Profile

Dr Amanda (Sitong) Jiang is a Lecturer in Marketing at Newcastle University Business School. Her research focuses on consumer behaviour, behavioural decision-making, digital marketing, and the impact of emerging technologies on consumers and organisations. Amanda's work adopts an interdisciplinary perspective, drawing on insights from marketing, behavioural science, management, and technology studies, and has been published in journals including the Journal of Business Research and Technovation. She teaches across undergraduate and postgraduate programmes in areas such as marketing principles, digital marketing, global advertising, digital marketing analytics, customer relationship management, and digital marketing strategy. She is committed to delivering interactive teaching that connects academic theory with contemporary marketing practice.

• Postdoctoral Research Associate, Grid Smarter Cities (GSC) Project, Durham University (2024–2025): Leading behavioural operations research on kerbside management and freight delivery systems, applying qualitative research, behavioural experiments, and solutions to improve urban logistics and supply chain operations in collaboration with local authorities and industry partners.
• Yan, J., Xia, S., Jiang, A., & Lin, Z. (2024). The effect of different types of virtual influencers on consumers’ emotional attachment. Journal of Business Research, 177, 114646. https://doi.org/10.1016/j.jbusres.2024.114646
• Yan, J., Gui, Q., Jiang, S., Yu, Z., Fernandes, K., Tian, K., Xia, S., & Gong, Y. (2025). How does blockchain application impact on supply chain alliance? Technovation, 143, 103199. https://doi.org/10.1016/j.technovation.2025.103199

• MKT1002 Introduction to Marketing (UG)
• MKT1103 Introduction to Marketing (UG)
• MKT1104 Introduction to Marketing (UG)
• MKT3012 Digital Marketing (UG)
• MKT3006 Global Advertising (UG)
• MKT8001 Digital Marketing Analytics (PG)
• NBS8236 Customer Relationship Management (PG)
• NBS8640 Digital Marketing Strategy (PG)

• Articles

  • Jiang A, Ghiassaleh A, Yan J. How regulatory focus shapes consumer spending under threshold promotions. Journal of Business Research 2027, 218, 116486. In Press.
  • Yan J, Gui Q, Jiang S, Yu Z, Fernandes K, Tian K, Xia S, Gong Y. How does blockchain application impact on supply chain alliance?. Technovation 2025, 143, 103199.
  • Yan J, Xia S, Jiang A, Lin Z. The effect of different types of virtual influencers on consumers’ emotional attachment. Journal of Business Research 2024, 177, 114646.