Summary

Ruyu Yun is a Lecturer in Marketing Analytics and AI at the University of Portsmouth. She completed her PhD at Loughborough University. At Portsmouth, she teaches Marketing Analytics, Artificial Intelligence, Digital Marketing, Data Science and Research Methods across undergraduate and postgraduate programmes. Her research integrates perspectives from marketing, psychology and human-computer interaction to understand how emerging technologies shape consumer cognition, decision-making and digital experiences.

Her research sits at the intersection of consumer behaviour, marketing analytics and emerging technologies, including artificial intelligence (AI), augmented reality (AR), virtual reality (VR) and extended reality (XR). She is interested in how these technologies influence consumer judgement, motivation, identity construction and choice. Her current research explores AI-enabled consumer experiences, immersive commerce and technology-enabled consumer behaviour. She aims to advance both marketing theory and practical understanding of future digital consumption.

Methodologically, Ruyu combines behavioural experiments, quantitative analysis and systematic evidence synthesis. She develops immersive research environments and integrates interactive virtual platforms, eye-tracking, machine learning and digital prototyping into consumer research. She also designs bespoke research equipment through CAD modelling and 3D printing to support innovative experimental studies of consumer behaviour.

Her research has been published in the International Journal of Electronic Commerce and presented at leading international conferences, including the American Marketing Association (AMA) Summer Academic Conference, the European Marketing Academy (EMAC) Conference and the Global Marketing Conference (GMC). She serves as an ad hoc reviewer for journals in marketing and consumer behaviour and actively contributes to the academic community through conference reviewing and session chairing.