Personal profile
Personal profile
Huixin Deng is a Lecturer of Marketing at Royal Holloway, University of London. She received her PhD in Marketing and Bachelor’s degree in Financial Management from Fudan University. Huixin’s research interests cover consumer motivation, marketing communication, and referral reward program design.
Education/Academic qualification
Marketing, PhD, Fudan University
Financial Management, BSc, Fudan University
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 3 Good Health and Well-being -
SDG 5 Gender Equality -
SDG 10 Reduced Inequalities -
SDG 12 Responsible Consumption and Production
Collaborations and top research areas from the last five years
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Too assertive to recommend: The effect of assertive tone on referral behavior
Deng, H., Yang, S. & Jin, L., Apr 2025, In: Journal of retailing. 101, 1, p. 40-54 15 p.Research output: Contribution to journal › Article › peer-review
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From agility to action: how AI chatbot promotes green customer citizenship behavior
Guan, B., Xiao, T. & Deng, H., 20 Jan 2026, (E-pub ahead of print) In: Journal of Sustainable Tourism.Research output: Contribution to journal › Article › peer-review
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A tone for your thoughts: The effect of assertive language on referral behaviors
Deng, H., Yang, S. & Jin, L., 2023, Asia-Pacific Marketing Academy (APMA).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
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Behind 280 calorie: understand the nutrition facts label by intelligible units
Chen, N., Deng, H., Jiao, J. & Fan, X., 2023, Association for Consumer Research (ACR).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution
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Mind the Gap: Sender-Recipient Differential Preferences for Message Sidedness in the Referral Context
Deng, H., Xu, M. & Jin, L., 2023, Journal of Marketing Science Conference (JMS).Research output: Chapter in Book/Report/Conference proceeding › Conference contribution