Xiyuan (Aimmy) Jiang

How does post escapism acculturation in virtual social worlds affect consumers' consumption in real life

Photo of Xiyuan Jiang — PhD student, Xiyuan Jiang

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

Supervisor: Dr Djavlonbek Kadirov and AProf Val Hooper

Profile

Aimmy Jiang is a PhD Candidate at Victoria University Wellington, majoring in Marketing. She is interested in Augmented Reality advertising, psychological reactance, consumer behavior, social media, new technology acceptance and cultural comparison. In her PhD study, she wants to explore the different consumers psychological reactance to the hyper-immersion of Augmented Reality advertising, selecting China and New Zealand as the main research countries. Before joining Victoria University Wellington, Aimmy has been exploring consumers behavior with different cultural backgrounds for 7 years, with different study experiences in China, UK, France, Singapore. She got a master’s degree from University of Leeds in UK and explored the influences of social media bloggers’ credibility on electronical word-of-mouth. In addition, Aimmy received a bachelor’s degree from Northwestern Polytechnical University in condiment market in China. During her undergraduate studies, she has been selected as an outstanding exchange student to Institut Mines - Télécom Business School in France for studying international management. Then she also participated in a summer study tour at Nanyang Technological University for experiencing different Southeast Asian culture. Aimmy is also a public-service enthusiast, she participated in the International Volunteer Program and taught English for two weeks at a kindergarten in Galle, Sri Lanka.

Aimmy hopes to cooperate with more researchers in different fields to research consumers behavior and acceptance to new technology in different cultural contexts and correspondingly provide more feasible recommendations for marketers and advertisers.

Qualifications

Master of Science in Marketing: University of Leeds (UK)

Bachelor of Management in Marketing: Northwestern Polytechnical University (China)

Research interests

Digital marketing, Marketing communication, Social media, Consumer behaviors, New Technology acceptance.

Awards

BRICs youth maker competition-outstanding winner

Publications

Du, X., Cao, J., Jiang, X., Duan, J., Tian, Z., & Wang, X. (2025). Enterprise Bankruptcy Prediction Model Based on Heterogeneous Graph Neural Network for Fusing External Features and Internal Attributes. Mathematics, 13(17), 2755.

Du, X., Cao, J., Jiang, X., Wang, Q., Xu, B., Liu, Z., Chen, Y., & Yuan, C. (2025). Integrating event information and multi dimensional relationships for improved financial time series forecasting. Scientific Reports, 15(1), 38099.

Jiang, A., Kadirov, D.,, & Laufer, D. (2023). Macro Metaverse Consumer Acculturation. Proceedings of ANZMAC Conference 2023 Marketing for Good,

Mengfei Liu, Xiyuan Jiang, Xuyan Tong. (2025). Employee Stock Ownership Plans and Market Stability: A Longitudinal Analysis of Stock Price Crash Risk in China. Risks, 13(12), 234.

Zhang, X., Wang, Z., Jiang, X., & Xu, F. (2025). The cost of exploitative leadership: How self-control depletion and organizational support shape employee outcomes. Frontiers in Psychology, 16, 1701529.