Faculty Members

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Prof. Junfeng ZHANG, Tracy

Associate Professor
Director, MSc in Marketing and Creative Economy
Marketing Discipline
Department of Management, Marketing and Information Systems

junfzh@hkbu.edu.hk
3411 7524
WLB 507
https://orcid.org/0000-0003-0822-2743
Junfeng ZHANG public CV
View Scopus Profile

Dr. Zhang is an Associate Professor of Marketing at Hong Kong Baptist University. She holds both a bachelor’s and a master’s degree from Nankai University, China, and earned her Ph.D. in Business Administration (International Business) from Temple University in Philadelphia, USA. Her research interests span learning and product innovation in firms, as well as dynamic customer engagement strategies across diverse landscapes—from business-to-business collaborations and business-to-consumer relationship-building to engagement within digital and creative economies. Her current work places a particular emphasis on the evolving role of social media and innovative business ecosystems, exploring how organizations and customers interact in an increasingly interconnected marketplace. Her research has been published in leading academic journals, including Journal of Product Innovation Management, Journal of World Business, Journal of International Marketing, Industrial Marketing Management, and Tourism Management.

  • Firm learning and product innovation – focusing on cross-cultural and Chinese contexts (e.g., open innovation, knowledge sharing, transfer and absorption, social capital, business networks)
  • Customer engagement strategies across diverse contexts (e.g., B2B and B2C relationships, the digital sphere, creative economies)

Research methods and data analysis

Marketing strategy and management

PhD in Business Administration (International Business), Temple University, USA

MA in Economics (Industrial Economics), Nankai University, China

BA in Economics (Business Management), Nankai University, China 

When Nano-influencers work for SMEs: Some preliminary evidence

Wang, W. Y. &Zhang, J.,2 Apr 2026, (Accepted/In press).
Research output : Contribution to conference › Conference paper › peer-review

When “not sponsored” works: some preliminary evidence

Wang, W. Y. &Zhang, J.,27 Mar 2026, (Accepted/In press).
Research output : Contribution to conference › Conference paper › peer-review

Unlocking innovation in SMEs with a contingent approach: How does leadership ambidexterity promote organizational ambidexterity and innovation performance?

Chung, K.,Zhang, T. J.& Wu, W. P.,Nov 2025,In:Industrial Marketing Management.131,p. 227-24014 p.
Research output : Contribution to journal › Journal article › peer-review

Nano- And Micro-Influencers: How to Maximize Their Cost-Effectiveness for SMEs?

Wang, C. W. &Zhang, T. J.,22 May 2025.
Research output : Contribution to conference › Conference paper › peer-review

Can corporate social responsibility and recovery justice restore customer identification following service failure?

Kwan, H. Y., Siu, N. Y. M.,Zhang, J.& Barnes, B. R.,13 May 2025,In:Journal of Services Marketing.39,4,p. 405-42117 p.
Research output : Contribution to journal › Journal article › peer-review

The Role of Ambivalent Identification on Service Recovery: A Study of the Hotel Industry

Lee, J. L. M., Siu, N. Y. M.,Zhang, T. J.& Tsui, S.W.-L.,May 2025,In:Cornell Hospitality Quarterly.66,2,p. 156-17116 p.
Research output : Contribution to journal › Journal article › peer-review

The moderating role of face and attribution on service recovery quality, postrecovery satisfaction and repurchase intention: a study of collectivist consumers in service recovery

Lee, J. L. M., Siu, N. Y. M.,Zhang, T. J.& Wong, S. M. H.,11 Nov 2024,In:Journal of Asia Business Studies.18,6,p. 1584-160219 p.
Research output : Contribution to journal › Journal article › peer-review

Encouraging Visitor Engagement with Artifacts by Post-visit Engagement or Pre-visit Engagement Activities? An Exploratory Study of the Role of Need for Closure

Zhang, T. J., Siu, N. Y. M. &Ho, C. K. Y.,3 Jul 2024,Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit.Strong, C., Bosangit, C., Koenig-Lewis, N., Lee, Z., Moldes Andres, O. & Rosier, E. (eds.).Academy of Marketing,1 p.146
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Relationship between Attributes of Online Influencers and Customer Purchase Intention

Chan, K. L. Y. &Zhang, T. J.,2 Jul 2024,Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit.Strong, C., Bosangit, C., Koenig-Lewis, N., Lee, Z., Moldes Andres, O. & Rosier, E. (eds.).Academy of Marketing,3 p.148
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Effectiveness of Virtual Influencers on Customer Engagement on Social Media: A Conceptual Model

