Di Bao

Prosocial behaviour in Metaverse: its motivations and effects

Photo of Di Bao
PhD student, Di Bao

Email: di.bao@vuw.ac.nz

Office: PhD space, Level 1, Rutherford House, Pipitea campus, Wellington 6011

Supervisor: Dr Djavlonbek Kadirov and Dr Michelle Renton


Di Bao is a PhD Candidate at Victoria University in Wellington, majoring in Marketing. He is interested in prosocial behaviour, citizenship behaviour, anti-social behaviour, new technology, energy market, and customers relationship management. In his PhD study, he wants to investigate the motivations and effects of prosocial behaviour in the Metaverse. He got a master’s degree with distinction from Durham University and explored the effect of virtual communities on purchase intention in the educational industry. Moreover, he got a bachelor’s degree from North China Electric Power University (Beijing). Di Bao is a public-service enthusiast. He has participated in lots of public-service activities, including anti-Covid, education, and poverty alleviation. He organized GongMei educational assistance program to build help young students from less-developed areas. Moreover, he is planning to organize financial literacy program to help the elders in some rural areas in China know more about how to use new financial technologies to manage their money.

He wishes to collaborate with researchers in different areas to research behaviour in the business context and provide recommendations for managers and policymakers. In addition, he also hope to communicate with people who are passionate about public welfare and discuss sustainable and replicable public welfare projects.


Master of Science in Marketing with Distinction: Durham University (UK)

Bachelor of Management in Marketing: North China Electric Power University (Beijing, China)

Research interests

Prosocial Behaviour, Sustainable Marketing, Marketing in Metaverse, Digital Marketing, Customer Relationship Management, New Technology


Di Bao. (2018). The Marketing Strategy Analysis of Great Wall Motor Company, China Collective Economy (07): 62-63