Teaching
- Insights into the luxury industry
- Digital marketing and branding
Qualifications
- Ph.D., Ghent University, Digital Marketing for Luxury Brands, 2019-2023
- Master’s Degree, Peking University, Financial Media, 2016-2019
- Bachelor’s Degree, Communication University of China, Digital Media Technology, 2011-2015
Research interests
- Digital marketing
- Branding
- Luxury brands
- Digital transformation
- Blockchain business
Work Experience
Academic
- Researching in the fields of luxury brands and blockchain, 2019 to present
- PhD Fellow, Ghent University, 2019-2023.
- Teaching assistant, Peking University, 2017-2018
Non Academic
- Marketer, advisor & entrepreneur in the blockchain sector, from 2020 to present.
- Financial research and analyst, China, 2017-2018
- Social Media Marketing, China, 2015
Service
Service to Profession
Journal Review:
- Journal reviewer for Electronic Commerce Research and Applications, 2021
- Journal reviewer for Journal of Interactive Advertising, 2023
- Journal reviewer for American Journal of Business, 2023
- Journal reviewer for Humanities & Social Sciences Communications, 2024
Intellectual contributions
Refereed Articles - Basic or Discovery Scholarship
- Bao, W., Hudders, L., Yu, S., & Beuckels, E. (2024). Virtual luxury in the metaverse: NFT-enabled value recreation in luxury brands. International Journal of Research in Marketing, https://doi.org/10.1016/j.ijresmar.2024.01.002
- Bao, W., Beuckels, E., Hudders, L., & Yu, S. (2024). Livestreaming commerce for luxury brands: How to enhance luxury perceptions through strategizing streamers? International Journal of Advertising, http://dx.doi.org/10.1080/02650487.2024.2365037
- PhD dissertation (2023). Evolution of Digital Marketing for Luxury Brands: From Web 1.0, Web 2.0, to Web 3.
Presentations of Refereed Papers
International
- Paper entitled “Luxury Brands Enter the Metaverse: Using NFTs as a Powerful Tool to Construct Digital Desirability in Phygital Marketing” was presented in Global Marketing Conference 2023, Seoul
- Paper entitled “Live Commerce for Luxury Brands: How Live Streamer Characteristics Impact upon the Luxury Brand Perceptions” was presented in Global Marketing Conference 2023, Seoul
Presentations of Non-Refereed Papers
International
- Paper entitled “Can a Label Close the Trust Gap? The Impact of an Authenticity Label on Customers’ Trust in Mono- versus Multi-brand Online Stores in Luxury e-Retailing” was presented (online) in Etmaal van de Communicatiewetenschap 2021, Feb 2021
- Paper entitled “Can a Label Close the Trust Gap? The Impact of an Authenticity Label on Customers’ Trust in Mono- versus Multi-brand Online Stores in Luxury e-Retailing” was included in e-booklet of Monaco Symposium on Luxury 2021
