About
Hongfei Liu is an Associate Professor of Marketing at Southampton Business School, UK. Hongfei's research interests focus on the evolutionary nature of consumption, examining the impact of Digitalization, Technologization and Servitization on individuals, businesses, and societies. Hongfei employs both quantitative and qualitative methods to address marketing and social issues in the digital age.
His work has been published in highly regarded journals, including British Journal of Management, Journal of Service Research, Tourism Management, Journal of Travel Research, Journal of Business Research, Journal of Business Ethics, Industrial Marketing Management, among others.
Hongfei serves as an Associate Editor for the Journal of Research in Interactive Marketing and Electronic Commerce Research. He also acts as a guest editor for reputable journals, such as Journal of Business Research, Internet Research, etc. He chairs tracks at international marketing conferences, including the Global Marketing Conference, the Academy of Marketing Conference and the Academy of Marketing Science Annual Conference.