CHAN, K. L. Y. &Zhang, T. J.,2 Jul 2024,Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit.Strong, C., Bosangit, C., Koenig-Lewis, N., Lee, Z., Moldes Andres, O. & Rosier, E. (eds.).Academy of Marketing,1 p.147
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Enhancing subsidiary innovation capability through customer involvement in new product development: A contingent knowledge source perspective

Zhang, T. J.,Wang, D. T., Tse, C. H. & Tse, S. Y.,Jan 2024,In:Journal of Product Innovation Management.41,1,p. 86-11126 p.
Research output : Contribution to journal › Journal article › peer-review

The bright and dark sides of online customer engagement on brand love

Siu, N. Y. M.,Zhang, T. J.& Yeung, R.S.-P.,27 Nov 2023,In:Journal of Consumer Marketing.40,7,p. 957-97014 p.
Research output : Contribution to journal › Journal article › peer-review

A Study of Philanthropic CSR and Brand Love (Extended Abstract)

Kwan, H. Y.,Zhang, J.& Siu, N. Y. M.,Jun 2023,8th World Business Ethics Forum Proceedings.World Business Ethics Forum,1 p.P022
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Reference effects and customer engagement in a museum visit

Siu, N. Y. M.,Zhang, T. J.&Kwan, H. Y.,21 Jan 2022,In:International Journal of Contemporary Hospitality Management.34,2,p. 482-50827 p.
Research output : Contribution to journal › Journal article › peer-review

Social Impact: Review and Measurement of Such Development

Fock, K. Y. H.,Chan, W. K., Cheng, Y. Y. S.,Zhang, J., Kan, C. C. K., Kee, C. H. & Choi, S. L. L.,Nov 2021,In:HSUHK Business Review.3,3,p. 19-3517 p.
Research output : Contribution to journal › Conference article › peer-review

A Study of the Sequence Effect of Engagement in Museum Visits

Siu, N. Y. M.,Ho, C. K. Y.,Zhang, J.,Kwan, H. Y.& Yeung, R. S. P.,May 2021.
Research output : Contribution to conference › Conference paper › peer-review

The effect of distributors' relationship exploration on relationship quality under market uncertainty

Zhang, T. J., Tse, S. Y.,Wang, D. T.& Gu, F. F.,Feb 2021,In:Industrial Marketing Management.93,p. 344-35512 p.
Research output : Contribution to journal › Journal article › peer-review

Social Impact: Review and Measurement of Such Development

Fock, H.,Chan, W. K., Cheng, S. Y. Y.,Zhang, J., Kan, C., Kee, C. H. & Choi, S. L.,Dec 2020.
Research output : Contribution to conference › Conference paper

Face, fate and brand equity: service recovery justice and satisfaction

Lee, J. L. M., Siu, N. Y. M. &Zhang, J.,13 Oct 2020,In:Journal of Consumer Marketing.37,7,p. 843-85412 p.
Research output : Contribution to journal › Journal article › peer-review

Does Brand Equity Always Work? A Study of the Moderating Effect of Justice Perceptions and Consumer Attribution Towards Chinese Consumers

Lee, J. L. M., Siu, N. Y. M. &Zhang, J.,1 Jan 2020,In:Journal of International Consumer Marketing.32,1,p. 69-8113 p.
Research output : Contribution to journal › Journal article › peer-review

Leadership, innovation capabilities, and SMEs’ innovation performance

Chung, S. K. W.,Zhang, T. J.& Wu, W. P.,2 Dec 2019,2019 ANZMAC Conference Proceedings.Richard, J. E. & Kadirov, D. (eds.).Victoria University of Wellington,p. 1246-12494 p.(ANZMAC Conference Proceedings).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The effects of distributor relationship commitment and relationship exploration on opportunism: The moderating roles of exchange uncertainties and network factors

Tse, S. Y.,Wang, D. T.&Zhang, T. J.,Nov 2019,In:Industrial Marketing Management.83,p. 301-31313 p.
Research output : Contribution to journal › Journal article › peer-review

Leveraging channel management capability for knowledge transfer in international joint ventures in an emerging market: A moderated mediation model

ZHANG, J., WU, W. P. & Chen, R.,Nov 2018,In:Industrial Marketing Management.75,p. 173-18311 p.
Research output : Contribution to journal › Journal article › peer-review

