Dr. Zhu’s primary research interests include digital marketing, consumer behavior, marketing analytics, social networks and branding. 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).
