and Liu, Y-L (2015, April 9). Does Co-Creation Have A Moderating Effect on the Relationship Between Consumer Involvement and Brand Attitude? In: 2015 4th European Business Research Conference, Imperial College London, UK. URL: https://kar.kent.ac.uk/id/eprint/62520
Qualifications and Professional Membership
- 02 March 2021 Fellowship of the Higher Education Academy (FHEA)
- 20 October 2017 Associate Fellowship of the Higher Education Academy (AFHEA)
- 2023-2024 International Academy of Financial Consumers
Academic Membership
- 2023-2024 Marketing, Strategy & Policy Research Academic membership
- 2022-2023 Consumer Life-course Studies Group Academic membership
- 2022-2024 Academy of Marketing Science Academic membership and reviewer
- 2022-2023 Society for Consumer Psychology Academic membership
- 2017-present American Marketing Association Reviewer
