Xia Zhu is a Lecturer in Marketing at the Open University. Previously, Xia worked at Keele University and Sheffield Hallam University. Xia obtained her masters degree in Marketing from UMIST, and her PhD in Marketing from Manchester Business School, University of Manchester. Before her academic career she worked as a business development manager in a British company expanding its business in the Far East. Xia has been awarded by British Academy/Leverhulme Small Research Grant examining social media engagement during museum visits.
Dr. Xia Zhu's research interests are in the following areas
Xia welcomes potential PhD students who are keen to develop research in related areas.
Xia has taught marketing across undergraduate and postgraduate levels at various universities. Examples of modules that Xia delivered include:
Xia showcased her PhD research at the Manchester Museum. She has also worked with York Museum Trusts, investigating social media enegagement during museum visits and fed back to their practice. Xia also engages external parties and provide research on community projects.
Xia published in Journal of Services Marketing, and Journal of Service Theory and Practice, and reviews for a number of journals including, Journal of Marketing Theory and Practice, Journal of Service Theory and Practice (formerly known as Managing Service Quality), Journal of Service Management and Journal of Marketing Management. Xia has also been working with academics internationally on funded projects.