Dr Zizhou Peng BSc, MSc, PhD

Dr Zizhou Peng

Department of Marketing
Assistant Professor in Marketing

Contact details

Address
Birmingham Business School
University of Birmingham
Edgbaston
Birmingham
B15 2TT
UK

Dr Zizhou Peng is an Assistant Professor in Marketing at the University of Birmingham. Zizhou received his PhD from Warwick Business School. His main research interests involve consumer digital engagement, content marketing, Human-AI interaction, and social media advertising.

Qualifications

PhD in Business & Management, Warwick Business School, 2019 – 2024

MSc in Business Analytics, Warwick Business School, 2018 – 2019

BSc in Geophysics, University of Edinburgh, 2013 – 2018

Biography

Dr Zizhou Peng joined Birmingham Business School as an Assistant Professor in Marketing in September 2024. Prior to this position, he was a Lecturer in Marketing at Greenwich Business School. He brings a diverse academic background, holding a BSc in Geophysics from the University of Edinburgh and a MSc in Business Analytics from Warwick Business School. Zizhou received his PhD in Marketing at Warwick Business School.

His research interests encompass a wide range of topics, including consumer digital engagement, content marketing, virtual influencers, and Human-AI interactions. Zizhou employs empirical quantitative methods in his research to analyse unstructured data, which includes text, image, and video. He has had the opportunity to present his research at various conferences, such as Association for Consumer Research (ACR), Society for Consumer Psychology (SCP), and the Midlands Graduate School Conference (MGS). Zizhou is enthusiastic about connecting with individuals who share similar passion for these research areas and looks forward to fruitful collaborations.

Teaching

  • Marketing Analytics and Behavioural Science
  • Analytical Marketing Insights

Research

Zizhou’s research delves into the performance of brand-generated content on social media platforms and its downstream impacts on consumer-level outcomes. He is particularly interested in understanding what and how creative elements of brand-generated videos affect consumer decision-making process and online behaviours. Additionally, he explores the role of Generative AI in influencing content creativity. 

Zizhou also collaborates on projects examining how brand logo design affects consumer perceptions of brand competency and luxury. 

Research Interests

  • Social Media Marketing & Unstructured Data Analysis
  • Artificial Intelligence (AI) & Content Marketing
  • Consumer Psychology of Brands