Dr Yu-Lun Liu

Lecturer in Marketing


Dr Yu-Lun Liu holds a PhD in Business and Management (Alliance Manchester Business School, University of Manchester; 2015), and an MBA in Commerce Automation and Management (National Taipei University of Technology; 2008). He joined Kent Business School in 2017 as a Lecturer in Marketing. Prior to joining the KBS, he was a lecturer in Business Analytics at Coventry Business School (Coventry University). He also obtained years industrial experience in an IT company as a software engineer.

Research Interests

Individual differences, consumer behaviour, online recruitment and advertising.

Applying quantitative data analysis methods enables him to do inter-discipline studies. He has works published in the Journal of Social Behavior and Personality, Management Decision, Personnel Review, and International Journal of Human Resources Management.

Yu-Lun acts as a reviewer for British Journal of Management, International Journal of Human Resource Management, Basic and Applied Social Psychology, Journal of Global Scholars of Marketing Science, and Journal of Consumer Behavior.


  • Applied Marketing Analytics
  • Quantitative Analysis for Business and Management
  • Consumer Behaviour
  • Business Process Integration


Research interest: Online Consumer Behaviour, Individual Differences, and Advertising and Marketing Analytics. Applications for supervising projects on these areas are welcome.

  • Ariya Nithikulsak: From product-centric to customer-centric: An e-transition competence model for Small and Medium-sized Enterprises (SMEs)


Also view these in the Kent Academic Repository


  • Liu, Y. (2019). Do green practices really attract customers? The sharing economy from the sustainable supply chain management perspective. Resources, Conservation and Recycling [Online] 149:177-187. Available at: https://doi.org/10.1016/j.resconrec.2019.05.042.
  • Liu, Y., Keeling, K. and Papamichail, K. (2018). Maximising the credibility of realistic job preview messages: the effect of jobseekers' decision-making style on recruitment information credibility. International Journal of Human Resource Management [Online] 29:1330-1364. Available at: https://dx.doi.org/10.1080/09585192.2016.1203347.
  • Liu, Y., Karimi, S. and Yuen, T. (2018). Support your country and buy Chinese brands – would Chinese consumers buy it?. Journal of Marketing Communications [Online]. Available at: https://doi.org/10.1080/13527266.2018.1466824.
  • Liu, Y., Keeling, K. and Papamichail, K. (2016). An exploratory study of jobseekers' decision-making style, recruitment information source and organisational attractiveness. Personnel Review [Online] 45:1403-1427. Available at: https://dx.doi.org/10.1108/PR-11-2014-0250.
  • Liu, Y., Keeling, K. and Papamichail, K. (2015). Should retail trade companies avoid recruiting maximisers?. Management Decision [Online] 53:730-750. Available at: https://dx.doi.org/10.1108/MD-06-2014-0402.
  • Liu, Y. and Keng, C. (2014). Cognitive dissonance, social comparison, and disseminating untruthful or negative truthful eWOM messages. Social Behavior and Personality: an international journal [Online] 42:979-995. Available at: https://dx.doi.org/10.2224/sbp.2014.42.6.979.

Conference or workshop item

  • Karimi, S. and Liu, Y. (2017). The Impact of Consumer Mood on Use of Mobile Payment. In Association for Consumer Research. In: ACR Latin America Conference 2017.
  • Tang, Z. and Liu, Y. (2015). Does Co-Creation Have A Moderating Effect on the Relationship Between Consumer Involvement and Brand Attitude?. In: 4th European Business Research Conference. Available at: https://wbiworldconpro.com/uploads/london-conference-2015/marketing/1427613578.pdf.
  • Tang, Z. and Liu, Y. (2015). An exploratory study of the moderating effect of co-creation between consumer involvement and brand attitude on consumer buying intention,. In: Interdisciplinary Business & Economics Research Conference,. Available at: http://sibresearch.org/uploads/3/4/0/9/34097180/sibr2015osaka_prog_vf.pdf.
  • Liu, Y., Keeling, K. and Papamichail, K. (2014). Should retail trade companies avoid recruiting maximisers?. In: Interdisciplinary Business & Economics Research Conference. Available at: http://sibresearch.org/uploads/3/4/0/9/34097180/sibr_2014hk_prog_final.pdf.
  • Liu, Y., Keeling, K. and Papamichail, N. (2014). Satisfying maximisers' and satisficers' information needs through the design of advertisements in the retail trade. In: 26th International Business Research Conference at the Imperial College London. Available at: https://studylib.net/doc/13326408/proceedings-of-26th-international-business-research-confe. .
Total publications in KAR: 11 [See all in KAR]