Yao Yao

Yao Yao is a Lecturer in Fashion Retail Technology and Digital Innovation at the University of Manchester. Their research focuses on digital marketing, AI and Generative AI applications in advertising, consumer information processing, and quantitative methodologies including eye-tracking. They hold a PhD in Textile Design, Fashion and Management from the University of Manchester (2020).

Education: Doctor of Philosophy, Textile Design, Fashion and Management (University of Manchester, 2020).

Research Interests: Specializes in marketing technologies, AI-driven advertising strategies, and consumer decision-making processes. Active in advancing inclusive teaching practices for international students and leveraging digital platforms to enhance consumer insights. Recent work includes studies on metaverse advertising effects and social commerce dynamics in China.

Collaborations: Engaged in cross-disciplinary projects exploring the impact of social media on consumer behavior and the role of technology in retail innovation. Invited to review for journals like the International Journal of Retail & Distribution Management and Journal of Fashion Marketing and Management.

Labs/Teams: Involved in digital innovation initiatives within the Fashion Business Technology department, focusing on emerging technologies' role in retail and consumer engagement.