Our research

Use advanced statistical and big data tools to better understand the consumer purchase journey. The insights are used to diagnose and plan effective allocations of resources across the entire marketing mix. Hence, they are used to improve the effectiveness of marketing strategy (including innovative products) and offer an enhanced consumer experience. Overall, these analytical approaches have as their antecedents theories and findings in the behavioural and economic sciences and as their consequences insight into stakeholder decision-making across managers, regulators, and consumer groups.

• Jack Cadeaux (Retail assortments, Transaction performance, Stochastic availability; Distribution coverage and Market share)
• Maggie Dong (Digital marketing analytics, Field experiments)
• Songting Dong (Customer analytics, Social media analytics, Deep learning, LLM finetuning and customization)
• Rahul Govind (Dynamic panel modelling, Causal inference)
• Harald van Heerde (Marketing effectiveness, Return on marketing investment, Econometric models for Marketing decisions)
• SunAh Kim (Causal modelling, Path-to-purchase, Demand analytics, Field- or quasi-experiments)
• Junbum Kwon (Text, Image, Video analytics)
• Jenny Lee (Marketing-finance interface, Service marketing and professional services, E-marketing and technology adoption)
• YuTing Lin (Product and Digital marketing analytics, Lab and Field experiments)
• Valentyna Melnyk (Customer loyalty, Field experiments)
• Jihwan Moon (Empirical testing, Statistical inferences for managers)
• John Roberts (Understanding consumer response to marketing stimuli and environmental conditions)
• Karen Tian (Social media and Text analytics)
• Hauke Wetzel (Marketing performance, Customer and stakeholder relationship performance, Performance testing of market interventions)
• Daniel Winkler (Causal inference, Text analytics, Network analysis, Panel modelling, Statistical inference)
• Qi Zhao (Market structure analysis, Causal inference, Customer segmentation & profiling, Bayesian analysis in marketing)

At the School of Marketing, we explore how artificial intelligence is transforming marketing—from automating customer insights to delivering highly personalised experiences.  We embrace the value AI brings to the future of marketing and support ongoing learning as our research investigates the role of AI in shaping smarter, data-driven marketing strategies while actively promoting ethical and responsible AI use.

• Songting Dong (Consumer decision-making with AI, GenAI in marketing education)
• Xingyu Fu (AI agent, Human-AI collaboration, AI collusion)
• Rahul Govind (Text-based novelty and Machine learning segmentation)
• Harald van Heerde (GenAI for visual content generation for influencer marketing)
• SunAh Kim (Human-AI interaction, AI interface design, Recommender systems)
• Junbum Kwon (GenAI for marketing mix and Communication)
• YuTing Lin (Human–AI/robot interaction, Text mining, Recommendations)
• Ljubomir Pupovac (AI and Blockchain adoption)
• Daniel Winkler (LLMs for text classification)
• Ting Yu (The application of AI during service delivery process)
• Qi Zhao (GenAI for digital literacy)

The aim of the Better Marketing for a Better World (BMBW) initiative is to build community and support the development and dissemination of knowledge on how marketing can improve lives, sustain livelihoods, strengthen societies and benefit the world at large.

• Tania Bucic (Sustainable consumption, Pro-social consumer behaviour, Corporate social responsibility, Responsible innovation)
• Jack Cadeaux (External and social benefits of consumption and use of products and services, especially those that might help control potentially epidemic and contagious infectious diseases; Market-based macromarketing mechanisms and Public policies for the management of such externalities)
• Maggie Dong (Corporate social responsibility, Sustainable marketing, Climate change, Supply chain sustainability)
• Songting Dong (Social media for pro-social promotion, GenAI for digital literacy gap)
• Sophie Fan (Recycling in marketing, Pro-social behaviour, Pollution on consumer behaviour)
• Xingyu Fu (Fairness, Privacy, Transparency, Emissions reduction)
• Nitika Garg (Sustainable and prosocial behaviour, Health communications, Ethical decision making)
• SunAh Kim (Regulatory impacts, Information design, Health communications, ESG)
• Junbum Kwon (Ad image for charity and Climate change)
• YuTing Lin (Societal tech literacy, inclusion and empowerment through technology)
• Jenny Lee (Service employee wellbeing and organisational behaviour, Role of marketing in sustainable business practices)
• Valentyna Melnyk (Pro-social behaviour, Blood donation, Sustainable consumption, Coping with extreme weather events)
• Jihwan Moon (Corporate sustainability initiative)
• Liem Viet Ngo (Marketing as meaningfulness, Meaningful brands for life, Buddhist psychology in marketing, Marketing for life changing and social impact, Sustainability and authenticity, Marketing career for life) 
• John Roberts (Stakeholder perspectives on using marketing to create sustainable futures in the face of a climate change crisis)
• Karen Tian (Healthcare/aged care services, Mental health care, Digital health services, Consumer and frontline employee wellbeing)
• Hauke Wetzel (Sustainable marketing practices, Corporate social responsibility, New technologies)
• Daniel Winkler (Pro-social behaviour, Organ donation)
• Qi Zhao (Marketing interventions for social cohesion)

