Huiying Zhang (Hospitality) together with Xi Yu Leung, '12 PhD Hospitality and Jie Sun, '18 PhD Hospitality, co-authored "Attracting Generation Z talents to the hospitality industry through COVID CSR practices," which was published in the International  Journal of Contemporary Hospitality Management. 

Based on signaling theory, construal level theory, and value theory, this study aims to examine how COVID-related corporate social responsibility (CSR) activities affect future Generation Z employees’ intention to join the hotel industry through experimental designs. The results indicate that in-kind donation is more efficacious in improving Generation Z’s job pursuit intention, as compared to cause-related marketing. CSR messages framed in a “how” mindset are favored by Generation Z who are either unemployed or eager to change their current job. The findings also confirm the effect of brand warmth as a mediator and other-regarding personal value as a moderator.

Zhang is a doctoral candidate.