CV

Education

• Doctor of Philosophy in Digital Technology and Neuromarketing, Institute for Digital Technologies, Loughborough University, 2024 (expected)
• Master of Science in Management, Leeds Business School, University of Leeds, 2020
• Bachelor of Law in Laws, Taiyuan Institute of Technology, 2018

Teaching Experience

• Tutor Design Practices in Digital Industries (PG) (Nov 2022 - Present)
  • Presented 4 workshops (3 hours per class) during semester for class of 79 master students.
  • Topics included: immersive experience technology introduction (Virtual/Augmented/Mix Reality, Pervasive Game, Digital Twins, Telepresence), experiential marketing, UTAUT2, mobile marketing.
  • Assisted faculty with administrative tasks and curriculum development.
  • Weekly office hours and Q&A.
  • Achieved overall students’ approval rating of 3.59 on 4-point scale (Top 1 in the semester).
• Tutor Strategic Marketing Management (PG) (Oct 2022 - Present)
  • Presented 18 workshops (1 hour per class) during semester for class of 45 master students.
  • Topics included: introductory marketing strategy, external and internal marketing environment analysis, blue and red ocean, consumer persona, customer value proposition and simulation, disruptive tech in pricing, social media campaign.
  • Graded assigned final assessment for class of 51 master students.
  • Assisted faculty with administrative tasks and curriculum development.
  • Weekly office hours and Q&A.
  • Achieved overall students’ approval rating of 3.28 on 4-point scale (Top 2 in the semester).
• Teaching Assistant Digital Technologies for Market Analysis (PG) (March 2022)
  • Guest Speech in the lecture for class of 130 master students.
  • Topics included: current research in digital marketing, introductory Augmented and Virtual Reality, digital anthropology, digital psychology.
  • Advised on course marital, research design, and extracurricular opportunities.

Research Experience

List by project: 2021 (Ongoing Ph.d. Research Project): Neuromarketing Empirical Approaches: Investigate Moderating Effects of Technological Liminoid Effect and Mediating Mechanism of Proteus Effect and Online Disinhibition in Shaping Consumer Psychology in Post-Covid Pandemic Context

• This project outcome will be published in the form of 3 papers, the first paper is currently under review by 2024 EMAC Annual Conference and 2024 AMA Summer Academic Conference (Two top-tier conferences in Marketing).
• Identified the study agenda and designed two set experiments (including 6 experiment groups in each set) by the critical literature review.
• Built customised pupil lab eye-tracker mounts by using 3D modelling software.
• Developed Unity 3D AR programme as experimental material.
• Analyzed eye tracking data by machine learning approach.

2021 (Ongoing): Influencers versus Collective Atmospherics Impact on Buying Intentions in Livestreaming E-Commerce: An Integrated Examination of Bandwagon and Halo Effects

• Wrote a research paper under review at Technological Forecasting and Social Change (ABS 3, IF 12, SSCI).
• Designed an experiment containing 17 groups and collected data from 1387 subjects.
• Applied Data mining and analysis techniques to obtain satisfactory experimental results.

2020: The Impact of Nature of Products on People’s Online Shopping Behavior in Aspect of Mental Accounting

• Awarded a dissertation distinction for this research project.
• Developed in-depth knowledge of literature searching and critical thinking.
• Designed experiments and questionnaires and created a virtual website for gathering data.
• Performed data cleaning and statistical analysis on data sets using Excel and SPSS.
• Discovered “trigger point” to developmental accounting theory by the analytical mind.

Publication

• Ruyu Yun, Jie Meng, “How the Seen and Heard Have Influenced Watcher’s Mind in Livestreaming E-Commerce: Investigating the Streamer’s Halo and Viewer’s Bandwagon Effect,” Major Revision of Internaltional Journal of Electronic Commerce (Top E-commerce Journal, AJG 3, IF 5.0, Q1).

Conference Paper

• Ruyu Yun, Jie Meng, “Influencers versus Collective Atmospherics Impact on Buying Intentions in Livestreaming E-Commerce: An Integrated Examination of Bandwagon and Halo Effects,” accepted to a poster presentation at EMAC Annual Conference, May 23-26, 2023, Odense, Denmark (Top-Tier conference in marketing).
• Ruyu Yun, Jie Meng, “An Investigation of Influencers to Audience and Audience to Audience Interaction Mechanism in Livestream E-Commerce,” accepted to a presentation at Global Marketing Conference (GMC), July 20-23, 2023, Seoul, South Korea (Top-Tier conference in marketing).
• Ruyu Yun, Jie Meng, “Influencers versus Collective Atmospherics Impact on Buying Intentions in Livestreaming E-Commerce: An Integrated Examination of Bandwagon and Halo Effects,” accepted to a presentation at Loughborough University Research Conference, Dec 07, 2023, Loughborough, United Kingdom.
• Ruyu Yun, Jie Meng, “Exploring AR Liminoid Spaces: A Study on Consumer Possible Selves in the Metaverse,” accepted to a presentation of EMAC Annual Conference, May 26-31, 2024, Bucharest, Romania (Top-Tier conference in marketing).
• Ruyu Yun, Jie Meng, “How People Explore Possible Selves in the Metaverse? An Empirical Study on Technological Liminoid Space,” accepted to a presentation of AMA Summer Academic Conference, August, 12-18, 2024, Boston, United States (Top-Tier conference in marketing).

Reviewer Experience

• Reviewer for “Consumer Behavior in the Technological World” track at Global Marketing Conference (GMC), 2023, in Seoul, South Korea.

Certifications

• The Neuromarketing Toolbox Certificate, Coursera (Apr 2023)
• Essential Teaching Skills Certificate, Loughborough University (Jan 2023)

Service and leadership

• EDI Rep, PGR Staff-Student Liaison Committee, Loughborough University (Nov 2022 - Oct 2023)
  • Reinforce communication between PGRs issues and School.
  • Liaising with EDI colleagues from the PGR community.
• Legal Consulting, Jiancaoping Community (Feb 2018)
  • Served free legal consulting about civil rights and social action.
  • Solved at least three cases per day for two weeks.
• First Aid Team, Taiyuan Institute of Technology (Oct 2014 - Jun 2016)
  • Coordinated Red Cross society as part of first aid team, provided medical service in university sports meeting 2 years.

Relevant Skills and Interests

• Technology: Proficient in Photoshop, SPSS, Shapr3D, Metahuman, Unity 3D, pupil lab, iMotion, VOSviewer.
• Presenting:
  • Presented research on two top tier conference and one home university conference by using a variety of techniques, including talks, posters, and workshops.
  • Achieved distinction on group presentation for entrepreneurship and enterprise creation (74%).
• Teaching: Essential Teaching Skills Course Completed from Enhanced Academic Practice (Doctoral College).
• Teamwork: Participated in SimVenture Simulation as a range of duty (CEO, finance, operation etc.) to run a bicycle company for three years, achieved Top 3 with high comments from team members.
• Independent worker: Ability to work without close supervision, taking ownership of projects and organized tasks, confidently making decisions, and executing plans (+example).
• Languages: Mandarin (Native), English (Fluent).
• Interests: Boxing (Training twice a week for 13 months and counting), Climbing.