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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.

Connect with Hongfei

Email: [email protected]

ORCID

Profile photo 
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Name 
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Job title 
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Research interests (for researchers only) 
Add up to 5 research interests. The first 3 will appear in your staff profile next to your name. The full list will appear on your research page. Keep these brief and focus on the keywords people may use when searching for your work. Use a different line for each one.

In Pure (opens in a new tab), select ‘Edit profile’. Under the heading 'Curriculum and research description', select 'Add profile information'. In the dropdown menu, select 'Research interests: use separate lines'.

Contact details 
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You can link to your Google Scholar, LinkedIn and Twitter accounts through Pure (opens in a new tab). Select ‘Edit profile’.  In the 'Links' section, use the 'Add link' button. 

ORCID ID 
Create or connect your ORCID ID in Pure (opens in a new tab). Select ‘Edit profile’ and then 'Create or Connect your ORCID ID'.

Accepting PhD applicants (for researchers only) 
Choose to show whether you’re currently accepting PhD applicants or not in Pure (opens in a new tab). Select ‘Edit profile’. In the 'Portal details' section, select 'Yes' or 'No' to indicate your choice. 

About Research Publications Supervision Teaching External roles and responsibilities Biography
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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.

You can update this in Pure (opens in a new tab). Select ‘Edit profile’. Under the heading and then ‘Curriculum and research description’, select ‘Add profile information’. In the dropdown menu, select - ‘About’.

Write about yourself in the third person. Aim for 100 to 150 words covering the main points about who you are and what you currently do. Clear, simple language is best. You can include specialist or technical terms.

You’ll be able to add details about your research, publications, career and academic history to other sections of your staff profile.

Update this section in Pure