Welcome to my web page!

I am a Lecturer (Assistant Professor) in Marketing at the Department of Digital and Data Driven Marketing, Southampton Business School, University of Southampton. My research interests cover technology innovation, human-machine interaction, service marketing, sport marketing, and consumer well-being.

Before joining Southampton, I served as a Lecturer (Assistant Professor) in Marketing at Norwich Business School, University of East Anglia.

I have completed my Ph.D. in Digital Technologies at Institute for Digital Technologies, at Loughborough University, London campus.

I was a visiting PhD student at the AFAR lab, Department of Computer Science and Technology, University of Cambridge.

Before Ph.D., I received my Master of Research (MRes) Sport Business Degree with Distinction from the Institute for Sport Business, at Loughborough University, and BSc Sport Economics and Management Degree at Beijing Sport University.

Lastest Publications

•Ying Feng*, Jie Meng, Jun Hwa (Jacky) Cheah (2024), “From Virtual Trainers to Companions? Examining How Digital Agency Types, Anthropomorphism, and Support Shape Para-social Relationships in Online Fitness,” Psychology & Marketing, Forthcoming 2024. https://doi.org/10.1002/mar.22154

•Ying Feng*, Jie Meng (2024), “Exploring the Dimensions of Technological Anthropomorphism: Insights into Human-Agent Interaction and Consumer Behaviour,” Association for Consumer Research Conference (ACR), September 26-29, 2024, Paris, France

Core Skills

• Behavioural Research; Experimental Design; Quantitative; Qualitative; SEM

• Publications in the Top 3% of Classics Journal

• Grant and Funding Application

• Biometric Data Analysis (Eye-tracking/GSR)

• English (Fluent); Chinese (Native)