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Dr. Yao Yao

4 articles
United Kingdom The University of Manchester

Biography

Dr Yao Yao is a Lecturer in Fashion Retail Technology and Digital Innovation at The University of Manchester. She has a PhD in Textiles, Fashion and Management. Yao's research specialises in digital marketing, marketing technologies, AI marketing, consumer behaviours, and marketing research utilising quantitative research methods and eye tracking. Her interest is in investigating technologies used in marketing, with particular interest in examining technologies' impact on marketing effectiveness and consumer behaviours. She has also provided consulting services to luxury fashion retailers and marketing and media agencies in consumer insight, communications, and strategies.

Publications by Year
Showing 4 of 4
Delegating the Decision: How Consumers Negotiate Autonomy and Psychological Ownership in Agentic Commerce
Yao Yao The University of Manchester
Xiangjun Ma
Mengzi Zhang University of Manchester
Eryao Xu University of Manchester
+1 more
Marketing and Retail Developmental Paper Session
Marketing and Retail Developmental Paper Session (3)
BAM2026 Conference
Examining the Effectiveness of Education for Sustainable Development Under the Higher Education Context: Comparison between UK and China
Ziqing Wang The University of Manchester
Yao Yao The University of Manchester
Sustainable and Responsible Business Developmental Paper Session
Sustainable and Responsible Business Developmental Paper Session
BAM2024 Conference
The Role of AI Authentication in Enhancing Consumer Trust and Purchase Intention in Secondhand Luxury Live-Streaming Commerce
Xiangjun Ma
Rosy Boardman The University of Manchester
Courtney Chrimes
Yao Yao The University of Manchester
Innovation Developmental Paper Session Paper
Innovation Developmental Paper Session
BAM2025 Conference
The Role of AI Authentication in Enhancing Consumer Trust and Purchase Intention in Secondhand Luxury Live-Streaming Commerce
Xiangjun Ma
Rosy Boardman The University of Manchester
Courtney Chrimes
Yao Yao The University of Manchester
Innovation Developmental Paper Session
Innovation Developmental Paper Session
BAM2023 Conference