About
Hongfei Liu is Associate Professor in Marketing at Southampton Business School, UK. Hongfei's research interests primarily lie in digital marketing and social media. His research focuses on the impact of digitalization, technologization and servitization on individuals, businesses, and societies. Hongfei 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 chairs tracks in international marketing conferences.