Profile
Xueer holds a Bachelor of Arts in Advertising from the School of Journalism and Communication at Peking University and a Master of Science in Sport Business and Innovation from Loughborough University London. Xueer’s academic and professional experience is rooted in marketing, sports business, and branding strategies.
In addition to her research, Xueer is also an FIBA-licensed agent, bridging her academic insights with the evolving landscape of international basketball talent development.
PhD research
Xueer’s doctoral research centres on sports communication, social media communication, brand management, and athlete branding. She also has a strong interest in semiotic studies, specifically Peirce's ternary semiotics and Saussure's semiotics, used to analyse the meaning conveyed by visual symbols in social media contexts.
Projects
Peking University Intellectual Marketing Practical Teaching Creativity (March 2020 – June 2020)
- Awarded the First Prize in Practical Teaching Creativity for Intelligent Marketing at the Institute of Journalism and Communication, Peking University
- Digital Marketing Proficiency Certificate: Developed expert-level skills in managing and optimising digital
Peking University Intellectual Marketing Practical Teaching Innovation (March 2020 – June 2020)
- Awarded the Second Prize in Practical Teaching Innovation for Intelligent Marketing at the Institute of Journalism and Communication, Peking University
- Focused on the theme for the Honor 30 series product launch, the project produced creative evaluation materials. One of the designed posters achieved a peak of 22,326 single-clicks
Publications
- Zhang, X. (2024). Empowering technology shapes the communication power of Douyin sports and fitness influencers. Exploring Science, 2024(4). ISSN 2095-588X, CN 10-1148/N.