My research specialises in social media marketing and advertising, consumer information processing and eye-tracking methodology.

I’m interested in the important factors that influence the marketing communication effectiveness, especially what type of the content interests consumers under both high or low involvement conditions.

Using the eye tracking technology, we can understand how consumers process the branded content. With this knowledge, fashion retailers can communicate with consumers more effectively.

• Listing ID: 2560
• Contact: Yao Yao
• What are your aspirations and plans for the future?: As a lecturer in University of Manchester, I’m planning to extend my research in social media marketing and consumer information processing and examine how to effectively communicate sustainability with consumers. And I’m interested in collaboration with other universities and organisations.
• What types of projects are you interested in working on through Future Fashion Factory?: I’m interested to work on the project that’s contributing to the communication effectiveness which including marketing communication and sustainability communication. I’m also interested in the projects that focus on the sustainable development of fashion industry and the application of technology e.g. IoT, blockchain.

Contact details

Department of Materials, University of Manchester, Oxford RoadManchester *****