Yao Yao

Yao Yao

Dr, Dr

Personal profile


I am a Lecturer in Fashion Retail Technology and Digital Innovation at the University of Manchester.  My research is focused on digital marketing and advertising.  In particular, my research specialises in: social media marketing/advertising, social commerce, information processing, and marketing research utilising eye-tracking technology as well as traditional quantitative research methods. I have published as 1st author on the book chapter ‘Cultural consideration in Social Commerce: The Differences and Potential Opportunities in China’ in an edited book Social Commerce: Consumer Behaviour in Online Environment (Palgrave Macmillan, 2019). And I have presented my research at several international academic conferences: 2018 AMA/ACRA 3rd Triennial Conference at Toronto, 2018 Academy of Marketing Conference at Stirling, 2018 Global Marketing Conference at Tokyo, 2019 Global Fashion Management Conference in Paris. I have four papers in the pipeline that are going to be submitted to prestigious peer-reviewed journals such as Journal of Business Research, Information & Management, Computers in Human Behaviour and Electronic Commerce Research and Applications. I have also been invited to review academic journal papers for the International Journal of Retail & Distribution Management journal.  

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production


Dive into the research topics where Yao Yao is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
  • 1 Similar Profiles