Projects 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). Her research has been funded by the National Natural Science Foundation of China (NSFC).
**Ph.D Applicants are welcome.
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
Teaching
Module Leader: Consumer Behaviour in a Digital World
Module Leader: Digital Retailing
Experience
Ad-Hoc Reviewer for Journal of Product & Brand Management;
Ad-Hoc Reviewer for Journal of Retailing and Consumer Services;
Ad-Hoc Reviewer for Current Psychology
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
National Natural Science Foundation of China (Young Scientists Fund), 2026-2028
Sheth Foundation Grant for PhD Students at the Asia Pacific ACR Conference, 2024
Education/Academic qualification
PhD, The University of Edinburgh
Research areas
- Sensory Marketing
- Consumer Psychology
- Digital Marketing
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.
- 1 Similar Profiles
Projects
- 2 Active
-
“Words” Within “Pictures”: Exploring the Impact of Visual Information Entropy on Consumer Perception and Behavior in Social Media Platforms
Li, J. (PI)
1/01/26 → 31/12/28
Project: Governmental Research Project
-
“Cat Tax” Builds Bridges: How Digital Rituals Foster Psychological Closeness and Collective Engagement
Li, J. (PI)
1/07/25 → 30/06/27
Project: Internal Research Project
-
(How) Does the Number of Followers Impact the Success of Influencer Marketing? A Construal Level Perspective
Cowan, K., Marder, B., Lavertu, L. & Li, J., 24 Mar 2025, In: Journal of Advertising Research.Research output: Contribution to journal › Article › peer-review
Open AccessFile596 Downloads (Pure) -
Convince Me on Social Media: The Impact of Visual Information Entropy on Consumer Responses
Li, J., Cowan, K. & Hwang, E., Jul 2025, 2025 Global Marketing Conference at Hong Kong.Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
-
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
-
When Images Speak: The Role of Visual Entropy in Social Media Advertising
Li, J., Cowan, K. & Hwang, E., May 2025, (Accepted/In press) 2025 First Conference on Contemporary Financial Development Trends and Transformations .Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
-
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