n  Multi-channel Marketing, Digital 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  2018.12–present: Associate Professor of Marketing at the School of Economics and Management, UCAS

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

n  Marketing Management (Master-level)

n  Principles of Marketing (Master-level)

n  Consumer Behavior (Master-level)

n  Marketing (MBA)

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

n  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, In press.

n  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, In press. 

n  Zhang, Sha*, 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, In press.

n  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. 

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

n  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. 

n  Zhang, Sha, 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.  

n  Zhang, Sha*, 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.

n  Zhang, Sha*, 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.

²  Book and book chapter

n  Zhang, Sha*, 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.

n  Zhang, Sha* (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)

²  Publications in Chinese

n  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.

n  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. 

n  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.

n  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.

n  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.

n  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.

n  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.

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.

n   “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. ￥490.000)

n “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)

n  “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)

n  “Psychical Distance and Consumer Online Purchase Behavior”, UCAS Foundation for Young Scholars, 2019-2020 (￥200.000).

n  “Case Study on Tsingdao Beer Company and JUMIA eCommerce platform”, Grant from School of Economics and Management, UCAS, 2019-2020 (￥100.000).

n  “The Influence of Face Concerns on Consumer Behavior”, President Funding of UCAS, 2014-2015 (￥34.000)

n  “Case Study on U Ding's Channel Integration Strategy”, Lenovo Collage Grant, 2015-2016 (￥20.000)

n  The Growth Paths and Future Trends of Content E-Commerce Platform in China,  "Alibaba Live Water Plan Excellent Researcher Award", Alibaba Group, 2023

n  “Zhuliyuehua Excellent Faculty Award”, UCAS, 2023

n  “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

n  “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

n  “100-Year Tsingdao Beer: How to Maintain Brand Youth?”, China’s Top 100 Business Cases Award, 2020

n  Cheng Siwei Research Excellence Award, UCAS, 2020

n  2018-2020 Research Excellence Award, UCAS, 2020

n  Research Excellence Award of the School of Economics & Management, UCAS, 2014 & 2019

n  Teaching Excellence Award of the School of Economics & Management, UCAS, 2014, 2015, 2020 & 2022