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Shen Xu

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Assistant Teaching Professor

Contact:
Office: BEC 218
Credentials:
BBA in Marketing, City University of Hong Kong, PhD in Marketing, City University of Hong Kong
Area(s) of expertise:
Digital marketing, influencer marketing, social media, creator economy, AI in marketing, MarTech, marketing strategy, international marketing, Asia-Pacific marketing, China business, leadership and organizational innovation, entrepreneurship

Biography

Shen Xu's teaching and scholarly interests lie at the intersection of digital marketing, influencer marketing, social media, artificial intelligence and marketing innovation.

Before joining UVic, Shen taught Digital Marketing courses at New York University Shanghai and held teaching and research roles at City University of Hong Kong, and Beijing Normal University. His courses emphasize experiential learning, with students applying marketing concepts by designing and operating real-world digital campaigns, platform strategies and entrepreneurial projects.

In addition to his academic experience, Shen brings more than a decade of entrepreneurial and industry experience in digital marketing, social media, marketing technology and cross-border business. His work connects emerging digital marketing theory with the practical challenges faced by creators, entrepreneurs, platforms and established organizations.

His current research examines how algorithms, artificial intelligence and changing platform structures reshape user attention, creator growth, influencer marketing and relationships between organizations and their stakeholders.

Teaching

Courses taught:

  • Digital Marketing
  • Social Media Marketing
  • Digital Product Development
  • Principles of Marketing
  • China Business Management

Selected publications

Lu, H., Xu, S., Zhang, C., Pi, H., Chen, S., Wu, C. (2025). Green ambidextrous leadership configurations and employee green innovation: A cognitive-affective processing system perspective on psychological mechanisms. Humanities & Social Sciences Communications, 12, 1489. (Co-first author)

Lu, H., Yang, F., Xu, S.*, Liu, X., & Yang, Z. (2023). Is corporate greening beneficial? Exploring the relationship between perceived corporate environmental behavior and organizational citizenship behavior. Business Strategy and the Environment, 32(4), 2360-2372. (Corresponding author)

Jia, F., Yang, Z., Li, J., Xu, S. (2020). “Boss Ceiling Effect”: Brand Downgrading Consumption of Workplace Employees. Asia Pacific Journal of Marketing and Logistics, 32(7), 1589-1609. (PhD dissertation)

Jiang, L., Zhu, N., Yang, Z., Xu, S., & Jun, M. (2018). The relationships between distance factors and international collaborative research outcomes: A bibliometric examination. Journal of Informetrics, 12(3), 618-630.

Jia, F., Cai, S., & Xu, S.*. (2014). Interacting effects of uncertainties and institutional forces on information sharing in marketing channels. Industrial Marketing Management, 43(5), 737-746. (Corresponding author)

Zhou, Z., Wu, J., Zhang, Q., & Xu, S. (2013). Transforming visitors into members in online brand communities: Evidence from China. Journal of Business Research, 66 (12), 2438-2443.

Awards & grants

Recognition & awards

  • Forbes China "30 Under 30"