Zhaozhang Sun

I am a Research Fellow at the Centre for National Training and Research Excellence in Understanding Behaviour (CENTRE-UB), where I collaborate with the University of Birmingham and Diabetes UK to address critical public health challenges. My current project, "Addressing Type 2 Diabetes Stigma through Strategic Digital Influencer Interventions," explores the transformative potential of social media influencers (SMIs) in normalising conversations around diabetes, particularly Type 2 Diabetes (T2D). The research aims to challenge stigma, foster inclusive narratives, and ultimately improve health outcomes for individuals living with T2D.

My academic interests lie at the intersection of health communication, digital health interventions, and non-communicable diseases (NCDs). Central to my research is the innovative use of digital platforms, computational methods, and online communication strategies to drive meaningful improvements in public health practices and reduce healthcare disparities. I strive to develop evidence-based, scalable interventions that not only enhance patient outcomes but also address systemic inequities in healthcare access and delivery.

During my doctoral studies at King’s College London, I conducted a pioneering investigation into the diabetes narratives constructed by key social media influencers in the UK. This interdisciplinary research employed a mixed-methods approach, including social network analysis, thematic analysis, and online surveys, to examine how these narratives shape audience knowledge, attitudes, and behaviours. The study underscored the unique potential of digital platforms in disseminating accurate health information and engaging diverse audiences in meaningful dialogue around chronic disease management.

Beyond my PhD, I have been involved in several high-impact research initiatives. One notable project explored the multifaceted risk factors contributing to obesity in Chinese populations. By integrating literature reviews, expert consultations, and both quantitative and qualitative research methods, this work provided critical insights into age-specific drivers of obesity, offering a foundation for targeted and culturally informed interventions.

Another significant aspect of my research focuses on global health promotion strategies, with an emphasis on the role of major international conferences. Through systematic reviews of declarations and reports, I have formulated actionable, evidence-based recommendations to enhance global health initiatives and foster international collaboration.

I am also deeply invested in examining the interplay between health communication and policy. My recent work on celebrity health narratives, such as those of Chinese actress Jia Ling, investigates how public figures can influence health behaviours and amplify public health awareness. This research aims to harness the widespread influence of social media to design effective communication strategies that encourage healthier lifestyles and improve population health outcomes.

My research is inherently interdisciplinary, blending theoretical frameworks from sociology, media studies, and health communication with innovative digital tools. Through this approach, I aim to address complex public health challenges and contribute to the development of sustainable, impactful interventions that resonate across diverse populations. By leveraging the power of digital media and data-driven strategies, my work seeks to transform the way we communicate health information and engage communities to promote better health for all.

Dr. Sun holds a PhD in Health Communication and Diabetes Management from King’s College London, where she was awarded a fully-funded scholarship by King’s College London and the China Scholarship Council. Her doctoral research provided groundbreaking insights into the narratives of social media influencers in the UK and their impact on diabetes knowledge, attitudes, and behaviours.

Prior to that, She graduated with honours from Central South University, where she was named valedictorian (1/7,772 students) and received multiple prestigious awards, including the National Scholarship and Dean’s Scholarship. She then completed an MA in International Journalism at the University of Leeds with Distinction, building a solid foundation in communication and media studies.

Dr. Sun's professional experience extends beyond academia. She served as an executive editor at Science and Technology Daily, managing news content from domestic and international correspondents while producing impactful stories on science and human interest. Her internships at Tencent Holdings Ltd. as a business operation manager and at King’s Internship Insights as a business consultant equipped her with expertise in strategic planning, user engagement, and project management.

Dr. Sun’s dedication to teaching and mentorship is evident in her role as a Graduate Teaching Assistant, where she supported students’ academic development and contributed to the delivery of high-quality education. As the Representative for International Students at King’s, she championed equality, diversity, and inclusion by organizing events and fostering an inclusive academic community.

To date, Dr. Sun has published 14 peer-reviewed papers and presented her research at numerous national and international conferences. Fluent in English and Mandarin, she possesses exceptional cross-cultural communication skills, enabling her to bridge cultural divides in global health initiatives and research collaborations.

Through her interdisciplinary approach, innovative research, and professional expertise, Dr. Zhaozhang Sun continues to make significant contributions to the advancement of health communication. Her work is driven by a commitment to addressing complex public health challenges, improving health equity, and shaping sustainable solutions to reduce healthcare disparities.