Projects per year
Personal profile
Personal profile
Dr. Xiaofei Song is an Assistant Professor in the Department of Intelligent Operations and Marketing at the International Business School Suzhou (IBSS). Her research interests span the fields of Marketing and Information Systems, with a focus on user engagement, live streaming, team diversity, and rivalry. Her work has been published in leading journals such as the Journal of the Academy of Marketing Science, the Journal of Retailing and Consumer Services, and the Journal of Management Analytics.
Education/Academic qualification
Bachelor, B.S. in International Business and Economics, Nottingham University Business School China, University of Nottingham Ningbo China
PhD, Ph.D. in Strategy (Information Systems), Nottingham University Business School China, University of Nottingham Ningbo China
Master, M.A. in Business Analytics, The Unviersity of Warwick
Research areas
- user behaviour
- customer engagement
- live streaming
- team diversity
Person Types
- Staff
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Collaborations and top research areas from the last five years
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Projects
- 3 Active
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国家自然科学基金青年科学基金项目（C类）Young Scientists Fund (C) of the National Natural Science Foundation of China (NSFC: 72502020)
Song, X. (PI)
1/01/26 → 31/12/28
Project: Governmental Research Project
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Research on the Identification and Dynamic Regulation Mechanism of User Misbehavior in Entertainment Live Streaming
Song, X. (PI)
1/01/26 → 31/12/28
Project: Governmental Research Project
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Unfolding User Engagement in Live Streaming Co-broadcasting
Song, X. (PI)
27/11/25 → 1/12/27
Project: Internal Research Project
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Next Generation of Live Streaming E-Commerce: Intelligence and Challenges
Song, X., Fang, J. & Cai, Z., 19 May 2026, Encyclopedia of Artificial Intelligence in Marketing. Ladhari, R. (ed.). Springer,Cham, p. 1-10Research output: Chapter in Book or Report/Conference proceeding › Chapter › peer-review
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Unpacking live streaming addiction: The perspective of self-presentation
Song, X., Liu, X., Zheng, S. & Xu, W., 2026, (Accepted/In press) In: Journal of Retailing and Consumer Services. 91, 104763Research output: Contribution to journal › Article › peer-review
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The Role of Reciprocal Rivalry in Dyadic PK: Empirical Insights from Entertainment Live Streaming
Song, X., Fu, M., Fang, J., Tan, C.-W. & Chong, A. Y. L., 2025, Academy of Management Proceedings. Vol. 2025. p. 22261 1 p.Research output: Chapter in Book or Report/Conference proceeding › Conference Proceeding › peer-review
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Turning the wheels of engagement: Evidence from entertainment live streaming
Song, X., Fu, M., Fang, J., Cai, Z., Tan, C.-W., Lim, E. T. K. & Chong, A. Y. L., 2024, In: Journal of the Academy of Marketing Science. p. 1-26 26 p.Research output: Contribution to journal › Article › peer-review
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Unrevealing the Dynamic Impact of Extended Reality Adoption on Offline Channel Performance
Fang, J., Xiong, B., Li, W. & Song, X., 2023.Research output: Contribution to conference › Paper › peer-review
Activities
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The Dark Side of Digital Prosperity
Song, X. (Speaker)
10 Apr 2026 → 13 Apr 2026Activity: Talk or presentation › Presentation at conference/workshop/seminar
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ACM Special Interest Group on Computer-Human Interaction (SIGCHI) (External organisation)
Song, X. (Member)
1 Jul 2024 → …Activity: Membership › Membership of board