Dr Yang Li

Dr Yang Li is a Lecturer (Assistant Professor) in Marketing, Management and Business Strategy at Hull University Business School, University of Hull. She completed her PhD in Management (Information Systems) at Royal Holloway, University of London, supported by a Full College Studentship. Her doctoral research, conducted as part of the AHRC-funded StoryFutures programme, examined the believability of digital humans in customer service experiences in collaboration with industry partners.

Her research interests span digital innovation and social impact, AI applications in business and marketing, digital transformation and customer experience, and the Spatial Web/Metaverse in business contexts. Her work has been accepted in the International Journal of Electronic Commerce and presented at the European Conference on Information Systems (ECIS).

Yang is an Associate Fellow of Advance HE (AFHEA). At Hull, she is Module Leader for Disruptive Marketing Innovations, supervises undergraduate and postgraduate dissertations, and co-supervises a doctoral candidate. She serves as a peer reviewer for journals including *Information Technology & People* and *Behaviour & Information Technology*, and is a member of the Association for Information Systems (AIS) and the British Academy of Management (BAM).