Xue Zhang
Supervisors : Dr Marius Claudy & Dr David DeFranza
Thesis Title: To be Confirmed
Research Interests: Emotions in brand content, Human vs. AI influencers, Misinformation spread.
Biography:
During her master's programme, she gained practical experience in marketing analytics, including providing marketing campaign reports for Australia's largest discount store company using advanced machine learning techniques.
Her current research lies at the intersection of marketing, psychology, and machine learning. Specifically, she is investigating the role of emotions in brand-produced video content, focusing on how both human and AI influencers use emotions to engage audiences. Her research includes analysing the emotional content that drives the spread of misinformation, with the goal of identifying the emotions most strongly associated with high levels of consumer engagement and misinformation dissemination.
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