n  Multi-channel Retailing, Mobile Marketing, and Cross-cultural Marketing

n  Ph.D. Economics and Business (Marketing), 2015, University of Groningen, the Netherlands.

n  Ph.D. Management Science and Engineering, 2010, University of Chinese Academy of Sciences (UCAS), China.

n  B.A. Accounting, 2005, Southwest University of Political Science and Law, China.

n  B.A. Law, 2005, Southwest University of Political Science and Law, China.

 

n  Visiting Scholar, Tuck School of Business, Dartmouth College, Sponsored by the China Scholarship Council Scholarship, 2022-2023

n  Global Colloquium on Participant-centered Learning, Harvard Business School, July 2023

n  2025.1–present: Professor of Marketing, School of Economics and Management, UCAS

n  2018.12–2024.12: Associate Professor of Marketing,  School of Economics and Management, UCAS

n  2012.5 – 2018.11: Assistant professor of Marketing,  School of Economics and Management, UCAS

n  Marketing Management (Research Master)

n  Principles of Marketing (Research Master)

n  Consumer Behavior (Research Master)

n  Marketing Management (MBA)

n  Food Business, Marketing, and the Consumer (Research Master, English)

   

1.       Yi-Chun Ou, Sha Zhang*, and Scott Neslin (2026). Fish versus Whale: Revenue Interaction between Restaurants and Food Delivery Platforms, Journal of Retailing, forthcoming. (equal contribution)

2.       Ruichen Ge*,Evert de Haan, Peter Verhoef, & Sha Zhang (2026). Location Still Matters: How Geographic Proximity Between Customers Shapes Repeat Purchase Behavior in Online Food Delivery Services, Journal of Retailing, DOI: 10.1016/j.jretai.2025.12.002.

3.      Zecheng Fan, Sha Zhang*, Yonggui Wang, Wei Liu,& Hong Zhao (2026). The Impact of Multiple Versus Single Streamers on The Audience Retention Rate in Live Streaming E-Commerce on TikTok, Electronic Commerce Research, DOI: 10.1007/s10660-025-10085-1.

4.      Sha Zhang* and Yi-Chun Ou* (2025), When In-feed Ads Carry a Location Tag: The Effectiveness of Local In-feed Ads on Offline and Mobile Sales, Journal of Advertising Research, DOI: 10.1080/00218499.2025.2588040. 

5.      Hanxi Li, Sha Zhang*, Xia Liu, and Hong Zhao (2025), The positive effects of Warning Labels: Evidence from Healthy Food Consumption, Journal of Retailing and Consumer Services, Vol.89, 104614. 

6.      Aihui Ding, Xiaojun Ding, and Sha Zhang*(2025), Multiple Medium-Sized Rewards Outperform One Large Reward in Draws, International Journal of Consumer Studies, Vol.43, e70052. 

7.      Jingyi Zhang, Sha Zhang, Xiongkai Tan & Hong Zhao*(2025), The impact of digitalization on organizational agility: evidence from the enterprise survey for innovation and entrepreneurship in China, Humanities and Social Sciences Communications, Vol.12, No.1, pages 1-15.

8.      Ruichen Ge, Sha Zhang*, and Hong Zhao (2025), How Do Timing and Narrative Tone Influence the Impact of Pro-environmental Orientation on Crowdfunding Performance? Finance Research Letters, Vol.75, 106884.  

9.      Yue Wang, Sha Zhang*, & Mengchen Xu (2025), Is This My Friend's Post? Why Human Faces Outperform Brand Logos in WeChat Moments Ads, Journal of Marketing Communications, pages 1-19. 

10.    Wei Liu, Sha Zhang (co-first author)*, Tammo Bijmolt, and Evert de Haan (2024), Mobile Platform Expansion: How Does It Affect the Incumbent Food Delivery App and Other Sales Channels?, Journal of Retailing, Vol.100, pages 422-438.

11.   Sha Zhang, Aihui Ding*, Mengchen Xu, Call-to-action or inaction? Call-to-action Buttons Hurt In-feed Social Advertising, International Journal of Advertising, Vol.44, No.6, pages 1119-1147. 

12.   Sha Zhang *, Xiting Wu, Yonggui Wang*,and Peiqi Jiang (2024), How Does Time-of-day Affect Consumers' Price Sensitivity?, Humanities & Social Sciences Communications, Vol.11, No.1, pages 1-11.

