Ka Wing is a PhD student in the School of Marketing at the University of New South Wales (UNSW), Sydney. She is passionate about leveraging marketing strategies and innovative technologies to address social issues and generate positive social impact. Her PhD thesis investigates the implications of innovative technologies in the context of pro-environmental behaviors among retailers using empirical data and econometric models. In one of her under-review papers, she investigates how social media advertising for ethical fashion brands can encourage pro-environmental behaviors in audiences through image and text content analysis.

Her work has been published in prestigious journals, including Industrial Marketing Management (ABDC-A*), European Journal of Marketing (ABDC-A*) and Journal of Business Ethics (FT 50). Ka Wing has completed a research visit at Tilburg University (The Netherlands), delivered invited research presentations at Tilburg University, KU Leuven (Belgium) and Deakin University (Australia). She also presented her research at the ISMS Marketing Science Conference, AMA Winter Academic Conference and European Marketing Academy Conference. Additionally, she has been recognized for her academic excellence, receiving the UNSW Arc Research Candidate Awards and UNSW Business School Dean’s List during her postgraduate studies. Her studies were supported by the UNSW Master of Pre-Doctoral Business Studies Scholarship, and her current PhD is funded by the University International Postgraduate Award (UIPA) Scholarship.

Prior to her PhD, Ka Wing earned double degrees (Bachelor of Commerce (Marketing)/ Bachelor of Information Systems) with Distinction and a master’s degree with High Distinction from UNSW. She has worked as a research assistant at the UNSW School of Marketing for over three years, contributing to projects on social media, B2B content marketing, influencer marketing, chatbots, and e-commerce, using methods such as text and image analysis, regression models, and experiments.