Honghong Zhang

Susceptibility to social influence in new product adoption: An exploration of its antecedents and consequences

Profile

Honghong's doctoral research examined social influence and social networks in new product adoption. Prior to joining the PhD programme, Honghong was a lecturer in Marketing at China University of Mining and Technology. Honghong was awarded her PhD from Victoria University of Wellington in 2016. Her supervisors were Professor Kim Fam and Dr Tiong-Thye Goh.

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Qualifications

PhD, Victoria University of Wellington
BCom, MCom, China University of Mining and Technology

Research interests

Consumer behaviour; new product adoption; social influence; network marketing.