Dr. Nicole Yang

Biography

Nicole Ye Yang is a Senior Lecturer in Marketing at the University of Western Australia Business School. Prior to joining UWA Business School, Nicole worked at the University of Sussex in the UK and the University of Melbourne in Australia. She holds a Ph.D. in Marketing from the University of Melbourne. Nicole is a transformative consumer researcher specializing in consumer culture theory and interpretive research methods for studying social problems. Her work spans key areas including care responsibility work, consumer vulnerability, pathways to wellbeing, and access-based consumption in the marketplace. Nicole specializes in ethnographic methodology, employing qualitative methods such as in-depth interviews, netnography, and archival data analysis of naturally occurring data. She serves on the editorial review board of Marketing Theory. A global citizen, Nicole has roots in China but was raised in Australia and is fond of cities such as London. In her free time, she enjoys exploring independent bookshops and is accompanied by her dog, Ludo. Her research has appeared in leading academic journals in the field of marketing, and she has presented at numerous international conferences. Current projects include brand responsibility and consumer activism, as well as ageing care movements and navigating everyday wellbeing through creative practices.

Research Interests