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Southampton Business SchoolWho we are

Dr Jing (Daisy) Lyu PhD, MSc, BA (Hons), AFHEA

Teaching Fellow in Marketing

Dr Jing (Daisy) Lyu's photo

Daisy joined Southampton Business School as a doctoral candidate in early 2016 and has been awarded Doctoral degree in October 2020. While accomplisher her PhD, she joined the Department of Digital and Data Driven Marketing as full-time Teaching Fellow from August 2020.

During her candidature, she experienced attending the international and national conferences, one of her conference papers titled “Smartphone Uses in Brick-and-mortar Retailing Stores: Gratifications as Antecedents of Consumer’s State Anxiety and Purchase Intention” won the ‘Best Paper Award’ at the “The 19th International Conference on Electronic Business” in December 2019. Apart from research activities, Daisy also commenced several teaching and supervision experiences at University of Southampton, University of Kent and Bournemouth University from 2017 onwards. She also achieved the Associate Fellowship of HEA in November 2019.

Prior to joining the University of Southampton, Daisy received her MSc International Marketing from University of Birmingham in 2015 and BA (Hons) from Bangor University in 2014.

Research interests

Consumer behaviour, consumer psychology, omni-channel retailing, technology adoption theories, research methods. 

PhD thesis title ‘Smartphone Uses in Brick-and-mortar Retailing Stores: Gratifications as Antecedents of Consumer’s State Anxiety and Purchase Intention’ was supervised by Dr. Ioannis Krasonikolakis and Dr. Steve Chen.

Research projects

  • Research title ‘Conspicuous signaling and luxury purchase intention’, collaborate with Professor Paurav Shuka, Dr. Veronica Rosendo, Dr. Dina Khalifa, and Dr. Sangeeta Trott.
  • Research title ‘Smartphone uses in brick-and-mortar retail stores: gratifications as antecedents of consumer’s state anxiety and purchase intention’, soon to submit to the journal ‘Information & Management’, collaborate with Dr. Steve Chen and Dr. Ioannis Krasonikolakis
  • Research title ‘Forgiveness and redemption: a study on the impact of employees’ participation in the restoration of corporate brand image in a crisis’, under review of ‘Journal of Marketing Theory and Practice’, collaborate with Dr. Feng Jiao.
  • Conference research paper ‘Will marketing automation encourage repurchase intention through enhancing brand experience? An empirical study of omni-channel retailing in China’, accepted and presented at ‘The 2020 International Conference on Marketing and Technologies’.

Research group

Marketing Research Group

Teaching fellow to undergraduate and postgraduate taught level students, personal tutor.

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  • Module Leader MANG6330 Designing and Managing Research Project
  • Module Leader MANG6266 Advanced Digital Communications
  • Teaching Assistant MANG6329 Data Analytics
  • Teaching Assistant MANG2064 Business Research
Dr Jing (Daisy) Lyu
Southampton Business School, University of Southampton, Highfield, Southampton SO17 1BJ, UK

Room Number : 2/4040

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