Dr Jenny Ma

Dr Jenny Ma BA, MA, PGCert HE, PhD

Dr Jenny Ma

Dr Jenny Weichen Ma
BA, MA, PGCert HE, PhD

Programme Leader for BA Marketing Suite, Senior Lecturer in Advertising & Marketing Communications

Department of Marketing, Events and Tourism

Faculty of Business

Jenny joined the University of Greenwich in 2016. Before her academic role, Jenny worked in the field of marketing communications, including project marketing and copy-writing with several prestige media and advertising firms in Taiwan. After obtaining her PhD from Durham University, Jenny worked as Senior Lecturer in Marketing at University of Worcester.

Jenny is an experienced speaker, delivering lectures on a range of courses in consumer behaviour, marketing communications, and research methods at universities in the UK and Europe. Jenny is also an active researcher, whose research interests are on cross-cultural consumer behaviour, consumers on social media, and consumer impulsivity.

Best Paper Award in Contemporary Psychology, 2nd International Conference on Emerging Research Paradigms in Business and Social Science (ERPBSS2013), Dubai, UAE.

  • External Examiner for Coventry University, UK
  • Visiting lecturer for PFH Private University of Applied Sciences Göttingen, Germany
  • Reviewer for International Journal of Tourism Cities
  • Fellow of Higher Education Academy
  • Member of Korean Scholars of Marketing Science
  • Member of Academy of Marketing
  • Consumer behaviour and consumers on social networking sites:
    selfies, social media addiction, impulse buying, consumer impulsivity & problematic consumption, situational influences on consumer choice, consumer response to promotional tools
  • Sex differences and biological factors of consumer behaviour:
    evolutionary psychology, sex-based biological factors of consumer behaviour
  • Cross-cultural consumer research: Chinese consumers, emerging market, racial/religious backgrounds and cross-cultural consistency of consumer behaviour

Ma, W., Y., Yang, & J., Wilson (2017) A window to the ideal self: a study of UK Twitter and Chinese Sina Weibo selfie-takers and the implications for marketers, Journal of Business Research, Vol.74, p.139-142

Ma, W., Y., Yang, & J., Wilson (2017) A window to the ideal self: a study of UK Twitter and Chinese Sina Weibo selfie-takers and the implications for marketers, Journal of Business Research, Vol.74, p.139-142

Case Study: "Case 4: Chinese Tourists and their Duty-Free Shopping in Guam", Research Methods for Business Students (Saunders et al., 2014), 7th Edition.

Browse our publications database

Ma, JW, 2018, Consumer Responses to Controversial Marketing Communications - the case of H&M's "coolest monkey in the jungle" merchandise, Global Marketing Conference (GMC), Tokyo, Japan

Ma, W. & Y. Yang, 2016 What Can We Know From Selfies- An Exploratory Study on Selfie And The Implication For Marketers, Global Marketing Conference (GMC), Hong Kong, China

MA, W, 2015, Consumer Behavioural Response to Sales Promotional Tools in Casino- a case study on British and Chinese consumers, China Marketing International Conference, Xi'an, China

Ma, W, 2015, Impulse Buyers, Online Shoppers? Predicting Chinese Consumer Online Purchase Intention with Perceived Risk, Fashion Innovativeness, and Impulse Buying Traits, 3rd International Conference on Contemporary Marketing Issues, ICCMI, Kingston Business School, London

Ma, W, 2014, Investigating Consumer Impulse Buying Choice in Various Situations – A cross-cultural study on the Consumers from the UK and Taiwan, The 2014 Global Marketing Conference (GMC), Singapore

Ma, W, 2014, Profiling Impulse Buyers- Exploring How Each Facet of UPPS Impulsivity Traits Can Lead to Different Types of Impulse Buying Behaviour, Academy of Marketing (AM), Bournemouth.

Ma, W 2013, Sex or Gender? Exploring the better indicator of the different impulse buying behavior between men and women: Cross-cultural evidence from the UK and Taiwan, 2nd International Conference on Emerging Research Paradigms in Business and Social Science (ERPBSS2013), Dubai, UAE.
(Winner of the Best Paper in Contemporary Psychology)

Ma, W. 2010, Impulse Buying Revisited - In the View of Behaviorism: An Investigation into Impulse Buying using the Behavior Perspective Model,
The 32nd INFORMS Marketing Science Conference. Cologne, Germany

Browse our publications database