Education

Ph.D., Polymer, Fiber and Textile Science, University of Georgia
M.S., Strategic Design and Management, Parsons School of Design
M.A., Fashion Merchandising, Academy of Art University
B.A., Apparel Design and Engineering, Dalian Polytechnic University (Dalian, Liaoning, China)

Background

Ziyou Jiang joined the Department of Retailing at the University of South Carolina in fall 2024 after earning her Ph.D. in polymer, fiber, and textile science with an emphasis on international merchandising at the University of Georgia. Jiang's academic journey includes an M.S. in strategic design and management from Parsons School of Design and an M.A. in fashion merchandising from the Academy of Art University. She also holds a B.A. in apparel design and engineering from Dalian Polytechnic University in China. Jiang's research focuses on consumer psychology, user experience in fashion and the application of advanced technologies such as VR, AR and AI.

As a graduate research assistant at the University of Georgia, Jiang led empirical investigations to assess the influence of virtual reality on consumer shopping experiences and behavioral outcomes. She presented her findings at international conferences, contributing to the understanding of consumer behavior in virtual environments. Jiang's research employed advanced statistical methodologies, including structural equation modeling, ANOVA and regression analysis.

Jiang's professional experience extends beyond academia into the industry. She worked as an e-commerce specialist at Blossom Kitchen & Bath Supplies, building B2B partnerships and managing digital marketing campaigns. Jiang also served as an e-commerce associate at Adam Lippes LLC, where she coordinated product launches and enhanced marketing strategies.

In addition to her research and professional endeavors, Jiang has demonstrated a commitment to education and mentorship. She taught various courses at UGA, including retail planning and buying, and implemented active learning strategies to enhance student engagement.

Jiang's contributions to the academic and professional communities are recognized through multiple awards and scholarships, including the Jones Anderson Family Endowment Scholarship and the Dean Linda Kirk Fox Scholarship for Academic Excellence. She also secured research grants to further her investigations into consumer experiences in virtual environments.

Awards / Honors

• Jones Anderson Family Endowment Scholarship, 2023-24
• Virginia Wilbanks Kilgore Scholarship, 2020-21 and 2023-24
• L. Frank and Georgia D. Rodgers Graduate Student Award, 2022-23
• Campus Sustainability Grants, 2022-23
• Summer Research Grant for Doctoral Students, 2022
• FACS Funds for Excellend Scholarship, 2021

Research Interests

• Impact of Advanced Technologies (AR, VR, AI) on Consumer Psychographics and Behavior in Various Fashion Contexts

Teaching

• RETL 310 – Digital Retailing

Professional Affiliations

• American Collegiate Retailing Association
• International Textile and Apparel Association

Book Chapters

Chen, S. S., Jiang, Z., Anderson, A. A., & Zhao, T. T. (2023). Promoting sport business in the metaverse. In B. Mastromartino & J. J. Zhang (Eds.), Digital marketing in sports global perspectives.

Research Publications

Jiang, Z., & Lyu, J. (2024). The role of augmented reality app attributes and customer-based brand equity on consumer behavioral responses: an SOR framework perspective. Journal of Product and Brand Management, 33(6), 702-716. https://doi.org/10.1108/JPBM-09-2023-4706

Shin, S., Jiang, Z., Lim, R. E., & Lyu, J. (2024). Forecasting the spread of sustainability movement: Computational analysis on social media messages promoting climate actions. Journal of Current Issues & Research in Advertising, (ahead of print), 1-19.

Boyer, S., Jiang, Z., & Lyu, J. (2024). Sustainable style without stigma: Can norms and social reassurance influence secondhand fashion recommendation behavior among Gen Z? Journal of Global Fashion Marketing, 15(3), 1-16. https://doi.org/10.1080/20932685.2024.2317796

Jiang, Z., Seock, Y-K., & Lyu, J. (Under review). Persuasive effects of AR applications on consumer m-store engagement and usage intention. Journal of Fashion Marketing and Management.

Jiang, Z., & Lyu, J. (Under review). Does augmented reality impact the luxury industry? Investigating the influence of AR attributes on consumer eWOM and patronage intention towards luxury brands and e-stores. Journal of Product and Brand Management.

Jiang, Z., Islam, S., & Lyu, J. (Under review). Does Mixed Teaching Pedagogy on fashion merchandising students work? Evidence from flipped- and lecture-based learning in a retail mathematics course. International Journal of Fashion Design, Technology and Education.

Shin, S., Jiang, Z., Lim, R., & Lyu., J. (Under review). Forecasting the spread of sustainability movement: Computational analysis on social media messages promoting climate actions [Special issue]. Journal of Research in Interactive Marketing.

Boyer, S., Jiang, Z., & Lyu, J. (Under review). Sustainable style without stigma: Can social reassurance influence recommendation behavior? Journal of Global Fashion Marketing.

Shin, S., Lyu., J., & Jiang, Z. (Under review). Assessing the impact of sustainable fashion opinion leaders on social media: A thematic analysis of #sustainablefashion on Twitter from 2021-2022 [Special issue]. Journal of Social Marketing.