Profile

Yu Ye is a lecturer in Marketing at Newcastle University Business School(NUBS). Yu holds a Ph.D. in Management Science from the University of Kent. Before Joining NBUS, Yu was a lecturer in Digital Marketing at Northumbria University and programme leader for BA(Hons) Marketing and BA(Hons) Marketing Management. Yu is recognised with a Fellowship at the Higher Education Academy (HEA).

Yu's research interest focuses on marketing strategic management, specifically in the areas of marketing strategy, marketing performance management, internal market orientation, and dynamic capabilities. Yu's research contributions have been published in reputable journals such as the Journal of Business Research, the European Journal of Marketing, and Qualitative Market Research: An International Journal. Additionally, Yu has also contributed to various book chapters.

Yu's research examines how digital technologies reshape consumer behaviour, marketing practices, and societal well-being. I am particularly interested in the ethical, emotional, and relational consequences of AI-enabled services, digital platforms, and automation.

A core strand of Yu's work focuses on consumer–technology interactions, including AI-driven service robots, algorithmic services, and digital interfaces in hospitality, retail, and service contexts. Drawing on theories such as Conservation of Resources, social identity, attribution, and appraisal theories, I investigate how consumers interpret, respond to, and emotionally regulate their experiences with intelligent technologies.

Yu also engages in transformative and internal market orientation research, examining how organisational practices, employee well-being, and value co-creation shape sustainable business outcomes.

Yu welcomes PhD applications in digital marketing, artificial intelligence, technology and well-being, and organisational transformation.

Yu has secured both internal and external funding for his research through a range of grant schemes. Recent awards include:

2025 - Early Career Researcher Fund (ECRF) project on the role of service robots in surprise-based marketing

2025 - Arrow - UK Shared Prosperity Fund project developing an integrated platform for holistic marketing performance benchmarking in collaboration with Canny Creative.

I teach marketing-related topics to undergraduate and postgraduate students and supervise dissertation projects.

2025/2026:

• MKT1104 Introduction to Marketing
• NBS8512 Dissertation I Marketing
• NBS8562 Contemporary Trends in Marketing

Past:

• NBS8510/NBS8910 International Marketing Communications Management
• Strategic Marketing in the Digital Era 
• Small Business Marketing and Management 
• Communications and Content Marketing 
• Digital Business: Models, Marketing and Operations 

• Articles

  • Yan M, Yu Q, Lin Z, Ye Y. Unpacking the psychological mechanisms of service robot adoption for lonely customers. Journal of Digital Economy 2025, 3, 288-298.
  • Ye Y, Yu Q, Zheng Y, Zheng Y. Investigating the effect of social media application on firm capabilities and performance: The perspective of dynamic capability view. Journal of Business Research 2022, 139, 510-519.
  • Yu Q, Barnes B, Ye Y. Internal Market Orientation, Interdepartmental Relationships and Market Performance: The Pivotal Role of Employee Satisfaction. European Journal of Marketing 2022, 56(5), 1464-1487.
  • Yu Q, Barnes BR, Ye Y. Investigating internal market orientation: is context relevant?. Qualitative Market Research: An International Journal 2020, 23(3), 523-539.