Leveraging Customer Participation for Product Innovation in MNE Subsidiaries (Extended Abstract)

Zhang, J.,Wang, D. T.& Tse, S. Y.,Aug 2018,Proceedings of 2018 AMA Summer Academic Conference: Big Ideas and New Methods in Marketing.Gal, D., Hewett, K. & Jayachandran, S. (eds.). Boston, MA:American Marketing Association,p. IN91 p.(Proceedings of AMA Summer Academic Conference; vol. 29)(AMA Educators Proceedings; vol. 29).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Mediating Role of Postrecovery Satisfaction in the Relationship between Justice Perceptions and Customer Attitudes

Lee, J. L. M., Siu, N. Y. M. &Zhang, T. J. F.,4 Jan 2018,In:Services Marketing Quarterly.39,1,p. 22-3413 p.
Research output : Contribution to journal › Journal article › peer-review

Managing Distributor Interchannel and Intrachannel Behavior (Abstract)

Tse, S. Y.,Wang, D. T.&Zhang, J.,Dec 2017,2017 ANZMAC Conference Proceedings.Robinson, L., Brennan, L. & Reid, M. (eds.). Melbourne, Australia:Australian and New Zealand Marketing Academy,p. 6351 p.(Australian and New Zealand Marketing Academy Conference Proceedings).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The Insurance Value of Corporate Social Responsibility in the Context of Co-Creation Service Failure

Kwan, H. Y., Siu, N. Y. M. &Zhang, T. J.,8 Jun 2017.
Research output : Contribution to conference › Conference abstract › peer-review

Must Service Recovery Justice Lead to Customer Satisfaction? The Moderating Effects of Cultural Variables

Lee, J. L. M., Siu, N. Y. M. &Zhang, T. J. F.,29 Apr 2017,Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress.Rossi, P. (ed.).1st ed.Springer Cham,p. 235-24612 p.(Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output : Chapter in book/report/conference proceeding › Chapter › peer-review

Enhancing Positive Disconfirmation and Personal Identity Through Customer Engagement in Cultural Consumption

Siu, N.Y.-M.,Kwan, H.-Y., Wong, H. &Zhang, T.J.-F.,29 Apr 2017,Marketing at the Confluence between Entertainment and Analytics: Proceedings of the 2016 Academy of Marketing Science (AMS) World Marketing Congress.Rossi, P. (ed.).1st ed.Cham:Springer,p. 525-53612 p.(Developments in Marketing Science: Proceedings of the Academy of Marketing Science).
Research output : Chapter in book/report/conference proceeding › Chapter › peer-review

Leveraging internal resources and external business networks for new product successA dynamic capabilities perspective

ZHANG, J.& WU, W. P.,1 Feb 2017,In:Industrial Marketing Management.61,p. 170-18112 p.
Research output : Contribution to journal › Journal article › peer-review

Arts Consumption, Customer Satisfaction and Personal Well-Being: A Study of Performing Arts in Hong Kong

Siu, N. Y. M.,Kwan, H. Y.,Zhang, T. J. F.&Ho, C. K. Y.,14 Mar 2016,In:Journal of International Consumer Marketing.28,2,p. 77-9115 p.
Research output : Contribution to journal › Journal article › peer-review

Service recovery and identification: The role of corporate social responsibility and service co-creation

Kwan, H. Y., Siu, N. Y. M. &Zhang, T. J.,Aug 2015.
Research output : Contribution to conference › Conference paper › peer-review

The insurance value of corporate social responsibility in the context of service failure and co-created

Kwan, H.-Y., Siu, Y. M. N. &Zhang, J.,Dec 2014.
Research output : Contribution to conference › Conference paper

Effect of corporate social responsibility, customer attribution and prior expectation on post-recovery satisfaction

Siu, N. Y. M.,Zhang, T. J. F.&Kwan, H. Y.,1 Oct 2014,In:International Journal of Hospitality Management.43,p. 87-9711 p.
Research output : Contribution to journal › Journal article › peer-review

The mediating role of needs satisfaction on cultural consumption: Implications from arts performance

Siu, Y. M. N.,Zhang, J.,Ho, K. Y.&Kwan, H. Y.,Jul 2014.
Research output : Contribution to conference › Conference paper

Learning via absorptive capacity in international joint ventures: Processes, performance impact and the role of entry strategies

Zhang, J., Wu, W. P. & Chan, R.,Jun 2014.
Research output : Contribution to conference › Conference paper

