Dr. Joanna Liu

Biography

Joanna Bing Liu is a PhD Candidate at the Faculty of Communication, Culture and Society at Università della Svizzera italiana, focusing on the challenges within the field of digital communication in fashion. Her research examines cross-cultural digital communication methods and sustainable digital practices that aid companies in utilizing digital channels to effectively reach specific markets, particularly analyzing the distinguishing factors in digital communication strategies between China and Europe. Joanna also serves as a teaching assistant for the MSc in Digital Fashion Communication at USI. She holds a Master’s degree in Economics and Communication from the same university. With over a decade of experience, she has worked as a business investment consultant across Switzerland and European countries, providing expertise to government agencies and companies on business development issues related to the Chinese market. In 2019, she co-founded the Swiss-Chinese Cultural & Scientific Innovation Demonstration Park in Beijing, which focuses on cross-border e-commerce, financial training, and artificial intelligence research, among other fields.

Research Interests

Experience