13.   Xiongkai Tan, Sha Zhang*, Ruichen Ge, and Hong Zhao (2024), Connectivity in Crisis: The Contrasting Roles of Mobile and Non-mobile Internet on Subjective Well-being During the COVID-19 Pandemic, Humanities & Social Sciences Communications, Vol.11, No. 1, pages 1-10.

14.   Xiongtai Tan, Sha Zhang*, and Hong Zhao* (2023), Does the Impact of Corporate Brand Name Changes Differ between Online and Offline Channels? The Case of McDonald's China, Journal of Brand Management, Vol.30, pages 479–489.

15.   Ruichen Ge, Sha Zhang*, and Hong Zhao (2022),  Do Expressions of Sadness, Anxiety, and Fear Have Different Impacts on Attracting Donations? Evidence from a Chinese Online Charitable Crowdfunding Platform, Information Technology & People, Vol.36, No.7, pp. 2869-2893. 

16.   Sha Zhang*, Eline de Vries, and Aihui Ding (2022), The Mere Possession Effect of Shareable Digital Coupons: The Mediating Role of Anticipated Self-Enhancement, Journal of Consumer Behavior, Vol.22, pp. 122-134.

17.   Ruichen Ge, Hong Zhao, and Sha Zhang* (2022), Online Brand Community User Segments: A Text Mining Approach, Frontiers in Artificial Intelligence, https://doi.org/10.3389/frai.2022.900775. 

18.   Chenming Peng, Hong Zhao, and Sha Zhang* (2021), Determinants and Cross-National Moderators of Wearable Health Tracker Adoption: A Meta-Analysis, Sustainability, 13,13328.

19.   Eline de Vries and Sha Zhang* (2020), The Effectiveness of Random Discounts for Migrating Customers to the Mobile Channel, Journal of Business Research, Vol.110, No. 3, pp:272-281. 

20.   Sha Zhang, Koen Pauwels, and Chenming Peng* (2019), The Impact of Adding Online-to-Offline Service Platform Channels on Firm’s Offline and Total Sales and Profits, Journal of Interactive Marketing, Vol.47, No.2, pp:115-128.  

21.   Sha Zhang*, Jenny van Doorn, and Peter Leeflang (2014), Does the Importance of Value, Brand, and Relationship Equity for Customer Loyalty Differ between Eastern and Western Consumers?, International Business Review, Vol.23, No.1, pp: 284-292.

22.   Sha Zhang*, Jenny van Doorn, and Peter Leeflang (2012), The Changing Consumer Markets and Marketing in China, International Journal of Business and Emerging Markets, Vol.4, No.4, pp: 328-351.

Book and book chapter

1. Sha Zhang*, Jenny van Doorn, and Peter Leeflang (2018), Face Concerns and Purchase Intentions: A Cross-cultural Perspective, Book chapter in Advances in Global Marketing, Springer publisher.

2. Sha Zhang* (2015). Customer Loyalty & Face Concerns: Differences between Eastern (Chinese) and Western (Dutch) consumers, Publisher: University of Groningen, the Netherlands. (ISBN: 978-90-367-8043-8)

Publications in Chinese

1.       Wei Li, Zecheng Fan, & Sha Zhang* (2024),  Online Channel Expansion Types (B2C vs. O2O) and Their Impact on Offline Channels: The Moderating Role of Store Density, China Management Science, Forthcoming.

2.       Yang, Hanqin & Sha Zhang* (2022), The Impact of Consumer Exclusive Rights on Purchase Intention: The Moderating Role of Consumer Location and Age (Chi), Chinese Journal of Management, Forthcoming.

3.       Zhang, Sha, Mengchen Xu, Peiqi Jiang, and Hong Zhao (2022), Understanding Local Community Customers: Perspectives from Place Attachment and Customer Satiation (Chi), Advances in Psychological Sciences, pp: 1482-1495. 

4.       Zhao, Hong, Zhuo Sun, Sha Zhang, and Zongshui Wang* (2019), The Past and Future of Social Commerce Research: A Bibliometrics Approach (Chi), Chinese Journal of Management, pp: 923-931.

5.       Peng, Chenming, Sha Zhang*, and Hong Zhao(2016), How Do Companies Make Their WeChat Brand Posts Popular? —Empirical Evidence from Well-known Chinese Brands (Chi), Management Review, pp: 284-292.

