Research output per year
Research output per year
Personal profile
Personal profile
Jiayuan earned her Ph.D. in Marketing from the University of Edinburgh in November 2024. Her research primarily focuses on sensory marketing, digital marketing, and consumer psychology. Her work has been published in international journals, including Psychology & Marketing, Journal of Advertising Research, and Business Horizons. Additionally, she has presented at top-tier international annual conferences such as AMA (American Marketing Association), AMS (Academy of Marketing Science), and ACR (The Association for Consumer Research).
Research interests
Theoretical: Perceived Ownership, Psychological Distance, Construal Level Theory
Substantive: Sensory Cues, Social Media, Digital Platforms
Methodological: Lab and Field Experimentation, Image Analysis, Text Analysis
Experience
Journal Ad-Hoc Reviewer for Journal of Product & Brand Management
Doctoral Consortium Fellow for 2024 Academy of Marketing Science
Program Committee for 2024 Academy of Marketing Science World Marketing Congress
Reviewer for 2024 Academy of Marketing Science World Marketing Congress
Reviewer for 2024 ACR Asia-Pacific Conference
Reviewer for 2023 Academy of Marketing Science Annual Conference
Awards and honours
Sheth Foundation Grant for PhD Students at the Asia Pacific ACR Conference, 2024
Development Fund at the University of Edinburgh, 2020-2024
Education/Academic qualification
PhD, The University of Edinburgh
2020 → 2024
Person Types
- Staff
Fingerprint
Dive into the research topics where Jiayuan Li is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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The More the Merrier? An Investigation of the Effect of Following Size on Influencers’ Effectiveness.
Lavertu, L., Cowan, K., Marder, B. & Li, J., May 2025, (Accepted/In press) 2025 Society for Consumer Psychology Annual Conference.Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
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Beyond sound and sight: Exploring the taste transference in digital marketing
Li, J., Cowan, K. & Hwang, E., 11 Jul 2024, 2024 Asia-Pacific ACR Conference.Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
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How Visual Entropy Shapes Consumer Responses
Li, J., Cowan, K. & Hwang, E., 15 Aug 2024, 2024 American Marketing Association Summer Conference.Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
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Taste transference: How can we perceive taste in social media
Li, J., Cowan, K. & Hwang, E., 23 May 2024, Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium. Academy of Marketing ScienceResearch output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
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To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry
Osadchaya, E., Marder, B., Yule, J., Yau, A., Li, J., Lavertu, L., Stylos, N., Oliver, S., Angell, R., de Regt, A., Gao, L., Kang, Q., Zhang, W., Zhang, Y. & AlRabiah, S., 10 May 2024, In: Business Horizons.Research output: Contribution to journal › Article › peer-review
11 Citations (Scopus)