Mr Huaiyu Li
BSc, MSc, Mres
Management School
Doctoral Researcher
- Profile
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Huaiyu Li is currently a PhD student studying at the Behavioural Research for Inclusivity, Sustainability and Technological Transformation (BRISTT) research group, Sheffield University Management School. Huaiyu’s research area includes sustainable consumption, AI in service and influencer marketing.
Huaiyu has been involved in a research project led by Prof. Hossein on AI and services since May 2023. Previously, he served as a research assistant for a Whiterose-funded project titled "Unleashing the Power of Influencer Marketing to Stimulate Prosocial Causes," led by Prof. Hossein from 2021 to 2024.
His research has appeared in prestigious journals such as Journal of Business Research and SmartMat. He also holds 2 national patents. Additionally, he received a series of national awards as a team leader from 2014 to 2016 and earned university scholarships from 2013 to 2017.
He has a disciplinary background involving marketing and management, nanotechnology, chemistry and engineering. Prior to his PhD study, He worked as a marketing analyst at an Internet & Edge cloud computing company in China. He also has work experience in a sports retailer, Decathlon, where he served as a sports director.
- Qualifications
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Huaiyu received his Masters research degree in Polymer Chemistry and Physics in 2018 at the Harbin Institute of Technology in China.
He received a Masters taught degree in Management at the University of Glasgow in 2020.
He obtained his Bachelors degree in Chemical Engineering at the Harbin Engineering University in 2016.
- Research interests
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- Sustainability such as organic food consumption and pro-environmental behaviors
- AI in service areas such as service failure and recovery
- Influencer marketing such as virtual influencers
- Publications
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Journal articles
- Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts. Journal of Business Research, 175, 114520-114520.
- Biomimetic nanoporous aerogels from branched aramid nanofibers combining high heat insulation and compressive strength. SmartMat, 2(1), 76-87. View this article in WRRO
- Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts. Journal of Business Research, 175, 114520-114520.