6.       Zhao, Hong and Sha Zhang* (2012), The Moderating Role of Consumer Confidence in the Relationship between Customer Equity Drivers and Loyalty Intentions：An Example from Banking Industry(Chi), Chinese Journal of Management, pp: 81-85.

7.       Zhang, Sha* and Hong Zhao (2012), A Comparative Study of Customer Loyalty Intention Drivers between the State-owned Commercial Banks and the Joint-stock Commercial Banks (Chi), Management Review, pp: 84-90.

8.       Zhang, Sha* and Hong Zhao (2010), A Comparison Study between Classical Regression and Hierarchical Regression: An Example of the Relationship between Customer Equity Drivers and Loyalty Intentions (Chi), Mathematics in Practice and Theory, pp: 15-24.

(1) Sha Zhang*, Yue Wang*, Yongmiao Hong, Hong Zhao, & Ping Lv (2025), "Duammu: Nurturing a Chinese Handbag Luxuary",  Ivey Publishing; 

(2) Sha Zhang*, Xiting Wu*, Mengchen Xu, Wei Li, & Hong Zhao (2024), “Vats: Channel Expansions or Channel Contraction?”, Ivey Publishing; 

(3) Sha Zhang*, Haoran Shi, Feng Zhang, Hong Zhao, & Shouyang Wang (2020), “Tsingtao Brewery: The Road to Century-Long Brand Success,” 11th National Top 100 Excellent Management Cases Award, China Sharing Case Center;

(4) Sha Zhang*, Kaiyuan Deng, Ruichen Ge, Hong Zhao, & Ning Zhou (2021), “Jumia: Strategic Marketing Path of Africa’s E-commerce Giant,” Third Prize in Tsinghua University “Outstanding Developer” Case Competition, China Business Administration Case Research Center;

(5) Sha Zhang*, Shuai Wang, Wei Li, Haizhen Yang, & Hong Zhao (2024), “Lotus Wine: Inheriting Chinese Culture and Creating Business Value,” “Chinese Heritage” Theme Case Project, Ministry of Education’s Center for Degree and Graduate Education Development;

(6) Sha Zhang*, Mengchen Xu, Zecheng Fan, Peiqi Jiang, & Hanqin Yang (2023), “Growth Path and Trend Analysis of Internet Content E-commerce in China,” Alibaba Outstanding Scholar and Excellent Achievement Award, Alibaba Research Institute.

(1) Ji Li (Ed.) (2024). Big Data Marketing: Theory and Practice. Higher Education Press. Co-authored Chapter 8.

(2) Kai Yao & Long Ma (Eds.) (2024). Marketing Research in the Era of Big Data. Higher Education Press. Co-authored Chapter 7.

n   The Impact of Store Closure on Neighbouring Stores: the Location of the Store Matters! The 54th EMAC Annual Conference, Madrid, Spain, May 25-8, 2025

n  Mobile Channel Expansion: The Impact of Introducing a Competing Food Delivery Apps on an Existing One, 2023 AMA Summer Academic Conference, San Francisco, USA, August 4-6, 2023

n  Call-to-action or inaction? Call-to-action buttons hurt in-feed social advertising, the 45th ISMS Marketing Science Conference, Miami, USA, June 8-12, 2023

n  Mobile Channel Expansion: The Impact of Introducing a Competing Platform on an Existing Platform，the 45th ISMS Marketing Science Conference, Miami, USA, June 8-12, 2023

n  Is Mobile Social Media Advertising Effective on Both Offline and Mobile Sales? The Moderating Role of Store Characteristics, the 2019 ANZMAC Conference, Wellington, New Zealand, 2-4 December, 2019.

n  The Effectiveness of Mobile Social Media Advertising on Firms’ Online and Offline Sales, the 49th EMAC Conference, Hamburg, Germany, 27-30 May, 2019.

n  The Short- and Long-term Impact of Adding Online-to-Offline Channel on Firm’s Offline and Total Sales and Profits, 2018 AMA Summer Conference, Boston, USA, 8-10 August, 2018.

n  The Perils of New Product Promotions, the 40th INFORMS Marketing Science Conference, Philadelphia, USA, 13-16 June, 2018. 

