Herbert Sima on leveraging social media to drive societal change

"I grew up in a tiny village located between Hunan Province and Hubei Province in China. We were surrounded by rivers – including the Yangtze. Isolated from the outside world, our lives revolved around the rhythms of the village.

"Every summer our village would flood – we had to be ready to climb trees to escape the water. My siblings and I also helped our parents plant rice on their farm, a task I hated. The heat was unbearable, often reaching 40 degrees, and the water was full of leeches. From an early age, I was driven to leave my village!

"At that time, there were only two pathways to escape a life of farming in the village: joining the army, or pursuing further study. I loved school, so I wanted to keep studying, and my parents worked so hard to give my siblings and me that opportunity. In those days, no one from our village went to university – most children would drop out of school at intermediate level and return to work on their parents’ farms. And for those who completed secondary school, it was incredibly difficult to gain admission to university. Fewer than ten students out of about 400 from my secondary school made it. I was lucky – my marks were just high enough for me to scrape in.

"I went to Wuhan Institute of Economics and Management and studied international business as I wanted a subject that would help me learn English. There was one American teacher at the Institute and although I wasn’t in her class, I was so fascinated with English that I approached her and offered to be her translator when she went out in the city. She allowed me to join her class for free and she showed us films of the American way of life. She really opened my mind to different perspectives, to understanding that the world was different. It was like a spark in my mind – I wanted to go and see the world. That memory will probably last forever.

"I moved to Shenzhen not long after graduating to look for a role that enabled me to use my English language skills and found a job at the five-star Shangri-La Hotel. The hotel was close to the border with Hong Kong, so it hosted a lot of wealthy international businesspeople and celebrities. I knew nothing about hospitality, but because I could speak English, I was rapidly promoted from waiter to supervisor and, within two years, to a management position. The hotel gave me valuable exposure to international businesspeople and trade – it really helped me set solid foundations in how to build relationships and manage people.

"When I became a manager at the Shangri-La, I realised that I needed to upskill. After a few years working and studying in Singapore and exploring further study options in Germany and the US, a Kiwi friend recommended going to New Zealand to continue my studies.

"I intended to study law or accounting, but because I needed to work to support myself, I settled on marketing – it enabled me to work full-time and study part-time. I eventually completed my bachelors and masters degrees at Massey University’s Albany campus.

"A couple of years after I graduated, one of my university friends approached me to start a business with him. We supplied mobile phones and accessories to Vodafone franchises. The business did very well, but when my friend left to return to Shanghai it was a real struggle to continue on my own.

"Around this time, I was approached by the Raffles College of Design and Commerce to deliver a guest lecture on doing business in New Zealand. The lecture was well received, and the institute subsequently offered me a teaching position for two hours a week. Gradually my teaching hours increased, and eventually I became the Programme Director at the college.

"My own passion for learning persisted, leading me to pursue a PhD part-time and enrol in courses at the University of Auckland. Around that time, the University was recruiting new staff to teach team-based learning courses. Professor Rod Brodie, then Head of Marketing, encouraged me to apply. That was 14 years ago, and I’ve been here ever since.

"I find great fulfilment in interacting with students, especially witnessing those 'light bulb' moments. I believe they value the practical insights I share from my experiences working with Shangri-La Hotel and running my own business.

"I successfully completed my PhD in 2022. My PhD explored how social media has transformed relationships in the business-to-business (B2B) sector. One key area of focus was how social media or digital marketing technology can influence export venture performance by examining the roles of managerial ties and the institutional environment. Given the significant contributions of exports to New Zealand’s economy, this research provides valuable insights for exporters to develop smarter digital strategies that enhance their performance.

"In addition to my work on B2B, I am also exploring the impact of social media on sustainability. Recently, we completed a study on how social media can influence social norms around 'ugly produce' – fruit and vegetables rejected by supermarkets purely because they don’t look perfect and may not appeal to consumers. We analysed a sample of posts from an Instagram community and identified key themes from the posts. Our findings indicated that social media can be used as a platform to bring people together, educate them, change their way of thinking and ultimately change their consumption behaviours. This research highlights how social media can drive sustainability, and I am incredibly proud of its potential to create meaningful change.

"Currently, I am working on a new project that examines how social media and AI can enhance healthy aging, helping people rethink their approach to retirement. Traditionally, retirement often led to a loss of social connection, but now people can use social media to build online communities and remain actively engaged. This shift represents a significant change in how people experience retirement.

"I am passionate about ensuring my research has a meaningful impact on the community. This year, I have set a goal to focus on food waste, sustainability, and also retirement. My interest in retirement is personal: my mum is now 76 and facing the challenges that come with this stage of life. I want to ensure my mum, along with other senior citizens, can fully enjoy healthy aging. It has been fascinating to see how my research has also influenced me personally, allowing me to bring valuable insights to my family and my community.

"I’m a mentor for the Auckland Chamber of Commerce and Business Mentor New Zealand. I take great pride in supporting others on their entrepreneurial journeys. When I first started my own business, there was no mentoring system in place, and I faced numerous challenges. Now, I find it incredibly rewarding to help others avoid some of the mistakes I made.

"I’m also a mentor for the Accelerate Programme, which connects Business School students with Kiwi not-for-profits, charities and social enterprises needing help solving business challenges. Coming from a disadvantaged background, I deeply value the opportunity to use my experience to give back to these communities. It brings me a strong sense of purpose.

"I always tell businesspeople to never give up. Talk to people and build your networks. Never underestimate the person beside you – they could be the key to unlocking new opportunities.

"I am fortunate to have been awarded a Professional Teaching Fellow scholarship, which has transformed how I view my role. While I once saw myself as a teacher, I now realise that research is essential to improving my teaching. By interacting theory and practice, I can help students gain a deeper understanding of both perspectives. I am very excited to be part of the team redesigning some of our business programmes, where I can collaborate from a marketing and international business perspective, using research to inform our teaching and enhance the overall programme experience."