Dr Wuxia BAO

Assistant professor

Department: Marketing

Nationalities:

Teaching

  • Insights into the luxury industry
  • Digital marketing and branding

Qualifications

  • Ph.D., Ghent University, Digital Marketing for Luxury Brands, 2019-2023
  • Master’s Degree, Peking University, Financial Media, 2016-2019
  • Bachelor’s Degree, Communication University of China, Digital Media Technology, 2011-2015

 

Research interests

  • Digital marketing
  • Branding
  • Luxury brands
  • Digital transformation
  • Blockchain business

Work Experience

Academic

  • Researching in the fields of luxury brands and blockchain, 2019 to present
  • PhD Fellow, Ghent University, 2019-2023.
  • Teaching assistant, Peking University, 2017-2018

Non Academic

  • Marketer, advisor & entrepreneur in the blockchain sector, from 2020 to present.
  • Financial research and analyst, China, 2017-2018
  • Social Media Marketing, China, 2015

Service

Service to Profession

Journal Review:

  • Journal reviewer for Electronic Commerce Research and Applications, 2021
  • Journal reviewer for Journal of Interactive Advertising, 2023
  • Journal reviewer for American Journal of Business, 2023
  • Journal reviewer for Humanities & Social Sciences Communications, 2024

Intellectual contributions

Refereed Articles - Basic or Discovery Scholarship

  • Bao, W., Hudders, L., Yu, S., & Beuckels, E. (2024). Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands. International Journal of Research in Marketing, https://doi.org/10.1016/j.ijresmar.2024.01.002
  • Bao, W., Beuckels, E., Hudders, L., & Yu, S. (2024). Livestreaming commerce for luxury brands: How to enhance luxury perceptions through strategizing streamers? International Journal of Advertising, http://dx.doi.org/10.1080/02650487.2024.2365037
  • PhD dissertation (2023). Evolution of Digital Marketing for Luxury Brands: From Web 1.0, Web 2.0, to Web 3.

Presentations of Refereed Papers

International

  • Paper entitled “Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands” was presented in World Summit on Web 3.0 and IoT in Frankfurt, Germany, 2024.
  • Paper entitled “Luxury Brands Enter the Metaverse: Using NFTs as a Powerful Tool to Construct Digital Desirability in Phygital Marketing” was presented in Global Marketing Conference 2023, Seoul
  • Paper entitled “Live Commerce for Luxury Brands: How Live Streamer Characteristics Impact upon the Luxury Brand Perceptions” was presented in Global Marketing Conference 2023, Seoul

Presentations of Non-Refereed Papers

International

  • Paper entitled “Can a Label Close the Trust Gap? The Impact of an Authenticity Label on Customers’ Trust in Mono- versus Multi-brand Online Stores in Luxury e-Retailing” was presented (online) in Etmaal van de Communicatiewetenschap 2021, Feb 2021
  • Paper entitled “Can a Label Close the Trust Gap? The Impact of an Authenticity Label on Customers’ Trust in Mono- versus Multi-brand Online Stores in Luxury e-Retailing” was included in e-booklet of Monaco Symposium on Luxury 2021