Dr Eddie Luo

Dr Eddie Luo is Lecturer of Marketing at Kent Business School. He received his PhD in Business Management (major in Marketing) from a joint PhD programme at Southwest Jiaotong University, China and University of Sussex, UK. He holds a BSc in Management Information Systems. Prior to joining KBS, he served as the Head of Marketing and the Director of Global Engagement in the Business School, Southwest University of Political Science and Law, China.

Eddie is Associate Editor of Journal of Advertising Research, and an editorial review board member/reviewer for journals including European Journal of Marketing, Marketing Letters, International Journal of Consumer Studies, and International Journal of Bank Marketing. He won the Outstanding Reviewer Award in the 2024 Emerald Literati Awards.

Eddie is passionate in studying consumer behaviour and psychology in multiple contexts and subject areas, such as marketing communications, consumer adoption of innovation, tourism, and entrepreneurship. His work has been published in the International Journal of Research in Marketing, Journal of Travel Research, Journal of Advertising Research, Journal of Business Research, European Journal of Marketing, among others. As the PI, he has completed many research and teaching projects including National Natural Science Funding in China.

Eddie welcomes students who are interested in research topics applying consumer behaviour theories in various contexts such as marketing communications, innovation adoption, digital/social media marketing, business ethics, and others.

Past and current supervisees:

Afshan Hafiz: Life events: A classification study and an exploration of consumer behaviour by cluster.

Jennifer Chernishenko: Online consumer compensatory behaviour.

Selina Rabah: Comparative advertising in social media.

Oluwafemi Falodun: Corporate sustainability communication.

Melanie Zhong: Social media marketing ecosystem and consumer behaviour in gaming.