Qiushi Wang (Yusuf)

Profile

Thesis supervisors

• Professor Snehasish Banerjee
• Dr Anjan Pal

Thesis Title

Study on the Impact of “Mid-Range Restaurant Exploration” Short Video Marketing on Consumer Behaviour

Research

Research topic

Impact of short-video marketing on consumer patronage in mid-range restaurants.

Research interests

• Digital Marketing in Hospitality
• Consumer Behaviour & Decision-Making
• Influencer Marketing
• Theoretical Framework Development 

Biography

Biography

Qiushi Wang is a PhD Researcher in Marketing at the University of York, specializing in the intersection of digital marketing strategy and consumer behaviour within the hospitality sector. His current research investigates the impact of short-video marketing (e.g., TikTok/Douyin) on consumer patronage decisions.

Qiushi’s academic journey is deeply rooted in the UK. He holds a BA in International Business and an MSc in Business Management from the University of Hull. These formative years, focused on cross-border market entry and multicultural communication, provided him with a broad international perspective. It was during this time that he developed his core professional philosophy: that marketing serves as the crucial bridge between corporate strategy and market opportunities, acting as the key to achieving sustainable profitability.

Building on this theoretical foundation, Qiushi served as a Lecturer in Marketing for six years in China. During this time, he taught over 1,000 students and developed core curricula, including modules on 'New Media Marketing' and 'Business Data Analysis'. He is the author of two textbooks: New Media Marketing (2026) and O2O Operations of Retail Stores (2025). His expertise is further demonstrated by numerous marketing competition awards garnered in China, highlighting both his practical know-how and analytical acumen.

Beyond his teaching and research, Qiushi has actively contributed to the academic ecosystem through admissions coordination and the organization of scholarly activities. Earlier in his career, he served as a Marketing Manager at Shijiazhuang Vike Company, where he spearheaded regional market expansion and established online marketing infrastructures, providing him with a robust foundation in practical marketing operations.

Publications

Publications

Wang, Q., Zhang, X. and Gan, J. (2026) New Media Marketing. Beijing Institute of Technology Press.
Wang, Q., Zhang, X. and Gan, J. (2025) O2O Operations of Retail Stores. Beijing Institute of Technology Press. 
Wang, Q. (2025) 'Research on consumers’ impulse purchasing behaviour in the live-streaming e-commerce context: From the perspectives of perceived value and trust', Market Modernization, 16, 58-63.
Wang, Q. (2025) 'The Impact of Short-Video Content Characteristics on Consumer Engagement Behavior: A Case Study of Douyin', Galaxy Media Journals, 18, 118-126."