Supervisors: Dr Anna Dubiel, Professor Dirk von Lehn, Dr. Carolin Decker-Lange 

Year of entry: 2025, full time

Siyi Zheng is a PhD student in Marketing at King’s Business School. Her research focuses on consumer behaviour, retail marketing, cultural and social marketing, and public policy and market management.

Her doctoral project, conducted in collaboration with the Royal Borough of Kensington and Chelsea (RBKC), investigates how authenticity is constructed in street markets and how it influences consumer behaviour, market performance, and community wellbeing. By addressing both academic and policy relevance, the project aims to generate insights that can inform strategies for sustaining vibrant marketplaces and enhancing their cultural and social value.

Before starting her PhD, Siyi obtained a Master’s degree in International Marketing Management at the University of Leeds. She also worked as a Marketing Executive in the education sector, gaining professional experience in social media marketing, content creation, and events management.