Research
Where marketing, technology and learning meet.
My research looks at how AI and digital technologies are reshaping consumer behaviour, organisations and business education, and at how universities can make learning more industry-integrated, innovative and inclusive.
Research interests
Six questions driving my work.
How are AI and digital technologies changing consumers, organisations and learning, and how do we build the future-ready skills employers need?
01
AI, chatbots and consumer behaviour in digital retail
02
Viral marketing, social media and digital marketing strategy
03
Industry-integrated curriculum design and graduate employability
04
AI-supported, gamified and competency-based assessment
05
Sustainable marketing, ethical consumer behaviour and brand communication
06
Digital inclusion and accessibility in higher education
Publications
Selected outputs.
2026
AI Chatbot Integration in Fashion E-Retail: Consumer Behaviour Shifts and Pathways to Organizational Change
Wu, Y., Stewart, M., Yamoah, F. & Alam, F.
Journal of Organizational Change Management (Emerald). Accepted, forthcoming. DOI: 10.1108/JOCM-03-2025-0295
Journal article · First & corresponding author
2026
Industry-Integrated Curriculum Design for Employability in Marketing Education: The BRIDGE Process Framework
Wu, Y., Beaumont, K. & O’Riordan, R.
The European Conference on Education 2026: Official Conference Proceedings, IAFOR
Lead author
2026
Designing AI-Supported Assessment in Marketing Education: Specified Latitude and the CRAFT Framework
Wu, Y., Ross, A., Stewart, M. & Alam, F.
The European Conference on Education 2026: Official Conference Proceedings, IAFOR, pp. 637–658
Lead author
2025
AI-Enabled Industry-Collaborative Assessment (AI-ICAM): Advancing Pedagogy and University–Industry Collaboration
Wu, Y., Ross, A. & Stewart, M.
The European Conference on Education 2025: Official Conference Proceedings, IAFOR, pp. 467–487
Open access
2025
Digital Equity in Higher Education: A Global South–North Dialogue on Inclusion and Accessibility
Farooqi, S. & Wu, Y.
Peer-reviewed conference poster
Open access
2024
Gamified Assessment in Higher Education: A Conceptual Framework for Students’ Motivation and Engagement
Wu, Y. & Stewart, M.
The European Conference on Education 2024: Official Conference Proceedings, IAFOR, pp. 553–566
Lead author
2015
Social Networking Sites and Marketing Strategies
Wu, Y., Stewart, M. & Liu, R.
In N. Hajli (ed.), Handbook of Research on Integrating Social Media into Strategic Marketing. IGI Global, pp. 207–239
Peer-reviewed chapter
Funded projects
Inclusion, accessibility and equity.
British Council Going Global Partnerships · 2025–2026
Fostering Digital Inclusion in Higher Education
A £24,420 partnership between the University of Dundee and NUST Business School, Pakistan, embedding inclusive and digitally accessible teaching for students with disabilities (DIP2024-008).
- Over 200 participants across the UK and Pakistan
- Two-day hybrid workshop in Islamabad with NUST, SZABIST, Riphah, NUML and Dundee
- 91.7% of online-workshop respondents reported increased confidence
- Research base of 27 interviews and 242 survey responses
Deputy & Co-Investigator
Royal Society of Edinburgh
The Price of Inclusion
An RSE-funded knowledge-exchange project on inclusion. Ying created Voicing Lived Experiences, an AI-enhanced podcast series sharing the realities of living with disability in Scotland.
Dissemination contributor & podcast creator
Interested in collaborating?
I welcome conversations about joint research, funding bids and industry-collaborative projects.
