Yue is a Senior Lecturer in Digital Marketing at Open University Business School. She previously worked as a Senior Lecturer in Marketing & Sports Marketing at Coventry University Business School, a Lecturer in Marketing at Reading University Henley Business School, and Senior Lecturer in Marketing Communications at Bournemouth University Media School. She completed her Doctoral Studies in Marketing at Leeds University Business School, where she explored how consumers responded to sponsorship initiatives through the Olympic Games. Her research interests focus on international communication strategy, sustainability in esports, sponsorship and endorsement, and HR practice in various cultural settings. Her work has been presented at a number of international conferences, and published in the European Journal of Marketing, the International Journal of Human Resource Management, the International Journal of Sports Marketing and Sponsorship, and major textbooks in the marketing and sport management areas.
International communication strategy;
Sustainability in esports;
Corporate sustainability and HR practice;
Applications of blockchain technology in gaming and marketing.