Skip to main content
Doctor Hongfei Liu

Dr Hongfei Liu

Associate Professor

Research interests

  • Digital marketing and social media
  • Services marketing
  • Strategic marketing and management

More research

Accepting applications from PhD students.


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.