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The University of Southampton
Southampton Business SchoolWho we are

Dr Hongfei Liu BSc, MSc, PhD, FHEA

Lecturer in Marketing

Dr Hongfei Liu's photo

Hongfei is a Lecturer in Marketing at Southampton Business School. He completed his PhD in Marketing at University of Hull. Prior to joining the University of Southampton, he had academic positions at University of Essex and Coventry University.

Hongfei’s research interests include digital marketing and social media, service marketing, and strategic marketing and management. He specialises in electronic word-of-mouth (eWOM) communication in the service sector, and likes employing experimental method to address practical marketing issues. 

His work has been published in the highly regarded journals, including Journal of Business Research, Journal of Business Ethics, European Journal of Marketing, Industrial Marketing Management, Tourism Management and Journal of Travel Research among others.

Hongfei serves as an Associate Editor for Journal of Research in Interactive Marketing and a guest editor for Journal of Business Research. He also co-chairs tracks in Academy of Marketing (UK) and Academy of Marketing Science (US) conferences.

Research interests

Digital marketing and social media

  • Electronic word of mouth (eWOM) and online reviews
  • Cyberpsychology and online communication
  • Technology adoption/resistance in consumer market

Services marketing

  • Service failures and service recovery
  • Service experience management
  • Internal marketing and service management

Strategic marketing and management

  • Resource management and strategies
  • Social marketing and social entrepreneurship

Research group

Marketing Research Group

Centre for Marketing Research

PhD supervision

I am open to PhD applications

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Dr Hongfei Liu
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

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