Zhaozhang is a Research Fellow in the Department of Applied Health Sciences at the University of Birmingham, specialising in digital health communication, chronic disease management, and behavioural health interventions. Her work focuses on understanding how digital platforms shape public health narratives, inform policy, and influence self-management behaviours in chronic disease prevention.
Zhaozhang completed her PhD in Health Communication at King’s College London, where she pioneered new methodological frameworks to examine the role of social media influencers in shaping diabetes-related knowledge, attitudes, and behaviours. Her doctoral research integrated social network analysis, qualitative thematic analysis, and quantitative behavioural assessment, providing new insights into the intersection of digital media and health behaviour change. Prior to this, she earned a Master’s degree (Distinction) in International Journalism from the University of Leeds and a Bachelor’s degree in Mass Communication from Central South University, where she was awarded the Dean’s Scholarship, the National Scholarship, and the university’s Outstanding Graduate Award. She was appointed as valedictorian (1/7,772 students) and delivered the official graduation speech on behalf of the university’s graduating cohort.
Zhaozhang has extensive experience in science communication and public engagement, having worked as an Executive Editor at Science and Technology Daily, China, where she contributed to national-level reporting on science, health, and innovation. With over a decade of interdisciplinary research experience, her work integrates behavioural science, social media analytics, and public health strategies to develop evidence-based solutions for chronic disease prevention and management.
Currently, as an ESRC-funded Research Fellow at the Centre for National Training and Research Excellence in Understanding Behaviour (CENTRE-UB), she leads a project focused on reducing Type 2 diabetes stigma through digital influencer interventions. Collaborating with Patient and Public Involvement (PPI) groups, NHS professionals, and policymakers, she is evaluating the effectiveness of co-designed digital campaigns in shaping public discourse and supporting self-management behaviours.
Beyond academia, Zhaozhang has played a significant role in bridging research, policy, and public engagement. She was the lead translator for the World Obesity Atlas 2024 and 2025 Chinese Editions, ensuring that critical public health research is accessible to Chinese policymakers, healthcare professionals and the general public. Additionally, she co-authored the China CDC Weekly's Expert Consensus and Call to Action on Weight Management, coordinating a multidisciplinary team of over 30 public health experts to develop evidence-based guidelines for tackling obesity and metabolic disorders.
Her research has been widely disseminated through peer-reviewed journal publications and presented at leading international conferences, including the International Diabetes Federation (IDF) Congress, the Diabetes UK Professional Conference, and the International Association for Media and Communication Research (IAMCR). Her forthcoming book, Influencers in Health Communication: Diabetes Dialogue and Online Narratives (Routledge), selected for the New Directions in PR & Communication Research series, provides an interdisciplinary analysis of how social media influencers shape public discourse and health behaviours, offering evidence-based insights for digital health interventions.