Dr. Xu holds a PhD in Marketing from Auckland University of Technology, New Zealand, and a Master’s degree in marketing from Massey University. She has extensive teaching experience in applied higher education, with primary teaching areas including Integrated Marketing Communications, Digital Marketing, and Consumer Behaviour.

In research, Dr. Xu’s work has been published in internationally recognised journals such as the International Journal of Consumer Studies and the Australasian Marketing Journal. She has also presented her research at a number of international marketing conferences. In addition, she serves as a reviewer for several leading academic journals, including the Journal of Business Research and the Journal of Retailing and Consumer Services.

In industry, Dr. Xu previously worked for one of New Zealand’s biggest telecommunications providers, where she was responsible for both B2B and B2C development. She has also helped start-up businesses successfully generate revenue, building strong expertise in business development, client management, and market expansion. At the same time, she founded her own fitness business in New Zealand and holds a Certified Personal Trainer qualification from the National Academy of Sports Medicine (NASM).

Dr. Xu’s current research focuses on cutting-edge topics including brand and influencer activism, the AI ethics, and digital wellbeing. She is committed to bringing more energy into the classroom, more human insight into research, and helping students become more creative and adaptable in a rapidly changing business world.