Zizhou Peng

Dr Zizhou Peng BSc, MSc, PhD

Lecturer in Marketing

Zizhou Peng joined the University of Greenwich as a Lecturer in Marketing in October 2023. Zizhou brings a diverse academic background, holding a BSc in Geophysics from the University of Edinburgh and a MSc in Business Analytics from Warwick Business School. Prior to joining the University of Greenwich, he was completing his PhD in Marketing while working as a teaching assistant at Warwick Business School. Zizhou’s research interests encompass a wide range of trending topics, including consumer digital engagement, content marketing, virtual influencers, and Human-AI interactions. In his current research, Zizhou employs advanced empirical quantitative methodology to analyse unstructured data, which includes text, image, and video.

Marketing and advertising

Responsibilities within the university

Teaching, supervising, and tutoring both at undergraduate and postgraduate levels.

Research / Scholarly interests
  • Consumer digital engagement
  • Content marketing
  • Virtual influencers
  • Marketing data analytics
  • Human-AI interactions

Presentations
  • Peng, Z. & Rong, D. (2024). “The Interplay of Image and Text Semantic Relevancy on Video Consumption,” EMAC Annual Conference 2024, Bucharest, Romania.
  • Peng, Z. & Yuan, Y. (2024). “Who Benefits More? The Role of AI-Human Interaction in Creativity Augmentation,” EMAC Annual Conference 2024, Bucharest, Romania.
  • Yu, Y., Peng, Z., Jia, M., & Ding, I. (2024). “The Effect of Animal Types in Brand Logos on Consumers’ Brand Luxury Perceptions,” SCP Boutique Conference 2024 - Consumer Psychology of Brands, Leeds, UK.
  • Peng, Z., Jia, M., Ahmadi, I., & Rudd J. (2023). “Video Cures Mind: Estimating How the Disaster Shifts Video Consumption,” Midlands Graduate School Conference (MGS), Aston Business School, UK.
  • Peng, Z., Jia, M., Ahmadi, I., & Rudd J. (2022). “Video Cures Mind: Estimating How the Disaster Shifts Video Consumption,” Association for Consumer Research (ACR) Annual Conference, Denver, USA.
  • Peng, Z., Jia, M., Ahmadi, I., & Rudd J. (2022). “Video Cures Mind: Estimating How the COVID-19 Pandemic Shifts Video Consumption,” Society for Consumer Psychology (SCP) Winter Conference, Virtual Conference.