Yuxin Bai

PhD student

Research Overview

My research interests lie in the intersection between social media and marketing. I have a particularly keen interest in Consumer Culture Theory (CCT) and qualitative research method .

I'm currently researching a popular Chinese social media (WeChat) and seeking to understand the co-creation of commercial-oriented contents in key opinion leaders’ WeChat public accounts. It focuses on this innovative business model as a form of mobile advertising in China.