Dr Jiayan Huang
º£½ÇÂÒÂ× Business School
Current positions
Lecturer in Digital Marketing
Biography
I am a Lecturer in Digital Marketing at º£½ÇÂÒÂ× Business School. My research sits at the intersection of consumer psychology, digital technology, and service marketing. I examine how consumers interpret and respond to psychologically challenging marketplace experiences, particularly when questions of stress, harm, fairness, trust, and personal agency arise.
My work in these areas has been published in the Journal of Business Ethics and the International Journal of Contemporary Hospitality Management.
Building on this foundation, my current research examines human–AI interaction. I am particularly interested in how consumers perceive, evaluate, and engage with AI in marketing and service settings, as well as the psychological experiences and behavioural responses arising from these interactions.
Areas of Research
Human–AI Interaction
Consumer Psychology and Behaviour
Digital Marketing and AI-enabled Services
Service Failure and Recovery
Consumer Stress and Well-being
Consumer Ethics and Decision-Making
My teaching focuses on digital marketing, content marketing, and marketing communications strategy. I take a research-informed and practice-oriented approach to teaching, with particular interests in AI-supported learning, feedback, and the development of students’ evaluative judgement. My contribution to management education was recognised through the 2026 British Academy of Management Education Practice Award.
Qualifications
-
Fashion Business and Technology
2017 - 2021 -
Master of Science in Fashion Marketing, University of Manchester
2016 - 2017