BIOGRAPHY

Fei Gao is an Assistant Professor of Marketing at Mount Royal University. She holds a PhD in Marketing from HEC Montréal, where her research focused on the role of technology in shaping consumer experiences in arts and cultural contexts.

Her research interests include consumer experience, arts and cultural marketing, artificial intelligence, and emerging technologies. In particular, her work examines how technologies such as AI and phygital interfaces influence consumer perceptions, engagement, and value creation in cultural and creative settings.

Fei teaches courses in marketing and has experience teaching introductory marketing and marketing communications. She is particularly interested in helping students connect marketing concepts with real-world applications and contemporary technological developments.

KEY TEACHING AREAS

Marketing

RESEARCH and SCHOLARLY WORK

Gao, F., Dantas, D.C., Colbert, F. (2026). “Roles of technology in service appropriation: an exploration in a phygital cultural context”, International Journal of Arts Management 28(3). (Editors' Choice)

Gao, F., Eccles, K., Dantas, D.C. (2026). The Posthumous Usage of AI in Artistic Contexts. In: Ladhari, R. (eds) Encyclopedia of Artificial Intelligence in Marketing. Springer, Cham. https://doi.org/10.1007/978-3-031-75316-9_54-1