Siyuan Yang

PHD Student

Siyuan Yang

Siyuan Yang

Academic Area(s): Marketing & Reputation
Supervisor(s): Professor Moira Clark, Dr Anne Dibley
Research Topic(s): Examining Consumers’ Motivations to Engage in Value Co-Creation on Social Media Platforms

Academic Profile

Areas of Interest:

  • Customer to Customer Marketing
  • Customer Experience
  • Social Media Marketing
  • Co-creation
  • Marketing Communication

Having finished her master degree in international marketing and working as a marketing executive within the commercial industry for a year, Siyuan obtained a genuine interest in examining consumers' motivations to co-create value on diverse social media platforms. Her research focuses on examining consumers' motivation to engage on social media platforms in a more cultural perspective and further investigating the application of such motivation on corporations' future performance.

Qualifications & Publications

MSc International Marketing, King's College London, UK, 2017

BA Advertising, Beijing University of Technology, China, 2011