Welcome to my web page!

I am an Assistant Professor in Sport Business and Management at the School of Sport, Exercise and Rehabilitation Sciences, University of Birmingham. My research interests cover technology innovation, human-machine interaction, service marketing, sport marketing, and consumer well-being.

Before joining Birmingham, I served as a Lecturer (Assistant Professor) in Marketing at the University of Southampton and the University of East Anglia.

I have completed my Ph.D. in Digital Technologies at Institute for Digital Technologies, 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.

Latest Publications

•Ying Feng, Jun Hwa (Jacky) Cheah* (2025), “Servitization of AI in Consumer Markets: Addressing Emotional Needs in Digital Fitness,” 2025 Global Marketing Conference (GMC), July 24-27, 2025, Hong Kong, China

•Ying Feng, Jun Hwa (Jacky) Cheah* (2025), “Bridging Emotional Gaps: The Role of Co-presence and Enjoyment in AI-Driven Fitness Services,” 2025 The European Marketing Academy (EMAC) Annual Conference, May 27-30, 2025, Pozuelo (Madrid), Spain

•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, 42(3), 842-865. 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,” 2024 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