Dr Hui Wang

Senior Lecturer in Marketing

Email:: hui.wang@bcu.ac.uk

Dr Hui Wang is a Senior Lecturer in Marketing at Birmingham City University, where he has worked since 2016. He holds a PhD from the University of Portsmouth and has worked in UK Higher Education since 2010, combining teaching, research, doctoral supervision and academic leadership.

His teaching experience covers marketing principles, brand management, marketing communications, public relations, global marketing and digital marketing. He currently leads two marketing modules and contributes to curriculum and assessment development, using contemporary industry cases and digital and AI-related developments to support student learning.

Dr Wang’s research focuses on contemporary marketing and consumer behaviour, particularly digital and interactive marketing communications, social media, customer experience, service marketing, brand safety, artificial intelligence and emerging technologies. He also contributes to the coordination of the Marketing Research Cluster and regularly supports research workshops and other scholarly activities.

He supervises doctoral researchers and has successfully supervised two doctoral candidates to completion. He has also served as an internal examiner for a doctoral viva. Dr Wang is currently an External Examiner at Coventry University and the University of Huddersfield. He has previously undertaken external examining and programme validation roles for the University of Portsmouth, Wrexham University and the University of Central Lancashire. These roles support his continuing engagement with academic standards, curriculum design, assessment and quality assurance across the Higher Education sector.

His practitioner-facing experience includes working as a Marketing Consultant for T4 Communications/Rightcheck and contributing digital learning content to Jobber and Ellis-Chadwick’s Principles and Practice of Marketing. He also previously served as a voluntary Non-Executive Director of EMSS Global Ltd, supporting international scholarly exchange and the development of contextually relevant management knowledge.

Areas of Expertise

Qualifications

Memberships

Teaching

Research

Postgraduate Supervision

Publications

Journal Article

Wang, H. and Nadda, V. (2015). A Revisit of the Concept of Interactivity and its Dimensions, International Journal of Online Marketing (IJOM), 5(4), 84-109.

Conference Papers

Yang, J. and Wang, H. (2026). Role Models or Reminders? Older Adults’ Perceptions of “Granfluencers”, Digital Social Comparison and Wellbeing, Academy of Marketing Conference 2026, 7 July.

Shinnie, X., Wang, H. and Carey, C. (2024) 'A Gender Perspective of Meaning Creation on Influencer Marketing', ISBE Conference proceedings 2024, June, p.1

Wang, H. and Salmon, A. (2024). Beyond SERVQUAL A Conceptual Paper on evaluating the Quality of ChatGPT Services, paper presented at the Asia-Pacific Marketing Academy Annual Conference (APMA), City University of Hong Kong, Hong Kong, May 10th – 12th , 2024.

Ma, A. and Wang, H. (2020). A Digital Transformation Model for Legal Practices: Formulation and Testing, paper presented at the ICDTI 2020: International Conference on Digital Transformation and Innovation, Amsterdam, The Netherlands, December 3^rd – 4^th, 2020.

Thorben, H., Wilhelm, L. and Wang, H. (2016), The Impact of Smart Technology on Travel Service Operations in Emerging Economies, paper presented at the 7^th CAMOT Cambridge International Conference, Institute for Manufacturing, Cambridge University (IfM), Cambridge, UK, October 8^th – 9^th, 2016.

Wang, H. (2016), WeChat Red Envelopes – A New Way to Interact, paper presented at Culture and the Creative Economy in Global Context Conference, The China Centre, University of Chester, Chester, UK, February 26-27, 2016.

Wang, H. (2007), Exploring the Contribution of Digital Media within the Development of Marketing Relationships, paper presented at the Portsmouth Business School and Centre for European and International Studies Research, 2^nd Joint Postgraduate Research Student Conference, University of Portsmouth, Portsmouth, UK, May 9-10, 2007.

Wang, H. (2009), Investigation on Interactivity Concept and its Dimensions, the 2^nd Workshop on Strategy and Marketing, Beijing Jiaotong University, Beijing, China, December 5-6, 2009, granted by the Specialized Committee of Enterprise Strategy and Chinese Association for Development Strategy: High Quality Research Paper and Outstanding Presentation.

Book Chapters

Thorben, H., Wilhelm, L. and Wang, H. (2017). Technology-Enabled Experiential Marketing: Promotional Strategies Towards New Service Opportunities, In: V. Nadda, S. Dadwal, and R. Rahimi, Promotional Strategies and New Service Opportunities in Emerging Economies. Pennsylvania: IGI Global.

Wang, H. and Nadda, V. (2014). Interactivity: The Concept and its Dimensions, In: W. Ozuem and G. Bowen, Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities. Pennsylvania: IGI Global.

Rahimi, R., Nadda, V. and Wang, H. (2015). CRM in Tourism. In: N. Ray, Emerging Innovative Marketing Strategies in the Tourism Industry. Pennsylvania: IGI Global.

Grants awarded

Human Resource and Marketing Management (HRMM) Scholar’s Bursary: a conceptual paper entitled “Interactivity and Relational Bonds in Relationship Marketing – A Conceptual Review”, September 2007

(Granted by Portsmouth Business School, University of Portsmouth: £1,500)