Our research looks at how consumers make decisions about products, services, ideas, or experiences, as well as other people.  For example, we investigate how and why people make decisions about how they interact with others, what they buy, use, gift, recycle, dispose, and recommend. By drawing on psychology, sociology, and behavioural economics, we aim to better understand the motivations behind consumer choices and how these insights can shape more meaningful and responsible marketing practices and empower consumers to make better decisions.

• Tania Bucic (Sustainable consumer choices, Ethical purchasing/consumption)
• Sophie Fan (Visual marketing, Social influence on consumer behaviour, Goals and motivations)
• Nitika Garg (Affect and emotions, Sustainable behaviour, Consumer ethics)
• Jenny Lee (Online and offline consumer decision-making, Emotions in hedonic consumption, and Cross-cultural influences, digital marketing and social media influencer behavior) 
• Valentyna Melnyk (Behavioural science, Consumer emotions, Sustainable consumer behaviour)
• John Roberts (Emotions and cognitions driving evaluation and choice processes)

A marketing strategy involves very carefully determining and committing to one or more options as sources of sales growth, market share, or product range profitability. It acts as a blueprint for marketing efforts, defining target markets, customer value, a competitive advantage, and the tactics (including communication) and resources needed to achieve its marketing goals.

• Tania Bucic (New product adoption and resistance, Responsible innovation, Corporate social responsibility)
• Jack Cadeaux (Strategic marketing mechanisms for disruptive innovations, especially for retail and consumer services; Flexible distribution strategy, Channel network structures and flexible distribution operations; Branded variants/exclusive SKU strategy)
• Maggie Dong (Marketing channels, Digital marketing, Innovation and new product development, International marketing, Geopolitics and marketing, Corporate social responsibility and sustainability)
• Songting Dong (Consumer preferences, emotions, and decision rules, Customer relationship management)
• Sophie Fan (Promotion effectiveness, Branding)
• Xingyu Fu (Pricing, Product recommendation, Competitive strategy, Product line design, Information design)
• Nitika Garg (Brand commitment, Messaging effectiveness and nudging)
• Rahul Govind (Coopetition and vertical relationships. Corporate diversification, Stakeholder engagement and ESG-performance links)
• Gary Gregory (Global marketing strategy, Cross-cultural consumer behaviour, Service offshoring, Branding and advertising strategy).
• Harald van Heerde (Brand equity, Marketing mix effectiveness, Mobile app engagement, Social media marketing, International marketing, Product-harm crises, Marketing and the business cycle, Retailing)
• Junbum Kwon (Social media marketing, Entrepreneurial marketing, Product segmentation)
• Jenny Lee (Service/tourism/event marketing, Brand communication and crisis management)
• Valentyna Melnyk (Branding, Trademarks, Marketing communication; Global marketing, Customer loyalty)
• Jihwan Moon (Pricing, Product-line development, Signalling, Healthcare, Competitive strategies, Strategic reponses to market disruption)
• Ljubomir Pupovac (Product recalls, Customer concentration, New technology adoption)
• John Roberts (Resource allocation across organizations product and service portfolios and over the product-market life cycle)
• Karen Tian (Healthcare/aged care services, Technology in services, Engagement, Institutional logic)
• Hauke Wetzel (Marketing finance interface, Business-to-business marketing, Customer and stakeholder relationship management, Sales, Sustainable marketing practices)
• Ting Yu (Organisational ambidexterity, e.g., service versus sales; service productivity versus service quality, efficiency versus flexibility, institutional logics)
• Qi Zhao (Marketing strategy with emerging digital technologies)

We study the complex relationships between firms, supply chains, and institutional buyers to better understand value creation in business markets. Our work integrates insights from relationship marketing, strategic management, and industrial buying behaviour to support stronger, more sustainable B2B partnerships.

• Jack Cadeaux (Supply chain flexibility in relationships and logistics; Business-to-business relationships and Business network analytics)
• Maggie Dong (Customer-supplier relationships, Supply chain management)
• Rahul Govind (Coopetition)
• Junbum Kwon (Social media content for B2B)
• Liem Viet Ngo (Value-driving strategies to drive sustainable firm growth in the era of AI)
• Ljubomir Pupovac (Supplier-customer relationship, Impact of customer actions on the supply chain)
• Hauke Wetzel (Customer supplier relationships, Sales and key account management)