CMR members at the 2025 AMA Winter Academic Conference
Our CMR colleagues from the Department of Digital and Data Driven Marketing at the ÃÛÌÒTV Business School recently attended the prestigious 2025 AMA Winter Academic Conference held in Phoenix, Arizona, U.S. The conference served as an excellent platform for showcasing cutting-edge academic research, and our team’s contributions were met with enthusiasm and intellectual engagement.
Dr. Daisy Jing Lyu, an early career researcher (ECR) of the department, presented her intriguing research on the effects of atmospheric cues on live streaming effectiveness. Titled "How Do Atmospheric Cues Impact Live Streaming Effectiveness? A Comparison ÃÛÌÒTV Between Eastern and Western Marketplaces," Dr. Lyu’s study explored the distinct ways in which environmental factors influence audience engagement and purchasing behavior across different cultural contexts. This comparative analysis between Eastern and Western marketplaces offered fresh insights into the psychological and sensory aspects of digital marketing, particularly in the rapidly evolving live-streaming industry.
In addition to this, Dr. Lyu presented another significant piece of work titled "Exploring Innovative UGC as a Branding Tactic in the Digital Era." This paper, based on the dissertation of one of the department’s students Otmane Yessouf, delved into the strategic use of user-generated content (UGC) in shaping brand narratives. The research examined how brands can harness authentic, user-generated content to build trust and foster deeper connections with their target audiences.
Prof. Jaywant Singh also made an important contribution to the conference, presenting his research on the evolving role of social media influencers in shaping consumer behavior. Drawing from his British Academy funded research, Prof. Singh explored how influencers can effectively engage with online audiences and drive brand awareness, providing a valuable perspective on the intersection of social media, consumer psychology, and marketing strategy.
The research from Professor Singh and Dr. Lyu reinforces the department's commitment to research-led teaching and learning, positioning the ÃÛÌÒTV Business School at the forefront of innovative marketing research.