n  The Effectiveness of Uncertain Reward Strategy in Migrating Consumers to Mobile Channel: Evidence from Asia, the 48th EMAC Annual Conference, Glasgow, UK, 28 May-2 June, 2018.

n  The Impact of Adding Online-to-Offline Channel to Offline and Total Revenues, the 38th INFORMS Marketing Science Conference, Shanghai, China, 16-18 June, 2016.

n  How to Make Your WeChat Brand Post Popular?—Evidence from Chinese Well-Known Brands, Greater-China Conference on Mobile Big Data Marketing, Hong Kong, China, 13-14 June, 2016.

n  To Share or Not to Share: Coupon Sharing as a Way to Increase Willingness to Pay by Face Concerned Consumers, 2016 North America ACR Conference, Berlin, Germany, 27-30 October, 2016.

n  Does the Importance of Value, Brand and Relationship Equity for Customer Loyalty Differ between Eastern and Western Cultures?, the 40th EMAC annual conference, Ljubljana, Slovenia, 24-27 May, 2011.

1. “The Rise of AI Agent Shopping Channels: Consumer Channel Migration and the Synergy and Cannibalization Effects of AI Agent Channels on Retailers’ Existing Channels”, National Natural Science Foundation，2027.1-2030.12 (Grant￥400,000).
2. “Understanding Generation Z Consumers in the Beer Industry”, Tsingdao Brewery，2025.7-2025.12 (Grant￥598,000).
3. “The Rise of Local Neighborhood Business: The Marketing Mix and Customer Retention Strategies of Local Neighborhood Companies”, National Natural Science Foundation, 2022-2025 (Grant No. 72172146,￥490.000).
4. “Mobile Social Commerce from a Marketing Perspective: A Study on Consumers’ Motivation and Company Strategies”, National Natural Science Foundation for Chinese Scholars, 2018-2021 (Grant No.71772169, ￥480.000).
5. “Study on Consumer's Journey to Purchase and the Cross-channel Synergy and Dissergergy in a Multi-channel Environment”, National Natural Science Foundation for Chinese Young Scholars, 2014-2017 (Grant No. 71302126, ￥220.000).
6. “Psychical Distance and Consumer Online Purchase Behavior”, UCAS Foundation for Young Scholars, 2019-2020 (￥200.000).
7. “Case Study on Tsingdao Beer Company and JUMIA eCommerce platform”, Grant from School of Economics and Management, UCAS, 2019-2020 (￥100.000).

• Outstanding Paper Award, 2026 Asia-Pacific International Conference on Marketing(APMA), 2026
• Best Paper Award (First Prize), 2026 China Marketing International Conference(CMIC), 2026
• Excellent Research Paper Award (Second Prize), Annual Conference of the Services Marketing Committee, China Marketing Association of Universities, 2025
•  “Excellent” Rating in the 2024 Annual Performance Assessment, UCAS, 2025
• “Excellent” Rating in the 2021-2023 Employment Period Assessment, UCAS, 2023
• The Growth Paths and Future Trends of Content E-Commerce Platform in China,  “Alibaba Live Water Plan Excellent Researcher Award”, Alibaba Group, 2023
• “Zhuliyuehua Excellent Faculty Award”, UCAS, 2023
• “JUMIA: The Strategic Marketing Strategies of the Africa e-commerce Platform”, the 3^rd prize of the 4^th “Outstanding
• Teaching Case Developer Competition”, Tsinghua University, 2022
• “Is Mobile Social Media Advertising Effective on Both Offline and Mobile Sales? The Moderating Role of Store Characteristics”, Finalist of 2021MSI (China) Best Paper Award, 2021
• “100-Year Tsingdao Beer: How to Maintain Brand Youth?”, China’s Top 100 Business Cases Award, 2020
• Cheng Siwei Research Excellence Award, UCAS, 2020
• 2018-2020 Research Excellence Award, UCAS, 2020
•  Research Excellence Award of the School of Economics & Management, UCAS, 2014 & 2019
• Teaching Excellence Award of the School of Economics & Management, UCAS, 2014, 2015, 2020 & 2022

2025–present: Editorial Board Member, Journal of Product & Brand Management 

2024–present: Editorial Board Member, Humanities & Social Sciences Communications

2024: Judge for the 29th NIBS National Business School Alliance Case Competition

2025—present: ad hoc reviewer for various journals, including POMS, JR, JIM, and JBR