About
Hongfei is Associate Professor in Marketing at Southampton Business School. Hongfei's research interests primarily lie in digital marketing and social media. His research focuses on the impact of digitalisation and technologisation on individuals, businesses, and societies. Hongfei specialises in electronic word-of-mouth (eWOM) communication, and likes employing both quantitative and qualitative methods to address the marketing and social issues in the digital age.
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 reputable journals, such as Journal of Business Research, Internet Research, etc. He also co-chairs tracks in Academy of Marketing (UK) and Academy of Marketing Science (US) conferences.
Research
Research groups
Research interests
- Digital marketing and social media
- Services marketing
- Strategic marketing and management
Current research
Hongfei's research interests primarily lie in digital marketing and social media. His research focuses on the impact of digitalisation and technologisation on individuals, businesses, and societies. Hongfei specialises in electronic word-of-mouth (eWOM) communication, and likes employing both quantitative and qualitative methods to address the marketing and social issues in the digital age.
Hongfei is currently working on the following topics.
Digital marketing and social media
- Electronic word of mouth (eWOM) and online reviews
- Technology adoption/resistance in the consumer market
- Digital transformation and emerging industries/sectors (e.g. e-sports and e-governance)
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
Publications
Teaching
Hongfei has rich teaching experiences of both undergraduate and postgraduate marketing modules across several universities in the UK. His main teaching interests include marketing management and digital marketing.
Biography
Hongfei is Associate Professor in Marketing at Southampton Business School. Hongfei's research interests primarily lie in digital marketing and social media. His research focuses on the impact of digitalisation and technologisation on individuals, businesses, and societies. Hongfei specialises in electronic word-of-mouth (eWOM) communication, and likes employing both quantitative and qualitative methods to address the marketing and social issues in the digital age.
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 reputable journals, such as Journal of Business Research, Internet Research, etc. He also co-chairs tracks in Academy of Marketing (UK) and Academy of Marketing Science (US) conferences.