Yiwen Hong

Yiwen Hong is a Lecturer in Marketing at the Norwich Business School, University of East Anglia. Their research focuses on entrepreneurial marketing dynamics influenced by e-commerce technology and consumer vulnerability issues in marketing practices. Contact via Yiwen.Hong@uea.ac.uk or +44 1603 591635.

Research interests include the interplay between digital technologies and entrepreneurial strategies in e-commerce environments, as well as ethical considerations in marketing targeting young consumers. Recent work examines how Chinese pure-play e-retailers adapt marketing practices to technological advancements and explores vulnerabilities in youth consumer markets.

No scientific awards are explicitly listed. No grants or advising activities are documented here. No specific labs or research teams are mentioned in the provided text.