Marketing and Sales

Our PhD students

Du Liu

  • Role Title: PhD student
  • Address: Richmond Building Portland Street Portsmouth PO1 3DE
  • Telephone: tbc
  • Email: hrm00153@myport.ac.uk
  • Department: Marketing and Sales
  • Faculty: Portsmouth Business School

Biography

Supervisors: Dr Cui (Stacy) Li, Dr Lillian Clark

Du LIU is a PhD current student conducting research in investigating the role of interactivity in influencing consumer attitude to advertising in interactive ebook. He holds degrees of BA (Hons) Marketing with Business Communication and MA (Hons) Digital Marketing at the Business School of Portsmouth University.

Research Synopsis:

Du’s research interests includes advertising effectiveness, consumers’ attitude to advertising, interactive advertising and interactive marketing. His current research is to detect whether the change of degree of interactivity in the tablet-based (e.g.: iPad) ebooks could change readers’ psychological response of their reading experiences, thereby influencing their attitude to advertising within its attached Ads in the e-book articles.