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Kokho Jason Sit

Senior Lecturer in Marketing; Associate Head (Global), University of Portsmouth

Jason has been a marketing academic for over 10 years. Has a Ph.D. in Marketing from the University of Southern Queensland (Australia). Research specialism is in the areas of Customer Experience and Retail Shopping. And signature pedagogy is related to Experiential Learning. He teaches the modules of Dissertation and User Experience (human-computer interactions) at the University of Portsmouth. Prior to that, he was employed by Surrey University and Bournemouth University, responsible for coordinating their Retail programmes. His research work has appeared in the Journal of Retailing and Consumer Services, International Journal of Retail and Distribution Management, International Review of Retail, Distribution and Consumer Research, Journal of Consumer Behaviour, Journal of Business Research, and Psychology & Marketing.


  • –present
    Senior Lecturer in Marketing, University of Portsmouth
  • 2023–present
    Associate Head (Global), University of Portsmouth


  • 2011 
    University of Southern Queensland, Doctor of Philosophy


  • 2022
    Students’ recalled desirability of game-based student response systems (GSRSs): a user experience (UX) perspective, Marketing Education Review
  • 2022
    Exploring crisis communications during a pandemic from a cruise marketing managers perspective: an application of construal level theory, Current Issues in Tourism
  • 2022
    Profiling shoppers’ coping behaviours during a pandemic crisis: a regulatory focus perspective, Journal of Retailing and Consumer Services
  • 2022
    Re-examining the roles of experience quality at festivals: a comparative analysis using SEM and FSQCA, International Journal of Contemporary Hospitality Management
  • 2022
    Shoppers' neural responses to the mere social presence of others: insights from an enclosed mall, The International Review of Retail, Distribution and Consumer Research
  • 2021
    Free but fake speech: when giving primacy to the source decreases misinformation sharing on social media, Psychology & Marketing
  • 2021
    Fake news, social media and marketing: a systematic review, Journal of Business Research
  • 2021
    Perceived authenticity of online-only brands (OOBs): a quali-quantitative study with online consumers, International Journal of Retail and Distribution Management
  • 2020
    Service brand rehab: diagnosing trust repair mechanisms, Qualitative Market Research
  • 2018
    Showrooming and retail opportunities: a qualitative investigation via a consumer-experience lens, Journal of Retailing and Consumer Services
  • 2017
    Logistics impacts of student online shopping – evaluating delivery consolidation to halls of residence, Transportation Research Part C: Emerging Technologies
  • 2014
    Entertainment events in shopping malls - profiling passive and active participation behaviors, Journal of Consumer Behaviour

Professional Memberships

  • The Chartered Institute of Marketing