Dr Guo Jin is an Assistant Professor in Marketing at Shenzhen Technology University (SZTU). She holds a PhD in Marketing from Northumbria University, UK. Before joining SZTU, she served as a Lecturer and Researcher at University of Lincoln, and as a Visiting Lecturer at Coventry University and the University of Kent in the UK.
Her research interests encompass consumer behaviour, digital Marketing, Sustainable Consumer Behaviour, AI and organisational cultural innovation. She has published her research in various journals and academic publications and has presented her work in many international conferences and invited (guest) sessions.
She has actively participated in research projects, including leading the Knowledge Transfer Partnership project funded by the UK Research and Innovation (UKRI). This project focused on fostering cultural transformation toward sustainability by bridging the gap between academia and industry.
Teaching Courses: Digital Analytics and Content, Industrial Awareness, etc.
Journal Article:
•Guo, J, Arshad,N, Hameed, K &Yousaf Ali, K (2024) Leadership EKC Augmentation for Social Wellbeing: An Exploration of Situational Leadership. Current Psychology
•Guo, J., Shan, S., & Ali Khan, Y. (2023). What are the impetuses Behind E-health applications’ self-management services’ ongoing adoption by health community participants? Health Informatics Journal, 29(1)
•Jin, G*., Shan, S., Yu, W.,&Yousaf Ali, K.(2021) Analysing Chinese Customers' Switching Intention of Smartphone Brands: Integrating the Push-Pull-Mooring Framework. Discrete Dynamics in Nature and Society
•Jin, G., Shan,S. & Yulei, L.(2020) What factors influence customer’ purchase intentions in travel-related social commerce? In Proceedings of the 20th International Conference on Electronic Business (pp. 456-467). ICEB’20, Hong Kong SAR, China, December 5- 8. (EI)
•Lai, H., Li, H.L., Jin, G., Yao, R.X. (2019). Knowledge seeking: the new horizon on knowledge management. In Proceedings of the 19th International Conference on Electronic Business (pp. 272-284). ICEB, UK (EI)
