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Xinru Niu

Xinru Niu

Email: x.niu@qmul.ac.uk

Biography

I am currently a PhD student at the School of Business and Management, Queen Mary University of London. Before joining Queen Mary, I obtained a Master of Science in International Business Management from the University of Surrey and hold a Bachelor of Human Resource Management.

Project title

Leveraging Generative AI for Sustainable Marketing

Project description

My PhD project investigates the impact of generative AI applications within social media on sustainable marketing. The research focuses on how generative AI influences consumer engagement, emphasising overcoming the "information cocoon" created by recommendation algorithms. I explore how those AI technology applications can stimulate greater consumer participation in sustainable marketing activities, offering innovative solutions for sustainable marketing practices in digital environments.

Supervision

  • 1st Supervisor: Dr. Jie Sheng
  • 2nd Supervisor: Dr. Nastaran Hajiheydari

Research Group

Marketing Insights & Digital Societies (MINDS)

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