Yufei Huang

Thesis

Thesis supervisors

• Snehasish Banerjee
• Fernando Fastoso
• Hector Gonzales Jiminez (external)

Thesis title

How are Peer Endorser Characteristics Related to Consumer Selfie Attitude?

Research

Research Topic

How are Peer Endorser Characteristics Related to Consumer Selfie Attitude?

General research interests

Yufei is interested in the social psychology in various online behaviors such as photo editing on social media platforms and the usage of dating applications, as well as the roles of gender and personality differences in these behaviors.

Biography

Biography

Yufei is a PhD student sponsored by Chinese Scholarship Council (CSC). Her PhD research is related to the areas of User-generated Content (UGC), brand endorsement, consumer behaviours and social media marketing. Prior to her PhD, Yufei obtained a Master of Science Degree in International Marketing Management (2015-2016) from the University of Leeds in the UK. She also holds a Bachelor of Science degree in Logistics Management (2011-2015) from Beijing Technology and Business University in China.

Yufei is also interested in international affairs and making positive impacts. She has been working as an assistant for various international organizations, such as United Nations and BRICS. Moreover, Yufei has engaged in public speaking in various occasions. For example, she gave a motivational speech after a pian performance at the University of York (see video during 9:00-14: 00: https://tinyurl.com/piano-performance-yh).

Publications

Publications

Huang, Y., Fastoso, F., Jimenéz, H.G., Banerjee, S. (2023). How Are Peer Endorser Characteristics Related to Brand Selfie Attitude? An Abstract. In: Jochims, B., Allen, J. (eds) Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs. AMSAC 2022. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham.