Personal Statement
Dr. Jing Niu is currently a Lecturer in Marketing at the University of Liverpool Management School. Before joining the University of Liverpool, she earned her PhD in Marketing from HEC Paris. Her research centers around social media marketing and the creator economy. Jing employs a variety of empirical methodologies to analyze social media data, with the goal of delivering actionable insights for marketers. One notable project involves examining factors that influence social media campaign effectiveness, identifying key performance indicators and suggesting strategic recommendations for optimization. Throughout her academic journey, Jing has consistently aimed to connect theoretical knowledge with practical application, thereby making significant contributions to the field of social media marketing.