Miss Ka Wing Chan
Casual Academic

Miss Ka Wing Chan

Business School
Sess Teaching Mkting

Ka Wing is a PhD student in the School of Marketing at the University of New South Wales, Sydney. She is passionate about contributing to a better world via better marketing. Through the effective implementation of marketing strategies and high-tech solutions, her research seeks to address pressing social issues and generate positive social impact. Her PhD thesis investigates the implications of innovative technologies in the context of pro-environmental behaviors of retailers using empirical data and econometric models. In one of her under-review papers, she investigated effective social media advertising content for ethical fashion brands to simulate pro-environmental behaviors of the social media audience by employing image and text marketing content analysis.

Although she is a 1st year PhD student, she has published articles in Industrial Marketing Management (ABDC-A*) and European Journal of Marketing (ABDC-A*). She has a 2nd round under-review papers in Journal of Business Ethics (FT 50). She also presented her research at the ISMS Marketing Science Conference. Additionally, she received the UNSW Business School Dean’s List for Academic Excellence during her postgraduate studies. Her postgraduate studies were funded by the UNSW Master of Pre-Doctoral Business Studies Scholarship, and her current PhD studies are funded by the University International Postgraduate Award (UIPA) Scholarship.

Before being admitted to PhD, Ka Wing earned her double degrees (Bachelor of Commerce (Marketing)/ Bachelor of Information Systems) with Distinction and a master’s degree with High Distinction from UNSW. She has been a research assistant at the UNSW School of Marketing for more than three years, assisting on projects about social media, B2B content marketing, influencer marketing, chatbots, and e-commerce by utilizing methods such as text and image analysis, regressions, and experiments.

School of Marketing, Room 3003, Level 3, Quadrangle Building (E15), UNSW Sydney 2052
  • Journal articles | 2023
    Chan KW; Septianto F; Kwon J; Kamal RS, 2023, 'Color effects on AI influencers’ product recommendations', European Journal of Marketing, http://dx.doi.org/10.1108/EJM-03-2022-0185
    Journal articles | 2023
    Gu W; Chan KW; Kwon J; Dhaoui C; Septianto F, 2023, 'Informational vs. emotional B2B firm-generated-content on social media engagement: Computerized visual and textual content analysis', Industrial Marketing Management, 112, pp. 98 - 112, http://dx.doi.org/10.1016/j.indmarman.2023.04.012
    Journal articles | 2022
    Kwon J; Chan KW; Gu W; Septianto F, 2022, 'The role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM', Industrial Marketing Management, 104, pp. 212 - 225, http://dx.doi.org/10.1016/j.indmarman.2022.03.011
  • Conference Abstracts | 2022
    Liang Y; Wang Z; Liu Y; Chan KW; Kwon J; Septianto F, 2022, 'Visual Luxury Appeals: The Role of Extended-self and Hedonism for Social Media Engagement', in Proceedings of the 44th INFORMS Marketing Science Conference, presented at 44th INFORMS Marketing Science Conference
    Conference Presentations | 2021
    Chan W; Srinivasan S; Kwon J; Septianto F, 2021, 'Bittersweet in Visual Narratives: How Mixed Emotional Content Amplifies Consumer’s Digital Engagement Behavior', presented at 43rd INFORMS Marketing Science Conference, University of Rochester, 03 June 2021 - 05 June 2021

  • University International Postgraduate Award (UIPA) Scholarship
  • Master of Pre-Doctoral Business Studies Scholarship
  • UNSW Business School Dean’s List for Academic Excellence