Yeyi Liu is an Associate Professor of Marketing at ESCP Business School, London. His research examines consumer behaviour in digital environments, with a focus on consumer well-being and engagement in online and platform-based contexts. He studies how digital marketing strategies, social media, referral programs, transparency, and AI-driven tools influence consumer experiences, brand relationships, and prosocial or beneficial outcomes for individuals and society. His work has been published in the Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Service Research, Psychology & Marketing, European Journal of Marketing, Journal of International Marketing, among others. He is a Fellow of the Higher Education Academy and has extensive teaching experience across multiple levels and topics. He holds a Ph.D. from Imperial College London. Yeyi is currently the Academic Director of the MSc in Marketing & Creativity.