Dr. Xiaowei Cai

Dr. Xiaowei Cai holds a PhD in Economics, Business Science, and Law from the Public University of Navarre (Pamplona, Spain), awarded with “International Mention” and “Cum Laude”. After completing his post-doctoral research at the same institution, he joined Rabat Business School. His research focuses on consumer psychology and digital marketing within the video game context. He is adept at applying both quantitative and qualitative research methods for various research objectives, utilising R and Python environments. His work has been published in leading marketing and consumer behaviour journals, including the International Journal of Human-Computer Studies and the Journal of Retailing and Consumer Services.