معرفی
Hongfei Liu is an Associate Professor in Marketing at Southampton Business School, University of Southampton. His research focuses on digital marketing, social media, services marketing, and strategic marketing management.
- Digital marketing and social media
- Services marketing
- Strategic marketing and management
Research Themes: Hongfei investigates how digitalization, technologization, and servitization affect individuals, businesses, and societies. His work covers:
- Electronic word of mouth (eWOM) and online reviews
- Technology adoption/resistance in consumer markets
- Digital transformation in emerging sectors (e.g., esports, eHealth)
- Service failure and recovery mechanisms
- Sustainable luxury marketing
- Marketing ethics in digital contexts
Publications: His work appears in top journals like Journal of Business Research, Journal of Business Ethics, and Industrial Marketing Management. He currently serves as Associate Editor for Journal of Research in Interactive Marketing.
Teaching: Hongfei has extensive experience teaching undergraduate and postgraduate marketing modules, specializing in digital marketing and marketing management.
