Dr Jie Meng

Lecturer in Institute for Digital Technologies

Jie Meng

Jie is the Digital Marketing MSc Programme Director, with her focus on adopting marketing perspectives and methods to solve digital marketing problem.

Her research area covers digitalisation of business system and social matrix, consumer digital footprints and word-of-mouth, virtual community and consumer online tribalsim and so forth. She is keen on building a logic from digital efficacy, digital welfare, to digital wellbeing that can sustain the societal growth.

Academic background

Jie has a PhD in Marketing from the University of New South Wales, Australia and a GCETT certificate of Higher Education from Federation University, Australia.

Before joining Loughborough University London, Jie's expanded her footprint as digital marketing lecturer and researcher in Asia, Australia, and the UK.

Her teaching subjects cover marketing strategies, consumer behaviours, digital and social media marketing, marketing research and marketing analytics.

Current research and collaborations

Jie’s expertise lies in various quantitative approaches inclusive of survey, experiment, simulation, and machine learning that involve the research in complex information systems embedded in digital contexts (e.g., knowledge sharing platform, social media, crowd resources). Her experience includes priming cognitive models with consumer’s self, online influencer, and brand image projection, modeling a multi-agent information system to speculate the online tribalism and social news dispersion, and identifying the causality hidden between human-machine interfaces (e.g., trust generated from AI).

Current PhD / research supervisions

Jie has been supervising PhD and MRes students in Marketing since 2016. Students have all completed their degrees. Her new supervision role will be around the ideas of computational online advertising, AI's technological impacts on human behaviour and cognition, and consumer behaviour in social media and other smart new media.

Jie is currently interested in supervising doctoral researchers in the following areas:
Area 1 - Online Influencer, Consumer Ego, and Personalised Web Advert in Decentralised Communication Era

Area 2 – Consumer Trust and Decision on AI Tools

Area 3 - Social Media and Democracy

Find more information on Jie's webpage.

Interests and activities

Jie has been affiliated with the following academic bodies: EMAC (European Marketing Academy), BAM (British Academy of Management), MRCC (Marketing Research Centre, China, Renmin University Business School), ANZMAC (Australian and New Zealand Marketing Corp).

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