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.
- 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 - )