Dr Wen-Ling Liu

Dr Wen-Ling Liu


Faculty and Department

  • Faculty of Business, Law and Politics
  • Hull University Business School


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, decision-making, 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.

Recent outputs

View more outputs

Book Chapter

Chinese consumer's attitudes towards advertising

Liu, W. (2009). Chinese consumer's attitudes towards advertising. In H. Cheng, & K. K. Chan (Eds.), Advertising and Chinese Society: Impacts and Issues (67-84). Copenhagen: Copenhagen Business School Press


The characterisation of calpain-like proteins in Trypanosoma brucei

Liu, W. (2010). The characterisation of calpain-like proteins in Trypanosoma brucei. (Thesis). University of Hull. Retrieved from https://hull-repository.worktribe.com/output/4214144

Postgraduate supervision

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 - )