Social capital and new product development outcomes: The mediating role of sensing capability in Chinese high-tech firms

ZHANG, J.& WU, W. P.,Oct 2013,In:Journal of World Business.48,4,p. 539-54810 p.
Research output : Contribution to journal › Journal article › peer-review

Leveraging firm knowledge base and external network for product innovation: A case of high-tech firms in China

Zhang, J.& Wu, W. P.,Sept 2013.
Research output : Contribution to conference › Conference paper

The Roles of Justice and Customer Satisfaction in Customer Retention: A Lesson from Service Recovery

SIU, N. Y. M.,ZHANG, J.& Yau, C. Y. J.,Jun 2013,In:Journal of Business Ethics.114,4,p. 675-68612 p.
Research output : Contribution to journal › Journal article › peer-review

Cultural consumption and consumer well-being: Implications from the self-determination theory

SIU, N. Y. M.,ZHANG, J.,HO, C. K. Y.&KWAN, H. Y.,2013,Proceedings - 2013 5th International Conference on Service Science and Innovation, ICSSI 2013.IEEE Computer Society,p. 1-44 p.6599353. (Proceedings - 2013 5th International Conference on Service Science and Innovation, ICSSI 2013).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

Investigating customer loyalty in service failure-recovery encounter: The moderating role of customer coproduction

KWAN, H. Y., SIU, N. Y. M. &ZHANG, J.,2013,Proceedings - 2013 5th International Conference on Service Science and Innovation, ICSSI 2013.IEEE Computer Society,p. 21-244 p.6599356. (Proceedings - 2013 5th International Conference on Service Science and Innovation, ICSSI 2013).
Research output : Chapter in book/report/conference proceeding › Conference proceeding › peer-review

The impact of new relationship tactics and customer value on commitment

Siu, Y. M. N.,Zhang, J., Dong, P. &Kwan, H. Y.,Jul 2012.
Research output : Contribution to conference › Conference paper

The impact of corporate social responsibility on customer identification and satisfaction: The role of personal value

Kwan, H. Y., Siu, Y. M. N. &Zhang, J.,Jul 2012,Marketing: catching the technology wave : Academy of Marketing Conference 2-5 July 2012.p. 1-1313 p.
Research output : Chapter in book/report/conference proceeding › Conference proceeding

Social capital and knowledge transfer in transitional economy IJVs: Moderating effects of procedural justice, transformative capability and learning orientation

Chen, R., Wu, W. P. &Zhang, J.,Jun 2011.
Research output : Contribution to conference › Conference paper

Materialism and conspicuous consumption in China: A cross-cultural examination

Podoshen, J. S., Li, L. &Zhang, J.,Jan 2011,In:International Journal of Consumer Studies.35,1,p. 17-259 p.
Research output : Contribution to journal › Journal article › peer-review

The roles of justice and customer satisfaction in customer retention: A lesson from service recovery

Siu, Y. M. N.,Zhang, J.& Yau, C.-Y. J.,Oct 2010.
Research output : Contribution to conference › Conference paper

Electronic service quality and routes to site commitment: The case of an online film ticketing service

SIU, N. Y. M.,ZHANG, J.& Lam, Y. Y.,Jul 2010,In:Journal of International Consumer Marketing.22,3,p. 293-30715 p.
Research output : Contribution to journal › Journal article › peer-review

Employee Orientation and Performance: An Exploration of the Mediating Role of Customer Orientation

Zhang, J.,Feb 2010,In:Journal of Business Ethics.91,SUPPL. 1,p. 111-12111 p.
Research output : Contribution to journal › Journal article › peer-review

What contributes to the enhanced use of customer, competition and technology knowledge for product innovation performance?. A survey of multinational industrial companies' subsidiaries operating in China

Zhang, J., Hoenig, S., Di Benedetto, A., Lancioni, R. A. & Phatak, A.,Feb 2009,In:Industrial Marketing Management.38,2,p. 207-21812 p.
Research output : Contribution to journal › Journal article › peer-review

Product development strategy, product innovation performance, and the mediating role of knowledge utilization: Evidence from subsidiaries in China

Zhang, J., Di Benedetto, C. A. & Hoenig, S.,2009,In:Journal of International Marketing.17,2,p. 42-5817 p.
Research output : Contribution to journal › Journal article › peer-review

Outstanding Paper Award

KWAN, H. Y.(Recipient), SIU, N. Y. M. (Recipient) &ZHANG, J.(Recipient),2015
Prize : Award