Dr. Jingshan Yang is an academic researcher and lecturer with expertise in digital marketing, international marketing, social media, and AI-driven marketing strategies. She is the Associate Course Leader for the Marketing course. She completed her PhD at the University of Sheffield, where she investigated how older adults engage with digital platforms in the sharing economy.
Before joining Birmingham City University, she worked as a Graduate Teaching Associate at Sheffield University Management School and has industry experience in social media marketing, consultancy, and branding.
Her research interests include international marketing, digital transformation, fintech, and AI applications in marketing. She has presented at international conferences and published research in journals such as the Journal of Business Research. She is an Associate Fellow of the Higher Education Academy (AFHEA) and actively reviews for academic journals and conferences.
At BCU, Jingshan teaches a range of marketing modules including Principles of Marketing, Content Marketing, Developing Your Personal Brand, Consumer Behaviour, Selling and Sales Management, and Visual Communication for Marketers. She is committed to enhancing student learning through innovative teaching methods.
- Digital marketing
- Sharing economy
- AI applications in marketing
- International marketing
- Consumer behaviour
- Qualitative & quantitative research methods
- PhD in Marketing and Creative & Cultural Industries, University of Sheffield
- MSc in International Marketing, Newcastle University
- Associate Fellow of the Higher Education Academy (AFHEA)
- The impact of digital platforms on consumer behaviour
- AI-driven marketing strategies
- The sharing economy and ageing populations
- Nudging consumer engagement through social innovation
- International marketing in the digital age
Publications:
- Yang, X., Yang, J., Hou, Y., Li, S., & Sun, S. (2023). Gamification of mobile wallet as an unconventional innovation for promoting fintech: An fsQCA approach. Journal of Business Research, 155, 113406.
Best Paper Award:
- ‘Nudging Social Connection: The Happy to Chat Badge Experiment’ – Academy of Marketing 2024
International Conferences:
- Academy of Marketing
- European Conference on Information Systems,
- International Conference on Digital Health and Medical Analytics
Jingshan’s practical experience includes roles as a social media strategist, focusing on content development and business growth, and as a consultant, enhancing ecommerce and market penetration strategies. She also worked as a marketing specialist and sales manager, excelling in customer service and engagement. Her entrepreneurial skills were honed as a stallholder, managing product sourcing and digital marketing.
