Liyu Gao Headshot

Research Topic

The dark side of online impression management in marketing communications

Research Summary

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.


Research Area


Liyu Gao is a doctoral researcher in digital marketing with a background in management studies and economics.

Education and Qualifications

Institute Award Dates
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