Kelly Kaiyan Zhu

Dr. Kelly Kaiyan Zhu

Lecturer, Enterprise & Technology (ACDF) (Education Focused)
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Details

Open to

  • Collaborative projects
  • Industry Projects
  • Join a web conference as a panellist or speaker
  • Media enquiries

About

Dr Zhu is a fashion marketing researcher exploring the influence of innovative fashion marketing strategies through a consumer lens, employing qualitative and quantitative methods.

 

Between 2022 and 2025, Her work primarily focused on customer experiences within social commerce platforms in China for fashion products.

 

Currently, her research investigates the synergy between generative AI-driven green messaging and sustainable consumption consciousness within the Australian fashion industry. Dr Zhu notes: 'By examining innovative fashion marketing through a consumer lens, I aim to foster sustainable consumption in the field of fashion retailing'.

 

Dr Zhu serves as a lecturer in the Fashion Enterprise discipline at the School of Fashion & Textiles, College of Design Social Context. 

 

 

 

Research fields

  • 350601 Consumer behaviour
  • 350605 Marketing management (incl. strategy and customer relations)

UN sustainable development goals

  • 9 Industry, Innovation and Infrastructure
  • 11 Sustainable Cities and Communities
  • 12 Responsible Consumption and Production

Academic positions

  • Lecturer
  • RMIT University
  • School of Fashion & Textiles
  • Melbourne, Australia
  • 1 Mar 2025 – Present

Teaching interests

Teaching the Fashion Enterprise program since 2023, including Fashion Product Specifications, Fashion e-Commerce, and Introduction to Fashion Retailing. 

 

Dr Zhu is available for Master's Research or PhD candidate supervision. 

Research interests

Dr Zhu's research interests include social commerce marketing, consumer psychology, green fashion marketing. 

 

  • Consumer behaviours in social commerce context 
  • Human-computer interaction in marketing field
  • Structural equation modelling & data analysis, primarily CB-SEM or PLS-SEM estimation
  • Generative AI-facilitated marketing strategies

 

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