Research output per year
Research output per year
Personal profile
Overview
I am a Lecturer in Fashion Retail Technology and Digital Innovation at the University of Manchester. My research focuses on digital marketing and advertising. In particular, my research specialises in: marketing technologies, AI and Generative AI, advertising, consumer information processing, and marketing research utilising eye-tracking technology as well as traditional quantitative research methods. I have been published as 1st author of the book chapters. I have presented my research at several international academic conferences. I have submitted papers to peer-reviewed journals and recently published in the Journal of Retailing and Consumer Services. I have also been invited to review academic journal papers for the International Journal of Retail & Distribution Management, Journal of Fashion Marketing and Management, etc.
Education/Academic qualification
Doctor of Philosophy, Textile Design, Fashion and Management , The University of Manchester
Award Date: 20 Jun 2020
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):
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SDG 3 Good Health and Well-being -
SDG 4 Quality Education -
SDG 10 Reduced Inequalities -
SDG 12 Responsible Consumption and Production -
SDG 17 Partnerships for the Goals
Fingerprint
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.
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Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
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Cultural Considerations in Social Commerce: The differences and potential opportunities in China.
Yao, Y., Boardman, R. & Vazquez, D., 2019, Social Commerce Consumer Behaviour in Online Environments. Boardman, R., Blazquez, M., Henniger, C. & Ryding, D. (eds.). Switzerland: Palgrave Macmillan Ltd, p. 43 58 p.Research output: Chapter in Book/Conference proceeding › Chapter › peer-review
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The Transformative Role of Personal Tutoring and Academic Advising in Supporting Transition, Belonging, and Graduate Confidence for International Students
Zeng, L. & Yao, Y., 13 Apr 2026.Research output: Contribution to conference › Abstract › peer-review
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Bridging Borders: A Guidance for Enhancing Inclusive Teaching and Support for International Students
Zeng, L., Harvey, A. & Yao, Y., Jul 2025, AdvanceHE Teaching and Learning Conference 2025: Future-focused education: Ensuring successful student outcomes for all.Research output: Chapter in Book/Conference proceeding › Conference contribution › peer-review
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FROM LEARNING TO ADOPTION: UNDERSTANDING MARKETING STUDENTS' ACCEPTANCE OF GENERATIVE AI TECHNOLOGIES
Yao, Y., Tang, Z. & Zeng, L., 2025, 2025 Global Marketing Conference at Hong Kong Proceedings. p. 908Research output: Chapter in Book/Conference proceeding › Conference contribution › peer-review
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Platforms empower: Mining online reviews for supporting consumers decisions
Wu, P., Sun, S., Zhou, L., Yao, Y. & Deveci, M., May 2025, In: Journal of Retailing and Consumer Services. 84, 104214.Research output: Contribution to journal › Article › peer-review
Prizes
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Educational Leadership Award (Team Award)
Trencher, L. (Recipient), Le Normand, A. (Recipient), Rodgers, T. (Recipient), Henninger, C. (Recipient), Zeng, L. (Recipient) & Yao, Y. (Recipient), 2025
Prize: Prize (including medals and awards)
Thesis
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Analysing the Impact of Luxury Fashion Brands' Firm-Generated Content on Consumer's Attention, Attitudes and Purchase Intention in China, and the moderating effects of involvement
Yao, Y. (Author), Vazquez, D. (Main Supervisor) & Boardman, R. (Co Supervisor), 16 Jun 2020Student thesis: Phd
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