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Siyuan Yang

Siyuan Yang Profile 75j11kul0


  • Examining Consumers’ Motivations to Engage in Value Co-Creation on Social Media Platforms

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 and Publications

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

BA Advertising, Beijing University of Technology, China, 2011