Huaiyu Li
BE (Hons.), MSc, Mres
Management School
Doctoral Researcher (Marketing and Creative & Cultural Industries)
Graduate Teaching Associate and Research assistant, University of Sheffield.
- Profile
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Thesis title
Huaiyu's thesis title is: How Does Exposure to Organic Food Products Affects Consumer Responses? Exploring the Moderating Role of Consumer Impulsiveness
About the researcher
Huaiyu Li is currently a PhD student studying at the Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT) research group, Sheffield University Management School. Huaiyu’s research area includes sustainable consumption, AI in service and influencer marketing.
Huaiyu has been involved in a research project led by Professor Hossein on AI and services since May 2023. Previously, he served as a research assistant for a Whiterose-funded project titled "Unleashing the Power of Influencer Marketing to Stimulate Prosocial Causes," led by Prof. Hossein from 2022 to 2024.
His research has appeared in prestigious journals such as Journal of Business Research and SmartMat. He also holds 2 national patents. Additionally, he received a series of national awards as a team leader from 2014 to 2016 and earned university scholarships from 2013 to 2017.
He has a disciplinary background involving marketing and management, nanotechnology, chemistry and engineering. Prior to his PhD study, He worked as a marketing analyst at an Internet & Edge cloud computing company in China. He also has work experience in a sports retailer, Decathlon, where he served as a sports director.
- Qualifications
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- Associate Fellowship of the Higher Education Academy (AFHEA)
- MSc in Management, University of Glasgow, UK
- Mres in Polymer Chemistry, Harbin Institute of Technology, China
- BE Hons 1st in Chemical Engineering Technology, Harbin Engineering University, China
- Research interests
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- Sustainability such as organic food consumption and pro-environmental behaviors
- AI in service areas such as service failure and recovery
- Influencer marketing such as virtual influencers
- Publications
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Journal articles
- . Journal of Business Research, 175, 114520-114520.
- . SmartMat, 2(1), 76-87.
- . Journal of Business Research, 175, 114520-114520.
- Research group
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Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT)
- Grants
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Grant Amount Funder Date Unleashing the Power of Influencer Marketing to Stimulate Prosocial Causes £10,300 White Rose Collaboration Fund 2022 Research Training Support Grant £2,250 Sheffield University Management School 2022
- Teaching activities
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Graduate Teaching Associate, PGT MGT6181 Marketing Communications
- Supervisors
Links