Dr Thuy (Rosie) Pham

Thuy Pham is a Lecturer in Marketing (Academic Level B) at the UQ Business School. She was awarded a PhD in Marketing from the Queensland University of Technology (QUT) in July 2022. Her thesis investigated consumers' variety-seeking behaviors by applying computational text analysis to reveal key consumer characteristics based on their online reviews. This paper has been published in the Journal of Consumer Psychology (ABDC-A*, Scimago Q1, listed among the 50 most influential business journals by Financial Times – FT50).

Her research focus is consumer motivations on digital platforms. Specifically, she investigates a) how consumers are motivated to make purchase decisions; b) how digital platforms measure and affect consumer motivations to increase their spending; and c) how to utilize substantive components of the contemporary marketplace to identify and target consumers in a new way. She takes a multi-method approach, complementing experimental study design with unstructured (big) data analysis, to generate managerial insights across different contexts. Her research has been published in the Journal of Consumer Psychology and Psychology & Marketing, and has been presented at international marketing conferences such as the American Marketing Association (AMA).

Thuy currently teaches Strategic Advertising Management (ADVT7506) to postgraduate students at UQ. She was awarded the Associate Fellow of the Higher Education Academy (AFHEA). She is strong in her ability to teach technology-related skills in addition to standard marketing and business classes. She previously facilitated R and Python workshops at Queensland Cyber Infrastructure Foundation (QCIF).

Thuy also brings over 10 years of experience in marketing and branding into her teaching and research. She worked in strategic branding at multinational corporations including RACQ, Perfetti Van Melle (Mentos), Samsung Electronics, and Wilmar International. Prior to joining UQ, she worked as a Postdoctoral Research Fellow at CSIRO, Australia's National Science Agency. By applying her consumer research skills to residential building energy efficiency, she examined consumer adoptions of sustainable building practices. Her focus was on the use of social media and mass media (e.g., TV shows) to influence consumer decision-making processes when renovating, rebuilding, and buying a house. For instance, she investigated how energy-efficient and sustainable property features impact consumer outcomes (e.g., engagement, brand attitude, purchase), and how to convey messages effectively to different stakeholders (home buyers, volume builders, real estate agents, etc.).

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