Xiyuan Jiang

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

Photo of Xiyuan Jiang
PhD student, Xiyuan Jiang

Supervisor: Dr Djavlonbek Kadirov and AProf Dan Laufer


Xiyuan 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, Xiyuan 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, Xiyuan 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. Xiyuan 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.

Xiyuan 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.


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.


BRICs youth maker competition-outstanding winner