Bowen Hu

Profile

I am a PhD researcher in Luxury Brand Management and Social Media at the University of Leeds, UK. My doctoral research adopts a constructivist philosophy and a Netnographic methodology to investigate how leading luxury brands—such as Louis Vuitton, Chanel, and Dior—manage brand reputation and consistency across platforms including TikTok and Instagram. Drawing on the Value Co-Creation Model, Brand Reputation Theory, and Brand Consistency Theory, I explore the interplay between platform algorithms, user-generated content, and brand–consumer interactions. My broader research interests include digital branding, luxury consumer behaviour, and the role of social media in shaping brand identity.

Research interests

My research interests centre on the intersection of luxury brand management, social media, and consumer behaviour. The current focus of my research is examining how leading luxury brands manage brand reputation and consistency across TikTok and Instagram through a Netnographic approach.

• Luxury Branding in the Digital Age
• Cross-Platform Brand Reputation and Consistency
• User-Generated Content and Brand–Consumer Interaction

Qualifications

• PhD Luxury Brand Management & Social Media, University of Leeds
• MA Global Fashion Management, University of Leeds
• BA Marketing, Hebei University of Economics and Business