Dr Daisy Lyu is the Programme Leader of the BSc Marketing programmes. She is a Lecturer in Marketing and is a member of the Marketing Research Group. She also holds FHEA certification awarded by the Advanced HE. She joined Southampton Business School in early 2016 as a PhD candidate in the Digital and Data Driven Marketing department.
- Consumer psychology
- Omni-channel retailing
- Technology adoption theories
- Research methods
- Live streaming commerce
Daisy's present research interests consist of interdisciplinary subjects such as retailing practices, electronic and live streaming commerce, influencer marketing and technology-assisted marketing. She co-authors with international scholars from multiple countries aiming to develop international marketing insights. Daisy’s doctoral thesis titled ‘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 (2016-2020).
Daisy teaches on modules covering qualitative and quantitative research methods for Business students, Marketing in the Digital Age, Customer Insights, Digital Analytics and Advanced Digital Communications.
Daisy joined Southampton Business School as a doctoral candidate in early 2016 and has been awarded Doctoral degree in late 2020. While undertaking 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 opportunities at University of Southampton, University of Kent and Bournemouth University from 2017 onwards. She also achieved the Fellowship of the Higher Education Academy in November 2021.
Prior to joining the University of Southampton, Daisy received her MSc International Marketing from University of Birmingham in 2015 and BA Marketing (Hons) from Bangor University in 2014.
- Best paper award in the International Marketing Track (2022)