The dark side of online impression management in marketing communications
Liyu's research explores the perceptions of online impression management, particularly focusing on how the act of sharing virtuous posts by both normal individuals and influencers on social media platforms is perceived. The primary objective is to investigate whether such actions are viewed negatively by online audiences. Through experimental research, Liyu aims to contribute valuable insights to the fields of consumer psychology and digital marketing literature.
Liyu Gao is a doctoral researcher in digital marketing with a background in management studies and economics.
Education and Qualifications
|University of Exeter||MSc in Economics with Distinction||2018–2019|
|University of Exeter||Bachelor of Arts with Honours in Management with Marketing and proficiency in Japanese||2014–2017|