Email
[email protected]
Phone Number
607-431-4948 Department
Business Administration and Accounting Areas of Expertise
marketing and consumer behavior, international business, sustainability.
Education
Ph.D., Boston University WeiWei Zhang
Associate Professor of Marketing
Weiwei Zhang received her Ph.D. from Boston University. Before joining Hartwick College, she was a postdoctoral fellow at Georgetown University in Washington D.C. Her primary areas of research interest are consumer culture theory, consumer behavior, and globalization.
Recent courses taught:
- Consumer Behavior
- International Marketing
- Introduction to Marketing
- Marketing Management and Strategy
- Shop ‘til you Drop
- Social Media Marketing
Selected Distinctions (Awards, Fellowships, and Grants)
- Fulbright Specialist Award, 2025
- Research Grant for Foreign Scholars in Chinese Studies, Taiwan, 2024
- Visiting Researcher, Waseda University, Japan, 2023
- Winifred D. Wandersee Scholar-in-Residence Award, Hartwick College, AY2019-2020
- Faculty Research Grants, Hartwick College: 2019–2021, 2022–2024, 2025–2026
Selected publications:
- He, Guojun Sawyer, Weiwei Zhang, Simon Chadwick, and Yingying Chen. 2025. “From Marginalized to Mainstream- A Governmentality Perspective of Market Transition in eSports.” European Sport Management Quarterly (DOI:10.1080/16184742.2025.2492036).
- Zhang, Weiwei and Guojun Sawyer He. 2025. “Taste and Identity in Post-Colonial Hong Kong: Navigating Colonial Legacy and Neo-Colonial Tensions” Qualitative Market Research. DOI: 10.1108/QMR-08-2024-0170.
- Jin-Woong Yoo, Aaron Stephens, Weiwei Zhang. 2024. “Proactive Market Orientation Towards Export Performance within SMEs: A Comparative Study Between the US and South Korea.” Asia Pacific Business Review. (DOI:10.1080/13602381.2024.2425817).
- Zhang, Weiwei. 2019. “Politicizing Fashion: Inconspicuous Consumption and Anti-Intellectualism during the Cultural Revolution in China.” Journal of Consumer Culture.(DOI:10.1177/1469540519889989).
- Zhang, Weiwei. 2018. “Consumption, Taste, and the Economic Transition in Modern China.” Consumption Markets & Culture. (DOI:10.1080/10253866.2018.1467316).
- Becky Hsu, Weiwei Zhang, and Christine Kim. 2017. “Surveying Happiness: Measures and Components of Subjective Well-Being in China.” The Journal of Chinese Sociology 4:14.
- Zhang, Weiwei. 2017. “No Cultural Revolution?: Continuity and Change in Consumption Patterns in Contemporary China.” Journal of Consumer Culture 17 (3): 639-658.