Profile

I hold a Ph.D. in marketing from Newcastle University Business School, which was awarded in February 2022. The research topic covered the fields of consumer behaviour and patient engagement with online sexual health platforms.

Before the PhD, I completed my master's in MSc Project Management and passed the QA Level-3 course on PRINCE 2 Foundation and Practitioner for Project Management in 2016. My experience has developed industry-based applied skills, appropriate techniques, and knowledge in project management. My other master's is in MSc International Human Resource Management (2015), which has established my knowledge of practical strategies and models for decision-making in operational leadership.

Roles and Responsibilities

Lecturer in Marketing

Degree Programme Director for MSc Digital Marketing

Deputy DPD for BSc Honours Marketing and Management (NN52)

Deputy DPD for BSc Honours Marketing (N500)



Qualifications

Newcastle University Business School (2017-2021) PhD in Marketing.

Royal Holloway University of London (2015 – 2016) MSc Project Management, Passed with Merit.

Royal Holloway University of London (2014 – 2015) MSc International Human Resource Management.

Xi'an International Studies University (2010 – 2014) The Chinese linguistics and literature, GPA: 3.8.

Research Interests

Health Marketing

Digital Marketing

Online Health Community 

Consumer Engagement 

Equality, Diversity, Inclusivity

Publications

Du, H, Filieri, R, Bhattacharya, S (2026) "Engagement with Social Media Sexual Health Communities: Motivations and Outcomes of Community Engagement by Consumers with Different Sexual Preferences". Journal of Interactive Marketing.

Filieri, R, Acikgoz, F, Du, H (2023) “Electronic Word-Of-Mouth from Video Bloggers: The Role of Content Quality and Source Homophily Across Hedonic and Utilitarian Products”. Journal of Business Research.

Dzenkovska Y, Du H, Dodds K (2024) ''Using design thinking approach to address student feedback''. Advance Higher Education.

I teach marketing-related topics to undergraduate and postgraduate students and supervise dissertation projects.

• MKT3014- New Product and Service Development
• NBS8639- Social Media Marketing

• Articles

  • Du H, Filieri R, Bhattacharya S. Engagement with Social Media Sexual Health Communities: Motivations and Outcomes of Community Engagement by Consumers with Different Sexual Preferences. Journal of Interactive Marketing 2026, epub ahead of print.
  • Filieri R, Acikgoz F, Du H. Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products. Journal of Business Research 2023, 160, 113774.

• Conference Proceedings (inc. Abstract)

  • Dzenkovska Y, Du H, Dodds K. Using design thinking approach to address student feedback. In: Advance Higher Education. 2024.