Rate My Professor Wei Shao

Dr. Wei Shao is a Senior Lecturer in Marketing in the Department of Tourism and Marketing, Griffith Business School, Griffith University. She completed her PhD at Griffith Business School in 2006 with the thesis "Consumer Decision-Making: An Empirical Exploration of Multi-Phased Decision Processes." She also holds an MBA (International, Honours) and a Bachelor of Business (BBUS). Dr. Shao is an internationally recognised scholar whose research interests include marketing, branding, consumer decision making, social media, consumer psychology, luxury consumption, digital marketing, self-regulatory focus in advertising, brandscapes, city branding, and regulatory fit. She is a member of Griffith Agribusiness, the Griffith Asia Institute, and the Relationship Marketing for Impact Research Cluster. Dr. Shao has extensive teaching experience in marketing subjects at undergraduate and postgraduate levels and supervises higher degree by research students.

Dr. Shao has published extensively in leading ABDC A* and A journals. Key publications include "Digital congruence in influencer marketing: how NFTs shift the balance between human and AI-driven virtual endorsers through parasocial relationships" (2025), "How avatar marketing drives consumer engagement for luxury brands" (Yao Hao, Wei Shao, Sara Quach, Yunen Zhang, 2025), "Frontline employees in an AI-integrated workplace" (2025), "The effects of hope and gratitude on employee burnout and engagement" (Jiraporn Surachartkumtonkun, Liem Viet Ngo, Wei Shao, 2023), "Customer participation in firm-initiated activities via social media: Understanding the role of experiential value" (Sara Quach, Wei Shao, 2021), "Come on higher ed … get with the programme! A study of market orientation in international student recruitment" (Michael Ross, Wei Shao, 2013), "Understanding Choice-Goal Compatibility, Dissonance and Decision Satisfaction" (Wei Shao, Guanglin Shao, 2011), and "Developing a motivation-based segmentation typology of Facebook users" (2015). Her Google Scholar profile shows 816 citations, reflecting significant impact in her field. She participates in funded research and contributes to academic discourse through her prolific output.