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School of Business and Management

Dr Jingjing Fu


Lecturer in Marketing and Digital Culture

Room Number: Room 4.25 E, Francis Bancroft Building, Mile End Campus



  • Joint Programme Director of MSc International Marketing and Business Strategies
  • Lecturer in Marketing and Digital Culture


Dr Jingjing Fu is a lecturer in Marketing and Digital Culture. She joined Queen Mary University of London in September 2023. Jingjing achieved her PhD degree at the University of Sussex. Her doctoral thesis, entitled 'Pleasure and Pressure: Interrogating Social Relations in the Digital Economy', investigates a unique marketing practice called 'social fission' in China, which necessitates individual users' engagement with their personal social networks. Employing qualitative research methods, including semi-structured interviews, the walkthrough method, and the 'media go-along' technique, she challenges the established notion of user participation online as a form of digital labour. Instead, she delves into the contradictory subject positions taken up by individual users, emphasizing the importance of user agency and individual autonomy. Prior to her doctoral studies, Jingjing earned a master's degree in Digital Culture and Society from King's College London.

Before joining Queen Mary, Jingjing accrued extensive teaching experience in the fields of digital cultures, communication and event management; and working experience in the MICE Industry and the advertising industry. She has designed and led modules for both undergraduate and postgraduate levels. Her teaching experience encompasses research-oriented modules like 'Contemporary Chinese Media' at Xi'an Jiaotong - Liverpool University and 'Culture and the Everyday' at the University of Sussex. She has also led modules with a practical focus, including 'Social Media Practice' and 'International Event Management'. Currently, at Queen Mary, she is leading a postgraduate module titled 'Contemporary Marketing Management' in the School of Business and Management. Before her transition to academia, Jingjing worked as an event producer at the Coordinating Office of Conference and Exhibition Industry Development in Hangzhou, China. She also served as a Digital Planner at the advertising agency, Agenda Shanghai.



  • BUSM242 Contemporary Marketing Management


Research Interests:

Jingjing’s research interests revolve around digital economy, digital labour, affective labour and the socio-cultural dimensions of user engagement with digital platforms. She welcomes PhD candidates who share similar research interests.

Public Engagement

A member of MeCCSA (Media, Communication and Cultural Studies Association), ICA (International Communication Association) and UCMeCSA (UK-China Media and Cultural Studies Association)

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