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Ka Wing is a PhD student in the School of Marketing at the University of New South Wales, Sydney. She is passionate about contributing to a better world via better marketing. Through the effective implementation of marketing strategies and high-tech solutions, her research seeks to address pressing social issues and generate positive social impact. Her PhD thesis investigates the implications of innovative technologies in the context of pro-environmental behaviors of retailers using empirical data and econometric models. In one of her under-review papers, she investigated effective social media advertising content for ethical fashion brands to simulate pro-environmental behaviors of the social media audience by employing image and text marketing content analysis.

Despite being a second-year PhD student, she has demonstrated remarkable academic achievement. Her contributions include published articles in prestigious journals including Industrial Marketing Management (ABDC-A*), European Journal of Marketing (ABDC-A*) and a forthcoming article in Journal of Business Ethics (FT 50). She also presented her research at the ISMS Marketing Science Conference. Additionally, she received the UNSW Business School Dean’s List for Academic Excellence during her postgraduate studies. Her postgraduate studies were funded by the UNSW Master of Pre-Doctoral Business Studies Scholarship. Her current PhD studies are funded by the University International Postgraduate Award (UIPA) Scholarship.

Before being admitted to PhD, Ka Wing earned her double degrees (Bachelor of Commerce (Marketing)/ Bachelor of Information Systems) with Distinction and a master’s degree with High Distinction from UNSW. She has been a research assistant at the UNSW School of Marketing for more than three years, assisting on projects about social media, B2B content marketing, influencer marketing, chatbots, and e-commerce by utilizing methods such as text and image analysis, regressions, and experiments.