Xiaoyu Yao

Profile

My research focuses on sustainable marketing within the fashion industry, particularly in the realm of social media marketing. I am especially interested in the collaboration between fashion brands and influencers on social media platforms, including real-life influencers, AI influencers, and virtual influencers. By examining the differences in the types of influencers chosen by fashion brands with various market positions, I aim to gain a deeper understanding of how both virtual and real influencers shape consumer perceptions. This research will provide insights into how fashion brands can leverage different types of influencers to align with their brand positioning and achieve market success.

Research interests

Social Media Marketing, Influencer Marketing, Virtual Influencers, Sustainability

Qualifications

• BA of Management, China
• MA of Fashion marketing and branding, Southampton,UK