RESEARCH FIELD

Marketing, Brand Management, Consumer Behavior

EDUCATION BACKGROUND

PhD           Sun Yat-Sen University (year 2001 to year 2004 )
Master        South-west Normal University (year 1998 to year 2001 )
Bachelor      South-west Normal University (year 1994 to year 1998 )

TEACHING

Research on Consumer Behavior, Simulation Experiment in Marketing, Research on Brand Management, Marketing

RESEARCH

1.Peer Reviewed International Journal Publications

Liu, Shixiong, Wu, Yi, Wu, Gong. Measuring Internet Slang Style in the Marketing Context: Scale Development and Validation. Front Psychol. 2022 Jan 18; 12:751806.

Gui, Danyang, Liu, Shixiong, Dai,Yu, Liu, Ying, Wang, Xiaoli, and Huang, Huiying. Greater patience and monetary expenditure: How shopping with companions influences purchase decisions, Journal of Retailing and Consumer Services, 2021, 63(11):1-13.

2.Peer Reviewed Chinese Journal Publications

Liu, Shixiong, Chen, Pengyan, and Ding Geng. Product Involvement, Language Attitude and the Effectiveness of Ads with Internet Slang, Journal of Psychological Science, 2019.01: 124-129

Liu, Shixiong, Bi, Xiaopei, and He, Kaibin. The impact of internet language copy on consumers’ attention and perceptions of the advertisement, Acta Psychologica Sinica, 2017.12(11): 1590-1603

3.Peer-reviewed Academic/ Professional Meeting Proceedings

Liu, Shixiong. The Influence of Self- improvement Values on Family Education Participation : The Synergistic Effect of Status Anxiety and Class Intergenerational Mobility，2022 Annual Meeting and Doctoral Forum of Marketing Research Association of Chinese Universities (CMAU)，2022.

Liu, Shixiong. Analysis of Consumer Values of Liquor Online Reviews - Based on Big Data of Jingdong and Jiuxian，2022 Annual Meeting and Doctoral Forum of Marketing Research Association of Chinese Universities ( CMAU )，2022.

Liu, Shixiong. “The effect of different internet slang styles on brand personality and ad persuasion, ”2017 ISPE International Conference on Transdisciplinary Engineering (TE 2017), 2017.07

4. Books/ Textbooks/Translations

Liu, Shixiong, He, Kaibin. The Internet Language Advertising: Theory and Application, China Economic Publishing House, 2020.6

5.Case Publications

Liu, Shixiong, Yang, Pianpian. “From Shenda Yummy to Sipimo：How Does Yaan Company Advance Its Brands”, China Management Case-Sharing Center (Case number: MKT-0429;China Management Case-sharing Center), Sep 2017, 14 pages. http://www.cmcc-dlut.cn/Cases/Detail/2894