Dr Wen-Ling Liu


Faculty of Business, Law and Politics


01482 463057

Dr Liu works as a lecturer in marketing at the Hull University Business School. She teaches marketing management, advertising and media, marketing communications, independent study and supervises PhD students.

Her research interests lie in consumer behaviour, advertising, new media, online marketing, cyber security, and cross-cultural issues.

Dr Liu has extensive experience in the areas of marketing / business prior to entering academia. She was awarded the Postgraduates Choice Award 2015 at the University of Hull ’s Annual Student-Led Teaching Awards.


Research Interests

  • Decision-making model

  • Cross-cultural advertising strategies

  • Online marketing

  • New media

  • Consumer attitudes

  • Alternative teaching and assessment in the higher education

Research groups

Currently working on projects related to cyber security, decision-making model, consumer experience, eWOM, mobile marketing, and alternative teaching and assessment in higher education.


Rogers W and Liu W, 'Does Perceived Cyber Security Influence Moral Judgment and Purchase Intention? A Case of Mobile Commerce Purchasing Decisions', Annual ISMS Marketing Science Conference, USC University of Southern California, USA (June 2017)

Liu W, Kitchen P J and Moskovos A, 'Cypriot Parental Perceptions of Children’s Internet Usage: An Investigation of Motivations and Barriers', EuroMed Journal of Business, Vol 4, No 3, pp 304-323 (2009)

Liu W, 'Chinese Consumers’ Attitudes towards Advertising', Advertising and Chinese Society: Impacts and Issues, Cheng H and Chan K (eds), pp 67-84, Copenhagen Business School Press (2009)

Liu W and Fan Y, 'Communicating with 1.3 Billion Peoples in China', Handbook of Corporate Communication and Strategic Public, Oliver S (ed), pp 184-199, Routledge (2004)

Liu W, 'Advertising in China: Product Branding and Beyond', Corporate Communications: An International Journal, Vol 7, pp 117-125 (2002)


Programmes taught on (2019)

Modules list

  • Advertising and Media (MSc)

  • Market Research (MSc)

  • Advertising Management (MSc)

  • Marketing Management (MSc)

  • Independent Study (BA, HKU)

  • Advertising and PR (BA, HKU)

Research PhDs

Dr Liu's research interests include decision-making model, cross-cultural advertising strategies (e.g. consumer attitudes towards advertisement, message strategy, cultural values), marketing communications (e.g. celebrity endorsement, internet advertising), online marketing (cyber security,eWOM, online trust, mobile shopping), new media, consumer behaviour, and alternative teaching and assessment in higher education.

She uses both qualitative and quantitative research methods, including content analysis, experimental test, factor analysis, and confirmatory factor analysis, and is interested in supervising MSc, MBA and PhD students who use these methods to examine the above-mentioned research areas.

Completed PhDs

  • Inga Burgmann, Integrated Marketing Communications: Implementation and Application Issues in Consumer-Focused Companies (2007)

  • Dan Cao, Determinants of Fashion Orientation: Conceptual Development and Empirical Examination (2014)

  • Alaa El-Bedweihy, Conceptualisation and Measurement of Consumer Brand Identification (2015)

  • Ibrahim Alotaibi, Customer Engagement in Mobile Marketing Communications: How Effective Is it? A Study of Mobile Users in Saudi Arabia (2015)

  • Youjaing Gao, An Investigation on the Determinants and the Nature of Social Entrepreneurship in China: a Grounded Theory Approach (2016)

Current phD supervisions 

Arunnaa Sivapathy, Examining the Effect of Theory of Planned Behaviour on Luxury Value Perception with the Moderating Effect of Product Knowledge (2013 – )

Professional highlights

Academic qualifications

  • PhD, De Montfort University (2003)

  • MBA and MA, Webster University, Missouri, USA (1994)

External roles


  • Member, British Academy of Management

  • Member, The Academy of Marketing


  • Journal of Brand Management (ad hoc reviewer, 2009 – present)

  • Journal of Business and Industrial Marketing (ad hoc reviewer, 2008 - present)

  • The Asia Pacific Journal of Marketing and Logistics (ad hoc reviewer, 2007 - present)

  • The Academy of Marketing Conference (ad hoc reviewer, 2006 - present)

  • Corporate Communications: An International Journal (Editorial Review Board Member, 2006 – 2007)

Awards and accolades

  • Building Student Empowerment through a Live Commercial, the Project Innovations in Student Learning Scheme 2015, Small Project Funding £500, University of Hull.

  • Awarded the Postgraduates Choice Award 2015 at the Hull University’s Annual Student-Led Teaching Awards.