About
Dr Daisy Lyu is a Senior Lecturer in Marketing at the University of Southampton's Southampton Business School. She is a member of the Marketing Research Group and the Centre for Behavioural Experimental Action and Research (C-BEAR), with FHEA certification from Advanced HE. Her academic journey began as a PhD candidate in the Department of Digital and Data Driven Marketing in early 2016, transitioning to full-time faculty in 2020.
- Education: BA Marketing (Hons) from Bangor University (2014), MSc International Marketing from University of Birmingham (2015), PhD from University of Southampton (2020)
Her research focuses on consumer psychology, omni-channel retailing, and technology adoption theories, with particular emphasis on live streaming commerce and technology-assisted marketing. Her work explores interdisciplinary intersections between retailing practices, digital commerce, and behavioral dynamics.
Recent publications analyze atmospheric cues in live streaming environments, mobile gaming purchase behavior, luxury brand democratization, and m-banking adoption under economic constraints. Her research spans consumer behavior, digital engagement metrics, and cross-cultural marketing analysis.
- Scientific Awards:
- Best Paper Award at The 19th International Conference on Electronic Business (2019)
- Best Paper Award in the International Marketing Track (2022)
Daisy teaches qualitative and quantitative research methods, Marketing in the Digital Age, Customer Insights, Digital Analytics, and Advanced Digital Communications. She supervises doctoral candidates and collaborates internationally, with academic affiliations extending to University of Kent and Bournemouth University.
