About
Dr Daisy Lyu is the Programme Leader of the BSc Marketing programmes. She is a Lecturer in Marketing and is a member of the Marketing Research Group. She also holds FHEA certification awarded by the Advanced HE. She joined Southampton Business School in early 2016 as a PhD candidate in the Digital and Data Driven Marketing department.
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Research
Research interests
- Consumer psychology
- Omni-channel retailing
- Technology adoption theories
- Research methods
- Live streaming commerce
Current research
Daisy's present research interests consist of interdisciplinary subjects such as retailing practices, electronic and live streaming commerce, influencer marketing and technology-assisted marketing. She co-authors with international scholars from multiple countries aiming to develop international marketing insights. Daisy鈥檚 doctoral thesis titled 鈥楽martphone Uses in Brick-and-mortar Retailing Stores: Gratifications as Antecedents of Consumer鈥檚 State Anxiety and Purchase Intention鈥 was supervised by Dr. Ioannis Krasonikolakis and Dr. Steve Chen (2016-2020).
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Research groups
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Research interests
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Current research
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Publications
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Supervision
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Teaching
Daisy teaches on modules covering qualitative and quantitative research methods for Business students, Marketing in the Digital Age, Customer Insights, Digital Analytics and Advanced Digital Communications.
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Biography
Daisy joined Southampton Business School as a doctoral candidate in early 2016 and has been awarded Doctoral degree in late 2020. While undertaking her PhD, she joined the Department of Digital and Data Driven Marketing as full-time Teaching Fellow from August 2020.
During her candidature, she experienced attending the international and national conferences, one of her conference papers titled 鈥淪martphone Uses in Brick-and-mortar Retailing Stores: Gratifications as Antecedents of Consumer鈥檚 State Anxiety and Purchase Intention鈥 won the 鈥楤est Paper Award鈥 at the 鈥淭he 19th International Conference on Electronic Business鈥 in December 2019. Apart from research activities, Daisy also commenced several teaching and supervision opportunities at 黑料社, University of Kent and Bournemouth University from 2017 onwards. She also achieved the Fellowship of the Higher Education Academy in November 2021.
Prior to joining the 黑料社, Daisy received her MSc International Marketing from University of Birmingham in 2015 and BA Marketing (Hons) from Bangor University in 2014.
Prizes
- Best paper award in the International Marketing Track (2022)
- Best paper award in the International Marketing Track (2022)
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Prizes
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